Rillion

I lead the demand generation team with a focus on revenue growth in the US and EMEA.

Director of Demand Generation

I lead all demand generation activities across the US and EMEA. Rillion automates accounts payable, from data capture to invoice approvals. Trusted by 3,000+ companies in 50+ countries.

Head of Demand Generation

Fibbler

Fibbler helps you see which companies view or engage with your LinkedIn Ads, tie them to pipeline and revenue in your CRM, and alert sales when it’s time to reach out. Plus, access optimization tools you won’t find natively on LinkedIn.

Co-Founder & CEO

GetAccept

At GetAccept, I led demand generation across the US and EMEA, helping scale the brand. GetAccept streamlines B2B sales, helping teams track, engage, and close deals faster. Trusted by thousands of companies worldwide.

Global Demand Generation Strategy Lead

Driving Demand

I built one of Europe’s largest and most active B2B marketing communities, along with a top B2B marketing podcast in 2022/23. Both were acquired in 2024.

Founder (Acquired in ’24)

Lime Technologies Sverige

At Lime, I led demand generation across Europe, driving growth for one of Europe’s top CRM providers. Lime streamlines customer relationships and sales processes. Trusted by thousands of companies across the region.

Growth Marketing Manager

Growth Analyst

Nobina Europe AB

Market Analyst

Global Demand Generation at GetAccept | Paid Ads & Growth Advisor | Prove the impact of running LinkedIn Ads by identifying influenced deals and revenue with Fibbler 🦁

Hey! I’m Adam. Dad, marketer, founder, and full-time experimenter.

Right now, I’m focused on two things:

→ Building Fibbler, a startup that helps you see which companies engage with your LinkedIn Ads, match them to pipeline in your CRM, and alert sales when it’s time to act. We’ve grown to 300+ paying customers in our first 15 months.

→ Helping Rillion, a fast-growing SaaS company, expand across the US and EMEA.

If you’re into LinkedIn Ads, ABM, demand gen, or just want to see what building in public actually looks like, follow me here on LinkedIn.

Adam Holmgren

𝗪𝗲 𝗷𝘂𝘀𝘁 𝗽𝗮𝘀𝘀𝗲𝗱 $𝟱𝟬𝟬𝗸 𝗶𝗻 𝗔𝗥𝗥.


A year ago we were a small Swedish startup trying to prove one simple idea with 50ish customers.

Today, Fibbler is a global product used by 2000+ marketers across 4 continents.

We’ve stayed bootstrapped and focused on one thing that SMB marketers actually needed.

A clear way to understand the impact of LinkedIn Ads on pipeline and revenue.

That focus is what brought us here.

The US is now our biggest market with more than 60 percent of our customers.

Which means a lot of late evening meetings for me with the west coast. 😅

But it also means our product works far outside our home market.

We are also seeing strong growth across Northern Europe.

Nordics, Netherlands, UK and Germany are picking up fast.

And now we’re building the next chapter.

Next year our goal is to reach $1.5 million ARR.

A big part will come from continuing to grow our LinkedIn Ads Attribution and Activation product.

But we’re also adding Google Ads as a second channel.

Still built for SMB marketers. Still affordable.

And with a clear view of which companies clicked your Google Ads and later became deals.

Combining that with LinkedIn touchpoints inside our customer journeys is going to be crazy.

What I like most is that the original idea from 2023 is still the same idea we build on today.

P.S.

Fibbler helps you see which companies view or engage with your LI Ads and organic content, tie them to pipeline and revenue in your CRM, and alert sales when it’s time to reach out. Try it free for 30 days at https://www.fibbler.co/.

Director of Demand Gen at Rillion | Co-Founder & CEO at Fibbler | Building the future of Paid Ads Attribution for SMBs

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Yesterday, Fibbler felt like a REAL company for the first time.

We’ve been building this thing for 1,5 years now. 

Late nights, small wins, big headaches, the normal startup life.

But yesterday was the first time it felt different.

Our first ever event as a vendor.

LinkedIn’s B2Believe event in London.

Our own table.

Our own brand.

And of course our army of pink lions.

At the beginning it was honestly a bit slow. 

We had a few people walk by, smile at the lions, maybe take one.

Then someone in the audience carried one with them.

Then another.

Then a third.

And suddenly people started coming up to our table saying “I saw someone with this lion, can I get one too?”

It sounds so small, but standing there, seeing our little mascot spread around the room, talking to people about what we build and why we build it… I felt proud in a way I haven’t felt before.

Like ok, this is real now.

We’re not just two guys hacking in the evenings.

We’re here.

In the wild.

With real people loving what we do.

P.S.

Fibbler helps you see which companies view or engage with your LI Ads and organic content, tie them to pipeline and revenue in your CRM, and alert sales when it’s time to reach out. Try it free for 30 days at https://www.fibbler.co/.

The last few weeks I’ve been on 25+ investor calls during early mornings and late evenings. And we’ve decided to NOT take in any money at Fibbler right now. 

Feels a bit wild to even say that. 

I’ve talked to more investors in these weeks than in my whole life.

VCs, angels, all super nice.

Most of them really liked what we’re doing.

But something didn’t feel right for me.

We’ve grown this fast without me even trying full time.

I start 1st of January 2026 and honestly… it feels stupid to give away parts of the company before I even had the chance to see what happens when I go all in.

And most VCs want you to follow the classic wheel.

Raise seed.
Then raise again.
And again.
Move upmarket.
Hire faster.
Spend faster.

You kinda end up building a company you didn’t plan to build in the first place.

And then you give away parts of the vision too.

Suddenly you have a board that needs to agree on everything.

Even things where I already know the answer because I lived this pain for years as a B2B marketer.

That’s honestly why Fibbler works so well.

I know this world inside out.
I know what sucks.
I know what needs to be fixed.

The other reason we move so fast is because we’re building in the AI world.

I send a note to my co-founder, he codes, I review, we ship.

Same day sometimes.

You don’t need 20 people to build great stuff anymore. Small teams can move like crazy.

And we grew 20% in October.

Without me full time.

That says a lot.

So right now, raising money feels more like slowing down.

We have momentum.

We need to ride it and make sure our customers feel part of our vision.

Maybe one day we raise.

But not right now.

Right now it feels way too good to stay bootstrapped and keep building our way.

P.S.

Fibbler helps you see which companies view or engage with your LI Ads and organic content, tie them to pipeline and revenue in your CRM, and alert sales when it’s time to reach out. Try it free for 30 days at https://www.fibbler.co/.

Every now and then something happens as a startup that makes you stop for a second. 𝐓𝐡𝐢𝐬 𝐰𝐚𝐬 𝐨𝐧𝐞 𝐨𝐟 𝐭𝐡𝐨𝐬𝐞 𝐦𝐨𝐦𝐞𝐧𝐭𝐬.

Fibbler is now a certified app in the HubSpot marketplace.

What it really means is that the HubSpot team went deeper into our integration, reviewed everything, tested the behaviour, and approved it for quality.

And for us that’s honestly pretty big.

Almost 80% of our customers use HubSpot.

So this integration isn’t just a feature.

It’s kind of the heart of the whole product.

𝐀𝐧𝐝 𝐢𝐭 𝐚𝐥𝐬𝐨 𝐡𝐢𝐭 𝐦𝐞 𝐭𝐡𝐚𝐭 𝐢𝐧 𝐥𝐞𝐬𝐬 𝐭𝐡𝐚𝐧 𝟏𝟓 𝐦𝐨𝐧𝐭𝐡𝐬 𝐦𝐨𝐫𝐞 𝐭𝐡𝐚𝐧 𝟏𝟎𝟎𝟎 𝐇𝐮𝐛𝐒𝐩𝐨𝐭 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬 𝐡𝐚𝐯𝐞 𝐚𝐥𝐫𝐞𝐚𝐝𝐲 𝐢𝐧𝐬𝐭𝐚𝐥𝐥𝐞𝐝 𝐅𝐢𝐛𝐛𝐥𝐞𝐫.

Which is still kind of crazy when I think about it.

So seeing it go through the reviews and come out certified became one of those small founder moments where I just thought… ok, we’re actually building something real here. 

It’s not a huge public launch or anything.

Just a small sign that the product keeps moving in the right direction.

If you use HubSpot and want better attribution, journeys and revenue insights from LinkedIn Ads, you can find us directly in the marketplace.

#saas #startup #hubspot

Every time I go to an event like LinkedIn for Marketing's B2Believe, it hits me again. LinkedIn is the most powerful B2B platform in the world.

Nothing else even comes close.

And I don’t say that because I run an attribution tool for LinkedIn Ads.

I say it because every day I see how it works in real life.

The people here already know your brand.

They’ve seen your posts.
They’ve watched your ads.
They already trust you before any sales call even starts.

You can’t get that on any other platform in B2B.

The combination of targeting, mindset, intent and professional context is something you can’t recreate. 

That’s why I always tell companies to stop treating LinkedIn like a direct response channel and start treating it like the place where trust is built.

If you show up here consistently.
If you mix paid and organic.
If you focus on value instead of tricks.
…you will win.

Being here, meeting people who already knew Fibbler before we even talked… it reminded me why I love this platform so much.

Here’s a small clip from an interview I did.

#B2Believe #linkedin #linkedinads

DON’T OVERCOMPLICATE YOUR LINKEDIN ADS SETUP

I’ll be super honest here.

I used to tell people to run all these different layers and structures.

And after a while you kinda realise… it doesn’t make sense.

Complexity ≠ better results.

This is what actually works for most SMBs:

𝐂𝐨𝐥𝐝 𝐥𝐚𝐲𝐞𝐫
Target your full ICP. Most of them don’t know who you are yet.
Run text ads and thought leader ads (always).
Then add image or video if you have the time and resources. 

𝐑𝐞𝐭𝐚𝐫𝐠𝐞𝐭𝐢𝐧𝐠 𝐥𝐚𝐲𝐞𝐫
Website visitors, company page visitors, ad engagers from cold.
Run the same formats as cold, but talk a bit more about the product here.

𝐁𝐮𝐝𝐠𝐞𝐭 𝐬𝐩𝐥𝐢𝐭
80% cold
20% retargeting (when you have a sufficient audience here)

𝗠𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁
Engagement is what drives results. 
Aim for >0.6% CTR in cold and >0.8% in retargeting.
Connect your ads data to the CRM to see influenced pipeline and revenue.

And at the end of the day…

Trust the process.

If you keep showing up, keep reaching more of your audience, and keep making things they care about…

The results will come. 

P.S.

Fibbler helps you see which companies view or engage with your LI Ads and organic content, tie them to pipeline and revenue in your CRM, and alert sales when it’s time to reach out. Try it free for 30 days at https://www.fibbler.co/.

First touch. Last touch. Multi touch. 𝗧𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗿𝘂𝗶𝗻𝗲𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴.

We all started trusting dashboards way too much.

If something didn’t show up as an MQL, we cut it.

If something got the credit in HubSpot, we pushed more budget on it.

So Google Ads always look like the hero.

And all the real brand stuff… your organic content, your podcast… it shows up as nothing.

We over-invest in clicks.

We under-invest in trust and awareness.

All these models try to answer a question that honestly doesn’t matter.

They try to find the exact channel to give credit.

But that’s not how people buy.

𝗦𝗼 𝘄𝗵𝗮𝘁 𝗜 𝗿𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱 𝗶𝗻𝘀𝘁𝗲𝗮𝗱:

✅ Ask people how they heard about you (𝘤𝘰𝘶𝘭𝘥 𝘨𝘪𝘷𝘦 𝘴𝘰𝘮𝘦 𝘪𝘯𝘥𝘪𝘤𝘢𝘵𝘪𝘰𝘯 𝘰𝘧 𝘸𝘩𝘢𝘵 𝘵𝘩𝘦𝘺 𝘳𝘦𝘮𝘦𝘮𝘣𝘦𝘳)
✅ Track branded search to see if the brand grows over time (𝘨𝘳𝘦𝘢𝘵 𝘪𝘯𝘥𝘪𝘤𝘢𝘵𝘪𝘰𝘯 𝘵𝘩𝘢𝘵 𝘮𝘰𝘳𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘢𝘳𝘦 𝘢𝘸𝘢𝘳𝘦 𝘰𝘧 𝘺𝘰𝘶𝘳 𝘤𝘰𝘮𝘱𝘢𝘯𝘺)
✅ Track how many accounts you’re reaching and engaging with over time (𝘢𝘯𝘥 𝘵𝘪𝘦 𝘵𝘩𝘢𝘵 𝘵𝘰 𝘸𝘩𝘢𝘵 𝘩𝘢𝘱𝘱𝘦𝘯𝘴 𝘪𝘯 𝘵𝘩𝘦 𝘊𝘙𝘔)

When you stop fighting for credit and start looking for patterns you finally understand how people actually buy.

And when that happens brand, content and long term thinking suddenly make a lot more sense.

P.S.

Fibbler helps you see which companies view or engage with your LI Ads, tie them to pipeline and revenue in your CRM, and alert sales when it’s time to reach out. Try it free for 30 days at https://www.fibbler.co/.

Someone commented on my post last week: 

“Marketing expert with a baseball cap reversed on his head? Dude looks like a delivery guy.”

I laughed.

Then I read it again.

And laughed a bit more.

Because this is exactly what happens when you put yourself out there.

Some people see someone who knows what he’s talking about.

Others can’t get past the cap.

And that’s fine.

I’m wearing a cap for two reasons.

I love how they feel.

And somewhere along the way, it became part of my personal brand.

People don’t always react to what you say.

They react to who they think you are.

Their idea of what an “expert” should look like.

And if a reversed cap is enough to disqualify me.

I was never for them anyway.

I’m not trying to win everyone over.

I’m trying to be useful for other marketers in the trenches.

So I’ll keep the cap. 😎 

#b2bmarketing

“THE MOST GRANULAR ADS DATA EVER.” That’s what a beta user said the first time they saw our new journeys. 𝗧𝗢𝗗𝗔𝗬 𝗧𝗛𝗘𝗬’𝗥𝗘 𝗟𝗜𝗩𝗘!

If you are a marketer like myself you have probably had hundreds of budget conversations. 

Maybe thousands. 

And most of them are about defending anything that does not tie directly to a conversion.

Awareness. 
Brand. 

All the things that are hard to show in one screenshot or one attribution report.

When we started Fibbler I knew we had to tell a better story about LI Ads. 

Not only how they build awareness but how it slowly turns into real interest.

How buyers move from cold to in-market long before they ever fill out a form.

Customer journeys is the best way to show that story.

With this release you can finally see every monthly touchpoint that happened before a deal was created. 

Paid and organic. 

Impressions, engagements, clicks. 

Down to an individual campaign level.

When the deal was created. 

When it closed.

This is one of the releases I am the most proud of. 

So here’s my advice.

Stop trying to convince people that brand and awareness help pipeline.

Show them this instead.

Show them how B2B buyers actually buy. 

Show them how you stay in front of accounts for months before they convert through direct. 

𝗦𝗵𝗼𝘄 𝘁𝗵𝗲𝗺 𝘁𝗵𝗲 𝗷𝗼𝘂𝗿𝗻𝗲𝘆.

P.S. 

It takes literally 60 seconds to set up and see your own customer journeys based on LI data. Try it free for 30 days at https://www.fibbler.co/.

After spending the last two months buried in more than $100M of LinkedIn data across 300 SMB SaaS companies, I realised something crucial.

Paid and organic are not separate.

They amplify each other.

When paid grows, organic lifts.

When organic gets stronger, paid works harder.

That is the main story behind our first ever Fibbler Labs report that we are launching today in collaboration with LinkedIn for Marketing. 

𝐀𝐧𝐝 𝐭𝐡𝐞 𝐧𝐮𝐦𝐛𝐞𝐫𝐬 𝐬𝐩𝐞𝐚𝐤 𝐟𝐨𝐫 𝐭𝐡𝐞𝐦𝐬𝐞𝐥𝐯𝐞𝐬:

✅ The highest ad spend tier generated almost 3x stronger pipeline impact than the lower tiers (reach compounds over time)

✅ Companies with strong organic activity saw 1.5–2x higher pipeline efficiency (organic works harder as paid reach grows)

If you want to go deeper, the full report breaks down all the benchmarks and the patterns behind them. 

It also explains why influenced pipeline is becoming the measurement that actually reflects how B2B buyers make decisions.

P.S.

Grab the full report (UNGATED) here: https://lnkd.in/ehmi8fWH.

Everyone keeps giving me credit for Fibbler’s growth. But they’re thanking the wrong Adam.

If you’ve followed me for a while, you’ve probably seen what we’re trying to do.

And naturally, I’ve become the face of our brand.

How we stand out in a crowded market.
How we try to share real value.
How fast we ship.

And I’m incredibly grateful for every message.

But none of it… absolutely none of it… would be possible without my right hand, great friend, and co-founder Adam Hartsner.

He turns my chaotic ideas into a product people actually love.
He’s the one smashing bugs late evenings and weekends.
He keeps everything stable while I’m onto the next.

And most importantly, he’s a friend I trust more than anything.

If there’s one thing I’ve learned as an entrepreneur…

Find a co-founder you genuinely enjoy hanging out with.

I'm so DAMN lucky to have that.

#saas #startup #cofounder

This weekend we finally did something we’ve talked about for ages. We took our other halves out to dinner. 

No real reason other than saying thanks.

Because Fibbler isn’t just me and Adam. 

It’s our families too, in ways that are hard to explain unless you’ve lived inside a startup.

It’s accepting my nervous breakdowns once the kids are asleep. 

It’s Adam pulling out his laptop during a family vacation in Greece because something suddenly can’t wait. 

It’s watching me get up in the middle of the night after realizing I forgot a call with the US west coast.

And none of this would exist without them. 

What I sometimes forget to say out loud is that they’re also building fantastic careers on their own.

Carmen (left in the picture) runs and owns a garden shop with more than ten employees. 

Louise (right in the picture) works as a nurse in charge at the emergency room and on top of that she’s a union representative for all nurses.

Luckily, Fibbler is in a much more stable place now. 😅

There are weeks where we work alot.

But there are also weeks where we can slow down and be more present at home compared to a corporate job.

We’re planning to keep Christmas very quiet work wise, just support and making sure things don’t break. 

That pause is needed if we’re going to take Fibbler to the next level in 2026.

Feeling very grateful for this moment, and for the people who make all of it possible.

People keep asking me how Thought Leader Ads actually work.

And honestly… they are one of the most powerful formats on LinkedIn right now, but almost nobody uses them properly.

I’ve run these for over a year now and acquired more than 300 customers for Fibbler with this format primarily.

To put it simply:

My regular image ads land around 1% CTR.
My Thought Leader Ads? 13%!!!

And it’s not because I’m a better copywriter.

It’s because people listen to people.

Not to a company logo.

I made a new YouTube video where I show every single step of how to run Thought Leader Ads the right way:

👉 What Thought Leader Ads actually are
Most marketers still confuse them with regular company ads. I break down the difference and show why they feel more “native” in the feed.

👉 How to set them up inside Campaign Manager
I share my screen and walk through everything. Objectives, bidding, audience settings, exclusions, scheduling… all the stuff that actually matters.

👉 How to create Thought Leader Ads that perform
This is the part people get wrong. You need organic validation first. I explain my process for finding winning posts and what benchmarks to aim for.

If you’ve been thinking about trying Thought Leader Ads in 2026, I promise this video will help you skip weeks of trial and error.

📌 Link to the full video in the comments.

P.S. Big thanks to Samu Kovács again for helping me make this video kickass.

#linkedinads #thoughtleaderads #b2bmarketing

Fibbler now has 350+ customers across the globe. 𝗧𝗼𝗱𝗮𝘆 𝗜’𝗺 𝘀𝗵𝗮𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝗳𝗼𝘂𝗻𝗱𝗲𝗿-𝗯𝗿𝗮𝗻𝗱 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 𝘁𝗵𝗮𝘁 𝗴𝗼𝘁 𝘂𝘀 𝘁𝗵𝗲𝗿𝗲.

For a long time, I genuinely believed that posting more on LinkedIn would be enough to grow the business.

And to be fair, it did work.

I had been writing on LinkedIn for almost 3 years before Fibbler even existed. 

So when we launched, people already had some trust in me.

That trust gave us our first 50 paying customers in just a few months.

But then things slowed down.

And more and more people associated the product with me, not with the company we were trying to build.

Founder-led on its own had taken us as far as it could.

What finally clicked for me was realizing that trust in me as a person and brand recall for a company are not the same thing.

And building one does not automatically give you the other.

If people don’t remember the company, you eventually hit a ceiling.

So I started being much more intentional about how the company brand showed up, not just how I showed up.

That’s also when we started using our pink lion everywhere.

It wasn’t about being clever or funny. It was about being recognizable.

So even if someone didn’t remember my name, or didn’t follow me, they still remembered the pink lion and connected it back to Fibbler.

That small shift changed everything.

We could suddenly grow outside my own network, especially in the US. And the company stopped living in my shadow.

That’s the founder-brand framework I shared at Full Circle’s event a couple of weeks ago.

And now I’m finally giving it away publicly.

𝗜’𝗹𝗹 𝘀𝗵𝗮𝗿𝗲 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 𝗮𝗻𝗱 𝘀𝗹𝗶𝗱𝗲 𝗱𝗲𝗰𝗸 𝗯𝗲𝗹𝗼𝘄.

No comment for access gating. Because I hate it.

(But if you’re a marketer you’ll probably engage anyway to help out.)

#saas #startup

𝗪𝗲 𝗷𝘂𝘀𝘁 𝗽𝗮𝘀𝘀𝗲𝗱 𝗮 𝗺𝗶𝗹𝗲𝘀𝘁𝗼𝗻𝗲 𝘁𝗵𝗮𝘁 𝗵𝗼𝗻𝗲𝘀𝘁𝗹𝘆 𝘀𝘂𝗿𝗽𝗿𝗶𝘀𝗲𝗱 𝗺𝗲. We’re already showing up in relevant AI overviews. And it happened only 1 month into our new SEO program.

When I started working with Sam and the Breaking B2B team, I told him something very simple:

I don’t care about traffic.

I care about showing up when buyers actually need us.

People comparing tools.
People frustrated with their current setup.
People facing problems we care about.

If we win those moments, everything else becomes easier.

And that is exactly what we have been building toward.

𝗠𝗼𝗻𝘁𝗵 𝟮 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲 𝘁𝗵𝗶𝘀:
 • New competitor alternative pages
 • A LinkedIn marketing tools page
 • A LinkedIn ads analytics tools page

Listicles have surprised me in the best way.

They help us show up in AI Overviews.
They let us control the narrative.
They give buyers a clean way to compare.

And since I have used almost every possible solution in my demand gen career, I can be very transparent about the positives and the negatives of each tool.

That matters to me.

Alternative pieces are not about bashing competitors.

They are about helping buyers understand when we make sense and when someone else is a better fit.

Fibbler is obviously a niche solution.

So if we solve your specific need, go with us.

If not, choose the platform that makes the most sense for you.

Simple as that.

𝗢𝗻 𝘁𝗼𝗽 𝗼𝗳 𝗮𝗹𝗹 𝘁𝗵𝗶𝘀, 𝘄𝗲 𝗮𝗿𝗲 𝗽𝘂𝘀𝗵𝗶𝗻𝗴 𝗹𝗶𝗻𝗸 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴:
 • To our LinkedIn attribution pages
 • To our comparison pages
 • To the new listicles

SEO already feels like another channel that can push Fibbler way beyond my own network.

#b2bmarketing #seo #content

The attribution category grew 40 percent this year. Fibbler grew 4X that. We’re not just growing. We’re taking market share.

But here is the honest truth behind it.

I have a lot of admiration for every attribution vendor out there.

They spent years educating the market.

Most of what we’re doing now wouldn’t even be possible without that.

And I don’t think we’re stealing deals from anyone.

What I actually think is this:

There was a whole segment of companies that wanted attribution for years but couldn’t afford anything.

I worked at two of them myself.

We needed the product but the budget was never there.

So the problem just stayed… unsolved.

So when we launched 16 months ago, it wasn’t like we entered an empty market.

There were already hundreds of companies “in-market”, but they had been latent all this time.

They were just waiting for something built for them.

And when they finally saw something simple, affordable and made for SMB marketers, they moved.

Then add the brand on top of it.

A brand that stands out a little.

A brand that feels human, a bit fun, and very focused on helping marketers like myself.

That’s the real reason we’re growing this fast.

Just solving one real problem for a group of marketers that never had a fair option before.

P.S. Shoutout to the amazing brand tracking software from Storybook. It’s the best way to understand how you’re growing compared to your category and competitors.

#saas #b2bmarketing #attribution

In the beginning, the only reason anyone cared about Fibbler was because they cared about me. 

That’s the power of a founder-led brand. 

But it’s also the biggest risk as you scale.

Our first 50 customers came straight from our own network.

Friends, old colleagues, people who had followed my posts long before the product existed.

That’s how most startups grow in the early days.

Not because of perfect positioning or fancy websites.

But because people trust the founder.

But here’s the truth no one tells you.

If the company keeps growing and the brand doesn’t grow with it, you hit a wall.

The founder becomes the bottleneck.

The story stops spreading.

And the company can’t rely on one person’s content forever.

This is exactly what I’ll talk about on Dec 10.

👉 How to take the founder’s energy and turn it into a brand that compounds
👉 How to blend personality with brand so the company feels human

If you're building early stage.

If your network has been your biggest unfair advantage so far.

This session will help take it to the next level.

Save your seat 👉 https://lnkd.in/dMaPh-aP.

When I started with LinkedIn Ads I honestly had no clue what I was doing.

I burned money on the wrong campaigns.

I targeted the wrong people.

I created ads nobody cared about.

And I kept thinking… ok but how hard can this even be.

But yeah… it was hard.

And it took me many years to actually understand how this thing works.

I’ve made so many mistakes.

But also a lot of small wins.

And after running ads for 10 years now, and seeing the data inside Fibbler from 350 advertisers, you start to see the real patterns.

What works.
What never works.
Where money is just wasted for no reason.

So I wanted to put all of that into something short and easy to watch.

I recorded a new YouTube episode called...

𝟭𝟬 𝗬𝗲𝗮𝗿𝘀 𝗼𝗳 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗔𝗱𝘀 𝗞𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲 𝗶𝗻 𝟭𝟬 𝗠𝗶𝗻𝘂𝘁𝗲𝘀

Just the lessons I wish someone told me when I started.

Hope it helps someone avoid a few of the stupid mistakes I did. 

P.S. As always Samu Kovács and the team is behind this amazing production. From scripting, to video editing, to thumbnails. All based on my knowledge of course.

#linkedinads

After running thousands of LinkedIn campaigns these last years, I’ve realised something. The ads that perform the best… are never the clever ones.

It’s always the ones that hit a feeling every marketer already lives with.

Like this one. 

Our best performing image ad ever.

𝐌𝐞𝐭𝐫𝐢𝐜𝐬 𝐥𝐚𝐬𝐭 𝟗𝟎 𝐝𝐚𝐲𝐬:
Total spent: $3000
CTR in cold: 1,49% (obj: website visits)
CTR in ret: 1,54% (obj: website visits)

Here's why it worked so well 👇

𝗦𝗧𝗘𝗣 𝟭: 𝗜𝘁 𝘀𝘁𝗮𝗿𝘁𝘀 𝘄𝗶𝘁𝗵 𝗲𝗺𝗼𝘁𝗶𝗼𝗻
Every B2B marketer knows the classic CEO question. Engagement looks good but what about ROI. The moment people see this they feel understood before they even think about Fibbler.

𝗦𝗧𝗘𝗣 𝟮: 𝗜𝘁 𝘂𝘀𝗲𝘀 𝗼𝘂𝗿 𝗱𝗶𝘀𝘁𝗶𝗻𝗰𝘁𝗶𝘃𝗲 𝗯𝗿𝗮𝗻𝗱
Our pink lion is impossible to forget. The ad looks like a meme but still 100 percent Fibbler. That mix is what makes people stop scrolling.

𝗦𝗧𝗘𝗣 𝟯: 𝗜𝘁 𝘁𝗶𝗲𝘀 𝘁𝗼𝗴𝗲𝘁𝗵𝗲𝗿 𝘄𝗶𝘁𝗵 𝗮 𝗰𝘂𝗿𝗶𝗼𝘀𝗶𝘁𝘆 𝗰𝗮𝗹𝗹 𝘁𝗼 𝗮𝗰𝘁𝗶𝗼𝗻
Don’t click unless this conversation feels familiar. Simple, a bit fun, and connected to the feeling in the image. People click because they recognise themselves.

Good ads don’t force people to take action.

They help people see themselves in the story and remember you when they are finally in-market.

👉 What part of this ad would make you stop scrolling?

#linkedinads #creative #b2bmarketing

Declan Mulkeen

Growth Marketing Director Spain

strategicabm

I'm the CMO of one of the fastest growing Account-based Marketing agencies! My job? To build the brand and drive demand AND shine a light on what GOOD ABM is.

Let's talk ABM Podcast

The #1 podcast for B2B Marketing and Sales professionals looking to learn more about Account-based Marketing. Each episode sees me interview leading Account-based Marketing practitioners to share their success stories (and learnings) with the podcast audience. Subscribe now on your favourite podcast platform!

Host

CMO Council

Member

Peak Community

Peak Community is an invite-only private community of the best marketers and marketing leaders to connect with, learn from, and get 1% better each week.

Exit Five

Learnlight

I defined and drove Learnlight’s global marketing strategy and oversaw a team to execute highly effective and integrated local and international marketing campaigns, programs and partnerships to drive brand awareness, demand generation and revenue growth of this leading EdTech company.

I'm immensely proud of what we achieved in such a short space of time following the merger of Communicaid with Training Express. From a standing start we became a global name in corporate language and cultural training and created a brand that has gone on to grow and grow.

Marketing Director

Communicaid

As an Executive Director and Board Member, I formed part of the leadership team that transformed Communicaid into a global leader in the B2B training and consultancy space with FTSE 100 and FORTUNE 500 clients in more than 60 countries. We successfully sold the business to Learnlight in early 2017.

I was responsible for a team of 10 sales and marketing professionals. During my tenure I won several major global tenders and implemented a digital marketing strategy that positioned Communicaid as the leading provider of training and coaching solutions in its sector.

Director of Sales & Marketing

Laura Bofill

Sales & Marketing Manager

Ambros

Marketing Manager

Synovate

Market Researcher

Need help with ABM? DM me | Host of Let's talk ABM podcast🎙 | CMO at strategicabm

B2B Tech Marketer & ABM Advocate 🎯

Struggling to align Sales and Marketing? Or trying to turn Account-based marketing into your growth engine? 

These are the challenges I help solve every day as the CMO of strategicabm, a pure-play ABM Agency. 

At strategicabm, we specialize in creating full-funnel ABM strategies for B2B tech companies. 

Whether it’s refining ICPs, selecting high-value accounts, or executing personalized campaigns, we help businesses grow by winning, growing, and retaining the accounts that matter most.

With over 20 years of experience as a CMO in Professional Services and EdTech, I’ve led ventures from start-up to industry leader, delivering measurable results along the way. 

Now, I work to share insights on ABM and build meaningful relationships with clients who want to take their marketing to the next level.

We create some great ABM content to help you learn what good ABM looks like.

Let's talk ABM podcast: https://hubs.la/Q02_2T3d0
DashDot magazine: https://hubs.la/Q02_2T8w0
ABM under the hood podcast: https://hubs.la/Q02_2T9f0

Want to connect? Let’s make ABM work for your business.

📧 Email: declan@strategicabm.com
🌐 Website: strategicabm.com

There is such a proliferation of brands competing for the same customers making it much more difficult to cut through the noise. Sales teams get bigger and bigger but are yet less and less effective as buyer behaviour has changed beyond all recognition. 

Marketing budgets and technology innovation continue to grow apace but real ROI is hard to measure as the buyer journey now resembles a maze rather than a linear path to conversion.

Our mission at strategicabm is to enable B2B technology brands to accelerate their growth and maximise their investment resources by identifying and engaging with enterprise accounts actively in-market for their products and services.

We're Google, HubSpot, Drift, Vidyard and Cyance partners so have all the right tools and know-how to support you on your growth journey. Let's talk ABM!

Declan Mulkeen 🎯🎯🎯

Most B2B podcasts are vanity projects.

They fail to deliver any value...or revenue.

But if you approached it a different way?

"Let's launch a podcast"

I have heard this so many times from B2B Marketers.

"We can get our CEO to take part"
"We can get our SMEs to appear"
"We can invite our customers"
"We can...we can...we can..."

But here's the issue I have seen with these "We can..."

There is no real belief in the power of podcasts.

There is no real belief in how transformative a podcast can be for your business.

There is no real understanding of what it takes to make a podcast really work.

I've published 85 episodes of Let's talk ABM Podcast.

From day one I was clear on two things.

I wanted to HAVE conversations with ABM thought leaders AND...

I wanted to SHARE these conversations with the maximum audience. 

Many people/companies achieve the first part but fail dreadfully with the second. 

For me the recording of the episode is the easy bit.

It's the "after" where the real work goes in. 

The repurposing and distribution of the podcast. 

One interview turns into:

↳Video teasers that hook
↳Infographics that explain
↳Insight tiles that educate
↳Carousels that drive leads
↳Text-only posts that provoke
↳Quote tiles that spark conversation

And the measurable impact?

40–50% of our agency revenue is now directly or indirectly tied to the podcast.

Not because we record.

But because we repurpose - relentlessly.

If your podcast ends at “publish".

You’re sitting on a content goldmine that no one’s digging.

Want the behind-the-scenes on how we do it?

Comment "podcast" and I'll share a short video on how I do it. 

[I'm working on the video now so please bear with me it may take a day or two to send out]

Are you a fan of Let's talk ABM Podcast - would love to hear from you! 


I'm Declan. 

1️⃣ I help leaders build visibility, trust & impact through strategic storytelling
2️⃣ I share what great ABM looks like 
3️⃣ I'm host of Let's talk ABM Podcast

Helping leaders build visibility, trust & impact through strategic storytelling. CMO @ strategicabm. Host of Let’s talk ABM podcast 🎙️

I’m 56, will never be “ex-Google,” and it turns out… that’s been my biggest advantage.

Because while everyone else was climbing ladders, I was getting lost in the maze.

And somehow, that’s what made me win.

I’ve always wondered why “ex-X” became such a badge of honor.

Because if I’d followed that logic years ago…

I’d have written nothing in my headline.

My career has never been a straight line.

↳I left university with no idea of what I wanted to be or do
↳I ended up running an Italian restaurant in New Jersey.
↳I came back to the UK still not knowing what to do
↳I ended up teaching English in Spain and loving it
↳I went to biz school at 30 to study Marketing
↳I cut my "Marketing teeth" in fashion
↳I moved back to the UK and London
↳I spent 17 years building a business
↳I lived out of a suitcase 
↳I ate alone in Paris (more times than I can count)
↳I sold a company
↳I moved to Spain (again)
↳I met my wife, had kids
↳I built another biz
↳I ended up in Agency land

I had no plan.

I had no blueprint.

I was not an “ex-anything”.

My friends had a clearer path.

Big firms.

Big names.

Big salaries. 

Big houses.

Big pensions. 

A clearer path.

A "pedigree".

But here’s what I eventually realised:

A non-linear career forces you to adapt.

It sharpens your imagination.

It makes you resilient in ways the corporate path can’t teach.

You see the world in a different way. 

It has become "my edge". 

My value isn’t defined by the logos on my CV.

It’s defined by the life I’ve lived and the impact I have had on people, companies, and those around me. 

Most careers are ladders...

Mine has been more of a maze.

And at 56...I wouldn’t trade it.

What about yours?

Linear path or total "chaos"?

I'm Declan

1️⃣ I help leaders build visibility, trust & impact through strategic storytelling
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

I made $235,000 from one LinkedIn post.

And it had zero selling in it.

Here’s how.

Most B2B teams make Marketing too complicated.

↳Demos
↳Funnels
↳Nurture tracks
↳Endless sales sequences

And they forget the one thing buyers actually want:

A chance to learn.

Without being sold to.

At the agency, we run a free educational workshop.

ABM Lunch & Learn.

↳It’s not a demo
↳It’s not a sales call
↳It’s free education

But it takes work.

Before every session:

↳We send a pre-workshop questionnaire
↳We research their tech, team, and ICP
↳We analyse their ABM maturity
↳We prep tailored insights
↳We study the company

And then we do the most important part:

We listen.

We listen to their challenges.

We listen to their goals.

We listen to what isn’t working.

And through that conversation, we show them:

↳How their peers are winning
↳Where the bottlenecks really sit
↳What modern ABM actually looks like
↳What “good ABM” would look like for them

Most teams take the roadmap and continue on their own.

A few ask us to help them execute.

Both outcomes are fine.

After 4.5 years and 600+ workshops, we know our numbers:

Our conversion rate.

Our average customer lifetime value. 

So when one single LinkedIn post triggered a wave of bookings…

…and those bookings turned into clients…

…the result was simple:

That post was worth $235,000 in revenue.

Sometimes Marketing really is this simple:

A valuable post.

An engaged audience.

An offer that genuinely helps.

Comment “LUNCH” if you’d like an invitation to our free ABM Lunch & Learn workshop.

P.S. What’s the best ROI you’ve ever had from one post?

I'm Declan

1️⃣ I help leaders build visibility, trust & impact through strategic storytelling
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

The ABM events question you're not asking.

Your place or mine?

You spend $50K on an event. 

Then... crickets.

Most B2B events fail.

Not because the venue was wrong.

Not because the content was boring.

But because they were built for the company and not for the customer.

That’s why modern ABM teams treat events as revenue plays, not calendar fillers.

Here’s how the best do it:

↳Prioritize velocity over vanity
↳Build for intimacy, not volume
↳Use owned events to deepen trust
↳Capture buying signals in real time
↳Segment follow-up by intent, not hope
↳Let SMEs do the talking - not just sellers
↳Prove ROI with CFO-ready cohort models
↳Use third-party events to build momentum
↳Design experiences that are impossible to forget
↳Treat every event as a 3-part play (Pre, During, Post)

We’ve packaged this into the ABM Events Playbook.

Grab it here: https://hubs.la/Q03Nbt1T0

What's one ABM event tactic that's working for you right now?

P.S.: I created this infographic below with Google NotebookLM - kind of cool, right?

I'm Declan. 

1️⃣ I help leaders build visibility, trust & impact through strategic storytelling
2️⃣ I share what great ABM looks like 
3️⃣ I'm host of Let's talk ABM Podcast

The strangest sales call I ever had started with one sentence.

“Do people ever join your calls and have a celebrity moment?”

That’s how a prospective customer opened our meeting recently. 

I laughed.

I thought she was joking.

She wasn’t.

She went on to tell me she’d been:

↳Listening to Let's talk ABM Podcast for years
↳Watching the evolution of the show
↳Learning from the guests
↳Following every episode
↳Sharing clips internally
↳Taking notes

And here’s the part that hit me:

By the time she booked a sales call…

The trust was already built.

She already knew how we think.

She already understood our frameworks.

She already believed in our approach.

She already felt connected - before we’d ever spoken.

That’s the power of a podcast.

Not virality.

Not downloads.

Not views.

But "permissionless" access to decision-makers

↳At scale
↳At depth
↳And...without selling

A podcast lets people learn from you in their own time.

It builds familiarity.

It builds credibility.

It builds authority.

↳Quietly
↳Consistently
↳Episode after episode

And the best part?

That “prospect”?

She’s now a customer.

What’s the most surprising thing your content has ever done for your business?

I'm Declan

1️⃣ I help leaders build visibility, trust & impact through strategic storytelling
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

Old ABM dashboard: “Look at all this pretty data.”

New ABM dashboard: “Here’s what we should do next.”

Most dashboards look great…

 …but don’t do anything.

It’s the equivalent of finishing a run, checking your Garmin, and seeing a wall of colourful graphs that tell you nothing about how to improve.

Yep...they're pretty? 

But not very actionable. 

That was the trap Andrew Reed at AVEVA described.

His team realized their dashboards were becoming a “Garmin screenshot” of ABM activity.

Lots of insight, no direction.

So they rebuilt everything around one idea.

Don’t build dashboards - but build ACTION boards.

Because just like a Garmin doesn’t just show you pace and heart rate.

It tells you if you need to push harder, rest more, or change your training.

Your ABM dashboard should tell you:

↳Who to prioritise
↳What to optimise next
↳Where engagement is shifting
↳How activity is impacting pipeline
↳And ultimately… how close you are to revenue

The goal as we know isn’t data.

The goal is really about movement.

If your dashboard isn’t coaching your ABM program the way a Garmin coaches a runner, it’s not an ABM dashboard. 

Does your ABM dashboard inform you or instruct you?

I'm Declan. 

1️⃣ I help leaders build visibility, trust & impact through strategic storytelling
2️⃣ I share what great ABM looks like 
3️⃣ I'm host of Let's talk ABM Podcast

We sent a pair of netball shoes to a CMO.

What followed next was dynamite. 

CMO: “How on earth did you guess my shoe size?”

That’s what a CMO said when a pair of personalized sneakers showed up at her office.

↳Size? Nailed.
↳Style? Spot on.
↳Relevance? Unignorable.

It wasn’t a gimmick.

It was a signal. 

That we understood her business, her interests, and her role.

That we knew the importance of knowing your account and the people within it. 

That’s what world-class ABM looks like. 

Not personalization tokens.

But personalized intent.

It opened the door.

It reignited a conversation.
 
It led to a long-lasting relationship.

This is how ABM becomes unforgettable.

What’s your most creative ABM move?

Thanks Marcus for having me on the show. Great talking to! 

I'm Declan. 

1️⃣ I help leaders build visibility, trust & impact through strategic storytelling
2️⃣ I share what great ABM looks like 
3️⃣ I'm host of Let's talk ABM Podcast

Most marketers are getting personalization wrong.

And AI is about to expose it.

Because swapping a company name in an email isn’t personalization.

It’s automation.

And your buyers can smell it a mile off.

Cristina Daroca summed it up nicely in our recent Let's talk ABM Podcast chat.

Real personalization = rewriting the story for the account.

Not tokens.

Not templates.

But content built around the account's challenges, priorities, and language.

AI won't replace this. 

What it will do is accelerate it.

Cristina explained how rge Riverbed Technology team now uses AI to:

↳Map solutions to real pains
↳Draft tailored content faster
↳Uncover deeper account insights
↳Automate campaign layers without losing relevance

Not “personalization at scale.”

But precision at scale.

Two big ABM truths in 2025 (and 2026!):

Generic personalization is dead

AI is making true personalization more visible and valued. 


Agree?

I'm Declan. 

1️⃣ I help leaders build visibility, trust & impact through strategic storytelling
2️⃣ I share what great ABM looks like 
3️⃣ I'm host of Let's talk ABM Podcast Podcast

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