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

Answering the essential YouTube questions

You’ve heard of YouTube, you’re using YouTube, but are you making the most of it for your B2B business? MarTech covers the burning questions you may have when unlocking YouTube’s potential, including advertising with video, creating engaging content, and influencers.

A new approach to SEO

While SEO is still an underfunded focus for a lot of B2B marketers, with only 11% citing it as a top three area of investment in 2024, it means an opportunity is growing for those that are engaging with it. EMARKETER looks at the stats and how AI is reworking B2B brand discovery.

What’s shaping B2B buyer demand?

As we approach the halfway point of 2025, Demand Gen Report looks at three B2B sales and marketing trends currently reshaping buyer demand. Alongside talk of creating a clear strategy to unlock compelling results, it looks at the return of quality content and the shifting buyer journey.

A selection of strategies that drive B2B growth

For Forbes, “B2B marketing is all about building credibility with the right people at the right time.” Here, it brings together 20 proven B2B marketing and branding strategies from its Forbes Business Development Council. As well as mention of high-value content, it lists transforming clients into partners and staying true to values.

Explore another change to search

Our guide gives you the lowdown on the good, bad, and unknowns around zero-click search.