Influencers bring telecoms to a younger B2B crowd
How do you make a 30-year-old+ telecoms company look like the kind of brand a younger audience would want to do business with? Or even want to work there? We helped Colt Technology Services launch a B2B influencer program running across TikTok, Instagram, and LinkedIn.
The campaign aimed to boost brand awareness, attract early-career talent, and position Colt as an approachable and innovative brand. By giving creators the freedom to tell Colt’s story in their own way, the program proved that authenticity drives real engagement.
The not-so-B2B high spot: Influencers turned connectivity into conversation.
The context
Colt is a global digital infrastructure company with a distinguished reputation in enterprise connectivity. But reputation alone doesn’t guarantee relevance to younger audiences. Colt needed to show up on the platforms where the next generation of professionals are hanging out: TikTok, Instagram, and LinkedIn. We needed to take the niche subject of telecoms and make it feel human, relatable, and worth talking about.
The challenge
Colt wanted to achieve two goals: attract young talent and build brand awareness among early-career professionals. It meant ripping up the traditional B2B playbooks. Instead of polished corporate ads, Colt needed authentic voices who could make complex technology accessible and engaging. The experiment was bold. Could influencer marketing really work in B2B, and could Colt stand out in a space where few competitors had ventured?
The solution
We created an Influencer Matrix to score potential partners on two measures: reach and alignment with Colt’s mission. From this, four creators were chosen:
- Shane Williams explained the risks of quantum security in a TikTok format that sparked debate.
- Megan Lieu shared career skills content, filmed casually for her audience, to show how Colt values people as much as products.
- Tosin Toba took viewers inside Colt’s offices with authentic behind-the-scenes content.
- Rob Mayhew brought humor with his “Network Therapist” sketch, showing Colt as the calm in IT chaos.
Across TikTok, Instagram, and LinkedIn, these creators turned Colt’s story into engaging, human content.
The results
The experiment worked, with the campaign delivering:
- 98,000+ impressions and 8,700+ engagements
- An overall engagement rate of 8.84%, far above B2B benchmarks (LinkedIn 3.6%, Instagram 3.3%, TikTok 0.7%)
- Tosin’s TikTok videos reached 22,000+ impressions with engagement rates up to 17%
- Shane’s “Q Day” TikTok saw 4.85% engagement and triggered cybersecurity discussions in comments
- Megan’s career skills video drove 250+ Instagram saves, showing lasting value
- Rob introduced Colt to new audiences with authentic B2B comedy
Most importantly, Colt shifted perceptions, from a corporate network provider to a brand that’s approachable, innovative, and relevant to the next generation.
“The Colt influencer programme didn’t just meet expectations—it redefined how we connect with new markets, infused our brand with fresh energy, and generated pride and excitement across the business. We proved that B2B can be bold, dynamic, and deeply engaging. Who says B2C gets to have all the fun?”
Anne Amlot, Head of External Relations, Colt Technology Services
