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

The great expectations of B2B buyers

According to McKinsey’s 2026 Global B2B Pulse Survey, “the ground is shifting under B2B sales and marketing,” and things like digital tools, omnichannel engagement, and ecommerce are no longer points of difference but thresholds for survival.

We’ll be the first to admit that the B2B landscape is changing, but rather than just tracking those changes, the businesses that will thrive are those that will adapt and make a conscious effort to meet new behaviours and mindsets. McKinsey calls the current moment “the great expectations of B2B buyers”. The real question we’re always asking is, are you ready to meet it?

When it comes to AI, it’s good to be a skeptic

Search Engine Land presents three examples of real Gemini conversations that, despite its best intentions, offered wrong and expensive solutions to problems. It proves why expertise and skepticism still matter, and why you need to approach AI with a rational, human perspective to problem-solving.

It also underpins the way we do things at Motum B2B. Yes, AI has its uses, and yes, it can be powerful, but it’s at its best when it includes a healthy dose of human rationality.

Is bad integration holding you back?

It’s easy to get caught up on chasing better data and smarter AI, but if the platforms you’re using aren’t set up correctly, or aren’t talking to each other as they should, you’re going to fall behind. That’s something all of us here feel strongly about, and what this MarketingProfs feature highlights. It also, importantly, talks about AIs role in that.

With AI solutions working across multiple platforms by their very nature, tapping multiple systems across your entire ecosystem, broken connections and bad integrations means AI won’t just highlight the problems, but stop functioning altogether.

Are your systems holding your business back?

By integrating your systems correctly, you’ll uncover blind spots, recover lost potential, and ensure your business is firing on all cylinders. Talk to our team of experts to see how we can make it happen.