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

Approaching B2B marketing with an investment mindset

Rather than falling into the typical B2B trap of seeing marketing as a cost, MarketingProfs says it’s time to start looking at it as a measurable investment. It talks about using data and new tools to fuel better B2B marketing strategies and develop a stronger understanding of audiences and their interactions with your business.

A levelling of B2B digital ad spend

After the boom of spend during the pandemic, Insider Intelligence predicts that year-over-year digital ad growth is set to drop. As part of these results, it also shares that social media platforms are the top destinations for B2B digital ad buyers, with many expecting an experience that’s closer to B2C.

More changes in B2B buyer behaviour

While we’re on the topic of industry changes, another new study from BigCommerce, as shared by The Paypers, on global B2B buyer behaviour found that 74% use online platforms to purchase products and 31% said technical issues kept them from completing an online purchase, emphasizing the importance of having a website that’s streamlined and puts the customer first.

Another AI perspective

Over the past months, we’ve thought a lot about AI (including how B2B marketers can build AI literacy). As technology continues evolving, Forbes shares a perspective that, with the barrier to entry so low, the only real constraint is a B2B organization’s imagination.

While you’re here, did you know we’re hiring a Digital/Web Analytics Specialist? Learn more about the role and apply here.

In case you missed it

Our Director of Engagement and Analytics, Steve Lendt, recently shared his insights on marketing outside the marketing budget for the CMA.