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

A new take on B2B lead generation

HubSpot and TikTok have announced that they’re partnering to make customer acquisition easier for B2B brands. It works by automatically syncing leads from TikTok on HubSpot’s Smart CRM, marking not only the next evolution of B2B lead generation but the growing influence of TikTok as a B2B social media platform. Get all the details direct from HubSpot.

Drive organic search success

“SEO success should be measured on its contribution to your organization’s bottom line,” says Search Engine Land. “If you are not progressing your SEO program to be viewed as a long-term, revenue-generating function, you are doing a disservice to yourself and your organization." In response, it shares four ways your B2B organization can drive organic search success, from creating ideal customer profiles to setting clear expectations.

How B2B marketers can prepare for 2024

As 2023 starts to wind down, B2B marketers are looking ahead to 2024. Raconteur outlines how exactly they should be preparing, making a case for starting new marketing campaigns now if they want to win business in the new year.

B2B benchmarks, budgets, and trends

Last week, Content Marketing Institute published findings from its B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024 report. Spanning topics that include AI, social media, and content marketing challenges. It’s packed with insights and statistics that could inform or inspire your next move.

Want to learn more about search success?

Read our guide on writing effective metadata.