#178 - The New B2B Influence Model: How to Drive Growth Through Genuine Advocacy with Andy Lambert, Principal Product Manager at Adobe

Episode notes

We often think of influencers as people with huge follower counts, but true influence happens at the micro-level, right where your customers and brand evangelists live. This is the realm of Personality-Led Growth , and it's where B2B marketing is headed, but we there's a lot of improvement needed beforehand. On this episode of FINITE, we're joined by Andy Lambert , the entrepreneur who scaled ContentCal to 30,000 users before selling the business to Adobe . Andy has a rare perspective, having seen influencer marketing from both the scrappy startup trenches and the massive enterprise scale: Andy shares the costly mistake of misaligned paid media and how ContentCal pivoted to building genuine advocacy through Community-Led Growth and activating micro-evangelists. He explains how this approach doubled pipeline velocity and average sales price. Now leading product at Adobe Express , Andy reveals how he tackles B2B influencer marketing at scale, moving past simple reach to buying creativity and deep integration .