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

How do you make buyers care?

As B2B buyers get more selective about where they spend time and money, MarTech recommends five approaches to build their trust, provide value, and make a genuine connection. It suggests showing personality, empathy, humility, investment, and creativity in your B2B marketing outreach.

How cybersecurity impacts B2B marketing

Technology is constantly reshaping the marketing landscape, making cybersecurity more important than ever. B2B Marketing explains how the right approach to cybersecurity helps businesses safeguard sensitive information, stay compliant with new privacy regulations, and build trust with customers.

Many B2B marketers are overwhelmed by AI

A LinkedIn study finds 72 percent of B2B marketers are overwhelmed with how quickly AI is transforming their roles. Search Engine Journal provides a summary of the report and what it means for marketers who want to blend AI tools with human communication in 2025.

Do memes have a place in B2B marketing?

According to DesignRush, memes can help B2B marketers take a more human approach — and hopefully make people laugh. Find out why they work, see examples of successful memes in B2B marketing, and learn some strategies you can use today.

Looking for tips to improve your B2B website?

Read our blog for 5 ways to boost conversions on your site.