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

Analyzing the online B2B experience

With two out of three B2B buyers now preferring to place orders online through a supplier’s website, the online experience has never been more important or pressing. A new report from Sana Commerce outlines key findings about the challenges, expectations, and priorities of today's B2B buyers. Digital Commerce 360 has the details.

Targeting buyer groups

In the past, marketers focused on the buyer journey as something linear, with an organization’s research and buying decisions handled by one person. Now, things are done differently, with decisions often involving all sorts of people and departments. MarTech outlines why those buyer groups matter and how to target them.

Overcoming unique B2B challenges

While there’s a lot of crossover between B2C and B2B, there are also several challenges specific to each. Here, Forbes asks 15 members of Forbes Agency Council to contribute specific hurdles B2B marketers face today and how they overcome them.

LinkedIn’s drive to keep users engaged

LinkedIn has introduced a few new features to keep people engaged with the platform and fuel growth in the competitive social media space. The first? AI-powered career advice. The second? Games. PYMNTS has the details.

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