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

Closing the gap between credibility and discoverability

We’ve all heard about the benefits of credibility, and how it can be used to build authority and relationships, but is your website armed for discoverability too? That’s the question DesignRush sets out to answer, and offers solutions to close the gap.

This is something we run into with clients all the time. The website’s there, the credibility and proof points are there, but it’s not optimized for how the modern B2B buyer operates. While you may think it’s a content problem, and that’s partly true, there are lots of other moving parts on your website and beyond that come into play. 

Some interesting go-to-market predictions

According to Forrester’s B2B predictions, AI agents won't just influence 75% of B2B purchase decisions in 2027, but buyers will double their human interactions to validate AI-generated recommendations and two-thirds of providers will lose deals because buyers can’t verify claims.

In recent months, there’s been a scramble to leverage AI. Now the dust is settling and we’re understanding it, things are changing and where you may expect human interactions to dip, they're on the up. It’s an interesting shift and an important reminder to be deliberate about what you automate, and what you leave to real people.

Do your B2B content assumptions need a rethink?

Whether it's the idea of more content leading to greater impact or the assumption that B2B features need to be long and in-depth, Forbes outlines 18 assumptions that may seem right on the surface but don't actually hit the mark.

For us, an important one is the idea that content has to generate immediate leads to be valuable. The best content is slow. It builds authority, trust, and becomes a resource people refer to over time. If you’re seeing B2B content as a quick fix or a way to immediately close sales, you’re probably doing it wrong.  

Got something else that needs a rethink?

Whether you need a website refresh, new content strategy, or don’t know how to get to the top of AI search, we’re here to put you on the right path. Reach out to our integrated team of experts today.