advocacy trendsetters

We're on a mission to celebrate bold leaders transforming customer loyalty and collaboration—and paving the way for the customer-powered enterprise.

Explore their stories and find your own advocacy inspiration.

Download our latest ebook and get the inside scoop on what makes an advocacy trendsetter.

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our featured trendsetters

Kevin scanlon

VP, Head of Global Customer References & Advocacy | SAP

“Customers are truly the lifeblood of any organization…if companies aren't putting customers first, they won’t be around in five years.”

Kevin is redefining what it means to put customers first in a world where B2B expectations now mirror B2C behaviors. From reimagining SAP’s long-standing global advocacy program to architecting a new tiered model that fuses loyalty mechanics with enterprise engagement. His message is clear: advocacy isn’t about louder voices, it’s about smarter listening, bolder risks, and building lasting value for and with every customer.

jane menyo

Sr. Director, Solutions & Customer Marketing | Gong

"We took a lifecycle-led approach to drive engagement strategies with our customers at the right time and place."

Jane reengineered customer advocacy to match the pace of today's revenue-driven, AI-accelerated world. At Gong, she built a lifecycle-led advocacy model that listens harder, activates smarter, and scales faster. Her playbook breaks from traditional, reactive approaches and replaces them with strategic, signal-driven engagement that turns customer love into loyalty, and loyalty into revenue. Jane has cemented advocacy as a business growth engine built on precision, empathy, and serious ROI.

Kevin Lau

Vice President, Customer Marketing | Freshworks

"Customer advocacy is an unlocked growth opportunity, and many companies are missing it."

As a forward-thinking strategist and award-winning customer marketing veteran, Kevin has shifted the narrative from transactional touch points to a holistic, lifecycle-based approach that drives measurable impact. Within just 90 days, he transformed Freshworks’ fragmented programs into a connected engine of advocacy, education, and loyalty—all while keeping the customer firmly at the center. Kevin doesn’t follow trends; he creates the blueprint for others to follow.

Learn what it takes to be an advocacy trendsetter.

Inside our latest ebook, Becoming an Advocacy Trendsetter, you'll find advice from real trendsetters who are redefining the customer advocacy practice, along with the traits that define a true advocacy trendsetter.

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