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

Bridging the gap between brand and demand

New insights from a Google report show that many senior marketing decision-makers lack a clear marketing effectiveness goal, and most are misaligned on how to measure that goal. B2B Marketing shares strategies for connecting brand building efforts with demand generation approaches to drive long-term growth.

The battle to prove ROI in B2B

As marketers face heightened pressure to prove the impact of their work on company revenue, challenges abound. Marketing-Interactive explains how to effectively prove ROI by choosing the right metrics, optimizing campaigns for high-value leads, and more.

How to use the right data at the right time

Data alone isn’t enough to find success in B2B marketing, according to DesignRush. Marketers need to curate customer journeys to ensure valuable content and data-driven insights show up at the right time, allowing your product to shine as an inevitable solution to your audience’s existing problem.

A Gen Z perspective on user-generated content

A MarketScale podcast delves into the reasons why more B2B brands should embrace user-generated content (UGC) to reach new generations of buyers. Find out what kinds of connections modern audiences are looking for, how they consume content, and how marketers can cater to their digital habits.

Want to reach a modern audience with video?

Learn five ways to make sure your B2B video strategy hits the mark in 2025.