October: The Overlooked Month in Marketing
October sits in a strange place on the marketing calendar. Back-to-school campaigns have ended, but Black Friday, Cyber Monday, and holiday pushes haven’t yet begun. For many brands, this results in a lull.
Traffic dips, conversions slow, and CMOs may be tempted to tighten budgets until the real rush arrives. But smart marketers know October offers a unique opportunity. With competitors pulling back, ad costs stabilizing, and audiences in research mode, this month can be a powerful moment to fill the pipeline for year-end success.
For Digital Marketing Managers and Demand Generation Leaders, the key is rethinking October not as a dead zone, but as a launchpad.
Why Slowdowns Happen in October
Consumer Behavior
Shoppers tend to pause after back-to-school spending. They’re waiting for holiday deals, which means direct conversions soften.
Budgeting Cycles in B2B
For B2B brands, October often aligns with fiscal planning. Decision-makers are evaluating budgets for Q4 and the upcoming year, making them receptive to nurturing but less likely to close deals immediately.
Competitive Pullback
Because of these dynamics, many brands reduce their marketing investment. This creates less competition in ad auctions and inboxes — and more space for proactive brands to stand out.
How to Turn October Into a Pipeline Builder
Re-Engage Dormant Leads
Use October to reconnect with audiences who’ve gone cold.
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Launch segmented email campaigns with value-driven content like guides or calculators.
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Run retargeting ads to past visitors with educational offers, not discounts.
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Offer webinars or Q&A sessions to warm audiences for year-end.
Pilot Low-Risk Paid Media Experiments
October’s reduced competition often means lower CPMs and CPCs. It’s the perfect time to test.
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Trial new platforms like Microsoft Ads or YouTube.
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Experiment with fresh ad creative that can be scaled in November.
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Test softer CTAs such as “Get the Holiday Planning Guide” instead of “Buy Now.”
Publish Thought Leadership and Evergreen Content
With lower noise, October is a strong month for long-form content that establishes authority.
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Launch a “State of the Industry” outlook for Q4.
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Publish SEO-driven evergreen content that will rank before holiday search spikes.
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Repurpose insights into LinkedIn posts from executives to build credibility.
Strengthen Sales and Marketing Alignment
The lull creates breathing room for internal optimization.
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Audit lead scoring models.
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Align definitions of MQL vs. SQL before volumes spike.
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Build nurture sequences in advance so leads captured during the holidays convert faster.
Shift from Selling to Educating
Audiences may not be ready to buy in October, but they are ready to learn.
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Promote resources like holiday checklists or industry benchmarks.
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Offer free consultations positioned as “Q4 readiness audits.”
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Create top-of-funnel ads to seed awareness before the shopping season.
Real-World Example: FilterBuy
FilterBuy, an eCommerce retailer, faced challenges balancing efficiency with growth. By reallocating spend during quieter periods and doubling down on profitable segments, they achieved a 758% increase in profitability quarter-over-quarter while maintaining order volume.
The lesson translates directly to October: shifting investment into overlooked periods creates disproportionate returns, especially when paired with a focus on revenue-driving segments.
Key Takeaways
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October’s lull is predictable — and therefore plan-able.
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Re-engage dormant leads with content that educates, not discounts.
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Use lower-cost media to test creative and channels.
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Publish evergreen content so it’s ranking by the holidays.
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Treat October as a pipeline builder, not a lost month.
Marketers who resist the urge to go dark in October will enter November with stronger audiences, tested campaigns, and a head start on competitors.
At (un)Common Logic, we help brands uncover hidden opportunities in seasonal slowdowns. Contact us today to see how we can help!
FAQs
Should I increase ad budgets in October?
Yes, if the focus is on nurturing and testing. October offers cheaper impressions that prepare audiences for November.
What content performs best in October?
Thought leadership, planning guides, and evergreen SEO content tend to engage audiences in research mode.
Do October leads convert by year-end?
Often, yes. Leads nurtured in October are more likely to become SQLs in November and December when urgency kicks in.
Is October relevant for B2B as well as B2C?
Yes. B2B buyers are often finalizing budgets and open to education, while B2C audiences are researching gift options.
