Brittnee Dawson, VP of Product & Customer Marketing at Service Express, on Advocacy at Every Stage

Episode Description: Brittnee Dawson is VP of Product & Customer Marketing at Service Express, with previous experience leading customer marketing at AlphaSense, Experity, and Anaplan. She started her career at Thomson Reuters, where she worked in video production and product management before finding her way into customer marketing. In this episode, Brittnee and Sunny talk about why advocacy should never be an afterthought. Brittnee shares how she embeds customer marketing into every stage of the customer lifecycle, from onboarding to expansion, so that advocacy becomes a natural output of a great customer experience rather than a one-off request. She talks about why the playbook is more similar across industries than people think, what erodes customer trust (siloed experiences), and how to make sales enablement work by getting the right proof to reps at the right moment. They also get into the tension between scaling with AI and maintaining genuine human connection, and why customer marketers have a strategic advantage as the people who can use AI in a human-first way. Topics covered: → How a background in film and visual storytelling shaped Brittnee's approach to customer marketing → Why the customer marketing playbook is more universal than people think across industries → Embedding advocacy into the full customer lifecycle instead of treating it as an add-on → What builds and what erodes customer trust → The evolution of sales enablement and putting customer proof in front of reps at the right time → Scaling with AI while keeping the human connection intact → Why customer marketers are uniquely positioned to use AI in a human-first way Chapters: 00:00 Advocacy Is Built In 00:57 From Film To Customer Marketing 02:36 Storytelling And AI Shift 11:33 Lifecycle Design And Trust 17:18 Sales Enablement With Advocacy 19:53 Content Libraries Are Dead 21:20 Personalized Enablement Moments 22:11 Full Automation Meets Trust 24:30 Human Stories Beat Data 30:58 Recommendations And Wrap Up