I spearheaded the launch of a new influencer marketing strategy designed specifically for the B2B tech and construction industries. Rather than following traditional B2C influencer models, I drew inspiration from PR theory on credibility and authority, recognizing that in B2B, influence often comes from industry professionals who may not identify as “influencers” in the typical sense. To build this roster, I focused on identifying key figures — “builders” in the construction space — whose expertise and real-world experience would resonate deeply with our target audience.

With a “serve, not sell” mentality, our approach centered on authentic storytelling and collaboration. Instead of pushing product sales, we worked with these industry leaders to co-create valuable content, including event partnerships, product reviews, and behind-the-scenes stories of how our solutions were being used to solve real-world challenges. This strategy built trust and credibility within the community, fostering organic conversations around our brand.

The results are compelling. Not only did the program exceed its investment through significant earned media value, but it also provided measurable business value. By lowering customer acquisition costs and nurturing stronger relationships with both current and potential customers, we cultivated a loyal community that actively supported brand advocacy and retention.

Brand wins included growth of impressions, online mentions and a surprise – a growth in user generated content from outside our ambassador group. This led to our social media team being able to take on new projects and channels.

CREDITS
Photo & Video: John Beck and Adam Schollmeyer
Social & Influencer Manager: Haley Jacobson