The strongest customer marketing programs aren’t built because someone launched a campaign. They’re built because executive leadership truly believes customer trust is a growth strategy. In this session, Leslie Barrett shares how the C-level leaders she’s worked with came to truly understand the strategic value of customer marketing and why that shift in mindset changes everything from company culture to revenue growth, retention, and market trust. As AI transforms how buyers research software, buyers increasingly trust reviews, communities, peer recommendations, and customer-generated proof over polished marketing messages. In many ways, customer voice is becoming the new SEO. Yet despite this shift, many customer marketers still struggle for executive buy-in and organizational visibility. Advocacy is often viewed as a “nice-to-have” instead of strategic business infrastructure. This session will help customer marketers reframe advocacy through an executive lens and learn how to position their work in ways leadership actually values. Attendees will learn: - How executives should think about customer voice and advocacy - Why customer voice matters even more in the AI era - Hidden areas that executives see that customer marketers sometimes miss - How to reposition Customer Marketing & Advocacy from “marketing program” to business strategy - Practical ways to gain stronger executive support, visibility, and trust internally