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

Is your B2B ready for a crisis?

From security breaches to an unpredictable business landscape, there’s a lot of risk you can’t forecast as a B2B business. Forrester breaks down some of its research around just how many are prepared, revealing that only 49% of smaller companies have a documented crisis communications plan.

Building loyalty with a customer service framework

Zoom's blog unpacks the benefits and methodology behind next-level B2B customer service. Specifically, it looks at the steps and thinking required to build a customer service strategy, and offers several real-life examples of great customer service.

The impact of AI on email strategy

AI is reshaping the way users view and manage their emails and, as a result, the way they receive updates from businesses. MarTech dives into how exactly the rules of the inbox are being rewritten and what it means for email marketers today.

The rise of proof over persuasion

Continuing the talk of AI, there’s also plenty of discussion about how it’s changing the buying journey. For The Drum, the result is the rise of proof over persuasion. “It’s true that as AI revolutionizes discovery and makes self-service buying the default, some of the marketers’ control is slipping away,” the article reads. “But this doesn’t have to be a story of threat. Rather, one of inevitable, and potentially positive, change.”

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