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

B2B decisions are ‘made by large, diverse groups’

Many B2B marketing strategies are designed to target individuals, not groups of buyers, and Fast Company says this is a mistake. Modern purchases involve 5 to 16 people across various functions, each with their own opinions and challenges. For them to align on a buying decision, marketers must synchronize engagement with multiple stakeholders on a single account.

Are brand and demand really separate?

Despite the popular “brand to demand” mantra, the two aren’t entirely separate. Demand is generally seen as measurable outcomes, while brand is less quantifiable, making it more difficult to justify as an investment. The Drum explains why brand is an essential part of your business’ infrastructure.

B2B marketers are getting more advanced

As new tech improves interconnectivity in marketing operations, optimizes the creation of assets, and transforms the way we measure success, B2B marketing performance is evolving. MarketingProfs explains how that translates into less guesswork and more fine-tuning.

A report on Reddit marketing opportunities

A new report from Reddit explores a hidden side of the B2B buyer journey, as well as methods buyers use to research products, such as seeking advice and opinions from other humans online. SocialMediaToday breaks down the report and outlines the value B2B brands can unearth within Reddit’s communities.

How does AI-assisted search affect your brand?

AI search tools can now pull everything from your business’ online presence to generate a summary of your brand — for better or worse. Our blog explains how inconsistencies in your brand’s online ecosystem can affect that crucial first impression, as well as the steps you can take to fix it.