swinx-influencer-webinars

Influencer-powered webinars

Based on Arian Ruß's public method. Not affiliated with or endorsed by Arian Ruß.

When to use

Use this skill to build a client-ready campaign plan for a B2B webinar promoted through credible LinkedIn industry experts. It supports candidate evaluation, booking briefs, topic development, promotion drafts, registration forecasts, and performance reviews. The intended outcome is relevant decision-makers registering, attending, and entering an appropriate sales conversation.

Apply it when a client has a useful educational offer and needs access to trusted industry networks beyond its own mailing list. Investigate channel fit before proposing a campaign for a niche with little relevant LinkedIn activity. Do not infer that an industry mentioned in an older post is permanently suitable or unsuitable.

Produce the deliverable in templates/output-template.md. Use references/method.md for decisions and references/sources.md for attribution. Public evidence establishes the approach, while the package's proposed operating controls turn that approach into an executable plan. Label those controls and all forecasts accordingly. Never present the published EUR 41 HR and EUR 47 IT registration averages as a guarantee or a universal price.

Procedure

1. Define the business outcome. Read the outcome section in references/method.md. Specify buyer roles, industries, company sizes, geography, topic, event date, and the client's next sales action. Record missing inputs as assumptions rather than filling them with invented client facts.

2. Check whether the channel can reach those buyers. Apply the channel-fit gate in references/method.md. Find evidence of relevant experts and active professional communities. Return a bounded research recommendation when the audience cannot yet be verified.

3. Build an evidence-backed expert shortlist. Use the expert-selection rules in references/method.md. Evaluate Werdegang, Standing, Community-Power, relevant audience composition, storytelling, and topic fit. Record what is observed and what requires confirmation. Rank by access to the intended audience rather than total followers.

4. Prepare the booking decision. Complete the booking fields in templates/output-template.md. Specify speaker or promoter role, fee assumptions, deliverables, timing, approval responsibilities, and cancellation dependencies. A named candidate remains unconfirmed until availability and terms are established.

5. Co-create the webinar promise. Follow the offer rules in references/method.md. Develop a concrete problem, title, learning outcomes, and expert contribution with the creator. Review the weak and improved drafts in examples/worked-examples.md before producing promotional language.

6. Model costs with explicit denominators. Use the economics section in references/method.md. Separate LinkedIn event responses, webinar registrations, qualified registrations, attendees, and new contacts. Build conservative, base, and optimistic planning scenarios from stated assumptions. Preserve source figures as historical context.

7. Design the registration path. Fill the funnel fields in templates/output-template.md. Identify the actual registration endpoint, event-page role, confirmation, reminders, tracking, and handoff owner. Explain how an event response becomes a verified webinar registration and how duplicates are handled.

8. Draft the promotion sequence. Apply the activation rules in references/method.md. Combine creator posts, relevant network invitations, and personalized messages where authorized. Draft in the expert's voice around useful learning. Give each message one clear registration action and avoid manufactured endorsements.

9. Assign execution and attendance responsibilities. Use the timeline and handoff fields in templates/output-template.md. Name owners for approvals, publishing, invitations, reminders, live delivery, and follow-up. Adapt cadence to lead time and available capacity instead of treating an example volume as a mandatory quota.

10. Review quality before execution. Run checklists/review-checklist.md. Resolve unsupported claims, audience mismatch, missing booking terms, misleading metrics, and weak educational value. Preparing a plan does not itself authorize contacting creators, publishing, sending invitations, or committing expenditure.

11. Report results and decide the next iteration. Follow the reporting rules in references/method.md. Compare actual funnel stages with assumptions, qualify sales outcomes, disclose attribution gaps, and recommend a specific next change. Use the examples to distinguish a promising campaign from a vanity-metric success.

Files in this skill

• SLUG.txt: Portable package identifier matching the front matter name.
• SKILL.md: Entry point, intended use, procedure, and resource routing.
• references/method.md: Detailed principles, evidence, decision rules, and implementation controls.
• references/sources.md: Numbered ledger of successfully fetched public sources and their contributions.
• examples/worked-examples.md: Invented IT and HR illustrations with weak drafts, improvements, and rule explanations.
• templates/output-template.md: Fill-in campaign deliverable with guidance for every field.
• checklists/review-checklist.md: Pass/fail quality gates, failure diagnoses, and practical fixes.