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

Comparing the effectiveness of trials and demos

Free trials and demos are popular strategies for B2B brands that want to close a deal, but which is more popular? MarTech outlines a recent analysis that highlights which drew the higher conversion rate.

Insider tips on building a B2B brand

After a process of two years and 55 interviews, CMSWIRE looks at insights gathered on proven strategies and key lessons for building a B2B brand. Points include the importance of strategic differentiation, CEO collaboration, and experimentation.

B2B SEO tips to drive new leads

We all know SEO is important, but are you making the most of it? Forbes shares how B2B businesses can leverage SEO to drive more leads and revenue. Expect tips on keyword research, link-building, and on-page optimization.

Revisiting the principles of modern marketing

After conducting research that uncovered B2B marketers own the first 70% of the buying journey, MarketingProfs looks at the state of the current marketing landscape and what B2B marketing teams can do to chart a positive path forward.

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