Alexis JarreCMO & Co-founderThere are two ways to reach B2B creators on LinkedIn and X. You can book creators who are already listed on a marketplace, with their price shown up front. Or you can go and find creators yourself and contact them one by one, with a prospecting tool doing the list building and the follow-ups. Both work. They solve different problems, and the best results usually come from using each for what it does well.
This guide covers both routes, when to pick each one, and how to combine them. If you first need to define who you are looking for, start with how to find B2B creators on LinkedIn.
Route 1: book creators on a marketplace
A creator marketplace removes the slowest part of creator marketing: finding out whether someone is open to sponsored posts, and at what price. On Naano, B2B creators on LinkedIn and X have signed up to work with brands. Each creator sets a fixed price per post, visible before you book. You filter by topic, audience and network, send one brief, approve the draft if you want to, and track visits, sign-ups and purchases per creator.
What this route gives you:
→ No guessing on availability or price. Every creator listed accepts sponsored posts, and the price per post is on the profile. → One flow for the whole campaign. Brief, booking, payment and tracking happen in the same place, whether you book one creator or twenty. → Speed. You send booking requests instead of opening conversations, so a campaign can start the same week.
What it does not give you: creators who have not joined. If the one voice your buyers all follow is not on a marketplace, you need another way to reach them.
Route 2: find and contact creators with a prospecting tool
Some of the best creators for a niche have never worked with a brand, or simply have not signed up anywhere. To reach them, you prospect them the way a sales team prospects buyers: build a list, write a personal message, follow up.
A LinkedIn prospecting tool makes this manageable. Sendable, for example, is a LinkedIn outbound tool that watches for signals such as profile visits, interactions on your posts, job postings and company page followers, keeps the profiles that match the definition you set, and runs personalised LinkedIn message sequences with replies grouped in a single inbox. It also connects to AI assistants such as Claude or ChatGPT through MCP, and offers a done-for-you service where its team handles list building and outreach.
Used for creator outreach, that means:
→ People who engage with your posts are a natural first list. Creators who already comment on your content know your brand; a signal-based tool surfaces them instead of letting them scroll past. → Sequences keep follow-ups from slipping. Creators are busy. A polite second message a few days later often gets the answer the first one did not. → One inbox for every reply. When several teammates reach out, nobody answers the same creator twice.
A few rules matter more for creators than for sales prospects. Write to each creator about their own content, not with a generic pitch. Say clearly that you want a paid partnership, and on which network. Keep volumes low and respect LinkedIn's limits: you are starting a relationship with someone whose name is their business.
Which route to choose
| Situation | Marketplace (Naano) | Prospecting tool (Sendable) |
|---|---|---|
| You want to launch a campaign this week | Best fit: creators are ready to book | Slower: you wait for replies |
| You need prices before you commit budget | Price per post shown on every profile | Negotiated creator by creator |
| The creator you want is not listed anywhere | Not possible | Best fit |
| You want to recruit a precise niche of creators | Filter what is listed | Build your own list from signals |
| You want brief, payment and tracking in one place | Included | Handled by you after the reply |
How to combine both
The two routes work best as a loop:
- Start with the marketplace. Book the creators already listed who match your buyers, and get your first posts live while you learn which topics and voices work.
- List the gaps. Note the creators your buyers follow who are not listed: the niche newsletter author, the founder everyone quotes, the engineer with a loyal following on X.
- Prospect the gaps. Use a tool like Sendable to reach them with a short, personal message and a clear offer.
- Bring them into the same flow. A creator you reach outside can sign up to Naano for free and set their own price per post. You then book, brief, pay and track them like the rest of your campaign.
- Measure everyone the same way. Give every creator a tracked link, compare visits and sign-ups per creator, and book again the ones whose readers took action.
This also works the other way. If you already run LinkedIn outbound to buyers, posts from creators your buyers follow warm the market before your messages land. More on that in pairing LinkedIn outbound with creators.
What is the fastest way to reach B2B creators on LinkedIn and X?
A creator marketplace. On Naano, creators have already signed up to work with brands, each one shows a fixed price per post, and you send a booking request from the platform instead of waiting for a reply to a cold message.
Can I use a prospecting tool to contact creators?
Yes. A LinkedIn prospecting tool such as Sendable can build lists of profiles and run personalised message sequences, so you can reach creators who are not listed on any marketplace. Keep the messages personal and the volumes low: you are asking for a partnership, not selling a product.
Should I use a marketplace or a prospecting tool?
Use a marketplace when you want to book quickly with known prices, a brief, payment and tracking in one place. Use a prospecting tool when the creator you want is not on any platform, or when you want to recruit a specific niche. Many teams use both.
How do I pay a creator I found outside a marketplace?
Agree on the deliverable, the date, the disclosure and the price in writing, then pay as agreed. On Naano, a creator who joins the platform can be booked like any other: the price is held when they accept and paid when they submit the post URL.
To book B2B creators on LinkedIn and X today, create a free Naano account or browse the LinkedIn creator marketplace.
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CMO & Co-founder
Alexis Jarre is CMO and co-founder of Naano. Before Naano, Alexis was a paid LinkedIn creator, publishing a sponsored post weekly for the startup Pletor.
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