Influence Orchestration in the GenAI Era | Spotlight × Profound 2025 White Paper

Why This Research Matters

The B2B buying journey has shifted:

• 89% of buyers now use GenAI tools in their discovery and decision-making process (RevSure/Forrester, 2025).
• More than 20 million daily ChatGPT prompts are tied to B2B buying decisions.
• Peer reviews, analyst insights, and community commentary now determine who makes the shortlist.

If your brand isn’t visible in GenAI-trusted ecosystems like G2, Gartner Peer Insights, TrustRadius, Reddit, or Wikipedia, you risk being excluded before buyers ever reach your sales team.

Key Findings from the Report

• GenAI is now the first step in B2B buying. Buyers form shortlists and impressions long before engaging sales.
• Peer review platforms dominate visibility. G2, TrustRadius, Capterra, and Gartner Peer Insights are the most cited sources.
• Ungated analyst insights matter. Analyst research (Gartner, Forrester, IDC, etc.) only drives visibility if it’s discoverable in public channels.
• Sentiment shapes perception. Vendors are not only included but described with positive, neutral, or negative framing that impacts credibility.
• Top vendors by category revealed. From HR Tech to Data Security, Commerce, and Digital Workplace, the research shows which companies are winning in early AI-driven discovery.

What You’ll Learn in This White Paper

• How GenAI tools decide which vendors to recommend
• Top 5 vendors and citation sources across six B2B software categories (HR Tech, Sales & Marketing Tech, Data Security & Privacy, Digital Commerce, IT Services, Digital Workplace)
• The role of analyst relations, peer reviews, and public content in GenAI visibility
• Actionable recommendations for GTM, Product Marketing, and Analyst Relations leaders

Who Should Read This

• Analyst Relations professionals who want to ensure their company is included in GenAI shortlists
• Product Marketers focused on competitive positioning
• GTM leaders who need visibility strategies for the GenAI era
• CMOs and Marketing Directors looking to future-proof demand generation