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

Where do B2B home runs come from?

What can a baseball movie teach us about B2B marketing? An opinion piece in Marketing Week says it’s all about showing how your runs are scored — in other words, buyability, a model that reflects the factors that give your buyers the confidence to go ahead with a purchase.

Demand gen and lead gen: The golden ratio

While many B2B businesses invest more in lead generation, Little Black Book argues that demand generation should take priority in today’s marketing landscape. A healthy 60/40 split between demand gen and lead gen could be the perfect recipe for supporting both immediate revenue and long-term growth.

Branching off from the linear B2B funnel structure

The traditional B2B marketing funnel assumes a linear path from awareness to conversion, but that format won’t cut it in today’s market, according to Tech Edition. Find out how new funnel structures are shifting to accommodate changing buyer behaviours.

Google keeps Chrome but must share data

Following a five-year legal battle over Big Tech’s domination of the online search space, a US judge ruled that Google will not be forced to sell its Chrome browser or Android operating system, but it will be required to share data with its competitors. Reuters has the details.

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