Spotlight x Profound: Maximizing B2B Visibility in the AI-Driven Buying Journey

by Kendra Copeland

August 21, 2025

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Spotlight x Profound: Maximizing B2B Visibility in the AI-Driven Buying Journey

Spotlight x Profound: Driving AI Visibility in the B2B Buying Journey

Spotlight CEO Rick Nash and Profound CEO James Cadwallader were thrilled to join the PMA Analyst Relations Summit to discuss their innovative partnership and how it’s helping B2B brands show up in the AI-driven buying journey.

You can read more about this partnership in the official press release.

How Generative AI Is Reshaping B2B Buying Decisions

AI tools like ChatGPT, Copilot, and Perplexity are transforming how buyers discover and evaluate vendors. By the time a buyer reaches out, most decisions are already influenced by AI-generated insights, peer reviews, analyst mentions, and community discussions.

Key Takeaways from the Summit

Audit your AI presence: Understand what buyers encounter when using AI search tools.
Fuel trusted sources: Strengthen analyst mentions, encourage peer reviews, and publish in LLM-friendly formats.
Align teams: Make AI visibility a shared KPI across AR, PMM, and demand generation teams.

Infographic: Your AI Visibility Playbook

We’ve created a concise infographic summarizing the key insights and actionable steps for vendors looking to maximize their AI visibility.

Webinar Replay: Spotlight x Profound at the PMA AR Summit

Missed the live session? You can watch the full webinar recording.

See How Your Brand Shows Up in AI Search

Want to see how Spotlight and Profound can help your brand show up where it counts? Schedule a demo and take the next step in influence orchestration across the sources that matter most.

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