Deena Zenyk — customer advocacy expert, Spotlight
Published:
You don’t have to greenfield everything. You can look at some of the stuff that you’ve already got and start to optimize it.
What does Deena Zenyk say on The Agile Brand with Greg Kihlström?
Deena Zenyk, customer advocacy expert, Spotlight, says: This interview with Deena Zenyk examines how AI-generated shortlists and answer engines are forcing B2B organizations to move from siloed influence activities to deliberate influence orchestration. Zenyk outlines the need for cross-functional coordination, predicts new executive roles to own influence, and describes 'precision advocacy'—a data-driven approach to activating specific customer voices and optimizing existing assets to improve visibility and sentiment in AI-driven buyer journeys.
From: The Agile Brand with Greg Kihlström
Cite as: Deena Zenyk. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/deena-zenyk-you-dont-have-to-greenfield-everything-you-can-look-at-som