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

Get your B2B web store right

A recent survey from Sapio Research found that while B2B buyers are making more purchases online than ever, ecommerce capabilities aren’t keeping up. The study found that 74% of B2B buyers would switch suppliers if another web store offered a better experience and 68% are discouraged from making B2B purchases online because of order errors.

Learnings from a LinkedIn campaign

After Hootsuite’s first LinkedIn creator campaign, AdWeek shares what the social media platform offers for influencer marketing with its community of creators. Alongside insight on leading with simplicity, it discusses staying true to brand identity and building authentic bonds with your audience.

Appealing to a new generation of B2B buyers

With millennials and Gen Z now making up 64% of business buyers, Forbes talks about the transformation of marketing and aligning strategies with what matters most to this new generation of buyers. This includes setting the stage for a positive buying journey at the top of the funnel and leveraging data effectively.

Welcome to the decade of B2B

Following Tom Stein, Creative B2B Lions jury president, saying we’ve reached the decade of B2B, The Drum explores why B2B is currently a space for marketing innovation, creativity, and growth, and how great work can be defined.

Ready to level up your website?

Read our guide on meganavs and how they power website engagement.