Amy Bills, VP Principle Analyst at Forrester shares the shifts she is witnessing in customer marketing and what excites her most about customer advocacy in the next 5 years.

In this episode Trusted co-Founders, Paul Button & 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 dive 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.