Only "ranged spells and special abilities" need to target the nearest enemy or ally. The explicit definition of a "ranged spell or special ability" is in the Eratta/FAQ document, starting at the very bottom of page 4:
Some rules refer to "ranged" spells and special abilities. Ranged spells and special abilities are those that target the nearest enemy or ally. A spell or special ability is ranged if it has one of the following range keywords: range 6, cone, line 12, and sight. All other spells and special abilities do not count as ranged (those with the range keywords self, touch, your warband, and any warband).
Since the Hobgoblin Marshall's Motivate ability doesn't use one of the relevant range keywords, it isn't a "ranged special ability" and therefore doesn't require the nearest enemy or ally to be the target.
[also, moved to Skirmish forum...]
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