94% of B2B buyers now use generative AI during their research process. And buyers now rate genAI tools as their most useful information source, far outranking traditional sources.
AI synthesizes customer advocacy, peer reviews, analyst insights and public narratives into a single recommendation. Buyers don't experience those sources as separate motions. If your signals aren't aligned, your brand story fragments before you enter the conversation.
But inside most organizations, the teams responsible for influence operate in silos.
- Customer Marketing drives advocacy
- Analyst Relations shapes market positioning
- Content fuels demand programs
- AI visibility happens (or doesn't) by accident
The result: influence without orchestration.
In this webinar, Spotlight and Captivate Collective will introduce a practical end-to-end framework for aligning customer advocacy, analyst insight, and AI visibility into one measurable influence engine. We'll explore how to:
- Design an influence system built for measurable pipeline impact fed through AI-driven discovery
- Unify customer and analyst influence under one strategic narrative
- Elevate Customer Marketing from reactive execution to measurable impact in the buyer journey
- Identify narrative gaps and synchronize customer proof with themes analysts are already tracking
This is not about adding more programs. It is about orchestrating the influence you already generate to drive clearer, more measurable business impact.
featured guest speakers
Rick Nash
CEO
Spotlight AR
Liz Richardson
CRO
Captivate Collective
Deena Zenyk
CCO
Captivate Collective
