What We’re Reading: Week of June 1, 2026
This week: Purpose-driven B2B campaigns, 3 phases for product launches, and prioritizing human-to human selling relationships.
Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and B2B industry news that caught our eye.
3 B2B marketing campaigns driven by purpose
Expanding on an analysis of entries from its 2025 B2B Marketing Awards, B2B Marketing shares three award-winning campaigns that stand out for their commitment to integrating business performance with social responsibility.
The campaigns are strong examples of B2B brands standing up for a cause that aligns with their core values. In the age of AI search and content oversaturation, businesses can win trust by differentiating themselves with values-driven initiatives.
Launch B2B products on LinkedIn in 3 phases
It’s common for new B2B products to launch with little fanfare. LinkedIn’s blog identifies a likely reason for lukewarm launches: businesses are focusing only on visible buyers and waiting until launch day to make announcements.
It goes on to explain how brands can build credibility and familiarity in anticipation of launch day, make an impact at launch, and get results from post-launch momentum. This structure could apply to other campaigns as well, giving brands more opportunities to sync up with buyers at the right time in their purchase cycle.
Bring back human-to-human selling relationships
MarTech defines four selling relationships in today’s B2B sales landscape: machine-to-machine, machine-to-human, human-to-machine, and human-to-human. The latter is harder to scale and measure, but it provides something machines can’t. MarTech says sellers who focus on humanity will have the best competitive advantage going forward.
Considering how emotionally driven buyers are — navigating risks, juggling hidden motivations, and making decisions based on personal values — a human touch can give brands the edge they need to stand out.
How can brands communicate values and humanity?
For a more in-depth look at why B2B brands should communicate their purpose and values, check out our blog. Our Marketing and Brand Strategist gives her expert perspective on how to do it right.