B2B Marketing Digest - October 2025

Written By Kristīne

Dear reader,

Welcome to the very first edition of the B2B Marketing Digest. I want to sincerely thank you for signing up and being part of this launch. It means a lot to start this journey together.

After more than a decade in corporate marketing, I saw the same challenge repeat itself: too many updates, too many channels, and not enough time for strategy. Most of us spend our days firefighting and juggling stakeholders, which leaves little space to step back and see the bigger picture.

That’s why I created this Digest. Each month, to receive a curated overview of industry updates, trends, and insights, the essentials that help you stay informed and make smarter decisions. My goal is simple: to give busy marketers back their most valuable resource - time.

Thank you again for being here at the very beginning. I look forward to shaping this together with you - and I hope you enjoy this first edition. Please, feel free to share any feedback with me.

Warm regards,
Kristīne

Hot Updates

LinkedIn doubles down on video

Full-screen vertical video + “Videos For You” feed for better discovery.

  • CapCut integration for easy publishing.

  • New analytics (“Saves” & “Sends”) to measure deeper engagement.

  • 36% YoY growth in video views → more visibility for creators.

Now is the time to test short, vertical video for thought leadership and product storytelling. Optimize titles/captions for discovery, and track saves/sends as signals of real value.

Meta Expands Reels + Threads Ads

At its Brand Building Summit, Meta announced:

  • Reels Trending Ads → run alongside the most popular, AI-curated Reels content (+20% awareness in tests).

  • Threads Ads → new carousel formats, 4:5 video, catalog ads; even brands without Threads accounts can promote there.

  • AI Value Rules → now available for awareness + engagement campaigns, letting advertisers prioritize high-value audiences.

Reels and Threads are fast becoming high-engagement ad spaces. Test trending ads for brand awareness, explore Threads ads for early mover advantage, and use AI value rules to refine targeting toward your ICP.

Instagram iPad App Launch

Instagram launched a native iPad app on Sep 3 - optimized for Reels, expanded messages split-view, and a new “Following” tab for chronological content. This means more room for immersive Reels and a better way to reach decision-makers on iPad.

TikTok & CRM Integration

TikTok now offers direct CRM integrations (e.g. HubSpot, Salesforce) for Lead Generation. That means leads from TikTok can flow straight into your CRM without manual CSV exports.

Use this to streamline follow-ups, reduce lost leads, and treat TikTok as more than just awareness- it can feed your pipeline.

Reader’s Voice - Community Insight

“75% of B2B Marketing Digest Newsletter poll respondents said generating high-quality leads is their biggest challenge.”

Too often, B2B marketing chases volume over value. But high-quality leads aren’t found, they’re built. That requires clarity, trust, and smarter targeting. Full Article

  • Quality over quantity: A smaller, stronger pipeline beats an endless list of unqualified contacts.

  • Thought leadership: Consistency and authenticity attract the right prospects and shorten sales cycles.

  • Accountability, not just alignment: Every activity must tie back to revenue, retention, or growth.

  • Sharper ICP focus: Adapt campaigns to roles, industries, and buyer stages for maximum relevance.

  • Tactics that work: Account-based nurture, retargeted education, industry insights, and proof through client stories.

The takeaway: B2B lead generation doesn’t need more leads — it requires clarity, credibility, and campaigns built around the right clients.

Tools & Tactics

Building sharper B2B personas fast with ChatGPT or similar

Refine with your own data, which will help guide content and channel choices. Use to adjust tone, timing, and messaging per buyer stage.

That’s how you start attracting.

Tip: 

  • Paste only public info; anonymize anything sensitive.

  • Treat outputs as drafts, validate with sales/CS, win–loss, and market data.

  • Save the prompt as a template so you can rerun per segment/vertical (by industry).

    Article on this topic

Quick Hits

Google Ads retires Broad Match Modifier (BMM) next quarter

Marketers must recalibrate keyword strategy to retain query control. For marketers, it means: 

Audit old keywords. Tighten negative lists. Use Exact Match for critical terms. Monitor search terms closely. Ask the agency to check out if they are protecting the budget.

EU proposes AI marketing regulation

Transparency mandates for AI-generated ads & content coming into effect in 2026. 

The EU AI Act is set to reshape marketing from 2026, introducing mandatory transparency rules for AI-generated ads, content, and customer interactions. For marketers, this means no more “silent AI” — audiences must be informed when they’re engaging with machine-produced material. The impact reaches brands, agencies, and platforms targeting EU markets, requiring clear disclosure, stronger human oversight, and new content governance standards. The opportunity? Marketers who blend AI efficiency with authentic, human-driven storytelling will stand out, as trust and differentiation become the real competitive edge.

TikTok pilots CRM integrations

Early access for e-commerce and B2B brands to ring in lead retargeting within the creator ecosystem.
For marketers, this means leads captured through TikTok can now flow into your CRM, enabling retargeting and nurturing inside the creator ecosystem. E-commerce and B2B brands stand to benefit most, as it closes the loop between awareness, engagement, and conversion — making TikTok not just a discovery channel, but a full-funnel marketing tool.

HubSpot rolls out an AI assistant for campaign planning

For marketers, this means less time on blank-page work and faster campaign setup. But while AI can outline structure and suggest directions, brand voice, positioning, and creative nuance still need human oversight to ensure campaigns stay authentic and on-strategy.

Future Signal 

Looking Ahead to November: A few topicalities are already shaping the agenda for next month’s Digest:

  • AI & Search: The Next Marketing Battleground (Google’s AI impact on SEO and ads).

  • CRM 3.0: From Databases to Growth Engines (AI assistants, integrations, automation).

  • Data Privacy After Cookies (cookie deprecation + GA4 reliance).

  • Email Deliverability 2026 (prepping for Gmail/Outlook changes)

Want these insights to fit your reality? Help shape the November issue by answering two quick questions in this Survey

Closing Note

Want this Digest to deliver exactly what you need? Share a quick note with the editor about the specific challenges you or your team are facing — we’ll make sure to bring them into future issues of the B2B Marketing Digest.

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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Kristīne