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

LinkedIn is helping B2B businesses leverage influencers

With 63% of B2B buyers now relying on creators for research insights early in the buying process, LinkedIn is developing options to help marketers connect with them when putting campaigns together. As Social Media Today outlines, the platform is testing a new Creator Discovery tool.

Thanks to their ability to build authenticity and trust, influencers have been making a lot of noise in the B2B marketing space over the last few years, and for good reason. With finding the right voice for your brand a time-consuming job in itself, we'll be keeping track of how well this works.

Social media should be at the heart of your B2B marketing strategy 

If you’re a B2B business and not on social media, you should be. Here, Marketing Week outlines why it’s a top brand-building channel and nods to some real-life case studies that prove the point, like using it to highlight a brand’s point of differentiation and building a bridge between product and community.

If this feature illustrates anything, it’s that social media shouldn't be approached as a one-size-fits-all. It should be at the heart of your marketing strategy, but only if it's been tailored to the intricacies of your B2B business, vision, and other moving parts. 

When’s the last time you completed a marketing audit?

For MarketingProfs, effort isn't holding successful marketing back, but “the absence of a complete, integrated system that connects one marketing decision to the next.” A comprehensive audit can help solve that.

We’ve been thinking a lot about system integration and how much potential a business unlocks when it breaks free from siloes. That can't start without looking under the hood and analyzing what’s working and what’s not. The same logic applies here. By asking the right questions, and diving into what’s what, you can start bringing everything together and closing the gaps.

Ready to ask the right questions?

Whether you want to supercharge your social media strategy, website, or just see where you're losing potential, our team knows how to ask the right questions so you can reach the right answers. Reach out today to get started.