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

65% of B2B buyers now order online

In the industrial supplies market, 65% of buyers made at least one online purchase so far in 2025, a new report says. That’s up from 45% in 2018. Digital Commerce 360 highlights some key statistics and findings from the report.

UX/UI shifts that are driving results in B2B

To win over those online buyers, try implementing some of DesignRush’s most effective website UI and UX tips for 2025. Unlike shiny and distracting design elements, small tweaks that emphasize clarity, simplicity, performance, and speed are more likely to foster loyalty among users.

Building brand trust through social connection

According to a recent report by LinkedIn, B2B marketers need more effective ways to build trust in their brand — not just through exposure but through connection, relevance, and validation. Find a summary of the takeaways and a link to the full report in their blog.

Where is B2B marketing headed this year?

Invisible buyers, wider content distribution, and stronger first-party data strategies are some of the trends iTMunch has noticed dominating the B2B marketing landscape this year. Read the rest and see their quick tips for staying ahead of the curve.

Does your brand feel a bit dusty?

If you notice these signs, you might need a fresh perspective.