Spotlight buys Captivate Collective to build B2B influence platform
NEW YORK and VANCOUVER — Spotlight, a portfolio company of Stone-Goff Partners, has acquired Captivate Collective to establish the industry’s comprehensive “influence orchestration” capability.
By integrating Spotlight’s specialized analyst relations (AR) and peer review scaling with Captivate Collective’s expertise in managed customer advocacy and engagement programs, the acquisition enables business-to-business (B2B) clients to synchronize market influencer insights with real-world customer validation.
Pioneering end-to-end influence orchestration
Spotlight has also been a provider of AR for the past 14 years and has assisted ambitious B2B firms in engaging with, managing, and quantifying the influence of industry analysts.
The company had previously provided customer influence services, including peer review sourcing and win/loss research.
Hannah Stone Craven, Co-Founder and Managing Partner of Stone-Goff Partners, notes, “Spotlight has a clear vision for the importance of influence in B2B, and Captivate Collective enhances that vision with differentiated capabilities and leadership.”
“Together, they reflect how influence is driving decision-making among B2B buyers today.”
Moreover, the purchase of Captivate Collective adds services to the company’s portfolio, including customer marketing and advocacy competencies.
Captivate Collective brings to the table proven programs designed to activate existing customers as credible, scalable sources of influence.
By integrating these capabilities, the combined entity provides clients with a cohesive platform that addresses multiple touchpoints in the purchasing process.
Clients can control both the perception of third-party analysts and advocacy with direct customers under one provider through this merger, forming a more coherent approach to shaping market opinion and generating revenue.
“This acquisition is about more than expanding services—it’s about building the future of influence in B2B,” said Rick Nash, CEO and Co-founder of Spotlight.
Combined entity targets integrated B2B buyer strategy
It was the first add-on investment undertaken by Spotlight since it was acquired by Stone-Goff Partners, and Stone-Goff Partners’ presence in the company demonstrated its active role in scaling its portfolio companies.
Stone-Goff, which focuses specifically on technology-driven B2B service companies in the knowledge economy, is utilizing its capital and M&A expertise to accelerate Spotlight’s long-term growth strategy.
Stone-Goff’s core verticals include business services, consulting services, marketing services, IT services, human capital and training, and outsourced services.
Through this move, Stone-Goff combines two specialty companies to form a larger, higher-valued platform with a distinct market presence.
“Buyers don’t experience analyst insight, customer advocacy, and peer validation as separate motions, and neither should the companies trying to reach them. Captivate Collective has built one of the most respected customer advocacy practices in the market,” said Nash.
With the acquisition, the leadership team of Captivate Collective will remain in place, ensuring service will not be disrupted, and clients will have access to additional capabilities.
This move demonstrates that the investment would also drive additional innovation in talent and technology, and promote the new category of influencing orchestration on a global scale.
