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

A guide to B2B influencer marketing

As more B2B companies look to influencer marketing, Influencer Marketing Hub shares a complete guide on the strategies that actually work. Alongside emphasizing the importance of partnerships, it discusses collaborative content, webinars, and employee advocacy.

Creating a consumer-like business experience

One way the B2B landscape is undergoing change is its customers wanting more personalized offerings that sit closer to the experiences they’re used to as B2C customers. Forbes invites 19 of its Forbes Business Council members to share tactics B2B companies can leverage to give their clients a more consumer-like experience.

A greener approach to media planning

Did you know that every 1,000 ad impressions emits between 50 and 1,500 grams of carbon dioxide into the atmosphere? A new study from the Association of National Advertisers (ANA) found that advertisers that build sustainability into their media planning can reduce their carbon footprint by as much as a third. Marketing Dive has the details.

What’s behind the jump in digital B2B ad spend?

According to a new EMARKETER forecast, digital B2B ad spend is projected to jump almost 15% in 2024, a recovery from last year’s 9.3% growth. As part of that, LinkedIn and Meta are projected to account for 46.3% of spend. Explore the data in full.

So you want to start advertising on social media?

Our guide is a good place to start.