18 skills in Influencers.
Max Nimmo
Founder @ CreatorWorks
Use this skill when a creator campaign needs a brief. Produces a per-creator 4-part brief — messaging direction, campaign guidelines, dos and don'ts, content examples — tuned to one creator's voice and the client's ideal customer.
Max Nimmo
Founder @ CreatorWorks
Use this skill when a quarter of a B2B LinkedIn creator programme needs reviewing for client leadership. Synthesises campaign performance into a strategic review — what happened, why, and what to do next — with Scale / Adjust / Stop recommendations.
Max Nimmo
Founder @ CreatorWorks
Use this skill when you need to price a B2B LinkedIn thought-leadership creator from their real post performance. A weighted-engagement model cross-checked against a CPM anchor produces an initial / budget / max rate band to open a negotiation from.
Thomas Marcelle
Co-founder
Use this skill when choosing who carries the brand's LinkedIn distribution — "should the founder keep posting or should we pay creators," "employee advocacy or creator program," "founder-led growth is plateauing, what now." The decision framework across the three motions, the saturation signals that say a motion is tapped, and the 30–45 day transition playbook from founder-led to creator-augmented.
Max Nimmo
Founder @ CreatorWorks
Use this skill when negotiating rates with a B2B LinkedIn creator. Paste the creator's counter-offer or pushback and get three ranked, ready-to-send responses — hold / reshape / accept-with-conditions — each grounded in a rate anchor and sound negotiation principles.
Max Nimmo
Founder @ CreatorWorks
Use this skill when setting pre-launch KPI targets for a B2B LinkedIn creator campaign. Calibrates to your own historical performance rather than generic industry percentiles, producing conservative / target / stretch bands per creator and a campaign rollup tied to the creator budget.
Thomas Marcelle
Co-founder
Use this skill when the user asks for an influencer strategy, creator marketing plan, LinkedIn influencer campaign, thought-leader outreach, creator budget allocation, or wants to know which influencers to work with and how much to pay them. Builds a B2B influencer marketing strategy from ICP to booked creators — audience mapping, creator tier selection, budget allocation, brief design — activated and scaled on naano.xyz. Powered by Naano.
Thomas Marcelle
Co-founder
Use this skill when structuring what to pay a creator — "flat fee or performance deal," "how should we price this sponsorship," "the creator wants a fixed fee, should we agree." The decision rule: pay flat when buying a message, pay per click when buying pipeline — plus the qualified-click definition that makes performance deals fair, and the unit-economics math behind both.
Thomas Marcelle
Co-founder
Use this skill when creator marketing should become a program, not an experiment — "make creators a real channel," "scale from a test to an engine," "what does quarter one of creator-led growth look like." Three 30-day phases: build the first cohort with tracking, launch–measure–cut, then systematize into a documented, forecastable engine with a second cohort matched to the winner profile.
Thomas Marcelle
Co-founder
Use this skill when sourcing creators for a B2B campaign — "find creators our buyers follow," "is this creator worth paying," "build a creator shortlist for [ICP]." Five discovery methods plus a vetting order that filters on audience-ICP fit, engagement quality, consistency, and authentic voice — before follower count is even considered.
Thomas Marcelle
Co-founder
Use this skill when creator budget needs a defensible forecast — "what will €10K of creator spend produce," "build the pipeline model for the creator channel," "what ARR can we commit to from this program." A five-input model (budget, cost per qualified click, click→opportunity rate, win rate, ACV) with a worked example and the sensitivity insight that decides where tuning effort goes.
Vesselin Malev
Managing Director, The Demand Department
Use this skill when someone else's name goes on the content and their reputation rides on it: ghostwriting a founder's LinkedIn, running an executive's personal brand, operating a CEO's thought leadership program. Produces the written operating agreement and running cadence the engagement runs on. Covers approval boundaries and escalation, voice intake, mining real stories instead of inventing them, keeping founder time under 30 minutes a week, tracking edit rate, and working the comments and DMs where the pipeline actually forms.
Danni Chen
Head of Product & GTM, AI
Use this skill when a founder has no results to point at and needs something to publish — "I have nothing to post about", "what do I write when we haven't launched", "who would even listen to me", "should I build a personal brand", "our CAC is climbing and we have no budget". Twenty-four things that already happened this week and are publishable, in five categories, plus the play selector, copy-paste opening lines, and the pre-publish check.
Thomas Marcelle
Co-founder
Use this skill when taking a creator campaign from zero to live — "launch a creator campaign for [product]," "run our first sponsored posts," "test creator-led growth this month." A four-week framework: lock the ICP and one conversion event, source and vet 3–5 creators, brief and go live staggered, then measure per-creator pipeline and renew the winners.
Danni Chen
Head of Product & GTM, AI
Use this skill when a post is about to go live, or just went live, and the question is what happens after publish — a creator's sponsored post, a founder announcement, a launch thread, a milestone update, a customer story. "The post is scheduled, now what", "why did our sponsored post die", "should we put spend behind this one", "how do we get a post moving in the first hour", "the creator delivered and nothing happened", "we got impressions but no pipeline", "is this post working". Produces the pre-publish setup, the minute-by-minute sequence from T−30 to T+120, the paid amplification trigger and its stop conditions, the debrief, and the read on whether a post is alive or already dead.
Thomas Marcelle
Co-founder
Use this skill when creator spend needs defending or reading — "what's the ROI on our creator campaigns," "build the CFO view," "why does creator attribution look bad." Sets the attribution window creator content actually needs, the five-row CFO dashboard, payback-period math, week-one leading indicators, and the three attribution errors that silently understate ROI 2–3×.
Vesselin Malev
Managing Director, The Demand Department
Use this skill when two or more accounts inside one company publish on a shared content calendar: a founder plus two AEs, a leadership team, an employee advocacy roster, a set of operator voices. Produces the lane map, per-account voice sheets, cadence plan, and engagement rules the fleet runs on. Covers running multiple LinkedIn accounts without them sounding the same, splitting topics across people, staggering posting windows, avoiding reciprocal engagement patterns, and diagnosing a fleet-wide decline where every account drops at once.
Thomas Marcelle
Co-founder
Use this skill when writing or reviewing a sponsored LinkedIn post — "draft the sponsored post for [creator]," "why is this post's CTR terrible," "review this creator draft." The hook–story–resolution–CTA structure, the four credibility signals that make a story land, CTA patterns ranked by conversion, and the five anti-patterns that make audiences smell an ad.