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

New B2B marketing trends with real staying power

We talk about B2B marketing trends all the time, but how do we know they’re more than passing fads? A Forbes panel shares its predictions about 14 up-and-coming B2B marketing trends that will last long into the future.

COVID lessons learned in B2B marketing

The pandemic was tough on marketers, but it also pushed them to innovate, work harder and prove the value of every marketing strategy they pitch. CMS Wire reflects on the lessons learned from COVID in the B2B marketing space.

Cast a B2B marketing spell with ABM

We can’t wave a wand and make our marketing dreams come true, but Entrepreneur says account-based marketing (ABM) is the next best thing. ABM provides targeted, research-based solutions to drive your next campaign.

How brands can encourage sustainable consumption

Being a responsible brand is not about encouraging consumers to consume less — well, not exactly. Marketing Week explains what marketers can do to help the world consume products more consciously.