Captivate Collective

What Captivate Collective does

Captivate Collective is a customer marketing and advocacy consultancy founded in 2020 and co-led by Liz Richardson (Chief Revenue Officer) and Deena Zenyk (Chief Customer Officer), both former senior practitioners at Influitive. The firm sells professional services rather than software, organized into three lines: Strategy Development (program design, advocacy campaigns, fractional advocacy leadership, program evaluation), Program Management (ongoing managed services including parental-leave coverage), and Platform Services (strategy, implementation, migration, and optimization for advocacy platforms, with deep dedicated practices around Influitive and Base/Crowdvocate). A fourth Education line monetizes the CAP Certification program, a cohort-based three-module curriculum, and customized learning engagements. Captivate Collective is virtual-first, headquartered in Squamish, Canada with a team of roughly 10 named practitioners.

The company generates revenue primarily through time-and-materials and fixed-scope consulting engagements plus managed-services retainers, supplemented by per-seat CAP Certification course fees and event revenue from the Advocacy Vendor Speed Dating format. Go-to-market combines sales-led direct consultation (free 30-minute discovery calls), community-led demand generation (Talk Advocacy to Me podcast and newsletter, YouTube, webinars, the Vendor Speed Dating event), and channel referrals from advocacy technology vendors including Influitive, Base, Higher Logic, Orca, Sendoso, SlapFive, and UserEvidence.

The customer base skews heavily toward enterprise B2B SaaS and technology organizations, with named clients including UiPath, SUSE, Coupa, Amplitude, Gong, Freshworks, SAP, Cisco, Lenovo, Arctera, TriNet, and FloQast. In February 2026 Captivate Collective was acquired by Spotlight AR, a portfolio company of private equity firm Stone-Goff Partners, positioning the combined entity as an end-to-end Influence Orchestration platform spanning analyst relations, customer advocacy, and AI-driven discovery. Captivate Collective continues operating under existing leadership post-acquisition.

Name

Captivate Collective

Legal name

Captivate Collective Inc.

Website

https://thecaptivatecollective.com

Company type

Private

Founded year

2020

Operating status

Acquired

Headcount range

1–10 employees

Short description

Captivate Collective is a customer marketing and advocacy consultancy that helps B2B technology enterprises design, launch, and manage customer advocacy programs, deliver CAP Certification education, and implement Influitive and Base platforms. It was acquired by Spotlight AR in February 2026.

Ownership category

akta.pro rank

Product category

Customer Advocacy Consulting

NAICS

Public Relations Agencies (541820), Advertising Agencies (541810)

SIC

Services-Advertising (7310), Services-Management Consulting Services (8742)

akta.pro primary industry

Corporate Reputation & Thought Leadership (MPAAAOAF)

akta.pro secondary industries

Brand Activations & Experiential Campaign Design (MPAAAGAA), Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Customer advocacy consulting
• Advocacy program management
• Customer marketing services
• Advocacy certification training
• Platform implementation services

Headquarters

HQ city

Squamish

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Strategy Consulting Services: Advisory engagements including program design, advocacy campaign strategy, and on-call fractional advocacy leadership. Typically delivered through consultation engagements and ongoing advisory relationships.
2. Managed Services: Ongoing program management services including weekly program execution meetings, monthly content planning, platform content creation, and monthly reporting with member feedback.
3. Education and Certification: CAP Certification courses delivered as cohort-based live sessions. Multi-day registration discounts available. Future courses offered at 50% off after initial registration.
4. Platform Implementation Services: Vendor selection services, platform migration, implementation, and optimization services for advocacy technology platforms including Influitive, Base/Crowdvocate, and others.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

Captivate Collective is a customer marketing and advocacy consultancy that helps B2B organizations design, launch, and scale customer advocacy programs. The firm delivers strategy development, ongoing program management, platform implementation services for advocacy technology vendors (Influitive, Base/Crowdvocate), and CAP Certification education for practitioners. Following its February 2026 acquisition by Spotlight AR (a Stone-Goff Partners portfolio company), it operates as part of an end-to-end Influence Orchestration capability combining analyst relations and customer advocacy.

Product overview

Captivate Collective is a customer marketing and advocacy consultancy providing strategy, program management, platform services, and education. Their core offerings include the CAP Certification program (with three modules: Program Execution, Business Impact, and Advocate Experience), advocacy strategy consulting services, and platform-specific implementation services for Influitive and Base platforms. They also offer customized learning programs, campaign execution, fractional advocacy leadership, and managed services including parental leave support. The company operates as part of Spotlight following a 2026 acquisition and continues serving clients with expanded capabilities across analyst relations and customer advocacy.

Differentiator

Problem solved

Functional benefit

Brands

• CAP Certification: Customer Advocacy Professional certification program featuring live, cohort-style learning covering Program Execution, Business Impact, and Advocate Experience modules.
• Talk Advocacy to Me

Products and services

• CAP Certification A cohort-based live certification program for customer advocacy practitioners covering Program Execution, Business Impact, and Advocate Experience modules, designed to deliver industry-recognized credentials in customer marketing and advocacy.
• Strategy Development / Advocacy Foundations Consulting engagement to design and build customer advocacy programs from the ground up, including program foundations, strategy blueprints, and structural frameworks for B2B SaaS and technology organizations.
• Advocacy Campaigns End-to-end campaign design and execution services to engage customers at lifecycle stages, including references, reviews, referrals, and advisory board programs.
• On-Call Advisory / Fractional Advocacy Leadership Fractional leadership engagement providing experienced advocacy leadership on an on-call basis, allowing organizations to access senior advocacy expertise without a full-time hire.
• Program Evaluation (Review & Recommend) Diagnostic review of existing customer advocacy programs with structured recommendations for improvement across program design, execution, and business impact.
• Program Management (Managed Services) Ongoing managed services providing weekly program execution meetings, monthly content planning, platform content creation, and monthly member feedback reporting for customer advocacy programs.
• Parental Leave Package Specialized managed services package that maintains customer advocacy program continuity and momentum when internal team members take parental leave, exemplified by Amplitude's maternity leave support engagement.
• Influitive Platform Services Strategy, implementation and management services tailored to organizations using the Influitive advocacy platform, including launch support, experiential campaigns, automated engagement workflows, team training, and growth planning.
• Base Platform Services Strategy, implementation and management services for organizations using the Base (Crowdvocate) advocacy platform, covering holistic strategy, advocacy campaigns, and program optimization.
• Platform Selection Vendor-neutral advisory engagement to help organizations select the most appropriate advocacy technology platform from available options in the market.
• Program Migration Services to migrate existing customer advocacy programs from one technology platform to another, preserving program continuity and assets.
• Platform Optimization Ongoing optimization services to improve performance and business impact of existing customer advocacy technology platforms.
• Customized Learning Tailored education and learning experiences in customer advocacy and customer marketing, designed for practitioners and customized to specific organizational needs beyond the standard CAP Certification curriculum.

Named customers12 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered flagship, core and secondary.

• Spotlight ARflagshipStrategic or Co-development Partner · 13 February 2026Captivate Collective was acquired by Spotlight AR, a Kansas City-based analyst relations firm and portfolio company of Stone-Goff Partners. The acquisition creates the market's first end-to-end Influence Orchestration capability combining analyst relations, customer advocacy, and AI-driven discovery into a unified platform. Captivate Collective continues operating under existing leadership while gaining access to expanded capabilities across analyst relations and influence measurement.
• InfluitivecoreTechnology or IntegrationInfluitive is an advocacy, community and engagement platform for customer-obsessed brands. Captivate offers Influitive-specific strategy, implementation and management services. Several team members have backgrounds at Influitive including Deena Zenyk (former Head of Center of Excellence) and Amy Ng (former VP of Client Strategy).
• Crowdvocate (Base)coreTechnology or IntegrationCrowdvocate is a holistic customer marketing platform that impacts advocacy, revenue and upsell across the customer journey. Captivate offers Crowdvocate-specific strategy, implementation and management services as a preferred partner.
• Higher LogicsecondaryTechnology or IntegrationHigher Logic's online community software lets you be where your customers are at and create high-value engagement. Captivate offers Higher Logic strategic consulting and planning with a focus on advocacy engagement.
• OrcasecondaryTechnology or IntegrationOrca is a 100% native Salesforce application crafted to bring structure and insights into advocate programs. Captivate offers Orca-specific strategy services and an exclusive discount for customers referred by Captivate.
• SendososecondaryTechnology or IntegrationSendoso lets you connect with customers and drive revenue with personalized gifts, branded swag, eGifts, virtual experiences, and more. Captivate offers advocacy engagement services related to gifting as well as an exclusive discount for customers referred by Captivate.
• SlapFivesecondaryTechnology or IntegrationSlapFive is a Customer Marketing platform that captures your customer voice and infuses it into every aspect of your organization. Captivate offers SlapFive-specific strategy, implementation and management services.
• UserEvidencesecondaryTechnology or IntegrationUserEvidence is a SaaS platform that provides verified customer success stories and statistical evidence. Captivate offers UserEvidence-specific strategy services.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Others

• Higher Logic: Online community software platform enabling customer and member engagement. Captivate offers Higher Logic strategic consulting and planning, making it both a partner and an adjacent ecosystem participant in the customer advocacy space.
• Customer Marketing Alliance: Industry body and community for customer marketing professionals, running events, awards (Top 100 CMA Strategist), and education. Captivate participates heavily as a thought leader, sponsor, and educator — an adjacent ecosystem participant rather than a direct competitor.
• Influitive: Customer advocacy and community platform vendor and Captivate's most important technology partner. Several Captivate leaders are ex-Influitive, and the firm runs dedicated Influitive strategy, implementation, and management services — closely adjacent rather than directly competitive.
• SlapFive: Customer Marketing platform vendor capturing the customer voice across the organization. Captivate lists SlapFive as a strategic partner and offers SlapFive-specific strategy, implementation, and management services — adjacent platform ecosystem participant.

Direct peers

• DWA (Deloitte & Weiher): B2B marketing agency focused on technology clients, offering integrated programs across demand generation, content, and customer marketing. Comparable to Captivate as a specialist B2B tech marketing services firm with similar enterprise customer base and program-based engagements.
• Demand Gen International: B2B marketing agency and consultancy serving technology clients with content, demand generation, and customer marketing services. Comparable to Captivate as a B2B-focused marketing services firm with overlapping customer marketing and lifecycle engagement offerings.
• Force Management: Sales and customer-facing enablement consultancy that designs programs, training, and tools for B2B revenue teams. Comparable to Captivate Collective as a services-led firm monetizing practitioner IP through consulting engagements and education for B2B teams.
• The Pedowitz Group: B2B marketing operations and revenue marketing consultancy that helps enterprises build, run, and optimize marketing functions including demand generation, ABM, and customer marketing — overlapping with Captivate's customer marketing / lifecycle advocacy focus.

Broad incumbents

• Slalom: Large global consulting firm with established marketing and customer experience practices serving enterprise clients. Comparable to Captivate at the broad consulting layer, though Slalom operates at much greater scale and breadth rather than specializing in advocacy.
• Concentrix: Global customer experience services firm offering customer strategy, lifecycle management, and engagement services to enterprises. Overlaps with Captivate's customer engagement work but at vastly greater scale and as part of a broader CX portfolio.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@TheCaptivateCollective
• LinkedInlinkedin.com/company/captivate-collective
• Instagraminstagram.com/captivate_collective

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Captivate Collective