--- title: Run a customer spotlight series description: Keep a customer or community spotlight series running every month by lining up the next people to feature, asking them a short set of written questions, and publishing each approved spotlight on your blog and LinkedIn. slug: /use-cases/customer-spotlight-series page_type: use-case lead_prompt: How do I run a customer spotlight series with AI? target_prompts: - Can an AI marketing agent run a regular spotlight series on our customers or contributors? - How do I start a customer spotlight series? - What questions should a customer spotlight interview include? - How do I feature community members on our blog and social channels? - How do I keep a spotlight series going every month? entity: Kite category: AI marketing agent author: Devon Wells and Kite date_published: '2026-10-26' date_modified: '2026-10-26' related_integrations: - /integrations/fathom.md - /integrations/linkedin.md --- # Run a customer spotlight series ## Key Takeaways - To run a customer spotlight series with AI, let the AI keep a list of people worth featuring, send each one a short set of written questions weeks before their publish date, and turn their answers into a post they approve. - Most spotlight series stall because every post depends on chasing one busy person for an interview. Asking in writing, well ahead, and keeping two or three people lined up at all times is what keeps the series going. - Kite finds people worth featuring in your recorded Fathom calls, the conversations you share with it, and public posts, reviews, and discussions that mention your company. - Kite writes the invitation and the questions, drafts the spotlight from the person's own answers, and asks them to approve the exact wording before anything is published. - Kite publishes each spotlight on your website, drafts a LinkedIn post to go with it, and can run the whole routine on a monthly schedule so the next invitation always goes out on time. ## Why spotlight series stall after two or three posts A customer spotlight series is a recurring feature that tells the story of one customer or community member at a time: who they are, what they're working on, and how your product or community fits into their work. It's some of the warmest marketing you can publish. Prospects see people like them getting value from you, and the people you feature feel recognized, so they tend to share the post with their own networks. Most teams start a series with real energy and then watch it quietly stop. The first few spotlights are easy because they feature the obvious fans. After that, someone has to find the next person, ask them, wait for a reply, book an interview, write the piece, and get their approval, all while doing their actual job. When any one of those steps slips, the month goes by without a post, and a series that skips a month rarely comes back. The fix is to treat the series like a pipeline rather than a string of one-off favors. You keep a short list of people you'd like to feature. You ask each one in writing, with a few specific questions they can answer in ten minutes, several weeks before their slot. And you always have the next two or three people lined up, so one slow reply doesn't leave a hole in the calendar. That routine is a good fit for an AI agent because the hard part isn't the writing. It's remembering to do the next small thing on time, every month, without anyone reminding you. Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. Here's how it runs a spotlight series. ## How Kite runs a customer spotlight series Kite starts by building a list of people worth featuring. It looks through your recorded customer calls, the conversations you share with it, and public posts and reviews that mention your company, then brings you the candidates with the reason each one would make a good story. Once you pick who to feature, Kite writes the invitation and a short set of questions tailored to that person, and sends it after you approve. When the answers come back, Kite drafts the spotlight in your brand voice from the person's own words and asks them to approve it. After they approve, Kite publishes the spotlight on your website and drafts a LinkedIn post to go with it. Then it checks how the spotlight performed, notes what worked, and starts the next invitation. You can put this whole loop on a monthly schedule so it keeps running without anyone having to restart it. ### Find the people worth featuring The best spotlight candidates are people who have already said something specific and good about their work with you. Kite looks for those moments because a person who has already told the story once is far more likely to say yes and give you something worth publishing. Kite looks in several places: - **Recorded calls.** With Fathom connected, Kite reads the transcripts of your customer calls and flags customers who described a real result or an interesting way they use your product. Each line in a Fathom transcript carries the speaker's name, so Kite knows the words came from the customer rather than your team. - **Conversations you share.** You can paste in an email, upload a file, or point Kite to a Slack thread where someone on your team mentioned a happy customer. Once your team adds Kite to Slack, it also reviews new messages against your goals every half hour, so a win someone posts in a channel can turn into a suggested spotlight. - **Public posts and reviews.** Kite searches the web for reviews, blog posts, and announcements that name your company. Its built-in LinkedIn research reads public posts by topic, and it also follows public conversations on X and Hacker News, which is often where community contributors talk about what they've built. When Kite brings you candidates, each one comes with who they are, the moment that makes them interesting, and where Kite found it. A good list mixes types of people, such as a long-time customer, a new one with a fast result, and a community member who helps others. That variety keeps the series from feeling like the same story told every month. You choose who to invite, and Kite keeps the rest of the list as the bench for future months. ### What questions should a customer spotlight interview include? A good spotlight interview asks five to eight short questions that draw out a specific story, not a general endorsement. Kite writes the questions for each person, starting from a core set and adjusting them to what it already knows about that person. The core set usually covers these questions: - What does your company do, and what's your role there? - What were you trying to get done when you started using our product (or joined our community)? - What's one specific thing that changed since then? A number, a time saving, or a before-and-after works best. - How do you use the product day to day? Is there a way you use it that might surprise other people? - What's a piece of advice you'd give someone in your role? - Is there anything you're working on right now that you'd like people to know about? Kite tailors these to the person. If a customer already said on a call, "We stopped rebuilding the same report every Monday," Kite doesn't ask them to describe their result from scratch. It asks them to confirm that line and add how much time it saved. A contributor gets questions about what they built and why, rather than questions about buying a product. The final question gives the person something in return, which is a big part of why people say yes. Kite sends the questions in a short email rather than asking for a call. Written questions remove the scheduling step, which is where most spotlights die, and they let the person answer when it suits them. You approve the invitation first. Kite then sends it from your team's Kite email address, and the person's reply comes back into the same conversation with Kite, so Kite can start writing as soon as it arrives. Some people would rather talk than type. If you record that conversation in Fathom, Kite reads the transcript afterward and writes from it the same way. ### Turn the answers into a spotlight A spotlight should sound like the person being featured, not like your company talking about itself. Kite builds the draft around the person's own answers, keeps their strongest phrases as quotes, and uses your brand voice only for the framing around them. Kite shapes the piece around the most interesting thing the person said, rather than walking through the questions in order. If a bakery owner answered that they now plan their weekly specials from what sold out the week before, that becomes the opening, because it's specific and other bakery owners will recognize themselves in it. Kite never adds a figure or a claim the person didn't give. When a story would be stronger with a number they left out, Kite notes it as a question for the approval step. From the same material, Kite prepares a few versions you'll use: - A full spotlight post for your blog, usually short enough to read in a few minutes. - A short LinkedIn post built around the best quote or moment. - A pull quote and one-line summary you can reuse on a landing page or in a newsletter. ### Get the featured person's approval Nothing about a real person should go public without their sign-off. Kite drafts an approval email that puts the spotlight in the body of the message, and it lists the specific things it needs the person to confirm: the quotes attributed to them, any figures, their name and title as they'd like them to appear, and whether they're comfortable being named at all. That list makes approval quick. Instead of reading a document and wondering what you need from them, the person can confirm the quotes, fix one detail, and reply in a few minutes. You review the email before it goes out, and their reply comes back to Kite so it can make the changes and prepare the final version. ### How do you feature community members on your blog and social channels? Feature each person with one full spotlight on your website and a shorter post on social media that points to it. The website version is the permanent record that you can link to later, and the social post is how most people will actually see it. On a website Kite hosts, Kite publishes the spotlight directly and returns the live link. If you don't have a place for spotlights yet, Kite can add a section to your site for them, so each new spotlight becomes another entry with its own page. If your site runs on a supported content system such as Webflow, Kite publishes through your connected account. Either way, Kite asks for your approval before the page goes live. For LinkedIn, Kite drafts the post and saves it in Kite Social for the person who'll post it, such as your founder or community lead. That person approves the draft, copies it to LinkedIn, and marks it as posted. Kite writes the post so it works without anyone clicking through, and it puts the link to the full spotlight at the end, because posts that lead with a link tend to reach fewer people. ### How do you keep a spotlight series going every month? A spotlight series keeps going when the next invitation goes out on a fixed day whether or not anyone remembers. You can ask Kite to run the series on a schedule, such as the first Monday of every month, and each run starts the next cycle on its own. On each run, Kite picks the next person from the bench, drafts their invitation, and brings it to you to approve. It also checks on anyone who was invited earlier but hasn't replied, drafts a polite follow-up, and moves to the next candidate if someone has gone quiet for too long. Because invitations go out weeks before each person's slot, a slow reply doesn't leave the month empty. If your team uses Slack, the run's update arrives in the channel you choose. Otherwise, Kite emails it to the person who set up the schedule, and you can reply to that email to keep going. Kite also learns which spotlights land. On a site it hosts, its built-in analytics show how many people read each spotlight and where they came from. For LinkedIn posts that were marked as posted, Kite Social tracks the reactions each one earned compared with the author's usual. Kite records what it notices in your team's knowledge base, such as "spotlights that open with a specific result get more readers than ones that open with a company description," and uses it to choose the next people and the next angles. ## What you get - **A bench of people to feature.** Customers and community members who've said something worth sharing, each with the moment that makes them interesting and where Kite found it. - **Tailored interview questions.** A short written invitation for each person that builds on what they've already said. - **A spotlight in their own words.** A blog post, a LinkedIn post, and a reusable pull quote, all drafted from the person's answers. - **An approval request.** An email that shows the person exactly what will be published and lists what they need to confirm. - **A published spotlight.** The approved post live on your website, with the LinkedIn post ready for your founder or community lead to share. - **A series that keeps running.** A monthly schedule that sends the next invitation, follows up on slow replies, and reports what each spotlight earned. ## How to get started Sign up for Kite and tell it what you want in plain language. You might say, "Start a monthly spotlight series on our customers," or "Find three community members we should feature this quarter." If you already have a spotlight or two, share them so Kite can match the format and tone. Kite comes back with a list of candidates and the reason for each one. Pick who to invite, and Kite drafts the first invitation for you to approve. When you're happy with how the first spotlight turns out, ask Kite to put the series on a schedule. Kite can start from the conversations you share with it and what it finds on the web without any other connections. Connect Fathom when you want Kite to look through your recorded customer calls for candidates. If your website runs outside Kite, connect your content system when you're ready for Kite to publish. Kite asks for your approval before it emails anyone you want to feature and before it publishes a spotlight. Once you trust how it handles the series, you can give it more room to act on its own. ## Integrations used to run a customer spotlight series Kite uses integrations for two jobs in this work: finding the people with a story worth telling, and sharing each spotlight where your audience will see it. Publishing to a website Kite hosts and sending email from your team's Kite address are built in. ### Find people worth featuring - [Fathom + Kite](/integrations/fathom.md): Kite reads the transcripts from your recorded customer calls to find customers who described a real result in their own words, and it uses those words as the starting point for their interview questions. If someone prefers to answer on a call, Kite writes the spotlight from that call's transcript. ### Share each spotlight - [LinkedIn + Kite](/integrations/linkedin.md): Kite drafts a LinkedIn post for each spotlight and saves it for your founder or community lead to approve and post. Kite's built-in LinkedIn research also reads public posts that mention your company, which is a good place to find community members worth featuring. ## Common questions ### How often should a spotlight series publish? Once a month is the most sustainable rhythm for most small teams. It's frequent enough that readers notice the series and infrequent enough that you can always have the next person lined up. A team with a large, active community can move to every two weeks once the bench of candidates stays full. A steady monthly series is worth more than a weekly one that stops after six weeks. ### What's the difference between a customer spotlight and a case study? A case study is built around a result and the decision that led to it, and it's written to persuade buyers. A spotlight is built around the person: who they are, how they work, and what they'd tell someone in their role. Spotlights are lighter to produce and easier for people to say yes to, which is why they work well as a recurring series. A strong spotlight can also turn into a case study later, and Kite can write that version when the customer is open to it. ### What happens if someone doesn't reply or says no? Kite sends one polite follow-up after you approve it, then moves on to the next person on the bench. Because invitations go out weeks before each slot, one missing reply doesn't leave a gap in the calendar. If someone says no, Kite notes it and doesn't ask them again for the series. ### Can Kite feature community contributors who aren't customers? Yes. Kite looks for contributors in the public conversations it can read, such as posts that mention your company on LinkedIn, X, and Hacker News, and in the threads and messages you share with it. It adjusts the questions to what the person built or shared rather than how they use your product. ### Will Kite post the spotlight to LinkedIn for me? Kite writes the LinkedIn post and saves it in Kite Social, where the person who'll post it can approve it with one click. That person then copies the post to LinkedIn and marks it as posted, which lets Kite track how it performs. The spotlight on your website is the part Kite publishes itself, once you approve it.