Customer Marketing & Advocacy Trends.
Amy Bills, VP & Principal Analyst at Forrester, shares the shifts she's seeing in customer marketing - and what excites her most about customer advocacy over the next five years.
In this episode Trusted co-founders Paul Button and Emma Roffey sit down with Forrester's Vice President and Principal Analyst, Amy Bills, to unpack the fast-moving world of customer marketing and advocacy. Amy reveals why 73% of B2B revenue now comes from existing customers, how AI-powered search is reshaping buying behaviour, and why customer advocates are quietly becoming every brand's “search army.”
They dig into the traits of high-performing customer marketing teams, the organisational structures that actually work, and the growing need for leadership that truly understands the value of advocacy. Amy also shares how customer voice, community influence, and trusted human content are becoming essential to showing up in LLM-driven discovery - a smart, future-focused conversation for anyone serious about modern B2B growth, trust, and the new era of Trust-Led Growth.
About the guest
Amy Bills is a VP and Principal Analyst at Forrester, advising B2B marketing leaders on customer marketing, advocacy and community. Her research focuses on how organisations turn existing-customer relationships into measurable, durable growth.
- 73% of B2B revenue now comes from existing customers - advocacy is a revenue motion, not a brand nicety.
- AI-powered search is changing how buyers discover and validate, and trusted, human content is what surfaces.
- Customer advocates are becoming every brand's “search army” for LLM-driven discovery.
- High-performing teams pair the right org structure with leadership that genuinely values advocacy.