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Spotlight's Deena Zenyk on customer advocacy when AI builds the shortlist
Deena Zenyk, VP of Customer Engagement, Service Delivery at Spotlight, argues that customer advocacy stopped being a content quota the moment AI tools started assembling B2B shortlists from analyst research, peer reviews, and community threads. She and Greg Kihlström get into what that changes.
The first reader of your customer's testimonial may not be a buyer. Zenyk co-wrote The Messenger is the Message on the premise that a credible messenger carries the message — and revisits whether that holds when a model summarizes the messenger first.
Scaling authentic voices can fragment the company…
The skinny
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