B2B Marketing Digest - November 2025
Dear reader,
Welcome to this special November edition of the B2B Marketing Digest, and thank you once again for being part of this growing community of curious, thoughtful marketers.
This month’s issue is close to my heart. After years in corporate marketing - from legal and real estate to tech and B2B services, I know how hard it can be to stay strategic in the noise. Between shifting platforms, evolving buyer journeys, and endless tools, it often feels like the ground moves faster than we can respond.
Recently, I had the chance to reflect on this in an interview with Marketing Parrot, where I shared how corporate conferences became my real marketing battlefield, and why planning, not just performance, defines ROI. You can read the full piece here.
In this month’s Digest, we take that same strategic lens into the next battleground: Search.
We’re honored to feature the voice of Christina Värno, Head of Strategy at Convertal, whose talk at RIGA COMM inspired this issue’s headline article:
“AI & Search: The Next Marketing Battleground” - exploring how tools like ChatGPT, YouTube, Reddit, and even TikTok are reshaping discovery.
As always, thank you for reading- and thank you for doing the hard, meaningful work that great marketing requires.
Warm regards,
Kristīne
Hot Updates
LinkedIn Signals a Shift: From Virality to Authority
New tools reward real expertise, deeper engagement, and trusted voices. Between Sept-Oct 2025, LinkedIn rolled out several updates that shift how B2B marketers should show up on the platform. The algorithm now favors consistent expert content over engagement hacks.
New metrics like Saves and Sends help you measure real value, not just vanity likes.
You can now boost thought leader posts that link directly to events, helping you drive better webinar and virtual event attendance.
Verified brand pages also got a spotlight - useful for building trust in crowded feeds.
And on the backend, LinkedIn upgraded its ad tools and introduced new rules (especially in the EU), so it’s time to double-check your campaign setup.
B2B marketers should focus on building credible voices, sharing valuable content people want to save or forward, using creators to promote events, and keeping their paid setup clean and compliant.
Meta to Use AI Chat Signals for Ad Targeting
Starting October 7, Meta began notifying users that conversations with its AI tools (in Messenger, Instagram, and Facebook) will be used to personalize content and target ads, rolling out fully by December 16. Sensitive topics (e.g. health, politics) are excluded.
What this means for B2B marketers:
Meta’s ad engine is about to get smarter — it will use what people say to its AI (for example: “CRM tools”) to decide which ads to show them. That means you may reach niche B2B prospects based on their questions, even if you don’t know their standard interest tags.
Keep an eye on ad performance shifts in Q1 2026. Early movers in AI-relevant or category-specific messaging could benefit most.
Instagram Shifts Focus to Reels, DMs & Comment Quality
New UI rollout: Instagram is testing a redesigned bottom navigation bar. Reels is now the second tab, and DMs are third, highlighting Meta’s priority: full-screen video and private conversations.
New “Repost” icon: A double arrow icon under posts now makes it easier to share content to Stories or your own feed- Instagram wants to encourage redistribution beyond likes.
New “Downvote” arrow in comments: A downward arrow now appears under comments, letting users quietly signal low-quality or irrelevant replies. Similar to Reddit’s model, this helps improve what shows up first.
What this means for B2B marketers:
Reels matter more than ever: make short, vertical, valuable videos that grab attention and deliver insights quickly (think: checklists, frameworks, stats).
DMs are now a front door: use Stories to invite DMs (“Reply to get the deck”), and treat Instagram more like a lead-gen or nurture channel.
Create share-worthy content: with the new repost icon, it’s easier for users to amplify your thought leadership. Add CTAs like “Save & share with your team.”
Comment downvotes = signal to improve, if you’re engaging in the comments (especially via team or exact accounts), make sure you’re adding value — not dropping generic replies.
More B2B Brands Quietly Testing TikTok
TikTok isn’t just for consumer brands anymore, industries like SaaS, professional services, and even infrastructure are testing it for thought leadership, recruiting, and lead-gen.
It still ranks low in B2B channel mix (~3% usage), but with 1.6B+ users and rising discovery potential, it’s worth testing if your audience includes younger buyers or future decision-makers. (By MarketingProfs)
TikTok Adds Smarter Ads + AI Tools for Easier Campaigns
TikTok now offers flexible ad automation and AI tools to help create and test video ads faster. It also improved how results are tracked.
Why it matters for B2B:
These updates make it easier to run campaigns with limited resources and reach niche or younger decision-makers. Useful if you're testing TikTok for lead gen, event promotion, or product explainers.
ChatGPT Launches Custom GPTs
OpenAI rolled out “Custom GPTs” — branded AI assistants that live inside ChatGPT. Think of them as smart mini-apps where users can ask questions, get advice, or access tools — all powered by your own content. (Available only in the Pro (paid) version of ChatGPT)
Why it matters for B2B:
Buyers are already asking ChatGPT for recommendations like “best CRM for startups” or “how to run a webinar.” Now you can create a GPT that answers those questions with your content - turning ChatGPT into a discovery and pre-sales channel.
What B2B Marketers Can Do:
Build your own GPT: Use OpenAI’s no-code builder to create a branded AI assistant (e.g., “YourCompany AI Guide”) that answers FAQs, shares product info, or delivers resources.
Upload helpful content: Add blog posts, PDFs, use cases, or onboarding guides — what you’d want a lead to see early.
Promote it: Link to your GPT from your website, newsletter, email signatures, or demo flows.
Stay ahead: You're not showing up in every ChatGPT answer yet, but early GPT builders will have a head start as AI becomes a go-to decision channel.
Creating and publishing a GPT is free, but you have to have ChatGPT Pro to create it and only Pro users ($20/month) can access and use GPTs.
In Tools and Tactics section, find how to be found in GPT`s and ChatGPT chats.
Reader’s Voice - Community Insight
“75% of B2B Marketing Digest poll participants said their team uses Microsoft Dynamics, with HubSpot a distant second.”
That says something.
If your client data still lives in personal Outlook inboxes or scattered Excel files, especially siloed among account managers, it’s a signal worth acting on. Why? Because when that data isn't categorized under a shared system, you're risking lost leads, broken follow-ups, and missed upsell triggers.
Even small and mid-sized firms should centralize customer info in a joint CRM system. A shared dashboard gives sales, marketing, and support teams a 360° view of the client journey- improving targeting, retention, and results.
But the role of CRMs is evolving fast.
Welcome to CRM 3.0 - where systems are no longer just digital filing cabinets but growth engines.
CRM 3.0: What’s New and Why It Matters
AI Assistants
Modern CRMs now come with built-in copilots, think of them as AI assistants that help sales teams write follow-ups, suggest next best actions, or even predict deal health.
Example: Salesforce’s Einstein Copilot or Dynamics 365 Sales Copilot.
Native Integrations & Automation
No more CSV uploads. With native integrations (e.g., your CRM + marketing automation + e-signature tools), you can create real-time workflows, like sending a personalized email the second someone fills a form.
Set up real-time syncing to reduce lead leakage.
Predictive Insights
CRMs are now using machine learning to score leads, prioritize tasks, and even forecast revenue with surprising accuracy.
CRM maturity is tied to competitive advantage
Firms that use AI-assisted CRMs for more than just record-keeping, like sales enablement, customer scoring, and predictive outreach report faster growth and stronger customer loyalty.
This gives weight to your call for teams to go beyond data entry and use CRM insights for decision-making.
Insights from the research: Artificial intelligence in customer relationship management: A systematic framework for a successful integration
Tips for Marketers:
Treat CRM like a growth tool: use its segmentation, automation, and campaign features.
Align CRM setup with marketing goals: segment by industry, intent, and deal stage for better personalization.
Clean + test your data: especially with upcoming Gmail & Outlook email deliverability rules (read more in this issue).
Train teams to use the CRM beyond data entry: focus on using insights, not just filling forms
Tools & Tactics
How to Show Up in ChatGPT: Two Ways to Be Found
AI Visibility Checklist (AI-SEO for B2B Content)
Make sure your website and resources are structured:
Clear page headers: “What is [X]?”, “How it works”, “Pricing”, “Who it’s for”
Bullet points and FAQs: Easier for AI to parse and summarize
Use cases and personas: Help ChatGPT understand who you serve
Schema markup: Add metadata to your site (via dev or SEO tools)
Write for clarity: write like you're answering real questions
Update often: ChatGPT scrapes public content- fresh, factual content helps
For B2B marketers:
Build a GPT for controlled interaction, and optimize your content to be useful, structured, and visible in AI-led discovery.
Quick Hits
Cookies Are Fading- GA4 and First-Party Data Matter More
Safari and Firefox already block 3rd-party cookies. Google Chrome will follow by 2026. That means you can’t track people across websites like before.
What marketers should do:
Use GA4 (Google Analytics 4) to track actions on your own site - like clicks, form fills, and downloads
Collect real leads: emails, demo requests, webinar signups - with clear consent
Focus on your owned data - not 3rd-party targeting or retargeting
Adapt campaigns to be based on user behavior on your site, not across the web
GA4 helps you see what matters: who visits, what they do, and what converts - all within your own domain
Email Deliverability 2026 (prepping for Gmail/Outlook changes)
Email Deliverability Rules Are Changing — Inbox Access Will Get Harder
By early 2026, Gmail, Outlook, and other providers will tighten email filtering — cracking down on bulk sends, low engagement, and poorly authenticated domains. Your emails could be blocked or sent to spam even if they’re legit.
What B2B marketers should do now:
Ask your IT team: Is SPF, DKIM, and DMARC correctly set up for all your email domains?
Clean your list: Remove inactive or bounced contacts to protect your sender score.
Segment + personalise: Avoid generic mass sends — engagement matters more than volume.
Warm up new domains: Ramp up slowly if using a new email or subdomain for campaigns.
Monitor inbox placement: Use tools (e.g., GlockApps, Mail-Tester) to test if your emails land in spam.
Deep Dive Article: With Christina Värno
AI & Search: The Next Marketing Battleground
Why B2B marketers need to rethink discoverability in 2026
Search is changing fast. With ChatGPT, YouTube, TikTok, and Reddit increasingly used for answers, B2B marketers need to think beyond Google rankings. Buyers still search, but now they ask AI tools questions and expect trusted, contextual responses in return. We're entering the era of Answer Engine Optimization (AEO). This shift isn’t about replacing SEO, it’s about expanding visibility across the entire discovery journey.
At this year’s RIGA COMM, I had the chance to hear Christina Värno, Head of Strategy at Convertal, speak about this exact shift. One line stuck with me:
“People don’t just want answers, they want trusted, contextual ones.” That moment sparked this article, because B2B marketers are asking: “How do we show up when buyers search through AI tools, not just Google?” So I reached out to Christina to share her view on what this shift really means, and what practical steps marketers can take now to prepare for 2026.
Her insights, especially on digital trust, platform behavior, and actionable findability, are something every B2B marketing team should be thinking about.
READ THE ARTICLE…
Future Signal
Looking Ahead to December: What Marketers Need to Know Heading into 2026
Regulation & Risk: AI + Data Compliance in 2026
Economic Outlook: A Macro View on 2026
Funnel Shifts in 2026: “The New Buyer Flow”
Closing Note
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