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

In B2B marketing, people want to hear from people

For The Drum, the key to success as a B2B marketer today lies in people, stories, meaningful connections, and having the right messenger. “In B2B, trust is your currency, humanity your cache,” the feature reads. “By seeing the person as the message, brands can speak directly to an audience’s experience, without needing to force an issue.”

Changing your CX mindset

MarketingProfs reminds us that customer experience (CX) isn’t a box that needs checking or a one-and-done technology to deploy. To really elevate CX and create an organization that’s truly customer-centric, you need to think of CX as a living, breathing part of your business that’s embedded into its DNA from day one.

How can B2B salespeople help today’s B2B buyers?

Where B2B buyers of the past relied on salespeople to guide them through sales, the process today is a little different. Now, B2B buyers take matters into their own hands, researching alone and weighing up their options and comparisons online. Forbes outlines 20 ways a B2B salesperson can still play an important role in closing deals.

Using YouTube Ads to drive B2B conversions

You may not think YouTube Ads convert to B2B leads but Search Engine Land shares three case studies that suggest YouTube campaigns do, in fact, have a positive influence on B2B lead generation. It also shares key practices to make video campaigns a success.

Create campaigns that convert

Whatever your goal, we've got what it takes to elevate your B2B campaign. Reach out to make it happen.