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

A look at omnichannel marketing for B2B tech brands

Inspired by the fact that recent B2B research indicates that the number of impressions and touchpoints required to close a deal increased by 9.5% to 19%, respectively, from 2023 to 2024, Forbes offers a guide on omnichannel marketing for B2B tech brands. It discusses unifying brand experience through your website and more.

Taking it back to basics

As planning for 2026 continues, Content Marketing Institute reframes five timeless marketing fundamentals for today’s marketing landscape. Points span the importance of knowing both your customer and brand and falling in love with the art of advertising.

The importance of replacing vanity metrics

For years, we’ve quantified success with metrics like rankings, clicks, and traffic but, as B2B search continues to change, so too should your approach to metrics. Search Engine Land explains how it’s about aligning with business objectives and tracking the full journey beyond SEO dashboards and keyword reports.

Are you in control of your AI?

While 96% of senior B2B marketing professionals would say their team’s ability to use AI is high, who’s in charge of it? That's the conundrum The Drum is looking to solve, saying that B2B’s complexity makes it the ideal opportunity to utilize AI to simplify complexity.

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