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

When buyers want to skip the sales call

Recent research suggests that many buyers only contact sales when they’re ready to validate a product selection they’ve already made — about 70% of the way into the buying journey. The Drum explains how both marketing and sales departments can adapt to this new reality.

The real reasons behind stalled deals

According to CMSWire, most B2B tech deals stall not because of competition but internal indecision and misalignment on the buyer’s side. To stop deals from grinding to a halt, companies should evolve their strategy to help build the buyer’s confidence and facilitate internal alignment.

4 ways to use SMEs for short-form video content

MarketingProfs shares four tips for creating short-form video around your subject matter experts (SMEs): educate and inform viewers, highlight real experts in a relatable way, keep content relevant, and use creativity to keep things fresh. Get the details here.

What will B2B marketing look like in 2030?

How will marketing roles, content creation, brand work, and SEO/AEO change in the next five years? NZ Marketing looks at today’s trends to predict changes for the upcoming decade — all things it says successful B2B marketers and brands will start working towards today.

Need help navigating the changes in B2B?

Whether you're still catching up on current B2B trends or planning for their future evolution, our experts are here to help. Contact us to set your marketing tactics in motion.