B2B Influencer Marketing @OBVIOUS

I help SaaS build awareness and generate leads through B2B Influence.

Managed +100 campaigns in 2024.

Impressions: 6.4M
Clics: +16K
Leads: +4K
CPM (Average): $32
CPC (Average): $5.4
CPL (Average): $37

🔥 94,000 impressions. €1.7M in pipeline. From a single creator post.

Most B2B brands will NEVER see results like this. Here’s why:

Not because creator-led growth doesn’t work.
But because they don’t have the right approach to select creators.

Here’s how we do it today 👇

1️⃣ Start where the signal already exists

We identify creators who are ALREADY talking about:
- the client’s brand
- or their direct competitors on LinkedIn.

If they talk about the problem, they can talk about the solution.

2️⃣  Build lookalikes

From these profiles, we generate lookalikes:

- same topics
- same audience
- same positioning

Then we progressively expand the pool.

3️⃣  Enrich performance data (automated)

For every creator, we enrich what actually matters:

- Average impressions per post
- Engagement quality

This gives us a realistic view of expected reach, before anything goes live.

Result?
We work with creators who are:

- ultra-relevant
- aligned with the topic
- and whose performance we can estimate with confidence

Some posts will overperform.
Some will underperform.
But globally, we land in the impression volume we planned.

And because we know our averages:

- ~1.3% CTR
- ~20% conversion on top-funnel (ebooks, resources)
- ~3.5% conversion on bottom-funnel

We can estimate:

- traffic
- leads
- and pipeline impact
   
BEFORE LAUNCHING 🔥 

That’s how creator-led growth becomes predictable.

If you want to know which creators would make sense for YOUR brand, and what kind of results you could expect.

Comment “CREATORS”

Marc Richard

📘 The Creator-Led Growth Playbook
I’m opening early access to the learnings we’ve built across 70+ B2B SaaS companies.

This playbook is based on:

- 2,000+ sponsored creator posts
- Millions of impressions
- Tens of thousands of qualified leads
- Millions in pipeline & revenue
- Learnings gathered from 70+ SaaS companies across Europe & the US, including Pipedrive, Notion, Welcome to the Jungle, Fygr, Amplemarket, Synthesia

This is what actually works when Creator-Led Growth is done properly.

What’s inside the Creator-Led Growth Playbook:

→ The exact CLG GTM motion used to turn creators into a pipeline channel
→ How to structure creator content that sells without looking like ads
→ When CLG outperforms Ads, SEO, and outbound — and why
→ How to scale top creator posts with Thought Leader Ads while keeping CPL under control
→ The Warm Outbound layer that converts likes & comments into booked meetings
→ The mistakes that make 90% of CLG “tests” fail

This isn’t a trend.
It’s becoming one of the most effective GTM motions in B2B SaaS.

👉 If you want early access to the Creator-Led Growth Playbook

💬 Comment “Playbook”

Our own Creator Led Growth generated $480,000 in revenue for OBVIOUS.

With €3,370 in ad spend.

Here’s exactly what we did:

1️⃣ We activated creators who already speak to our exact audience (Marketing/Growth/Demand Gen/SaaS Founders)

2️⃣ We identified the top-performing organic posts
The ones already driving real conversations.

3️⃣ Then, and only then,  we added budget via Thought Leadership Ads
We amplify validated content.
We don’t gamble on creatives.

4️⃣ Everything is tracked.

Influenced pipeline.
Influenced revenue.
Won deals.

Last 60 days:

- €3,370 ad spend
- 3.56M€ influenced pipeline
- 89 influenced deals
- 12 won deals
- 480,000€ in revenue
- 142x ROAS 🤯 🤯 🤯 

Most companies:

• Run paid ads without authority
• Do organic without amplification
• Work with creators without revenue tracking

Creator Led Growth connects the three.

Creators = trust
Paid = scale
Warm Outbound = speed up conversion
Tracking = accountability

If you want the exact framework we use to turn creators into a predictable pipeline engine.

💬  Comment “CLG” and I’ll explain the method 😉

CLAUDE didn’t book meetings on autopilot for me.
Creators did.

Last week, I booked 50+ meetings.

• 40 came inbound in a single week
• +10 more the week after

Not because of automation.
Not because of AI magic.

But because creators created demand first.

Here’s how it actually works 👇

Creators give me something automation never will:
trust.

They warm up the market.
They talk about the problems.
They make people curious.

So when prospects see my name,
I’m not a stranger.

Then, and only then, automation makes sense.

I run outbound only on people who already interacted:
• liked the post
• commented

That’s why my outbound runs on autopilot without killing reply rates.

Results:
• +25% reply rate (consistently)
• Qualified conversations
• Meetings that actually show up

AI alone doesn’t book meetings.

But creator-led growth + smart outbound does.

Creators create demand.
AI captures it.

If you’re still doing cold outreach to people who don’t know you,
you’re playing the hardest version of the game.

Want the exact system?

💬 Comment “CREATOR”

That’s O-B-VIOUS
Creator Led Growth is the new way of generating leads.

There’s been a paradigm shift in B2B marketing.
And most companies are still acting like it didn’t happen.

Today’s buyers are not the same people as 10 years ago.
They’re people our age.
People who grew up following creators on Instagram, TikTok, YouTube.

They don’t trust brands by default.
They trust people they follow, listen to, and learn from.

And whether we like it or not, they bring those habits
from their personal life…
into their professional decisions.

That’s why the old model is breaking.
Your first touchpoint cannot be a branded ad saying
“Here’s our product. Book a demo.”
It doesn’t work anymore.


What works now is different:

People discover you through someone they already trust.
A creator.
An operator.
A voice they follow.

Only after that does retargeting make sense.
Only after that do ads work.
Because you’re no longer a cold brand.
You’re a familiar name.

That’s exactly what Creator-Led Growth is about.
Not replacing ads.
But changing the order.

Trust first.
Brand later.

That’s how modern B2B buying actually works today.

And that’s why, at OBVIOUS, we build growth systems around creators, not around brands.

What's your take?

42% reply rate on outbound.

Here’s how.

This is part of a Creator-Led Growth motion for an HR tech.

First step:
Creators published content about one HR tech.

That generated inbound interest.

Then we do 3 things:

1️⃣ Engagement → Warm Outbound

We extracted everyone who interacted with the posts.
Filtered by ICP (≈30% were qualified).
Then launched a hyper-relevant outbound campaign per post — directly referencing the content they engaged with.

→ 42% reply rate.

But that’s just one layer.

2️⃣ Website Visitors → Warm Outbound

We track who land on the website via creators’ tracked links.
Enrich the accounts.
Reach out to the right persona while intent is fresh.

3️⃣ Scale Organic → Identify Viewers → Outbound

We scale top organic posts via Thought Leader Ads.
With Fibbler, we identify which companies see the ads.
Enrich to find the right ICP inside those accounts.
Activated warm outbound there too.

So with Creator Led Growth we:

• Generate inbound leads via creators
• Scale it via Thought Leader Ads
• Convert intent via warm outbound

Want to see exactly how we structure it?

Comment “CLG”.

“Ads don’t build trust. People do.”


That’s the biggest shift happening in B2B marketing right now.

Teams are moving away from pure ads…
And shifting to Creator-Led Growth.

Here’s what CLG actually looks like in practice:

– Trusted creators speak to your ICP
– Top-performing organic posts are amplified via Thought Leader Ads
– We retarget engaged audiences with LinkedIn Ads (views, clicks, interactions, site visits)
– Then we activate warm outbound on those engaged accounts

Same audience.
More trust.
Higher intent.

In most cases, this lets us cut acquisition costs by 2–3x compared to traditional B2B ads.

That’s how we help B2B teams build pipeline today at OBVIOUS.

Want to see how Creator-Led Growth works in practice?

💬 Comment “WOLFY”

Creator-led growth looks easy.

Until you actually try to run it. Here's what you'll need to do:

Creator-led growth on LinkedIn isn’t pay → post → leads.
It’s a full-stack growth motion.

Here’s what you actually need to run it properly 👇

 1. Source creators
 2. Outreach 5–10x more than needed
 3. Follow up multiple times
 4. Negotiate fees
 5. Create and send contracts
 6. Create a brief
 7. Define post intentions
 8. Review and validate content
 9. Create tracked links
 10. Set up attribution
 11. Dozens of back and forth with each creator to align
 12. Make sure the post is published
 13. Ensure creators are engaged in the comments
 14. Collect post performance a few days later
 15. Build a reporting doc (Notion / Sheets / CRM)
 16. Track impressions, clicks, leads, MQL, SQL
 17. Analyze what actually converted
 18. Ask top-performing creators to whitelist their posts
 19. Create or update your audiences
 20. Launch Thought Leadership Ads
 21. Optimize over time
 22. Extract people who engaged with creators’ posts
 23. Filter ICP leads
 24. Write outbound sequences
 25. Launch outbound

Or you can let us handle the entire creator-led growth motion at OBVIOUS 🫡

Strategy, creators, content, attribution, paid and outbound.
Without burning 100+ internal hours per month.

Creator-led growth delivers 2–3x cheaper CPL than any other B2B channel.

But it’s not a random act..

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