Bringing the Power of Influencers to B2B Organizations

Influencers in B2B industries are experiencing a meteoric rise in recent years, relying on authentic conversations and experiences to bring previously unseen content to their audiences. But many B2B businesses don’t know where to start with engaging these influencers in a way that is authentic, coordinated and inspiring to audiences across multiple platforms.

Earlier in 2025, we helped an HVAC solutions client connect with respected industry influencers and invite them to their training and development center. The goal was to showcase the innovation happening inside the facility. During the visit, influencers toured the test lab and training center, capturing behind-the-scenes content, exclusive interviews and hands-on demos that revealed what it really takes to run a world-class operation.

The resulting videos promoted the leading test lab and training center in a way that felt genuine, engaging and informative.

While the center is certainly well known to the client’s customers, there was a real opportunity to demonstrate how unique and customer-focused it is for the HVAC industry at large. These content creators are trusted third parties, and by hosting them at the center, our client would be able to reach more people with the activation by getting in front of those influencers’ already well-established communities. 
 

Godfrey recognized early the importance of making any working relationship between an influencer and a client one of mutual benefit. That meant doing more than simply engaging influencers and inviting them to see the training, testing, development and engineering center.

Success started with choosing the best influencers for our client’s goals – Godfrey did preliminary research into HVAC influencers, determining which had the reach, audience trust and authenticity to effectively communicate what made the center (and client) unique in the HVAC industry.

Through this vetting process, Godfrey chose two influencers: Clifton Beck of the ESCO Institute and Tony Mormino, an HVAC YouTube content creator. Both influencers are respected, have engaged audiences and show a genuine curiosity about what’s happening in HVAC.

Godfrey then planned the entire tour experience – From planning to coordination and production work for both tours, Godfrey made sure to maximize the impact and benefit to both the influencers and our client via end-to-end event planning: