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

Are we entering a CTV moment?

Connected TV (or CTV) advertising is the practice of delivering ads through smart TVs. With their adoption now part of the mainstream, Demand Gen Report breaks down the stats of how many brands have started introducing it into their marketing strategies and insights on getting it right.

Best marketing practices in 2025

If you had to give three priorities and best practices for B2B marketers in 2025, what would they be? For MarketingProfs, it’s updating SEO expectations, diversifying LinkedIn strategies, and adapting to customer content preferences, as well as a bonus nod to the value of high-quality content.

AI’s impact on B2B sales cycles

According to a new study commissioned by LinkedIn, AI tools are being used by B2B sales teams to close deals up to a week faster. As the report reads, “companies integrating AI are gaining a competitive edge.” Search Engine Journal has all the details.

Standing out at trade shows

We’ve talked before about how global experiential marketing spend is topping pre-pandemic levels for the first time in 2024. Now, Forbes breaks down 10 proven strategies that B2B organizations can use to get the most out of events and trade shows.

Want more insight on navigating 2025?

Check our rundown of the changes set to disrupt the B2B landscape for the rest of the year.