B2B Influencer Marketing Strategies for Authentic Reach and Measurable Impact (Virtual Only)

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B2B influencer marketing has evolved from a niche tactic to a strategic growth driver. This one-day conference gathers leading marketers and industry thought leaders to share how trusted voices can build brand credibility, accelerate awareness, and drive buyer consideration and action. Through keynotes, case studies, and interactive panels, attendees will explore the influencer landscape—LinkedIn to TikTok, webinars to Reddit—and learn how to avoid common pitfalls like vanity metrics, misaligned partnerships, and untracked spend. Walk away with a practical roadmap for selecting the right experts, cultivating long-term relationships, and proving ROI across the entire funnel.

Agenda

TIME	EVENT DETAILS	LOCATION
Wednesday, December 3, 2025
11:00am - 11:15am	OPENING REMARKS Debbie Schildkraut Vice President, B2B Marketing ANA
11:15am - 11:50am	TRUST-DRIVEN PARTNERSHIPS: THE HIDDEN ENGINE OF B2B INFLUENCER MARKETING In an era when buyers demand authenticity, influencer marketing success hinges on the same principles that power great business partnerships: trust, alignment, and shared value. Theresa Caragol—founder of AchieveUnite and author of Partnering for Success—reveals a proven framework for turning strategic alliances into measurable influencer impact. Drawing on real-world case studies, she’ll show how to identify the right collaborators, cultivate long-term relationships, and harness community influence across platforms from LinkedIn to niche forums. Attendees will walk away with practical strategies to build trusted networks that amplify brand credibility, accelerate growth, and deliver results across the B2B funnel. Theresa Caragol CEO & Founder / Author AchieveUnite / Partnering for Success View Video and Presentation
11:50am - 12:25pm	B2B INFLUENCER MARKETING LESSONS FROM HELLMANN’S & CHEF MATTY MATHESON FROM THE BEAR Explore how influencer marketing is reshaping B2B engagement - from chefs to operators and decision-makers. Learn how Unilever Food Solutions leverages creators to drive trust, relevance, and conversion across the funnel, blending creativity with measurable impact. Key Takeaways: Understand the B2B Creator Landscape: Learn how influencers - chefs, operators, and industry experts - can drive trust and relevance in B2B decision-making. Build Full-Funnel Impact: Discover how influencer content can support awareness, consideration, and conversion in complex B2B journeys. Measure What Matters: Explore KPIs and frameworks to evaluate influencer ROI beyond vanity metrics - focusing on engagement, lead quality, and sales impact. Integrate Creators into Your Ecosystem: See how influencer marketing can complement paid media, CRM, and trade marketing for a cohesive strategy. Real-World Case Studies: Gain insights from Unilever Food Solutions’ campaigns that successfully leveraged creators to drive measurable business outcomes. Nikhil Pandey Associate Director Digital Marketing Unilever View Video
12:25pm - 1:00pm	FROM THOUGHT LEADERSHIP TO SALES ENABLEMENT: INSIDE THE KYNDRYL INSTITUTE Kyndryl recently launched The Kyndryl Institute, a dynamic digital media platform designed to spark public dialogue and elevate thought leadership. It serves as a strategic storytelling hub that highlights bold ideas and diverse voices. As an influencer marketing platform, it leverages organic SMEs to support sales, amplify reach, and drive engagement. In this session, marketing leaders Ken Robertson and Lisa Kay Davis will share how the initiative was built and how it thrives through client co-creation and a partner-agnostic ecosystem. The Institute not only differentiates Kyndryl in the market—it also reflects its commitment to innovation, collaboration, and authentic engagement. Ken Robertson Director, Digital Strategy and Experiences Kyndryl Lisa Kay Davis Associate Director, Global Social Kyndryl View Video and Presentation
1:00pm - 1:35pm	HOW CAMEO FOR BUSINESS SCALES AUTHENTIC INFLUENCE AT THE SPEED OF CULTURE When it comes to B2B marketing, the rules of engagement are changing—and so are the players. In this session, Cameo for Business reveals how brands are rethinking influencer strategy to reach decision-makers in unexpected, highly personalized ways. Discover how authenticity, speed, and affordability come together to help marketers connect with niche audiences and key stakeholders—without relying on traditional channels. You’ll walk away inspired by an out-of-the-box approach that delivers measurable impact, cultural relevance, and scalable reach at record pace. Alex Geiser Partnership Lead Cameo for Business Ellie Gogan-Tilstone Director, Integrated Marketing & Campaign Strategy Staples Business View Video
1:35pm - 2:10pm	SOLD OUT: HOW A B2B INFLUENCER BRAND TRIP DROVE UNPRECEDENTED DEMAND With 14 new product launches in a year, B2B company IDEAL Electrical had the tall task of creating brand awareness and purchase interest in an unparalleled year of innovation. And, they had a small budget and crowded market to make noise in. Learn how the IDEAL marketing team concepted an influencer brand trip and corresponding content plan to help drive buzz around these new product launches. Not only did the social virality and brand reputation gains blow their goals out of the water, but two of the 14 products sold out in weeks after launching. This session will offer insight into how influencers can be just as effective in B2B marketing as in B2C marketing and offer actions that any brand can take, even on a low budget. Mikaela Maloney Sr. Manager, Content & Communications IDEAL Industries, Inc. View Event Recap and Related Materials
2:10pm - 2:45pm	FROM AWARENESS TO ACTION: THE STRATEGIC RISE OF B2B INFLUENCER MARKETING Influencer marketing is no longer confined to consumer brands—it has become a powerful force within B2B marketing strategies. We’ll wrap up the day encapsulating the rise of B2B influencer marketing and how organizations are leveraging a range of voices—from industry experts and employee advocates to micro-influencers and even business-relevant celebrities—to build credibility, expand reach, and drive meaningful engagement. We’ll invite participants to join in the discussion to highlight where B2B influencer marketing is taking place, share examples, and examine the growing debate around potential waste in influencer spend. The session concludes with proposed best practices to reduce inefficiencies and elevate influence across all tiers of partnerships, helping marketers turn trusted relationships into measurable business impact. Debbie Schildkraut Vice President, B2B Marketing ANA View Video
2:45pm - 3:00pm	CLOSING REMARKS Debbie Schildkraut Vice President, B2B Marketing ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.