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

Taking a 360 approach

With the B2B buying process now involving up to 10 stakeholders across multiple touchpoints, Forbes looks at the importance of 360 campaigns. As the feature says, a 360 approach isn’t just about being present everywhere. It's about consistency, thoughtfulness, and awareness.

A look at the state of enterprise marketing

Content Marketing Institute has published its outlook for 2025, looking at the frictions of 2024 and focuses for the year ahead. Expect to see insight on creation challenges, scalability, and what’s driving the top performers.

Cutting through the noise with B2B influencers

Influencer marketing continues offering B2B businesses the opportunity to cut through the noise and offer something authentic, thoughtful, and human. Entrepreneur outlines where to find influencers for your brand, what to look for in an influencer, and how to unlock the power of B2B influencer marketing.

Focusing on authenticity

As AI continues to disrupt all areas of the B2B industry, MarketingProfs looks at the importance of authenticity and striking the balance with AI sentience. It talks about mastering experimentation, customer interaction, humour, storytelling, and collaboration, and deciding what authenticity means for you.

Start your 360 approach with social media

Explore our guide on whether your B2B business should start advertising on social media.