Related Posts
B2B buyers are changing how they discover and evaluate technology. Their journey increasingly begins with GenAI-powered search engines–not on websites or through traditional SEO. In a study we performed with our partner, Profound, we found that 89% of B2B buyers now use GenAI tools like ChatGPT, Claude, and Copilot to support discovery and decision making (access the full white paper).
On ChatGPT alone, there are over 20 million prompts per day tied to B2B buying.
These AI tools rely heavily on peer reviews and analyst research, giving professionals a unique opportunity to amplify visibility across peer review communities, analyst relationships, and the frontier of B2B buying: AI search.
Spotlight Oz, the only platform built by AR pros, for AR pros, is designed to support AR teams as they navigate this evolving landscape. Over the past three months, we’ve laid the groundwork to help AR professionals track, align and orchestrate influence more effectively.
To thrive in this new environment, AR pros must:
Our 2025 survey of analysts on analyst relations revealed that 80% of analysts believe competitive insights have the greatest impact on vendors’ success. To support this, in August, we released Competitive Intelligence features in Spotlight Oz, empowering clients to:
At the beginning of Q3, we expanded Spotlight Oz’s newsfeeds. Now, whether you’re researching an analyst, a category, or a research firm, the latest news and announcements are readily available. To ensure no important updates are missed, we integrated LinkedIn as a trusted source. We also brought peer review data directly into Spotlight Oz, allowing users to compare customer feedback across core categories and competitors.
Looking ahead, we’re working to expand your ecosystem of influence by centralizing company and competitor media mentions in Spotlight Oz. This will enable you to easily track daily and weekly analyst mentions, competitor mentions, and event/product traction to demonstrate AR’s impact to stakeholders.
With more to do and the same hours in the day, our clients need AI and automation to tackle their expanding demands. We’re helping clients maximize their visibility in the AR channel with Spotlight RFI Assist, which integrates insights from Spotlight Oz to inform RFI responses. When RFI responses are drafted using RFI Assist and shaped by the latest analyst intel and research, AR pros can scale their participation in analyst reports without sacrificing quality.
More reports typically mean more insights and analysis on the back end, but that’s no longer the case. In the future, Spotlight Oz will handle the heavy lifting with automated report analysis, where strengths and cautions are automatically broken down into insights and tagged to the appropriate vendor and sentiment.
With the qualitative analysis automated, Spotlight Oz helps you prove ROI and convince executives. Competitive strides will be articulated using our progress-to-perfect methodology, allowing you to demonstrate increased research participation and positive sentiment, backed by data.
No extra clicks — just measurable competitive advantage.
Spotlight Oz already provides centralized intelligence and management for analyst relations. Now, we’re poised to integrate signals from across the B2B buying journey. There’s never been a better time to be an analyst relations professional, and this is just the beginning of Spotlight Oz’s role in Influence Orchestration.
Ready to see it in action? See Spotlight Oz and explore how AR pros are managing their programs more effectively.
Curious how AI is shaping discovery? Book a Profound demo to see how your brand shows up in GenAI.
Want the full data behind this shift? Download the joint Spotlight + Profound white paper for all the research and insights.
Ready to scale your participation in analyst reports without sacrificing quality? Schedule a Spotlight RFI Assist demo.