Beta & Bubbles, Trusted’s beta launch event, was an event where leaders and practitioners gathered to explore how trust, advocacy, and customer relationships are influencing modern growth strategies. The event highlighted the growing importance of trust-led growth and how platforms like Trusted are helping organizations make trust measurable and actionable.

In early 2025, we published our perspective on the shifts we believed would redefine customer advocacy—from stronger measurement and deeper GTM alignment to the growing role of community and storytelling. With a year of execution behind us, those predictions largely held true, but the pace and depth of change exceeded expectations. Advocacy teams are now being measured on pipeline influence, retention, and expansion, personalization has become table stakes, and community has emerged as a long-term strategic investment rather than a programmatic feature. This retrospective looks at what we got right, where our thinking has evolved, and what advocacy leaders should be preparing for as AI-driven orchestration accelerates into 2026.