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

B2B inbound marketing mistakes

As inbound marketing gains popularity in the B2B world, MarTech Series warns you to avoid these common mistakes. They recommend steering clear of ambiguous customer personas, messaging that boasts too much about your brand, and confusing website content.

Upskilling will fuel future B2B marketing success

Does your B2B marketing team have the capabilities it needs to succeed in an evolving technological landscape? Fast Company advises you to take inventory of your team’s skills, prioritize high-impact skills, and consider flex assignments to broaden their horizons.

3 ways GA4 taps AI to boost marketing analytics

As marketers adjust to the recent migration to Google Analytics 4, Search Engine Journal explains how the platform uses artificial intelligence to enhance your marketing data. Read about automated insights, custom insights, and personalized recommendations.

8 SEM tips to boost your brand’s online presence

The right approach to search engine marketing can make your website more visible to potential customers. Forbes contributors share 8 SEM tips to attract the right audience, including having a data-backed SEO plan, investing in PPC advertising, and optimizing for mobile.

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