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

LinkedIn’s B2B Performance Principles

Want to maximize the impact of marketing campaigns on LinkedIn? The social media platform has published its B2B Performance Principles, or five connected fundamentals for driving business results. These include insight on activating signals that deliver pipeline, winning the company rather than the click, and matching creative to the buying stage.

We particularly like the insight on the second point, winning the company and not the click. Closing a B2B sale rarely comes down to one person. It’s a range of stakeholders and decision makers from different departments, demographics, and seniority, so it’s important to tailor your marketing so it resonates with the group, as opposed to just one person.

Rethink what your buyers need next

In today’s martech landscape, marketers have more opportunities than ever to capture what buyers are doing. We know where they’ve clicked, what they’ve downloaded, and what they’re doing on our websites. However, MarTech believes that doesn’t always send a clear signal of what’s actually happening in a buyer’s decision because they don’t behave as neatly as our systems suggest.

There’s no denying that funnels are useful. They offer a roadmap for both businesses and buyers, and serve up data on all sorts of behaviours, but MarTech is right in saying we shouldn’t see them as so fixed. Especially with B2B buyers doing so much of their research independently, and the funnel evolving into something so fluid, approaching yours as a locked-in framework is only holding you back. 

Planning your 2027 SEO strategy

With most businesses entering planning season, Search Engine Land has put together a guide to what you need to change for 2027 SEO planning, including where it should start, splitting budget, and measuring signals.

If one thing’s clear from reading this list, it’s that so much has changed in recent years, and planning for 2027 will look different to how you planned for 2026. In SEO's case, it’s because of things like zero-click search, but it’s likely you’ll also need to rethink your planning approach to every other part of your business.

Want to position your B2B business for a 2027 win?

Whether your organization needs a new look, a website overhaul, or you want to get in front of the right people on the right channels at the right time, we've got the expertise to make it happen. Reach out to us today.