Overview

Spheres of Influence: The Future of B2B Growth Spheres of Influence is the playbook for modern B2B growth, showing how to turn word of mouth, creators, communities, and customer love into your most powerful growth engine. In today's B2B world, buying journeys don't follow funnels or flywheels. They're messy, non-linear, and increasingly shaped by trust. Prospects don't just Google you-they hear about you in a Slack group, see you tagged on LinkedIn, catch your founder on a podcast, or ask a colleague for a recommendation. Influence has become distributed. This book introduces a proven six-part framework for scaling that influence-through Core Advocates, Evangelists, Community Leaders, Specialist Creators, Category Leaders, and Domain Experts. Together, these six ""spheres"" explain how brands can build trust at scale and turn it into measurable growth. Inside, you'll find: Practical strategies for activating employees, customers, and creators as trusted voices Case studies from fast-growing B2B brands rewriting the rules of marketing Playbooks for shifting investment from impressions and clicks to influence and advocacy A roadmap for CMOs and founders to build sustainable, trust-led growth in a world of AI, social discovery, and zero-click search Written by Andy Lambert, Existed founder, B2B marketing leader, Principal Product Manager at Adobe, and author of Social 3.0, Spheres of Influence will help you rethink how growth really happens-and give you the tools to harness it. If you want to future-proof your marketing and build a brand people believe in, this is your guide.

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