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

We’re hiring. Again.

At OBVIOUS, we help SaaS & B2B companies like Notion or Amplemarket HQ generate pipeline via Creator-Led Growth.

We’re looking for 2 Senior Growth Account Managers (1 Full Time / 1 Freelance)

👉 You’re a fit if:
- Managed B2B tech clients in a marketing agency
- Helped SaaS companies generate leads/pipeline

If you understand funnels, CPM, CTR, SQLs, pipeline & revenue, not just marketing tasks, we should talk.

1️⃣ Full-time offer -> https://lnkd.in/ezQdXiz2

2️⃣ Freelance offer -> https://lnkd.in/e9bp2aiC

🏷️  Tag a friend that could be a good fit 🙏

Marc Richard

OBVIOUS is over.
At least the version you knew.

But to understand why, we need to go back before OBVIOUS even existed.

Before OBVIOUS, I launched Follow,  a LinkedIn extension to extract people engaging on posts (yours, competitors’, creators’, etc.).

Launched through creators.
No ads.
No outbound.
Just creator distribution.

In 2 months:
→ 1,500+ sign-ups
→ $10K+ MRR

That’s when it clicked:
Creators weren’t a branding channel.
They were an acquisition channel.
OBVIOUS was born from that insight.


Over the past 2 years, we’ve rebuilt the company around one question:
How do we turn LinkedIn Creators into a predictable, scalable acquisition channel?


V1 — B2B Influence Agency

Goal: generate leads through creators.
Playbook: More creators.More posts.More reach.

Pipeline came in.
But organic has a structural flaw: Same creator. Same topic. Same format.

Two weeks apart → completely different results.
Organic alone = roulette.

You can’t build GTM on unpredictability.


V2 — LinkedIn Influence Agency

We focused on where buyers actually are.
Better ICP alignment. Better conversations. More pipeline.
Still dependent on organic reach.


V3 — Influence + Outbound

We realized we weren’t extracting all the value we created.
Posts generated inbound leads…
but also intent signals.

Hundreds of people engaging on posts were potential buyers.
So we started outreaching post engagers.
Same content.
Same audience.
More pipeline.

Influence became inbound + intent-based outbound.
But we were still thinking in campaigns....


Then the shift happened.
The question became:
👉 How do we make this run continuously?
👉 How does influence become a real GTM motion?

Not launches.
Not bursts.
Not influencer campaigns.
A system.


V4 — Creator-Led Growth

Creators generate demand.
Thought Leader Ads scale winners.
Outbound converts intent.
Content → Intent → Conversations.


V5 — Creator-Led Growth System

Today OBVIOUS combines:
• Creator organic demand
• Thought Leader Ads to scale top performing organic posts.
• LinkedIn Ads on target accounts
• Continuous outbound

Organic creates demand.
But the real GTM starts after the post.

We define target accounts, map the buying committee, then saturate those accounts in <60 days:

→ Creator posts via TLA
→ Paid LinkedIn formats
→ Multiple creators speaking to different personas

Not one viral moment.
Repeated exposure inside the same account.

Creators create demand.
Paid guarantees visibility.
Outbound converts it.

We activate every intent signal:
– Post engagers
– Ad viewers
– Website visitors
– Resource downloaders

Everything feeds one always-on acquisition motion.
No more influence campaigns.
Just Creator-Led Growth.

B2B GTM is changing. Fast.
Buyers trust people more than brands.

Ads are getting ignored.
Brand messaging feels… interchangeable.

So companies are shifting budget toward something else:
Creators.

Not as an experiment.
Not as “influencer marketing”.
As a real growth channel.

The problem?

Most companies still don’t understand how creator-led growth actually works internally:
- How brands choose creators
- What they really measure
- How posts turn into pipeline
- When it becomes a true acquisition channel
- How to scale with Ads & Outbound

So I’m launching a new LinkedIn Live series: 🎙️ Inside Creator-Led Growth
Real operators.
Real brand-side experience.

First episode → with Nicole P. (Semrush) →  📅 March 4th

If you care about where B2B marketing & GTM are heading next, join us live.

🦖 Hector Forwood 🦕, Marc Richard and 5 other connections attending

Why Creator-Led Growth Is Becoming a Core GTM Channel?

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 😉

🚨 Today we're going live with Nicole P. (Semrush)
We’ll talk about the shift happening right now in B2B marketing → creator-led growth.

If your marketing playbook hasn’t evolved yet, this is for you.

Join us live (1st comment) 👇

We centralized 2+ years of learning of LinkedIn Creator Led Growth 
+2,000 Sponsored posts for +70 SaaS like Notion, Pipedrive or Amplemarket HQ

This is not a B2B influencer playbook.

It’s a Creator-Led Acquisition System.

A way to turn creators into a predictable, scalable acquisition channel, a GTM motion built to outperform traditional marketing programs.

Inside the playbook:
• what performance you can realistically expect
• why most B2B companies fail with creators
• how to select, price and brief creators
• how to track pipeline, not impressions
• how organic, paid and outbound compound into one engine

Everything we learned building Creator-Led Growth engines that generate real pipeline at OBVIOUS.

💬 Comment “PLAYBOOK” and I’ll send it.

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”.

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