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. No one else has our understanding of the market, our b2b specialism or our experience leading social-first thought leadership programs. Our work not only demonstrates the power of b2b influencer marketing, but is leading the way in its expansion.
Our Story
Our leadership
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 O’brien
Founder @custome_influence
Guy is a b2b industry vet with a keen eye for innovation - starting his career back in 2001(!) when b2b titles like ComputerWeekly 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 Sesto
Director @custome_influence
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/O2, she’s worked in some of the world’s fastest growing and most forward-thinking business. 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.
Our beliefs
b2b doesn’t have to be boring
In fact, it makes the world go round! We love big, creative ideas but also have the know-how and work ethic required to execute.
People are the real power
In a world full of AI and automation, we believe that people are still marketing’s most valuable asset. Technology is the brush; people are the artists.
Collaboration fuels growth
Triumph in our wins and wisdom in our losses. Clear communication and collaboration is key to growth – for our influencers, our clients and each other.
Let the work speak for itself
The results and value we deliver to our clients and partners is the best demonstration of who Custom Influence are.
Download our award winning playbook and accelerate your growth!
What Clients Say About Us
Custom Influence’s clients and their results are the best proof that our methodologies work. We truly believe in a partnership strategy to promote your business.
Bobby Hare
Client services director @just_global
@custom_official Custom Influence are a pleasure to work with, they are true B2B specialists. They have consistently been a great partner for influencer marketing collaboration, helping to bring industry experts to the table for our client's activities ranging from virtual workshops and roundtable moderation to content creation and social media amplification.
Rainy Gill
VP of Marketing at eFinancialCareers
Custom Influence allowed us to use a new and strategic approach to turn our content into powerful tools for engagement with hard-to reach professionals. Their approach to influencer marketing seamlessly integrates with our brand awareness efforts and solidified our trust in them to plan, manage and measure activity in the future.
Robyn Hartley
Founder @ Paper Kite Media
Working with the team at Custom Influence is always a joy! Their knowledge of B2B creator marketing is extensive, enabling partnerships with brilliant thought-leaders with highly-engaged audiences. Always very responsive, they are hugely helpful with answering any questions along the way, acting as a truly collaborative partner throughout the whole process.
Claire Davidson
Executive Strategy Director - Twogether
Thank you Custom Influence, you were amazing in supporting the team on a recent project. You made it stress-free, a super easy process, and the client was delighted with the outcome! I look forward to the next project we have together.