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

Are hidden buyers putting your deals on pause?

According to a new report, behind-the-scenes stakeholders called hidden buyers are a key cause of internal misalignment within buying groups. Marketing-Interactive explores the impact hidden buyers have on ongoing B2B deals, how often they consume content, and what types of content they prefer.

To reach B2B buyers, teach them

Faced with a long, complex, and fragmented buying process, the average B2B buyer is thirsty for clear and focused information about their upcoming purchase. MarketingProfs explains how education-led marketing designed to teach, not pitch, can help build credibility and loyalty with buyers.

Enterprise B2B marketers are emphasizing revenue-focused KPIs

A recent study says enterprise B2B marketers have shifted their sights away from vanity metrics to financial KPIs, along with a stronger focus on efficiency. Chief Marketer breaks down the study’s key findings and what they mean for marketers at large.

7 essential touchpoints for marketing growth in 2025

Fast Company says 2025 is about optimizing all aspects of your marketing strategy to stay ahead of the competition. From sharpening keywords to scaling personalization, it shares seven critical touchpoints to refine and leverage them.

What's a good way to educate buyers?

We think zero-click posts are a light, engaging way to teach your B2B audience on social media.