On this episode of The Peerbound Podcast, we hear from Trish Borrmann, the Director of Global Customer Advocacy at ServiceNow. Trish shares her journey and expertise in building customer advocacy programs at technology giants like Cisco, Fortinet, and ServiceNow. She discusses the power of customer stories and the impact of a unique project where she helped write a cybersecurity best practices book with contributions from industry experts. Trish highlights the importance of engaging customers in sharing their success stories in a variety of formats, from press releases to robust multi-platform campaigns, and emphasizes the value of presenting customer advocacy as a valuable opportunity rather than a favor request. The conversation also touches upon the role of AI and generative AI in enhancing customer advocacy strategies and the operational efficiency within ServiceNow. Trish's experiences shed light on the evolving landscape of customer advocacy in tech and offer valuable insights for both seasoned and aspiring customer advocacy professionals.

• (00:38) Trish Borrmann's Unique Experience with a Cybersecurity Book
• (04:35) Lessons from Leading Technology Companies
• (05:44) Building a Customer Advocacy Program from Scratch
• (07:15) Looking Ahead: ServiceNow's Priorities for 2024 and Beyond
• (08:42) The Art of Asking in Customer Advocacy
• (10:12) Trish's Journey into Customer Advocacy and Marketing
• (11:33) Innovative Customer Engagement at ServiceNow
• (16:14) The Impact of AI on Customer Advocacy
• (17:05) AI Adoption Within ServiceNow's Operations
• (17:47) Advice for the Next Generation of Customer Advocacy Managers

The book Trish helped publish during her time at Fortninet is called The Digital Big Bang. 

Featuring:

Trish Borrmann (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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