The Spotlight Way

    Blogs

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    The Earned Trust Advantage

    April 8, 2026
     

    Spotlight Surpasses 100 Profound-Certified Practitioners, Solidifying Its Position as a World Leader in LLM Visibility Consultancy

    April 3, 2026
     
    Three major releases in Spotlight Oz kickstart 2026 and lay the groundwork for the Spotlight Oz of tomorrow. Enhancements in Spotlight Oz from the past year lay the foundation for influence orchestration and create a better experience for analyst relations professionals.

    Driving Scale, Efficiency, and Alignment with Spotlight Oz — Today and Tomorrow 

    March 26, 2026
     
    Influence Orchestration aligns analyst reports, peer reviews, AI search visibility, and content to build trust signals across the B2B buyer journey before sales engagement.

    Operationalizing Influence Orchestration: Turning Trust into a System

    March 19, 2026
     
    Spotlight Influence Orchestration ecosystem showing how analysts, peer reviews, and AI visibility shape B2B buying decisions.

    The Spotlight Ecosystem: How Influence Orchestration Comes to Life

    March 16, 2026
     
    Diagram illustrating B2B Influence Orchestration strategy across the AI-driven buyer journey, connecting analysts, customers, reviews, and LLM search visibility.

    Influence Orchestration: What It Is, What It Isn’t, and Why It Matters for B2B Leaders

    March 5, 2026
     

    Webinars

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    Featured speakers for the webinar “Controlling Your Story When AI Builds the Shortlist,” focused on generative AI in the B2B buyer journey and influence orchestration.

    Webinar Follow-Up: Controlling Your Story When AI Builds the Shortlist

    March 3, 2026
     
    Pioneers of Influence Orchestration, from left to right: Liz Richardson, Rick Nash, and Deena Zenyk

    Webinar: Controlling Your Story When AI Builds the Shortlist: Aligning Customer and Analyst Signals for Pipeline Impact in the AI-First Buyer Journey

    February 17, 2026
     

    Product Marketing Alliance Webinar: How CMOs Win in the AI-First Era

    December 3, 2025
     
    If Generative AI can't find you, neither can your buyers.

    Product Marketing Alliance Webinar: Spotlight x Profound

    August 21, 2025
     
    A promotional webinar graphic with a bright yellow background. At the top left, a black play icon is followed by the word 'WEBINAR'. A dotted line runs across to the top right, where the logos of 'SPOTLIGHT' and 'allego' appear side by side. The main headline in the center reads: 'How AR & Product Marketing Teams Win with Analyst Portals' — with the last line in bold black font. To the right of the headline, a black circle contains yellow text that says 'WATCH NOW', with an arrow pointing to it from the main text. The overall design is clean and modern, emphasizing a call to action to view the webinar.

    Modernizing Analyst Relations: How AR & Product Marketing Teams Win with Analyst Portals

    April 7, 2025
     
    A bold promotional graphic with a black background featuring two logos at the top left: 'SPOTLIGHT' and 'Product Marketing Alliance'. The main headline text reads 'Dominate the Market' with 'Dominate' in bright yellow and 'the Market' in white bold letters. Below the headline, smaller white text says: 'Discover how you can use analyst insights to win in market.' On the right side, a large, segmented yellow and orange ring graphic partially enters the frame, adding visual emphasis and balance to the design.

    How to Use Analyst Insights to Win in Market

    January 30, 2025
     
    Webinar promo for 'Making an Impact with Insights.' Two professionals smiling in a conference room with laptops.

    Making an Impact with Insights

    January 27, 2023
     
    Laptop displaying 'What It Means to Be an Analyst Relations Professional' with a yellow figure holding an 'AR' flag in front.

    What It Means To Be An AR Professional 2022 – Webinar

    August 23, 2022
     
    Webinar promo for 'How Analysts Perceive Analyst Relations' on Sept 30. Two professionals smiling while working on laptops.

    How Analysts Perceive Analyst Relations 2021 – Webinar

    November 30, 2021
     
    SpotlightAR SEO Worksheet SpotlightAR SEO Worksheet 100% 10 What-it-means-2020_2023.jpg 1 of 1 A17 https://spotlightar.com/wp-content/uploads/2021/02/What-it-means-2020_2023.jpg C17 Two women talking at a wooden table with a laptop and coffee. Text promotes the webinar 'What it Means to be an AR Pro in 2020. Summarize this table Two women talking at a wooden table with a laptop and coffee. Text promotes the webinar 'What it Means to be an AR Pro in 2020. Turn on screen reader support To enable screen reader support, press ⌘+Option+Z To learn about keyboard shortcuts, press ⌘slash

    What it Means to be an AR Pro in 2020 – Webinar

    February 23, 2021
     
    Two women stand beside a flip chart labeled 'SPOTLIGHT vs The MQ' in a modern office with brick walls. Play button overlay.

    Caroline’s commentary on Spotlight’s AR football team vs the MQ

    August 26, 2020
     
    Diagram titled 'The Insights Cycle,' show how insights from analysts influence AR program strategy or lead to misperception.

    Planning With Insights-Driven AR

    July 14, 2020
     
    Two people seated in gray chairs having a recorded conversation in a modern office with brick walls. Play button overlay.

    Jeff’s strategies for honest conversations with senior leaders

    July 6, 2020
     
    Diagram showing an unbalanced 3:1 earn-to-learn ratio, highlighting transactional, one-sided relationships in AR strategy.

    The Insights-Driven Approach to AR

    June 17, 2020
     
    Survey chart showing analyst ratings of vendor briefings, with most rated as average and only 28% above average.

    How Analysts Perceive Analyst Relations 2020 – Webinar

    April 29, 2020
     
    Two people seated in gray chairs having a recorded conversation in a modern office with brick walls. Play button overlay.

    Cory’s tips for making allies with account executives

    April 9, 2020
     
    Two women seated in gray chairs having a recorded conversation in a modern office with brick walls. Play button overlay.

    Andrea’s favorite analyst icebreakers

    February 21, 2020
     
    Webinar promo for 'Staffing and Recruiting Challenges in Analyst Relations'. Features stick figures and magnifying glass.

    Staffing and Recruiting Challenges in AR Webinar

    August 14, 2019
     
    A slide showing a diagram with categories like "Customers," "Market," "Offering," "Business," and "Go-to-Market".

    Case Studies of Impacting Business with AR

    July 15, 2019
     
    Three men sit at a conference table, smiling and engaged in conversation. Two have branded tumblers, and laptops and notebooks are on the table.

    Showing AR Momentum

    April 17, 2019
     
    A slide titled "What are We Fighting For?"Icons represent attention & support, budget & resources, patience, & recognition.

    Overcoming AR Objections

    February 20, 2019
     
    A promotional image for a webinar "The Insights-Driven Approach to AR," showing a group of professionals sitting at a table.

    Insights-Driven AR Metrics

    January 1, 2019
     
    Slide showing a table with lead generation metrics across categories like Program, Perception, Relationships, and Outcome.

    A Discussion on AR Measurement

    December 12, 2018
     
    Diagram of the "Offseason Activity" process cycle with steps from advisory to report publish.

    Make The Biggest Impact in Your Next Evaluation Report

    November 7, 2018
     
    Two slides from the "Positioning Guide" showing a model and worksheet for analyzing and organizing positioning.

    Planning AR Activity with Context and Purpose (Part 2)

    September 19, 2018
     
    Context and planning chart

    Planning AR Activity with Purpose and Context (Part 1)

    August 29, 2018
     
    Venn diagram showing alignment between Analyst Attributes and Business Goals for improved prioritization.

    Prioritizing The Right Industry Analysts

    June 27, 2018
     

    Research

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    What It Means To Be An AR Pro in 2025 – Infographic

    November 20, 2025
     

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

    September 22, 2025
     
    Spotlight promo for the 2024 Analyst Survey with key takeaways and a 'View the Results' button on a blue gradient background.

    2024 Analyst Survey Infographic

    November 22, 2024
     
    Promo for 'What It Means to Be an AR Pro 2024' infographic with a 'Click to Download' button on a dark background.

    What It Means To Be An AR Pro in 2024 – Infographic

    June 7, 2024
     
    Promo for the 2023 Analyst Survey by Spotlight. Features report cover, survey stats, and 'See the Results' CTA button.

    2023 Analyst Survey Infographic

    November 14, 2023
     
    Promo for 'What it Means to be an AR Pro 2022' infographic on a dark background with white and yellow text.

    What It Means To Be An AR Professional 2022 – Infographic

    May 1, 2022
     
    Promo for 'How Analysts Perceive Analyst Relations' infographic with a 'Click to Download' button on a dark background.

    How Analysts Perceive Analyst Relations 2021 – Infographic

    January 27, 2021
     
    Promo for 'How Analysts Perceive Analyst Relations' infographic with a 'Click to Download' button on a dark background.

    How Analysts Perceive Analyst Relations 2020 – Infographic

    May 15, 2020
     
    Promo for 'What It Means to Be an AR Pro 2020' infographic with a 'Click to Download' button on a blue background.

    What It Means To Be An AR Pro in 2020 – Infographic

    January 27, 2020
     
    Slide from Spotlight presentation on Analyst Relations professionals, emphasizing communication roles and relationship focus.

    What It Means To Be An AR Pro in 2018 – Infographic

    December 6, 2018
     

    Case Studies

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    interview with phil hassey capioit

    A Spotlight on CapioIT: An Interview with Phil Hassey

    October 30, 2024
     
    spotlight client testimonial lucas welch

    Unveiling the Power of Analyst Relations: Q&A with Lucas Welch, Vice President of Global Corporate Marketing at Highspot

    September 16, 2024
     
    Featured interview graphic for Celeste White with Blue Yonder and Spotlight logos, a microphone icon, and a blue background.

    A Journey Towards Strategic Partnership and Sustainable Growth: An Interview with Blue Yonder’s Celeste White

    May 6, 2024
     
    Spotlight featured interview with Brian Partridge, Head of 451 Research/Kagan at S&P Global Market Intelligence.

    A Spotlight On S&P: Global Market Intelligence 451 Research

    April 22, 2024
     
    Featured graphic for Corie Pierce and Junko Hazama, presented by NTT Data and Spotlight. Blue background with mic icon.

    Evangelizing An Analyst Relations Program In A Global Enterprise: An Interview with NTT DATA

    August 25, 2022
     
    Featured testimonial from Celeste White, Senior Director of Global Analyst Relations at Blue Yonder. Spotlight OZ2 branding.

    Spotlight Oz Testimonial: How Blue Yonder Leverages Insights Inside Spotlight Oz

    August 5, 2022
     
    Featured interview graphic for Peter Sheldon, presented by Adobe and Spotlight. Red background with mic icon.

    Using Insights from Analysts To Serve Multiple Lines Of The Business: An Interview with Adobe’s Peter Sheldon

    October 11, 2021
     
    Featured interview with Elissa Houchin, presented by ServiceNow and Spotlight Analyst Relations. Dark green background.

    The AR Enterprise At Work: An Interview with ServiceNow’s Elissa Houchin

    April 8, 2021
     
    Team meeting in a modern conference room. Presenter points to a bar chart on a screen while attendees take notes on laptops.

    Case study: Creating, justifying, and implementing insights-driven metrics

    October 14, 2020
     
    Presenter explains an 'Analyst Maturity Model' chart on a screen while a team takes notes on laptops in a meeting room.

    Case study: Using insights to drive (and change) strategy

    September 30, 2020
     
    Team meeting in a conference room with laptops and coffee. 'Spotlight' logo on the wall, exposed brick, and large windows.

    The Case for Insights-Driven Analyst Relations

    September 9, 2020
     
    Two professionals collaborating at a round table with a laptop. Modern office setting with large windows and glass doors.

    Case study: Creating initiatives and metrics from the Forrester Wave insights

    August 20, 2020
     

    Guides

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    Analyst to Follow: HR Tech

    December 2, 2025
     
    Marketing graphic reading 'A guide with 10 Leading Extended Reality Analysts to follow,' featuring a yellow 'Get the Guide' button and a Spotlight preview highlighting blogs, webinars, reports, and articles on XR industry insights.

    Analyst to Follow: Extended Reality (XR)

    August 27, 2025
     
    Marketing graphic stating 'A guide with 10 Retrieval Augmented Generation Analysts to follow,' featuring a yellow 'Get the Guide' button and a preview of the Spotlight guide highlighting blogs, webinars, reports, and videos.

    Analyst to Follow: Retrieval Augmented Generation

    June 25, 2025
     
    Promotional graphic with bold text 'Sharpen Your Insights Strategy' and a yellow button reading 'Download the Guide,' alongside a preview of a Spotlight guide on strong insight writing.

    Foundations of Strong Insight Writing Guide

    June 11, 2025
     
    A promotional graphic with a black and yellow theme encouraging viewers to download an AR Playbook. On the left side, bold yellow and white text reads: 'Unlock the Secrets to Strategic Analyst Relations'. Below that, in smaller white text, it says: 'Download our free AR Playbook and get the proven strategies top companies use to build analyst trust, drive influence, and fuel growth.' A yellow button at the bottom left says 'Get the Playbook'. On the right side of the image is a mockup of the AR Playbook cover, featuring a football play diagram with 'x's, 'o's, and arrows in white and yellow. The title on the cover reads 'AR PLAYBOOK' in bold white and yellow text, with the 'Spotlight' logo in the top corner. The background includes abstract graphic elements and partial document pages layered behind the playbook.

    Spotlight’s Analyst Relations Playbook

    May 12, 2025
     
    Download the 10 Leading Automation Analysts Guide from Spotlight.

    Analyst to Follow: The Future of Automation

    April 21, 2025
     
    A promotional graphic with a bold yellow background and black text on the left that reads: 'A guide with 10 Leading Agentic AI Analysts to follow'. Below the text is a black button with yellow text that says 'GET THE GUIDE'. On the right side of the image is a partial preview of the guide, featuring a profile of Gerry Murray, listed as the Research Director, Marketing and Sales Technology at IDC. His profile includes a photo, a brief description of his work, and links to related resources. Above his profile is a 'BLOG LEGEND' section with icons labeled Blog, Webinar, Presentation Recap, Podcast, Video, and Article. The top right corner includes the title '10 LEADING AGENTIC AI ANALYSTS TO FOLLOW' and the Spotlight logo.

    Analyst to Follow: Agentic AI

    March 24, 2025
     
    Discover 10 top generative AI analysts to follow for your AR strategy. Download the guide now for expert insights!

    10 Leading Generative AI Analysts

    May 29, 2024
     
    Get the ultimate cheat sheet on Gartner Analyst Groups. Download now for key insights every AR pro needs!

    A Basic Guide to Gartner Analyst Groups

    September 11, 2023
     
    Master peer review sites with our guide for AR pros. Get expert insights on navigating Gartner Peer Insights and more!

    Guide to Peer Review Sites for Analyst Relations Professionals

    August 14, 2023
     
    Discover key staffing and recruiting challenges in Analyst Relations. Download our white paper for insights from AR pros!

    Staffing and Recruiting Challenges in AR White Paper

    February 26, 2020
     

    Podcasts

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    Bright yellow podcast graphic featuring Spotlight and G2 logos, with text 'The Power of Enterprise User Review Data' and a black 'Listen Now' button.

    Illuminator: The Power of Enterprise User Review Data 

    July 8, 2025
     
    Promotional image for "ILLUMINATOR" podcast, Ep. 10

    Illuminator: Getting Started (Or Starting Over) With GenAI

    March 11, 2025
     
    analyst relations podcast

    Cocktails & Commerce

    February 25, 2025
     
    Malavika Tohani and Joe Lamming of Verdantix to explore the evolving role of AI, digital twins, and IoT in manufacturing and industrial settings.

    Illuminator: The Industrial IoT Transformation

    February 4, 2025
     
    Promotional image for "ILLUMINATOR" podcast, Ep. 8 on Analyst 2025 predictions, featuring Sarah Gish from Spotlight.

    Illuminator: Analyst 2025 Predictions: Our Agentic AI Future

    January 6, 2025
     
    This year-end episode unveils exclusive insights from Spotlight’s 2024 Analyst Survey, highlighting key trends in Analyst Relations: relationships over influence, customer sentiment in research, and generative AI’s impact. Plus, an exclusive discount for Spotlight’s AR Summit. Essential listening for AR professionals and tech strategists

    Illuminator: What Analysts Think of Analyst Relations

    December 2, 2024
     
    This episode explores the hidden complexities of cloud computing, from rapid modernization and AI-driven demands to rising resource costs and FinOps strategies. Discover how businesses are navigating innovation, cost control, and the growing power of cloud providers in the evolving digital landscape.

    Illuminator: The Future of Cloud Computing with Dave McCarthy, IDC

    November 4, 2024
     
    Podcast episode cover for ILLUMINATOR featuring Jordan McKee, Research Director at 451 Research. This episode uncovers the hidden complexity of payments, from fraud prevention and AI-driven security to embedded payments and infrastructure modernization. Explore how payments are becoming a strategic differentiator and shaping the future of financial technology.

    Illuminator: The Hidden Complexity of Payments with Jordan McKee, 451 Research S&P Global Market Intelligence

    October 1, 2024
     
    Podcast episode cover for ILLUMINATOR featuring Chase Cunningham, VP of Security Market Research at G2. This episode explores the rising threat of data breaches, evolving cyberattack tactics, and the limitations of traditional security. Learn why Zero Trust is essential, the risks of compliance-based security, and key strategies for CISOs to protect organizations in an increasingly vulnerable digital landscape.

    Illuminator: We Need To Talk About the Data Breach Problem with Chase Cunningham, G2

    September 3, 2024
     
    "ILLUMINATOR" podcast image, Episode 3 on Gen AI, sustainability, future workforce, featuring Rita Soni from Everest Group.

    Illuminator: Gen AI, Sustainability, and a New Workforce with Rita Soni, Everest Group

    August 5, 2024
     
    Podcast episode cover for ILLUMINATOR featuring Sharyn Leaver, Chief Research Officer at Forrester, and Michael Rennett, Director of Analyst Relations at Dell Technologies. This episode explores how industry predictions are crafted, their impact on technology and business, and how tech giants use foresight to navigate an evolving landscape.

    Illuminator: The Art & Science of Analyst Predictions with Sharyn Leaver, Forrester and Michael Rennett, Dell Technologies

    July 1, 2024
     
    "ILLUMINATOR" podcast image, Episode 1 on AI ethics and trust, featuring Grace Trinidad from IDC.

    Illuminator: The Black Box of AI Ethics and Trust with Grace Trinidad, IDC

    May 23, 2024