B2B Marketing Digest - December 2025
Dear reader,
Welcome to the December edition of the B2B Marketing Digest, and thank you for being part of this community of sharp, curious, and ever-evolving marketers.
This month, I’m grateful to introduce two guest voices whose expertise meaningfully elevates this issue:
Joona Widgrén, Senior Economist at OP Financial Group
Linda Sprukste, Lawyer in IT & Business Law
I’m deeply thankful for their time, openness, and the value they contributed, this edition simply wouldn’t be the same without them.
As we move into the final days of the year, I want to offer a gentle reminder.
December often tempts us into rushing, finishing, closing, planning, and tightening. But it is also the season that invites us to pause. To be present in a way that our digital-first world rarely allows.
At some point this month, I hope you can step out of the noise, even briefly, and reconnect with something quieter and more timeless. Perhaps a childhood memory of Christmas Eve, when everything felt magical, when we believed fully and without hesitation, when wonder came naturally. Let yourself feel that again.
I wish you a peaceful Christmas season, a bright and calm holiday period, and a healthy, grounded beginning to the New Year. Thank you for reading, for being here, and for doing meaningful work.
Warm regards,
Kristīne
Hot Updates
LinkedIn’s Algorithm Quietly Shifted Again (Oct–Nov 2025)
LinkedIn now prioritizes meaningful engagement, professional relevance, and native content, while reducing visibility for viral-style posts and early external links.
Analyses show that organic reach is dropping by ~50% for generic posts, while expert insights, niche value, and genuine discussions perform significantly better.
B2B marketers, the path forward is clear: publish expertise-driven, native content that sparks real conversation — not reach-chasing posts.
Macroeconomic Outlook 2026: Baltic–Nordic Signals to Watch
Senior Economist Joona Widgrén (OP Financial Group) forecasts a gradual recovery across the Baltic–Nordic region in 2026, driven by rising real wages, easing inflation, and stronger household spending. GDP growth in the Baltics is expected to approach 3%, with Latvia and Estonia picking up after recent stagnation.
Business confidence is improving, the labor market remains resilient, and two sectors stand out for growth: defense and consumer industries. Key indicators to monitor: consumer confidence, PMI, world trade, and inflation trends.
For B2B leaders, aligning budgets, messaging, and buyer expectations with these macro signals will be essential for planning in 2026.
AI & Data Compliance 2026: What B2B Marketers Must Prepare For
IT & business law expert Linda Sprukste highlights that 2026 will be a regulatory turning point for marketing teams. With the EU’s AI Act rolling out through 2027, marketers must ensure transparent labeling of AI-generated content, maintain human oversight, and update data handling and consent practices.
The AI Act also introduces significant penalties - up to €15M or 3% of global turnover — for non-compliance. As cookies continue to phase out, risks increase around ineffective consent tools, outdated privacy policies, and improper use of AI systems. Internal training becomes essential, as most compliance failures originate inside companies. Regional differences are widening, with the EU enforcing far stricter rules than the US, requiring adapted strategies for tracking, personalization, and data storage.
For B2B marketers, early compliance is not just protection - it’s a competitive advantage.
Full interview Watch the Video
Reader’s Voice - Community Insight
Insight from B2B Marketing Digest Poll + Fresh Market Data
In last month’s B2B Marketing Digest poll, most of the respondents said their first stop for answers is ChatGPT or other AI tools, not Google, not YouTube, not forums.
That result is small-sample, but the signal is loud:
AI has become the new “home page” for knowledge work.
And this isn’t just our audience, global research confirms the same shift.
Fresh Data: Where People Actually Start Their Search (2024–2025)
New studies show how professionals search for information:
AI tools are now the fastest-growing search starting point, especially among knowledge workers
29% of U.S. adults already use generative AI weekly, up from 19% in 2024
Google Search volume for “ChatGPT” now rivals searches for “LinkedIn” and “Salesforce.”
62% of B2B professionals say they prefer AI tools over Google for first-step research
Tips for Marketers
1. Create “AI-first” content: Write pages that answer full questions, not just keywords.
2. Structure your content with clarity: Use headings, bullets, lists. AI models prioritize structured data.
3. Publish your proof of value clearly: LLMs cite opinions that are unique.
4. Train your team for optimization.
5. Audit your website for AI readability: Simple language, clear definitions, straightforward sentences.
Tools & Tactics
Funnel Shifts in 2026: The New Buyer Flow
Based on the Future of Marketing 2025 Report, the classic linear funnel is officially outdated. Buyers no longer move step-by-step from awareness to purchase; they navigate a fragmented, AI-shaped path where most influence happens before brands even notice.
Three shifts define the 2026 buyer flow:
1. Invisible Discovery
With AI-led search and answer engines becoming dominant, buyers often learn about brands through summaries or indirect visibility- long before they visit a website. Content must be optimized for human readers and AI models.
2. Trust-First Touchpoints
Short-form video is the most effective social content (79.3%), while webinars and blog posts drive ROI. Buyers sample fast content for discovery, but validate through deep formats.
3. Nonlinear, Multi-Stakeholder Progression
Attribution is getting harder (difficulty measuring ROI: 40.2%), and data privacy regulations reshape tracking. That means buyers advance internally - through Slack threads, shared documents, and internal advocacy, before ever filling out a form.
In 2026, winning brands are the ones designing for a funnel they cannot fully see, but can intentionally influence.
For B2B marketers, it means building trust earlier, distributing content wider, and assuming buyers will engage long before they reveal themselves.
Quick Hits
The B2B Client Event Checklist
B2B buyers still make decisions through human connection. That’s why client events remain one of the highest-impact channels in inbound marketing, and the data backs it: 68% of B2B marketers say events generate their highest-quality leads.
Client events are one of the strongest engines in your inbound strategy, not because of the day itself, but because of everything that happens before, during, and after.
Future Signal
I know it’s the time of year when people usually write to Santa Claus…
So let me be your Santa for a moment. 🎅✨
Tell me what you want to see in the next Digest, what topics you’re curious about, what challenges you or your marketing team are facing, and what would truly help you in the year ahead.
Your notes shape the content.
Your challenges become the next deep-dive.
And I’ll make sure the upcoming editions deliver exactly what you wish for.
Closing Note
Forward this Digest to a colleague or team who’d benefit. Be among the first 100 subscribers to get it free.🤍 Join the early access list
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