The B2B maze, where complexity meets opportunity

Focus on your brand champions

The B2B buying journey has changed, and not in the linear way marketers once predicted. It’s no longer a simple funnel, but a sprawling maze shaped by dozens of voices, shifting stakeholder priorities and a constant steam of data. According to Forrester, “the average B2B sale now involves 13 internal and nine external individuals.” (Source: Forrester Research) That’s 22 opportunities for confusion—or clarity.

Marketers are feeling the shift, and the weight. With new tools and access points to data emerging every week, the pressure to perform is real. In a sea of content, automation and campaigns, what cuts through?

People.

More specifically, the people who already believe in you: your brand champions. Let’s explore what that really means.

Real voices lend real influence

A brand champion isn’t someone you script. It’s someone who has had such a great experience with your brand that they actively promote it—often through personal recommendations and word-of-mouth praise. They share because they want to. Think: a procurement lead who felt heard during a complex implementation. A customer success manager who gained insight from a workshop. A client stakeholder who received help just when they needed it.

These are the people others trust. According to Forrester’s 2023 Buyer Trust Survey, “B2B Buyers overwhelmingly trust coworkers and management at their organization (82% for both groups). They also express high levels of trust for vendors they currently work with (79%)” (Source: Forrester Research). In other words, trust is built on proximity.

Now imagine if those trusted groups had great things to say about your brand. That’s the role of a brand champion. They become your brand’s most credible voice, adding exponential favorability for your brand, especially when you’re not present. And by building these champions, you can scale trust. it becomes a multiplier to your marketing approach, spreading your story through the most persuasive channel of them all: people.

Create “+1” moments

Brand championing starts with a simple “+1,” small, thoughtful, unexpected actions that build emotional equity. They are not about swag or gimmicks. It might be:

A follow-up video message from a sales rep
An impromptu check-in from your customer support person
A personal note from the creative team

These moments stick. They spark trust. And when they happen consistently, they create the kind of loyalty no funnel can.

Brand champion is a team sport

Sales can’t own this alone. Today, brand-building is cross functional—a shared responsibility across marketing, product, customer success and even back-office functions. Culture matters here too. Brand champions blossom in environments where teams listen more than they sell.

At (add)ventures, we build systems and stories that help these moments shine. In industries like healthcare, we’ve seen how aligning customer feedback with storytelling can elevate the experience, especially when teams across support, marketing and strategy work as one. The result? A more human brand that others want to champion.

Brand championing blossoms when teams listen more than they speak. When people feel understood, seen and appreciated, they’re more likely to tell others about it. Even in small ways. And these moments, when shared with others, can carry as much weight as any campaign.

Equip people to tell your story

The best brand champions don’t parrot back talking points. They need a platform. They share moments that mattered to them.

That might mean spotlighting customers by name in case studies, inviting them to speak at your next event or providing them with behind the scenes access to your product or service. The goal isn’t to script them—it’s to support them. The more personal the moment, the more authentic the brand-championing. And authenticity builds trust at scale.

Start where you are and stay intentional

Brand championing doesn’t require a massive launch. Look at what’s already working. Where are customers already singing your praises? Celebrate employees who go above and beyond. Highlight customer wins. Turn your most frequented customer touchpoints into memorable experiences. Capture and amplify them.

At (add)ventures, we simplify complexity for B2B brands, and help turn complicated experiences into lasting moments for brand champions to shine. Whether it’s through customer journey understanding or human-centered storytelling, we help our client partners build momentum. In a world where buyers believe people more than brands, the future of B2B marketing isn’t more content. It’s more champions.