What We’re Reading: Week of July 13, 2026

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

Is your personalization personal enough?

Your customers don’t just want personalization. They expect it. However, Demand Gen Report believes that, with the B2B buying journey now involving multiple people at different stages of the funnel, personalization efforts are falling short and should be doing a better job of truly reflecting buyer intent.

Having seen the impact of good personalization, we’d be the first to say that it’s worth taking the time to get it right, and to lean into transparency while you’re doing it. Remember, personalization can’t happen without your customer's data and using that ethically and meaningfully comes with responsibility.

Insight from IBM on bringing B2B marketing to life

MarketingWeek sits down with Sarah Bruning Meron, IBM’s brand chief to discuss a shift in its efforts that reflect a broader change happening across B2B marketing which acknowledges that while it’s easy to gather and rely on performance marketing metrics, you're talking to real people.

A particularly interesting point raised was around content or, specifically, “content exhaustion,” with all of us being fed too much information through our screens. That, too, is a sentiment we’ve noticed and, especially with AI accelerating that volume, it’s more important than ever to be purposeful, intentional, and measured about what your business is putting out into the world.

Posting tips from LinkedIn

LinkedIn has shared its top tips for maximizing content performance on the platform. SocialMediaToday outlines them with some extra insight on optimizing LinkedIn posts for LLM consumption.

For us, the most interesting parts of the posting checklist are the cadence and post length. LinkedIn recommends publishing just 2 or 3 times a week, doing away with the idea that more is more, and says to keep posts between 200 and 300 words.