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

A framework for thought leadership

With brands doubling down on using authentic human perspective and thought leadership to win trust, Content Marketing Institute presents a 5-step framework to make it happen. Spanning goal setting, theme selection, and building a voice ecosystem, it makes a point of urging brands to stay genuine, knowledgeable, and above all, human.

The next phase for generative AI

MarketingProfs believes generative AI has moved past the “walk” phase to a full-blown run. It shares how teams are no longer just experimenting with AI but actively deploying it across workflows, saying that 72% of marketers identified GenAI as the most important consumer trend for the second half of 2025.

The biggest changes in B2B marketing

Five years may have passed, but the marketing world wouldn’t be what it is today if it wasn’t for the events of 2020. From prioritizing self-guided research to dropping polished messaging in favour of authenticity, Forbes brings together insight from 16 thought leaders on the most significant ways B2B marketing has changed since the pandemic.

The importance of brand consistency

Brand consistency has never been more important for B2B businesses. As MarTech outlines, “The brands that win are the ones that dig deep into the fundamentals. Positioning still creates order out of chaos. Brand still lives in the mind of the buyer. Consistency still cements preference.”

While we're talking about brand consistency

With a team of in-house experts spanning branding and design, content and creative, websites and ecommerce, and search and performance, we have everything you need to not just bring your B2B vision to life, but ensure it remains aligned. Start a conversation today.