I'm speaking on stage next week about how marketing is evolving, and honestly, the conversation I'm most excited about is the one around how we're all having to rethink our acquisition playbooks.

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Because here's the thing: the strategies that got us here won't get us where we need to go in 2026.

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Why traditional acquisition is breaking down

If you're a founder or marketing leader at a scaling B2B business right now, you've probably noticed something.

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Your cost per acquisition keeps climbing. Your paid ads aren't converting like they used to. Your SEO game is being completely disrupted by AI overviews that answer questions without anyone ever clicking through to your site.

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And meanwhile, your sales team is telling you that deals are taking longer to close because buyers are doing more research independently before they'll even take a first call.

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This isn't just you. This is what's happening across B2B.

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The ambassador marketing shift

There's a fundamental shift happening from transactional marketing (ads, SEO) to relationship marketing (ambassadors, advocates).

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And before you think "but we're B2B, we don't have influencers like consumer brands", let me stop you there.

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This isn't about Instagram influencers with millions of followers. This is about recognising that in B2B, your best marketing channel is often the people who already know, use, and love what you do.

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Think about it: when did you last make a significant business decision based purely on an advert you saw? More likely, you talked to peers, asked for recommendations, read what trusted voices in your industry were saying.

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That's ambassador marketing. And it's becoming the most effective growth lever for B2B companies that get it right.

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What makes ambassador marketing different

Traditional influencer marketing feels... transactional. Someone gets paid to post about your product, their audience knows it's an ad, and the impact is fleeting.

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Ambassador marketing is different because it's built on genuine advocacy.

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These aren't people you're paying to read a script. These are people who:

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• Actually use your product or service
• Understand the problems it solves because they've experienced those problems
• Have credibility in your target market
• Are willing to share their experience authentically

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In B2B, this often looks like:

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• Your existing customers sharing case studies
• Industry experts mentioning you in their content
• Partners co-creating thought leadership
• Your own team building personal brands around their expertise

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Why this works better than traditional acquisition

Here's what I'm seeing with the businesses we work with:

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Trust is earned, not bought When someone in your target market sees a peer solving a problem with your solution, that carries infinitely more weight than any ad copy you could write.

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It compounds over time Unlike paid ads that stop working the moment you stop paying, ambassador relationships build momentum. Each piece of content, each recommendation, each case study adds to a growing body of proof.

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It's actually more cost-effective Yes, you're investing time in relationships. But compare that to the rising CPCs on Google Ads or the competitive keyword landscape. Ambassador programs often have better ROI and longer-lasting impact.

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It reaches people before they're actively searching Traditional SEO and paid search catch people when they already know they have a problem. Ambassadors create awareness earlier in the journey.

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How to start building your ambassador program

This doesn't mean abandoning ads or SEO overnight. It means adding a new pillar to your marketing mix.

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Start with your existing customers Who's already getting great results? Who's naturally enthusiastic about what you do? These are your first ambassadors. Make it easy for them to share their story.

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Make it genuinely valuable for them This isn't about asking for free marketing. Think about what you can offer: exclusive access, co-marketing opportunities, becoming recognised experts in your shared field.

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Invest in relationships, not transactions The best ambassador programs aren't based on one-off payments. They're ongoing partnerships where both parties benefit from the relationship.

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Enable, don't script Give ambassadors the tools, data, and support to share authentic stories. Don't hand them copy to paste. Their credibility comes from their voice, not yours.

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Think beyond "influencers" Your team members can be powerful ambassadors. So can your partners, your investors, even your suppliers. Anyone with credibility in your market and a story to tell.

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The practical path forward

If you're running marketing at a scaling B2B business, here's what I'd focus on:

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Map your existing advocacy Look at where recommendations and word-of-mouth are already happening. Who's naturally talking about you? Start there.

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Create a framework What does good look like? What support do ambassadors need? What's in it for them? Document this so it's scalable.

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Test and learn Start with 3-5 ambassadors. See what works. Refine your approach before scaling.

Measure what matters Track influence, not just reach. Are these relationships creating opportunities? Shortening sales cycles? Improving close rates?

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Be patient This isn't a switch you flip. It's a muscle you build. Give it 6-12 months before you judge success.

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The reality for B2B in 2026

Look, ads and SEO aren't dead. But they're becoming table stakes rather than competitive advantages.

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Every company can run Google Ads. Every company is optimising for SEO. Everyone's competing in the same channels with rising costs and diminishing returns.

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What can't be easily replicated is a network of credible voices who genuinely advocate for your business.

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That's what ambassador marketing gives you. And that's why it's becoming the defining characteristic of B2B companies that are growing sustainably rather than just spending aggressively.

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If you're leading marketing at a scaling B2B business and you're not thinking about this shift, you're going to struggle in 2026. Not because your current tactics will stop working completely, but because your competitors who embrace this change will have an unfair advantage.

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The companies winning in our space right now aren't the ones with the biggest ad budgets. They're the ones with the strongest networks of authentic advocates.

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That's the shift I'll be talking about on stage next week. And it's the shift you need to start planning for now.

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Want to talk about what ambassador marketing could look like for your business? Get in touch - I'd love to hear what you're seeing in your market.