Spotlight has acquired Captivate Collective | Customer Advocacy for an undisclosed amount. This corporate acquisition brings together Spotlight with a premier Customer Advocacy and Engagement Strategy agency. Captivate Collective specializes in helping B2B brands transform their customers into passionate advocates through strategic programs and engagement initiatives.
Captivate Collective, co-founded by Deena Zenyk and Liz Richardson, offers expertise in crafting Advocacy Programs, Customer Marketing, Customer Engagement, and Voice-of-Customer (VoC) strategies. The agency designs, implements, and manages comprehensive customer advocacy practice strategies, including advocacy-driven marketing campaigns, reference strategies, and community-led growth initiatives. Their services are tailored for B2B SaaS, enterprise, and mid-market organizations, aiming to enhance customer retention, amplify brand storytelling, and deliver measurable impact on sales and pipeline for clients such as SAP, Cisco, and UiPath.
The acquisition is strategically aimed at integrating Captivate Collective's specialized customer advocacy capabilities into Spotlight's offerings. This move is expected to create significant synergies, allowing the combined entity to provide a more holistic suite of solutions for B2B companies seeking to activate their customer base and build brand champions. By combining resources, Spotlight can now offer enhanced services that drive customer loyalty and leverage customer voices more effectively across the entire customer lifecycle.
The integration of Captivate Collective's deep expertise in advocacy measurement frameworks and scalable advocacy ecosystems is anticipated to strengthen Spotlight's ability to deliver tangible value. The combined entity is poised to empower a broader range of B2B organizations to achieve greater customer engagement and measurable business outcomes through robust advocacy strategies.