What We’re Reading: Week of May 18, 2026

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

New data shows patterns in AI search citations

According to research from Meltwater, AI models tend to cite content on platforms like LinkedIn, Reddit, and YouTube more than other sources. The structure and relevance of the content matter more than the users’ follower count, and on LinkedIn, many more citations come from individual member profiles as opposed to company pages.

There’s still plenty to uncover about what helps AI search engines make decisions, but this aligns with recent trends around adding humanity and authenticity to B2B content. As the top social platform for B2B, LinkedIn is a great place to showcase your experts and share information buyers might find useful.

B2B web design that leads to easier decisions

Forbes says your B2B website is less like a storefront and more like a member of your sales team, and it should be designed to answer a buyer’s questions quickly and clearly. It’s a great explanation of how web design goes beyond aesthetics, using visual cues to guide users to their goals.

Website copy should go hand in hand with this goal-oriented design philosophy. Rather than being full-on promotional, the text should reflect the challenges your customers face in their everyday work, then frame your product as a solution to those challenges.

Designing a new, nonlinear B2B funnel

In recent months, several B2B marketing sources have called for a new model to replace the traditional buyer funnel. This week, Demand Gen Report cites a study showing how unpredictable the process can look, with buyers frequently switching between digital activities and using multiple screens and channels to carve a path towards purchasing.

CustomerThink argues that the funnel should look more like a continuum, and marketers should create environments where buyers can make decisions more easily. This will look different depending on your buyers, but it’s a practical way to reframe and redefine your strategy without throwing everything from your previous process out the window.