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

What B2B can learn from B2C

While the differences between B2C and B2B marketing have been well documented, Digital Commerce 360 looks at what one can learn from the other. In this case, B2B can look to B2C for insight on marketing to real people instead of businesses, stripping away industry jargon, and expanding beyond traditional channels.

Analyzing the value of difference

A study from Kantar has found that difference is worth paying for because it makes a brand less substitutable. To be more specific, it found that difference is the most important driver of pricing power for B2B brands and offers some follow-up tips on how you can build difference into your own brand.

Finding success with email segments

Email is likely an important part of your B2B marketing strategy, but if you're not segmenting your subscriber list into dedicated categories tailored to their needs, you're going to fall behind. MarketingProfs outlines why email segments are important and 12 ways to go about doing it.

Another AI announcement

After a period of testing, LinkedIn has announced that it's officially rolling out its AI-powered campaign tool later this year. Titled Accelerate, it’s said to help advertisers create campaigns 15% more effectively and drive a 52% lower cost-per-action when compared to classic campaigns. Digiday has the details.

Are you building your AI literacy?

Check out our tips on how B2B marketers can build familiarity with this fast-moving tech.