About this Event
The rules of visibility have changed. Buyers aren't just Googling anymore - they're asking AI. And AI answers by pulling from review sites, community forums, expert content, and owned media. The brands that show up aren't just the loudest or the ones mass generating marketing content. They're the ones whose customers are speaking in the right places, saying the right things, and aligning to a greater narrative.
For customer marketers, this is either an existential threat or the biggest opportunity you've ever been handed. Your assets - references, case studies, reviews, community, customer relationships - are now the primary inputs into the systems shaping buyer decisions.
But volume alone won't cut it. What's required now is precision: a surgical understanding of how narratives are being formed, where customer voice lands, and what it takes to influence the answer engines your buyers are trusting.
This workshop is for the CMA practitioners who want to lead that shift - not just adapt to it.
WHO THIS IS FOR
Customer marketing, customer advocacy and marketing professionals who are ready to move beyond scale-for-scale's-sake and start thinking strategically about customer voice as an AI-era influence lever. Whether you own the outputs of advocacy programming, customer story creation, reference management, community building, or sit at the intersection of customer voice and customer activation - this session is built for you.
WHAT WE'LL COVER
The Shift: A focused look at the landscape shift from "breaking through the noise" to "getting into the answer." We'll cover:
- How AI answer engines source and surface customer voice
- Why the assets CMA professionals own have become the most strategically valuable in the building
- The distinction between scaled advocacy and precision advocacy — and why the difference matters now
- What "the warning" looks like: why manufactured advocacy fails in AI environments and what authentic influence actually requires
Precision Advocacy in Practice: This is where we get to work. As a facilitated group, we'll explore and pressure-test real plays for precision advocacy:
- Auditing your current presence in AI answers
- Mapping which customer content is being sourced and where the gaps are
- Identifying the highest-leverage plays for your specific program and buyer journey
- Building a per-platform strategy: what surgical advocacy actually looks like in practice
We'll close with a full-group debrief and share-out of the top plays the room surfaced.
WHAT YOU'LL LEAVE WITH
A clearer framework for thinking about customer voice as an AI visibility strategy — and at least one concrete play you can pressure-test with your own program immediately.
HOSTED BY Liz Richardson & Deena Zenyk, Spotlight Practitioners who've been at every inflection point in customer marketing and advocacy - and are actively building what comes next. They are established educators and methodology creators for B2B customer advocacy and engagement. Formerly co-founders of Captivate Collective, a customer engagement and advocacy firm, they were recently acquired by Spotlight and lead Customer Engagement development and delivery.
Event Venue & Nearby Stays
10 Whitechapel High St, 10 Whitechapel High Street, London, United Kingdom
USD 0.00
