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

Use frontline marketing to overcome B2B sales hurdles

These days, B2B buyer behaviour involves less human interaction and longer cycles. Forrester emphasizes the need for something it calls frontline marketing, which is all about breaking through silos and staying accountable to sales outcomes.

Three examples of success in B2B sales

According to McKinsey, companies that use omnichannel sales teams, advanced sales technology and automation, and data analytics and hyperpersonalization are more likely to succeed in growing their market shares. Here are their success stories.

What are hidden gems in SEO?

Based on new and announced changes to Google’s search algorithm, EEAT content will continue to rank higher on the SERP. Search Engine Land argues that hidden gems, or webpages with content based on firsthand knowledge and personal insights (think websites like Reddit and Quora), will soon become another important part of your SEO strategy.

LinkedIn expands Thought Leader ad promotion

Previously, businesses on LinkedIn could only promote content from their own verified employees through Thought Leader ads, but a recent update has made it possible for brands to sponsor organic posts from any user. MarTech explains how it works and why it matters to marketers.

How else can you rank higher on SERPs?

Metadata helps. Here's how we write it effectively.