Qualified, the agentic marketing platform known for its AI-powered SDR agent Piper, has announced the launch of Spotlight – a new observation layer designed to give B2B marketers unprecedented insight into how AI agents make decisions and generate pipeline at scale.
Touted as the first feature of its kind, Spotlight allows users to see how Piper evaluates leads, builds strategies, and engages prospects across multiple channels in real time. The company says this transparency is a key step in building marketer confidence in AI-led outreach, especially as more brands integrate autonomous agents into their go-to-market workflows.
“Never before have marketers been able to have such clear insight, and build so much confidence, in the decisioning of an AI agent,” said Kraig Swensrud, CEO and founder of Qualified. “Spotlight unlocks a totally new, transparent view into the data, context, and goals that shape Piper the AI SDR Agent.”
Spotlight allows marketing teams to observe a range of AI-led decisions and processes, including lead and account context, behavioural tracking, and individualised goal setting. Piper, the AI SDR agent at the heart of Qualified’s platform, uses this information to execute highly targeted, account-based sales motions – autonomously adapting to engagement patterns across email, web, and other channels.
Key features of Spotlight include a unified view of lead and account context, real-time behavioural monitoring, and strategic reasoning tailored to each buyer. According to Qualified, no two Spotlight views are the same – Piper generates and executes hundreds of thousands of unique strategies simultaneously, based on defined marketing goals and guardrails.
The new transparency feature comes at a time when agentic marketing is gaining momentum among enterprise B2B teams. Since Piper’s debut in 2024, companies such as 6sense, Box, Clari, Plaid, Crunchbase, and Asana have adopted the AI agent to accelerate pipeline growth.
“Agentic marketing is the most disruptive movement we’ve had in decades,” said Shannon Duffy, CMO of Asana. “With Piper, we’re generating pipeline around the clock – even while we sleep. Since bringing her on board, we’ve increased pipeline generation by 22%.”
Qualified’s platform uses Piper to autonomously handle all qualified inbound leads, replacing traditional SDR workflows with AI-driven engagement. Spotlight, set to launch in August 2025, will be available to customers on Qualified’s Agentic Marketing Plans.
The announcement reflects a broader trend in B2B marketing: a shift from isolated automation tools to integrated, AI-led systems capable of making – and executing – strategic decisions at scale.
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