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

Podcast: 3 approaches to drive B2B growth

As short-term marketing tactics wear thin, a Forrester podcast shares three fundamentals to support consistent, long-term growth: customer value, cross-functional alignment on value, and a customer-centric technology strategy. (If you're short on time, there's a text summary as well.)

To measure brand awareness, focus your perspective

Do we really need all the data we capture in the average brand measurement strategy? The MarketingProfs blog says no – and shares tips on how brands can measure awareness with a simpler approach.

Survey: 73% of marketers use generative AI

According to a new survey outlined in MarTech, nearly three-quarters of B2B and B2C marketing executives report using generative AI to help create text, images, videos, or other content. Find out what tools they’re using and what they’re using it for.

Slack introduces AI-powered Slack GPT

Speaking of generative AI, Slack unveiled its own plan to integrate AI technology into the messaging app for businesses. You can still use the platform to send funny GIFs to your colleagues, but their blog shares details of their vision for integrated language models within Slack, built-in AI features, and an app for customer insights.