Seco Tools and Instagram machining creator Swemachinist are extending their partnership, proving that B2B influencer marketing has found its footing in industrial manufacturing.
When most people think of influencer marketing, they picture lifestyle brands, fitness supplements, or fashion labels. But Seco Tools, the Swedish metal cutting solutions provider, has been quietly building something different. Their collaboration with Daniel Jansson, known to his growing Instagram audience as Swemachinist, is entering a new phase after the initial partnership delivered what both sides describe as outstanding results.
The concept is straightforward but effective. Jansson creates content that resonates with machinists, engineers, and manufacturing professionals, people who actually use cutting tools in their daily work. Rather than relying solely on traditional trade publications and trade show presence, Seco has found a direct channel to a highly engaged audience through someone who speaks their language and understands their challenges firsthand.
"Our initial partnership yielded outstanding results, and we are excited to continue working with Daniel to further enhance our B2B influencer marketing strategy," says Alessia Brugin, Global Social Media Manager at Seco. "Daniel's passion and content quality align perfectly with the Seco values and goals."
What makes this partnership work is the authenticity behind it. Jansson is not simply a face rented for a campaign. He is a practicing machinist who has built his following by sharing real workshop insights, practical tips, and genuine enthusiasm for the craft. His audience trusts him because he demonstrates deep knowledge of the tools and techniques he discusses, not because he follows a script handed to him by a marketing department.
"Seco has always been my preferred toolmaker, and I am delighted to extend our partnership," Daniel Jansson adds. "This renewed collaboration will bring even more innovative solutions and valuable insights to both Seco clients and my followers."
The extended partnership will include joint activities such as events, articles, and webinars, and will feature new tools and innovations. "Our goal is to provide ongoing value and showcase our latest advancements through Swemachinist's platform," says Alessia Brugin. This renewed collaboration underscores Seco's commitment to leading innovation in the industry and signals that the company sees influencer partnerships as a permanent part of its marketing architecture rather than a one-off experiment.
Behind the scenes, the collaboration, concept, creative direction, and project management are facilitated by Dolk Agency, which has been instrumental in bridging the gap between industrial marketing and creator-driven content. "This is something entirely new and innovative within this industry and in B2B marketing, which is so exciting to be a part of and something we're proud to be involved in," says Johanna Dolk, founder and CEO of Dolk Agency.
The manufacturing sector has historically been slow to adopt social media-driven marketing strategies. Trade shows, print advertising, and direct sales relationships have long dominated how industrial companies reach their customers. But the landscape is shifting. Younger engineers and procurement professionals are increasingly turning to social platforms for product research and peer recommendations, creating an opening for creators like Swemachinist to fill a role that traditional marketing channels cannot.
Seco's bet on this approach reflects a broader trend across B2B industries. Companies are discovering that niche creators with highly engaged, specialized audiences can deliver better engagement and more qualified leads than broad-reach advertising ever could. The machining community on Instagram, while smaller than mainstream content categories, is intensely loyal and actively seeking the kind of technical content that Jansson produces.
For Seco, a company with its origins in Fagersta, Sweden and operations in more than 75 countries, the partnership offers a human face for a brand that might otherwise feel abstract to the end users of its products. Nearly 100 years of metal cutting expertise matters little if the people making day-to-day machining decisions never encounter that expertise in a format that feels relevant to them.
The extension of this partnership suggests the initial results were strong enough to justify continued investment. In a marketing landscape where ROI is scrutinized heavily, B2B companies do not renew partnerships unless the numbers support it. That Seco is deepening rather than winding down this collaboration speaks volumes about what they are seeing in terms of engagement, brand sentiment, and ultimately, business impact.
For further information, inquiries, or interview requests, please contact:
Seco - Alessia Brugin [email protected]
Dolk Agency - Johanna Dolk Wallstedt [email protected]
Daniel Jansson (Swemachinist) Instagram: @swemachinist
###
Daniel Jansson Swemachinist collaborating with Seco
Daniel Jansson Swemachinist collaborating with Seco 1
With its origins in Fagersta, Sweden and present in more than 75 countries, Seco is a leading global provider of metal cutting solutions for indexable milling, solid milling, turning, holemaking, threading and tooling systems. For nearly 100 years, Seco has driven excellence throughout the entire manufacturing journey, ensuring high-precision machining and high-quality output. For the latest innovations and cutting-edge products, visit www.secotools.com.
Seco Tools LLC
2805 Bellingham Drive
Troy, MI 48083
United States
Wojtowicz Julie
Phone: (248) 3080389
Fax: -
[email protected]
Seco Tools AB
PALMEN Bettina
Phone: +49 211 24 01 313
Fax: +49 211 24 01 275
[email protected]