Notes on creator-led growth.
Field notes from the team building Naano: on LinkedIn distribution, CPL economics, and how B2B brands grow through creators.
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32Creator-led growth
The 90-Day Creator-Led Growth Playbook for B2B SaaS
A week-by-week plan to stand up a creator-led growth motion for B2B SaaS in 90 days: from sourcing the first cohort of LinkedIn creators to a repeatable pay-per-qualified-click engine. Concrete milestones, no fluff, for founders and marketing leads.
Thomas Marcelle5 min readCPL economics
How to Forecast B2B Pipeline From a Creator CPC Budget (Before You Spend a Euro)
A practical model for forecasting qualified clicks, opportunities, and pipeline from a cost-per-click creator budget. Plug in your CPC, close rate, and ACV to see what a B2B creator campaign returns, and why cost-per-qualified-click is easier to forecast than CPL.
Alexis Jarre5 min readLinkedIn algorithm
LinkedIn Dwell Time: The B2B Ranking Signal Creators Win and Company Pages Lose
Dwell time, how long a reader lingers on a post, is the LinkedIn signal that decides B2B reach in 2026. Here's why personal creator accounts win it, why company pages lose it, and how the same 30-second threshold that ranks a post also defines a qualified click.
Justine Namour6 min readCPL economics
CPC vs flat-fee B2B creator sponsorships: which pricing model protects your budget?
Flat-fee LinkedIn sponsorships bill you before a single click lands. Cost-per-qualified-click bills you after. Here's the line-by-line comparison of how each model prices risk for B2B SaaS, and when a flat fee is still the right call.
Alexis Jarre6 min readCreator-led growth
Creator-led growth vs cold outbound: which builds B2B SaaS pipeline cheaper in 2026?
Cold outbound and creator-led growth both promise B2B SaaS pipeline, but they buy attention in opposite ways: interruption vs endorsement. The honest comparison of cost, conversion, and when to run each, with real per-click math.
Thomas Marcelle5 min readCreator-led growth
Outbound Isn't Enough: Building a LinkedIn Growth Stack That Actually Converts
Cold outreach into a cold audience converts badly. Learn how to pair LinkedIn prospecting with B2B creator marketing to warm your market before you reach out — so your outbound stops landing cold.
Alexis Jarre4 min readLinkedIn micro-creators
Why a portfolio of micro-creators beats one big LinkedIn name for B2B SaaS
Booking one 200K-follower LinkedIn creator feels safe. For B2B SaaS pipeline, a portfolio of 8-12 micro-creators usually wins: on reach that converts, on risk, on cost per qualified click. Here's the diversification case.
Justine Namour5 min readNaano vs alternatives
B2B influencer agency vs platform: which should you use?
Should you hire a B2B influencer agency or run creator campaigns on a platform? Here is an honest breakdown of cost, control, speed, and risk for each, and how to decide based on your team and stage.
Alexis Jarre4 min readCPL economics
How much does B2B influencer marketing cost in 2026?
B2B influencer marketing pricing ranges from negotiated four-figure cachets to marketplace flat fees per post. Here is what each pricing model actually costs, how to budget a creator program, and why small transparent per-post fees win on risk and ROI for B2B SaaS.
Thomas Marcelle5 min readLinkedIn micro-creators
How to find B2B creators on LinkedIn: a practical sourcing guide
Finding the right B2B creators on LinkedIn is a sourcing problem, not a search problem. Here is the step-by-step method to build a shortlist of on-ICP micro-creators who actually drive pipeline, and how to qualify them before you pay.
Alexis Jarre5 min readCPL economics
How to pay B2B creators without invoices: the affiliation framework
Employed B2B experts cannot issue invoices, which blocks most creator payments. Here is the affiliation framework that lets brands pay individual LinkedIn creators cleanly, with payment statements and platform-handled per-post payouts.
Thomas Marcelle5 min readNaano vs alternatives
LinkedIn Creator Marketplace in Europe: what B2B brands can use today
LinkedIn Creator Marketplace launched June 10 2026 as a US and Canada alpha, English only, with no European date. Here is what European B2B brands can use right now to run creator campaigns with payment and tracking included.
Thomas Marcelle5 min readNaano vs alternatives
LinkedIn Creator Marketplace explained: what it does and what it does not
A fair explainer of LinkedIn Creator Marketplace, announced June 10 2026 in US and Canada alpha. What it does today (discovery), what it does not do yet (no payment rail, no performance tracking, English only), and where the gaps sit.
Thomas Marcelle5 min readCreator-led growth
What is a B2B creator marketplace?
A B2B creator marketplace connects companies with niche professional creators on a paid model. Here is how it differs from consumer influencer marketing, why transparent per-post pricing fits B2B, and why active-creator supply is the real constraint.
Alexis Jarre5 min readLinkedIn micro-creators
B2B influence on LinkedIn: the 2026 playbook
B2B influence on LinkedIn is the practice of borrowing the trust of niche micro-creators to reach buyers organically. Here's why it outperforms ads and company pages, and how to build a program that drives pipeline.
Thomas Marcelle3 min readCreator-led growth
How to launch your first B2B LinkedIn creator campaign in 30 days
A step-by-step framework for launching a B2B LinkedIn creator campaign: define the ICP, find and brief micro-creators, price on CPL, and measure pipeline. Go from zero to live in 30 days.
Alexis Jarre3 min readNaano vs alternatives
LinkedIn employee advocacy vs creator-led growth: where each one actually wins
LinkedIn employee advocacy programs and creator-led growth marketplaces solve adjacent problems for B2B SaaS. Here's the line-by-line comparison: reach, CPL, time-to-pipeline, and the exact ICP each channel beats the other on.
Alexis Jarre7 min readCPL economics
How to measure the ROI of B2B creator marketing on LinkedIn (2026)
A line-by-line framework for measuring the ROI of B2B creator marketing on LinkedIn: attribution windows, CPL benchmarks, MQL→SQL conversion, and the exact metrics growth teams report to the CFO.
Thomas Marcelle7 min readCreator-led growth
Creator-led growth for B2B: the complete 2026 guide
Creator-led growth is the B2B GTM motion that sponsors LinkedIn micro-creators at a flat fee per post instead of paying ad platforms per impression. Here's how it works, what it costs, and why it outperforms LinkedIn Ads on CPL by 3–5×.
Thomas Marcelle13 min readFounder-led distribution
Should B2B founders post themselves or hire creators? The decision framework
Founder time on LinkedIn produces real pipeline, until it doesn't. Here's the math, the stage-by-stage framework, and the moment to layer in external creators.
Justine Namour8 min readFounder-led distribution
Founder-led distribution for B2B SaaS: when it works, when to hire creators
Founder-led distribution is the GTM motion where the founder's personal LinkedIn becomes the company's primary acquisition channel. Here's when it scales, when it stalls, and when to hire creators.
Thomas Marcelle10 min readLinkedIn micro-creators
How to write a B2B sponsored post that converts (with examples)
A high-performing B2B sponsored LinkedIn post follows a hook-story-resolution-CTA structure and reads like a recommendation, not an ad. Here's the anatomy, the anti-patterns, and two example structures.
Alexis Jarre8 min readCPL economics
LinkedIn Ads vs creator-led growth: the real CPL breakdown for B2B SaaS
LinkedIn Ads costs B2B SaaS companies €55–90 per qualified lead. Creator-led growth on Naano runs at €18 average CPL. This is the line-by-line economic comparison, including where LinkedIn Ads still wins.
Thomas Marcelle6 min readLinkedIn algorithm
How LinkedIn's algorithm rewards creators over brands in 2026
LinkedIn's algorithm distributes personal-account content to 3–5× more impressions than equivalent company-page posts. Here's the engineering reason, the 2024–2026 changes that widened the gap, and how B2B brands work with it instead of against it.
Justine Namour7 min readNaano vs alternatives
Naano vs alternatives: how the B2B creator marketplace compares to LinkedIn Ads, influencer platforms, and employee advocacy
A side-by-side comparison of Naano against the four real alternatives B2B SaaS teams evaluate: LinkedIn Ads, classic B2B influencer platforms, employee advocacy tools, and DIY creator outreach. Pricing, CTR, time-to-launch, and where each one wins.
Alexis Jarre8 min readNaano vs alternatives
Naano vs Favikon: marketplace or analytics platform, which one do you actually need?
Naano and Favikon both serve B2B brands working with LinkedIn creators, but they're different products. Naano is a CPL-priced creator marketplace that books campaigns; Favikon is a creator analytics and discovery tool that scores creators. Here's how to pick.
Alexis Jarre5 min readNaano vs alternatives
Naano vs GaggleAMP: external creators vs employee advocacy for B2B SaaS
Naano and GaggleAMP both grow B2B brands through people-led distribution, but they activate different audiences. Naano books sponsored posts from external nano-creators at a flat fee per post; GaggleAMP amplifies your employees' posts. Here's when each wins.
Alexis Jarre8 min readNaano vs alternatives
Naano vs Influitive: external creator marketplace vs B2B advocate marketing
Naano and Influitive both help B2B brands grow through people-led distribution, but they activate different audiences. Naano books sponsored posts from external LinkedIn nano-creators at a flat fee per post; Influitive runs structured advocacy programs with your existing customers. Here's when to use which.
Alexis Jarre5 min readNaano vs alternatives
Naano vs Lemlist: creator-led growth vs cold outreach for B2B SaaS
Naano and Lemlist are not the same product, but B2B teams often choose between them when allocating growth experiment budget. Here's how the two motions compare and when to run both.
Alexis Jarre8 min readNaano vs alternatives
Naano vs Passionfroot: which creator marketplace fits B2B SaaS in 2026?
Naano and Passionfroot are both European creator marketplaces, but they solve different problems. Naano is LinkedIn-only and B2B-only with CPL pricing; Passionfroot is multi-platform (newsletters, podcasts, social) and creator-led. Here's the side-by-side.
Alexis Jarre6 min readNaano vs alternatives
Naano vs Upfluence: enterprise influencer platform vs B2B LinkedIn marketplace
Naano and Upfluence are both creator marketplaces, but they target opposite ends of the market. Upfluence is an enterprise multi-platform influencer platform leaning B2C; Naano is a B2B SaaS LinkedIn-only marketplace with CPL pricing. Here's the practical comparison.
Alexis Jarre6 min readLinkedIn micro-creators
Why nano-creators outperform macro-creators in B2B (12% vs 0.8% CTR)
B2B nano-creators with 1k–10k followers consistently produce 10–15× higher click-through rates than macro-creators with 100k+ followers. Here's the math, the mechanism, and what it means for your B2B SaaS pipeline.
Thomas Marcelle6 min read