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

5 B2B marketing trends with staying power

Some trends are fleeting, while others stand the test of time. MarTech says welcoming new generations of buyers, ecommerce tools, marketers supporting account managers, video marketing, and automated processes are five B2B trends that will continue to develop.

Power up B2B marketing with social media and video

B2B marketers are planning to further expand their distribution of social media content and video in 2024, according to EMARKETER. Here’s how the combination of social and video can deliver powerful results in B2B.

B2B brand awareness steals the spotlight from lead gen

A new report reveals that brand building has risen to become a top priority for marketers in 2024, while lead generation and lead conversion rank lower than previous years. Find more insights and statistics in MARKETING-INTERACTIVE.

How to revive failing ABM programs

Account-based marketing (ABM) programs typically fail for three reasons: lack of alignment between the sales and marketing departments, lack of resources, and neglecting to measure success effectively. Demand Gen Report explains how B2B marketers can recover from these shortcomings.

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