What We’re Reading: Week of July 21, 2025
This week: Boosting performance with B2B video, a new mantra for B2B marketing, looking ahead to 2026, and what makes a good newsletter.
Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and B2B industry news that caught our eye.
Boosting performance with B2B video
A new study from LinkedIn has offered more insight on the state of B2B video. As a format shared 20 times more than any other, it’s one that’s clearly making its mark. It finds that there’s a 129% increase in engagement when using cinematic, narrative-driven brand videos and 103% higher dwell time from short, vertical “real talk” videos. Search Engine Land has all the details.
A new mantra for B2B marketing
With B2B marketers navigating unpredictable times, Forbes feels rigidity is holding marketers back because it locks in spend, regardless of shifting returns. Here, it makes a case for introducing flexibility and agility, and how a business can put it into practice.
Looking ahead to 2026
While 83% of B2B marketing decision-makers expect their investment to increase over the next 12 months, Forrester says that “persistent economic and geopolitical volatility demands a strategic, focused approach to planning.” From focusing on resilience to eliminating inefficiencies, Forrester looks to the year ahead.
What makes a good B2B newsletter?
We all get a lot of newsletters in our inbox, but what stops you moving it straight to the trash? MarTech unpacks how to turn your B2B newsletter into a high-impact, audience-first lead nurture engine, and what you can do to define its success.
While we’re talking about newsletters
Read our guide on finding success with email marketing as a B2B brand.