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In this newsletter, you’ll find:
🧭 Amazon just offered to run your other channels. Read this first
📊 Microsoft, Google and LinkedIn are giving marketers better signals to work with
👨💻 Tweet of the day
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Together with Insense
DTC marketers: Your FREE Sept→Jan creator playbook for BFCM + Q5
By October, CPMs can already be 20–60% higher. Waiting until November leaves your team buying expensive attention while still chasing creators, approvals, and usable content.
Insense’s free BFCM + Q5 Creator Marketing Playbook gives DTC marketers a week-by-week plan from September through January, so every creator campaign starts with a clear deadline and purpose.
Inside, you’ll learn how to:
Adapt to four shifts that have changed how Q4 is won this year
How to source the right creators within 48 hours
Time organic and paid social campaigns across BFCM and the overlooked mid-December-to-January Q5 window.
Get the free playbook and turn the busiest selling season into a campaign your team can execute without last-minute scrambling.
Insense is the creator engine for consumer brands scaling past $2M, looking to save 40+ hours on creator operations per month - especially in Q4.
Book a free strategy call by October 2nd and get $200 towards your first campaign.
🧭 Amazon just offered to run your other channels. Read this first
On September 24, Amazon launched free multichannel tools inside Seller Central. Listings, orders, inventory sync, and fulfillment routing for eBay, Shopify, TikTok Shop, and Walmart can now sit in one dashboard, with channel profitability promised as well.
It’s rolling out to U.S. sellers over the coming months. That gives you time to decide what to plug in, because one dashboard also means one company seeing how every channel performs.
Sort SKUs before you connect anything
Put every SKU into one of three buckets:
Connect: commodity items where the same price everywhere is fine, and overselling is the bigger risk
Connect with care: hero products whose pricing differs by channel, where you’ll need per-channel rules
Keep separate: launches, exclusives and anything whose channel-level sales you’d rather not reveal
A supplement brand might connect its core tubs, guard its bundles, and keep a Walmart-exclusive flavor out entirely.
Set buffers by channel speed
Automatic sync helps, but a buffer protects you if any channel updates slowly during an event-day rush.
Set a safety stock for each SKU on each channel using one formula:
Buffer = daily units on that channel × days to restock that channel × 0.5
For example, a SKU selling 40 units a day on TikTok Shop with four days to restock holds back 80 units there. The 0.5 multiplier is my judgment, so raise it for Prime Big Deal Days and Cyber Week, when sales spike faster than syncs settle.
If a SKU oversells twice in a month on any channel, double its buffer there.
Use the profit view to move SKUs
Once channel profitability shows up, build a simple grid with SKUs down the side and channels across the top. Fill each cell with contribution margin after fees, shipping, and returns.
Then decide case by case:
If a SKU is margin-negative on one channel but drives new customers there, keep it as a discovery item with tight budgets.
If it’s margin-negative and attracts mostly repeat buyers, pull it and send them to your highest-margin channel.
If it’s strongest on a channel you barely advertise, move ad spend there before Q4.
Spend an hour this week sorting your top 50 SKUs into the three buckets. When the tools reach your account, you’ll connect with a plan instead of a default.
📊 Microsoft, Google and LinkedIn are giving marketers better signals to work with
Three new updates are making it easier to connect ads with actual revenue, measure traffic coming from AI, and find B2B creators whose audiences match a campaign.
The Breakdown:
Microsoft Ads Meets HubSpot - Advertisers can now connect Microsoft campaigns directly with HubSpot leads, deals, pipeline, and revenue, automate sales follow-ups, and use CRM data to build audiences across Microsoft properties.
B2B Targeting Gets Bigger - Microsoft expanded LinkedIn company lists from 1,000 to 10,000 businesses and added broader campaign experiments, letting advertisers test bidding, targeting, and creative changes before committing more budget.
Gemini Traffic Gets Trackable - Google Gemini has started adding UTM parameters to outgoing links, helping marketers separate Gemini referrals from Direct traffic in analytics. Google has not yet documented exactly when UTMs appear.
LinkedIn Makes Creators Searchable - LinkedIn is testing Creator Discovery filters for industry, job function, content type, audience demographics, and Top Voices, with broader availability expected in early 2027.
The common thread is better visibility into what is actually driving results. Microsoft is connecting ads to downstream revenue, Gemini is making AI referrals easier to identify, and LinkedIn is giving B2B teams more data to find creators whose credibility reaches the right buyers.
🗝️ Tweet of the Day
🥳 Events
🔥 What Meta’s Partnership Ads Data Means for Your Next Test
October 7 | 11 AM ET | 60-Minute Virtual Event
Get Meta’s view on where Partnership Ads fit, why creator-handle delivery is changing performance, and how experienced advertisers are testing it in real accounts. Reyna Baker from Meta and Curtis Howland, who has managed $100M+ in spend, break down what deserves budget now.
Can’t attend the session live? Register anyway, and you’ll get the recordings in 24 hours.
🔥 How Top Brands Measure, Fund, and Scale Creator Marketing
October 21 | Online | Free Festival
Return on Influence Festival ’26 brings together teams from Adobe, Edelman, ŌURA, Ogilvy, and more to unpack how creator programs actually run. Learn how they measure ROI, justify budget, structure partnerships, and scale from 5 to 5,000 creators without adding chaos.
Can’t attend every session live? Register anyway, and you’ll get the recordings in 24 hours.
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