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

Standing out with email

With 87% of marketers saying email is critical to a company’s success, it’s something worth getting right. Forbes asks 17 Forbes Business Development Council members to share their top tips for creating email marketing campaigns that stand out from the crowd.

Looking to B2C for inspiration

As the B2B buying process continues shifting, MarTech encourages marketers to look to B2C for inspiration. As well as talking about mobile-first communication, it discusses authenticity, transparency, and the importance of testing.

The rise of the positionless marketer

Continuing the talk of a shifting landscape, MarketingProfs looks at the importance of taking the role of a positionless marketer. “The positionless marketer can execute a variety of functions across channels, excelling not only in branding and content creation but also in emerging fields like influencer marketing, social media management, and data analysis,” the feature reads. “Such adaptability is crucial in a world where customer behaviours and market trends change rapidly.”

Finding results with LinkedIn video

New research set out to test LinkedIn’s claim that video gets five times the engagement of text-based posts found that video isn't just great for top-of-funnel awareness, but that there's still a place for written posts. Explore the full report in Adweek.

Want more email marketing insight?

Our guide covers everything you need to know before hitting send.