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

HubSpot's ultimate B2B marketing guide

Whether you're a newbie or a marketing vet, it's always good to brush up on the basics. HubSpot covers them in depth, from email to social media to content marketing, in its comprehensive B2B marketing guide.

Computer, chess master, B2B marketer

Machines have an edge over human brains in areas like math, conversational marketing and for some reason chess. Are we really surprised that they're also (potentially) better at marketing attribution? Forbes discusses in more detail.

Don't overlook A/B testing

When you pitch a new marketing campaign, make sure you have the data to back it up. That's where A/B testing comes in — Marketing Week explains how the practice helps make clear-cut marketing decisions for better results.

Pass your marketing campaigns to Michael Jordan

Everyone loves a good sports-related marketing analogy, so here's one to inspire our Canadian basketball fans: programmatic advertising purchases work best with an “assist” in the customer journey. Marketing explains how to score with customers using granular data.