Custom Influence was created in 2022 to bring the impact and authenticity of influencer marketing to B2B. We’re built for the independent voices that embrace change, have original points of view and are evolving with their industries. We have a unique understanding of the market, a B2B specialism, and experience leading social-first thought leadership programs. Our work shows the power of B2B influencer marketing and is leading its expansion.
After a successful exit of his first start-up agency and with over 25 years working in b2b marketing, Founder Guy O’Brien watched a post-covid, remote and hybrid work environment become the norm. With more professionals turning to social media than ever before to upskill, advance knowledge or get advice on purchasing decisions, he knew there was a huge opportunity for smart b2b brands to meet these audiences online. One beyond uninspired banner ads and organic social and content strategies with limited reach.
After spending her career at the forefront of new advertising technologies, but with a strong desire to get back to more genuine, human-based marketing, Kristen Sesto left her corporate role brand-side to build out the team and business further in early 2023.
Together they’ve grown Custom Influence into a leading b2b influencer marketing agency based in London, delivering global campaigns for the world’s largest brands.
Guy is a b2b industry vet with a keen eye for innovation - starting his career back in 2001(!) when B2B titles like Computer Weekly were just coming online. From web trafficking back in the noughties to later directing digital media teams at network and independent agencies, he's seen, bought and sold it all when it comes to B2B marketing.
He previously founded, grew and successfully exited Encore Digital Media, a specialist B2B programmatic partner, before founding Custom Influence. With decades of experience bringing new B2B concepts to market for the likes of Microsoft, Dell and Workday, today he leads the commercial and creator strategy for the business
Kristen is the creative and energetic force driving all of Custom Influence's partnerships forward. From developing new and profitable marketing products for the likes of Nielsen and Oracle, to creating award-winning advertising campaigns for Asda, to leading corporate digital transformation efforts at Virgin Media/02, she's worked in some of the world's fastest-growing and most forward-thinking businesses. Drawing on her US and UK experience in both B2B and B2C roles, she's now building out a team and offering that sets the standard for social-first thought leadership and B2B influencer marketing.
Four years in, and this is still the most exciting space in B2B marketing. The creator economy is growing, the brands taking it seriously are winning, and we're building the agency we always knew this industry needed. Build With Trust
It actually makes the world go round. The brands that win aren't the ones playing it safe, they're the ones with bold ideas and the discipline to execute them properly. We bring both.
In a world full of AI and automation, technology is the brush, and people are the artists. The most effective B2B campaigns aren't driven by tools. They're driven by trusted voices that real buyers actually listen to.
