VP Market Engagement at Spotlight
B2B buying has become AI-mediated and trust-driven, long before buyers engage a vendor. I spend my time observing how influence is formed, synthesizing signals from analysts, buyer research, and market behavior, and helping organizations make sense of what actually shapes modern buying decisions.
As VP of Market Engagement at Spotlight, I draw on a background that includes journalism, analyst relations, and years of close collaboration with industry analysts. I’m trusted by analysts because I respect their role, understand how their work evolves, and prioritize accuracy, context, and long-term relationships over short-term outcomes.
Much of my work focuses on how influence, visibility, and trust are earned in the modern B2B buyer journey. I help B2B brands understand how experts, customers, vendors, partners, and employees all shape visibility and credibility. At Spotlight, we refer to this coordinated approach to earning and sustaining trust across analysts, customers, and AI systems as Influence Orchestration.
Links
John Rockhold on LinkedIn: https://www.linkedin.com/in/johnrockhold/
Spotlight website: https://www.spotlight-io.com
Podcast Appearances
Please note that this information was accurate as of October 1, 2026