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

Considering TikTok for B2B marketing

Known for its viral lip-synching videos and particularly popular with Gen Z, it would be easy to leave TikTok out of your B2B marketing strategy. However, as MarTech shares, TikTok is expected to deliver the biggest growth in 2023 and, as a result, holds value for B2B business.

Using ChatGPT as a B2B business

There’s been a lot of talk about ChatGPT and what it means for the future of both marketing and content creation. With more pressure than ever to maximize the ROI of every dollar spent, Forbes argues that the true impact of ChatGPT technology doesn’t live in creating instant content but data visibility.

The introduction of new LinkedIn tools

LinkedIn has rolled out new relationship intelligence tools for B2B marketers and sales teams. The Drum has outlined those changes, including new features to help narrow down target customers and provide users with deeper insights about intent.

Are you ready for the metaverse?

According to a new B2B Future Shopper report, 67% of B2B buyers want to conduct their online buying via an avatar in the metaverse. While the idea of shopping in the metaverse has always seemed future-facing, MarketingTech discusses what B2B companies can do now to ready themselves for it.