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Today marks a defining moment for Spotlight and the B2B influence landscape. We are thrilled to announce the strategic acquisition of Captivate Collective, the market-leading customer marketing and advocacy consultancy.
This is more than a simple acquisition, it’s the deliberate creation of the market’s first true end-to-end Influence Orchestration capability. For 14 years, Spotlight has pioneered analyst relations as a core influence strategy. Now, we are leading the future of influence across the entire B2B buyer journey.
As the modern B2B buyer journey fragments due to analyst insight, customer validation, community signals, and emerging AI-mediated discovery, many organizations are struggling with disconnected influence programs. Our acquisition of Captivate Collective directly addresses this challenge.
“Buyers don’t experience analyst insight, customer advocacy, and peer validation as separate motions, and neither should the companies trying to reach them. By bringing our teams together, we’re defining how influence really works today — and how it will work tomorrow.”
Rick Nash, CEO and co-founder of Spotlight
The combined business unifies the influence of analysts, customers, and AI-driven discovery into one cohesive system. This eliminates fragmented initiatives, allowing marketing, sales, customer success, and product teams to align their influence efforts for maximum impact.
“Joining Spotlight allows us to scale [our] mission dramatically — reaching more clients and helping organizations integrate customer influence earlier and deeper into the buyer journey.”
Liz Richardson, co-founder of Captivate Collective
In a nutshell: Together, we eliminate the disconnect between understanding what drives influence and activating it. Our combined capability tracks how influence flows through human and AI-mediated touchpoints, enabling teams to intentionally feed trusted signals and precisely measure the ROI of their efforts.
“This partnership gives brands the ability to orchestrate influence with real intent and impact, rather than treating it as a series of disconnected activities.”
Deena Zenyk, co-founder of Captivate Collective
To share our vision and intent, founders Rick Nash of Spotlight and Liz Richardson and Deena Zenyk of Captivate Collective sat down to share their ambitions for the future.
We are excited about what comes next and invite you to watch the video for a deeper dive into why we came together and how this partnership will drive measurable business outcomes for our clients.
To learn more about what this combined offering can deliver for your business, get in touch with us today.