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

Learning as a new loyalty engine

With today’s B2B buyers constantly in research mode and losing patience with long and complex buying cycles, Marketing Profs says smarter strategies are those founded on education-led marketing. By providing something that truly helps customers understand not just what you do but why it matters, you’ll have people invested in no time.

Video is the new SEO

Fast Company makes a case for B2B brands going all in on video creation, noting that it far surpasses other types of content. It outlines what B2B brands should love about video and some insight into implementing a video-first strategy.

SEO success doesn’t promise AI visibility

A new study has found that brands that rank on Google’s first page are mentioned in ChatGPT just 62% of the time. Search Engine Land unpacks the research proving that SEO success doesn’t promise a place in AI and why it matters.

Becoming more than a marketer

From creative content to crunching numbers, there’s a lot that goes into marketing. Here, Forbes takes that a step further to ask 19 experts what they believe the most valuable non-marketing skill for B2B marketers are in 2025.

Get started with B2B video

Want to get B2B video right but don't know where to start? Read our guide on five things you can do today to fast forward your strategy.