Stone-Goff Partners, a lower middle market private equity firm focused on business-to-business services companies in the knowledge economy, announced that its portfolio company Spotlight AR has acquired Captivate Collective, a customer marketing and advocacy consultancy.
The transaction represents Spotlight’s first strategic add-on investment and supports its long-term strategy to expand capabilities for B2B organizations navigating increasingly complex buyer journeys. Combined, Spotlight and Captivate aim to create what they describe as the market’s first end-to-end Influence Orchestration capability, integrating analyst relations, customer advocacy, and AI-driven discovery into a unified platform.
Spotlight, founded 14 years ago, has focused on building the analyst relations category, supporting B2B companies in engaging, managing, and measuring analyst influence. In addition to analyst relations, Spotlight provides customer-influence services, including peer-review sourcing and win-loss research. Captivate Collective adds specialized expertise in customer marketing and advocacy, delivering programs that activate customers as credible, scalable sources of influence throughout the buyer journey.
Following the acquisition, Captivate Collective will continue operating under its existing leadership team. Clients of both organizations are expected to gain access to expanded capabilities spanning analyst relations, customer advocacy, and influence measurement. Spotlight indicated it plans to continue investing in innovation, talent, and technology to further develop the Influence Orchestration category globally.
Spotlight is headquartered in Kansas City, Missouri, and works with fast-growing companies ranging from startups to Fortune 500 enterprises to scale analyst relations and peer review programs. The company has been recognized as a Best Place to Work by the Kansas City Business Journal.
Stone-Goff Partners, founded in 2010, invests in technology-driven B2B service companies across sectors, including business services, consulting, marketing services, IT services, human capital and training, and outsourced services. The firm partners with founders and executive leadership teams to provide capital, M&A execution, and value creation support.
The company noted that the release is for informational purposes only and does not constitute an offer to purchase or issue interests in any security or investment product. It also stated that past performance is not indicative of future results and that no assurance can be given regarding the implementation or success of any investment strategy.
KEY QUOTES:
“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.”
Hannah Stone Craven, Co-Founder and Managing Partner, Stone-Goff Partners
“This acquisition is about more than expanding services—it’s about building the future of influence in B2B. 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.”
Rick Nash, CEO and Co-Founder, Spotlight
