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

7 ways to build meaning in your B2B brand

What does it take to make your B2B brand meaningful in 2024? An opinion piece in The Drum shares seven “codes” or strategies to market your brand with meaning, including adaptability, a personal approach, and building trust through partnership.

Key differences and similarities between B2B and B2C

With longer sales cycles, group decisions, and different emotional drivers, B2B has some important distinctions from B2C. To excel at B2B marketing, it’s just as essential to understand the similarities between the two, as MarTech explains.

Infographic: Surveying B2B pipeline growth in 2024

According to a survey of 500 B2B marketers, the top three lead generation channels are email, social media, and digital display advertising. An infographic shared in MarketingProfs summarizes more key findings from the report.

Where human expertise wins out against AI

With more B2B marketers relying on AI tools, MTC emphasizes several areas where AI can’t compete with human expertise. By combining these advantages with AI’s ability to streamline tasks, marketers can stay ahead of the competition.

Looking for more ways to differentiate your brand?

Read about how to tell a unique brand story that resonates with audiences.