Spotlight Launches Dedicated Influencer Relations Practice to Power B2B Influence Orchestration

Spotlight, the world-leading influence orchestration firm, today announces the launch of a dedicated Influencer Relations (IR) practice. The launch is underpinned by the acquisition of key assets from Onalytica, the B2B influencer marketing platform and consultancy.

June 30th, 2026, Kansas City — Spotlight has established a new Influencer Relations practice, as it continues to invest in its Influence Orchestration capability. Following the acquisition of Captivate Collective in February 2026, which brought customer marketing and advocacy into the fold, Spotlight now adds influencer relations to its integrated offer — creating an unrivalled capability that spans analyst relations, customer advocacy, AI influence and influencer relations within a single, connected system.

Acquiring Onalytica's assets

The launch is powered by the acquisition of Onalytica's SaaS platform, influencer database, and proprietary thought leadership. Onalytica was a recognized pioneer in B2B influencer marketing, having built a global database of over 700,000 influencers and a body of research that helped define the discipline.

The acquisition gives Spotlight a significant proprietary data and technology advantage, enabling clients to identify, engage, manage, and measure influencer relationships at scale — and to connect those programs directly to the broader Influence Orchestration architecture. The Onalytica platform assets have been incorporated into Spotlight Oz, further bolstering its position as the influence orchestration intelligence platform.

The practice will be led by Ashley Zeckman, one of the most respected practitioners in B2B influencer relations. She brings experience which spans influencer strategy, program design, and execution for major B2B technology and services brands — along with the craft and commercial rigour that B2B influencer programs require.

Rick Nash, CEO and Co-founder of Spotlight, said: "B2B buyers have always been influenced by trusted voices — analysts, customers, and independent experts who earn credibility through content, community, and a clear point of view. Spotlight's job is to help clients navigate that entire landscape with one coordinated strategy. The launch of our Influencer Relations practice means we can now do that completely. This is what Influence Orchestration looks like in practice."

Ashley Zeckman said: "B2B influencer relations is having its moment. Its potential as a strategic lever is about to be realized as it orchestrates the power and influence of third party voices - be they analysts, customers, or experts - to drive preference and deal flow.

By joining Spotlight, for the first time, clients can run a fully integrated influence program where influencer relationships are connected to analyst strategy and customer advocacy, and where outcomes are measured as part of one system."

Completing the Influence Orchestration picture

The combined capability — analyst relations, customer advocacy, AI influence and influencer relations — positions Spotlight as the only firm able to help B2B organisations orchestrate influence comprehensively. As AI continues to reshape how buyers discover, evaluate, and trust information, the need for organizations to manage all their pools of trusted influence in a coordinated way has never been more acute.

The Influencer Relations practice is available to clients immediately. A dedicated client webinar to introduce the practice, the team, and the opportunity will take place on July 15th 2026. For further information, please click here.

About Spotlight

Based in Kansas City, MO, Spotlight is an insights-driven analyst relations and Influence Orchestration firm with more than a decade of experience helping fast-growing companies — from start-ups to Fortune 500 organisations — scale and accelerate their influence programs. 

For more information, visit www.spotlight-io.com.

For media enquiries, please contact: clare.coffey@spotlight-io.com