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

Why B2B marketers misinterpret intent data

MarTech argues that B2B marketers are often misled by purchase intent data, which can lead to false assumptions about your buyer. It shares some tips for analyzing your own engagement data and uncovering the real meaning behind it.

Overcoming the top 5 challenges in B2B marketing analytics

CustomerThink says the top five challenges in B2B marketing analytics are data overload, attribution complexity, integrating disparate data sources, measuring ROI, and skill gaps. It offers real-world examples of each challenge, as well as its own tips and solutions.

Generational differences in B2B marketing

We’ve read plenty of recent stories about marketing to different generations of B2B buyers, but this one’s all about the unique tactics of Gen Z and Millennial B2B marketers. GlobeNewswire breaks down a study that highlights how the younger generations use tactics like video marketing, influencer marketing, and paid email.

Use ‘branded demand’ to achieve pipeline growth

Faced with key challenges like doing more with less and meeting more demanding pipeline objectives, B2B marketers must adopt a “branded demand” strategy to hit their targets, according to MarketingProfs. Here’s what they recommend in order to make a bigger impact with buyers.

Need a primer on search intent?

Read our blog to learn the four types of search intent and why they're important.