Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and B2B industry news that caught our eye.

Is TikTok worth it for B2B businesses?

Since its launch in 2016, TikTok has taken the social media world by storm, with many B2C businesses leveraging it to find huge success. But should it be taken seriously as an outlet for B2B companies? Entrepreneur discusses how and why it could be something to consider adding to your marketing strategy.

Marketers, meet data science

We all know that, in marketing, numbers are key. If you can analyze the data, gain insights, and pivot accordingly, you’ll be fuelling business growth in no time. So, it should come as no surprise that Forbes is making the case for every marketer on your team to lean into data science.

The metaverse is coming

By 2027, research firm Gartner expects more than 40% of large organizations around the world will be increasing revenue by using Web3, spatial computing, and other metaverse-focused projects. But what does that mean for marketers and brand builders? Digiday weighs in.

Everything you need to know about ChatGPT

There’s a good chance you’ve heard about ChatGPT, the free, AI-powered chatbot with the power to source (but not check) facts, write essays, and organize to-do lists. But what exactly does this mean for businesses, and how much will it disrupt? CNET outlines what ChatGPT is, how it works, and concerns you should keep in mind.