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

How are influencers working out for B2B marketers?

According to a recent report, B2B marketers say social media posts and in-person events are the most effective types of influencer content. To understand the top priorities, challenges, and trends among marketers working with influencer strategies, check out the MarketingProfs breakdown.

5 steps to take before choosing a data vendor

Set objectives, evaluate integration needs with your existing tech stack, determine your must-have capabilities, conduct thorough demos, and negotiate contracts — these are MarTech’s five tips for marketers who are searching for a data vendor to enrich their targeting and automation.

Be a black sheep in B2B

Most B2B advertising only targets a small percentage of buyers, and by relying too heavily on product-led messaging, they fail to form an emotional connection with the majority of viewers. The Drum says you can differentiate yourself from the pack by taking bigger creative risks.

Using AI for creative, compliant videos

Despite the effectiveness of video as a B2B marketing tool, some businesses avoid it due to compliance concerns. An interview in Demand Gen Report explains how marketers can use AI tools to create compliant videos that spark genuine engagement with audiences.

Looking for more creative ideas?

See how your own employees can be an asset in content creation.