AMBUSH is a strategy and storytelling platform built at the intersection of B2B marketing, the Microsoft ecosystem, and modern buyer behavior. Founded by Sam Bush, a recognized B2B marketer and Microsoft thought leader, AMBUSH exists to challenge outdated playbooks and bring a fresh, research-driven perspective to how today’s buyers discover, evaluate, and trust solutions. AMBUSH is where marketing, partnerships, AI, and buyer psychology meet—backed by real operator experience and a bold point of view on what actually drives revenue.

Sam Bush is a B2B marketing leader known for holistic, human-first strategies that influence decision-makers across the entire buying committee. With deep expertise in Microsoft partner marketing, demand generation, storytelling, and AI-assisted campaign design, Sam specializes in building programs that stand out and accelerate pipeline. As the host of AMBUSH On Air and Founder of AMBUSH, Sam brings sharp insights, creative problem-solving, and a people-first mindset to every project and partnership.

AMBUSH On Air is a Microsoft-focused business podcast for marketers, sellers, and partners who want real-world insights—not corporate jargon. Each episode features conversations with operators across the Microsoft ecosystem, exploring trends in demand generation, partner programs, AI adoption, co-sell success, and the strategies that actually move the needle inside modern B2B organizations. The podcast is designed for leaders who want depth, clarity, and practical takeaways they can apply immediately.

The B2B Buyer Rebellion—a core pillar of Sam’s work and the foundation of her upcoming book—explores how Millennial and Gen Z buyers are reshaping trust, value, and influence in B2B purchasing. Built around the REBEL Framework, this work reveals how organizations can adapt their marketing, sales, and partner motions to match how Microsoft-aligned buyers really make decisions today. It informs the AMBUSH philosophy: research-first, trust-led, content-driven, and aligned to real human behavior.

Beyond content and thought leadership, AMBUSH provides strategic consulting for Microsoft ISVs, SIs, and ecosystem partners seeking stronger demand generation, modern partner marketing, and AI-driven go-to-market programs. Services include ABM strategy, AI-assisted content workflows, co-sell readiness, generational messaging, demand playbooks, and partner program design. AMBUSH helps partners elevate their positioning, build repeatable growth engines, and stay ahead in a rapidly evolving Microsoft landscape.