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

What B2B marketers can expect in 2026

It’s about time we started seeing trend predictions for 2026, and Forrester has some big ones: unchecked use of genAI will cost B2B companies billions, more content will be created outside of centralized content teams (uh-oh!), and enterprise B2B companies will spend more on influencer relations.

AEO knowledge a must-have in B2B

As AI overviews and chat engines take a greater share of searches away from Google, Demand Gen Report says marketers must focus more on answer engine optimization (AEO) to manage results across AI answer engines and gain a competitive advantage.

Convince, don’t convert

MarTech believes go-to-market (GTM) teams spend too much time trying to convert customers that either don’t believe they have a problem or don’t believe your solution can fix it. To make real headway, focus on customers who already believe in the problem and need GTM teams to convince them your solution is the answer.

Opportunities to stand out in complex sectors

To gain attention from buyers in more technical B2B sectors, an opinion piece in The Drum says you need a mix of precision and agility. Use personalized outreach to resonate with your customers’ needs and make use of agency partners to get help with your strategic bigger picture.

Need a primer on AI overviews?

Though it takes away from site traffic, AI overviews (also called zero-click search) provide B2B businesses with an opportunity to build on brand trust and authenticity. Learn more from our Manager of SEO & Analytics.