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

AI powered AP automation for your peace of mind. 

Rillion specialises in AP automation and payments, providing the right tools to transform processes, from data capture and orders to invoice matching, approval and payments. Simplifying the daily operations and bringing peace of mind to their customers. Rillion is trusted by over 3,000 companies in more than 50 countries and has offices across the US and EMEA. 

I am responsible for the marketing strategy and execution across US and EMEA. Leading the Marketing team, consisting of awesome experts within demand gen, performance marketing, content and SEO, web and CRO, product marketing, field marketing, brand, design and customer marketing. 

Additionally, proud member of the Rillion Executive Management team.

Private equity backed by Altor (2021).

Chief Marketing Officer

Wednesday Women

Wednesday Women are on a mission to amplify extraordinary executive women–for all to see and support.

Founding Member

Kleer

Discover an all-in-one finance and payroll solution, tailored for SaaS and consulting companies. With the market’s most automated payroll and finance system, leading processes, and a combination of financial expertise and industry focus, you get a complete financial service to grow with – all at a fixed monthly cost. 

Finance-as-a-Service (FaaS) – the sustainable path to growth. All Kleer.

Backed by Alfvén Didrikson (2016) and SEB Venture Capital (2019).

Non Executive Board Member

Combify AB

Combify is an urban-tech company offering a digital service for finding new property projects and development opportunities based on the most up-to-date construction project data, through a subscription business model and open API.

Backed by Bonnier Capital and Backing Minds (2022).

KRAN

KRAN is the first prime quality online wine merchant in Sweden, launched in 2018. The mission is to bring fine wine to the market and make exclusive and sought after wine from artisan wine producers available to the general public. Cases are always in a limited number due to availability and shipped directly home, fast and secure.

I advise on marketing, PR and communications related questions.

Advisor

Elva

Elva is a niche advisory firm focusing on growth and business management for start-ups, scale-ups to medium sized businesses. 

We also do investments occasionally in start-ups and scale-ups.

Current investments include:
Plus 1 (2019) Neobank
Zensum (2020) Marketplace for consumer financing
Your Beet (2023) App for personalized plant based nutrition
Yoik  (2023) Manufacturing and retailing of white pouches
Getaccept (2023) Digital Sales Room platform for revenue teams
Rillion (2024) AP automation and payments solution for the Office of the CFO 
Kleer (2025) Finance as a Service solution for the Office of the CFO 

Exited investments include:
Bambora (2016-2017) Payment solutions for instore and online businesses

Founder | Executive Board Member | Angel Investor

Pavilion

The Pavilion is a private, invitation-only community of sales and marketing executives at growth-focused companies.

CMO School Graduate (February 2022). Learned how to strengthen all of the dimensions needed in the evolving role of Chief Marketing Officer

CRO School Graduate (November 2022). Learned how to strengthen all of the dimensions needed in the role of Chief Revenue Officer. This course is designed for sales, marketing, and GTM executives looking to advance to the C-suite looking to level up their career and develop a foundational understanding of revenue generation and management

Executive Member

Heading up the Pavilion Stockholm Chapter. 

Pavilion (former Revenue Collective) is a private membership community for revenue leaders who are looking to thrive in today's evolving business world.

Unlock your professional potential and level up with community-powered learning for sales, marketing, rev ops, and CS leaders. Join at joinpavilion.com/apply-now

Co-Chapter Head | Stockholm Chapter

Founded in 2015 and gaining traction as a Y-combinator funded company. GetAccept is on a mission to radically redefine the way companies run sales. 

GetAccept is a digital sales room plattform empowering revenue teams to increase 
win rates by engaging and understanding buyers from opportunity to signed deal.

GetAccept has offices across 6 markets; US, UK, Sweden, Norway, Denmark and France, and clients in over +50 countries.

Heading up the global marketing team (of 20 professionals) with full responsibility of marketing strategy and execution in all markets to drive business growth. In addition, I've been part of scaling the company from 60 to 200 employees in less than 3 years. Member of GetAccept's Executive Management team.

Backed by DN Capital in 2019 (Series A funding).
Backed by Bessemer Venture Partners in 2020 (Series B funding)

I am responsible for the global marketing strategy and execution in all markets, building a growth oriented marketing team (from 3-14 in a year) focusing on PR and Brand, Demand Generation, Content Marketing, Product go-to-market, Website dev. and Partnerships. Member of GetAccept Management team.

Vice President Marketing

Zensum AB

Zensum is a consumer finance broker, offering a range of services, guiding people to a better private economy. Zensum strives to provide the best service in the industry and only works with lenders who meet demands for responsible lending, based on the so called "Zensumkraven" (the Zensum Requirements). 

www.zensum.se

Northfork

Northfork is a market leader in grocery shopping by recipes for retailers on any platform. Northfork technology integrates with partners independent of amount of stores, assortment width or recipe complexity for a seamless shop by recipe experience.

https://northfork.ai/

VC backed by Chalmers Ventures, DHS Venture Partners, J12 Ventures and others (2020)

CMO @Rillion | CMO to Watch 2024 I SaaSiest Woman 2024 | Board Member I Tech & Start-up Advisor

Frida Ahrenby🧚🏻

Many teams forget this, but in person strategy days do something Zoom and Teams never will. 


They create shared oxygen. Space to breathe. 

When you put the whole team in one room, the fuzzy edges of the business come into focus and the real questions surface. 

And suddenly the plan for 2026 becomes a joint commitment. 

I like these days because you see and hear how people actually think. Who asks sharp questions. Who listens. Who is brave enough to admit the things everyone feels but no one has said. 

You leave with direction, the kind that comes from looking each other in the eye and deciding what matters and what gets cut. 

The alignment you get from one honest room beats everything. 
Every time. 

Finishing off with some meditative pasta🍝 making and we are pretty much ready for 2026..

Thanks team 💚

Maria Elena Gonzalez Maria Almelöv Hugo Röken Adam Holmgren Jonas Rognon Millen Belay Sofie Rönngård Caroline Blomqvist Linnea Arntén

Frida Ahrenby 🧚🏼

AI powered AP Automation for your peace of mind | CMO @Rillion | Revenue Marketer | Pavilion's 50 CMOs to watch 2025 | Board Member I Tech, Start-up & Scale-up Advisor

I been hunting down Georg Rydbeck for a while. 



I mean, he works for one of the most interesting SaaS companies, Mentimeter, and I wanted him as a guest in our Future CFO series to understand more about how they work with AI. He finally made it.

And then I managed to hook Sandra Lindberg for the same episode! Completely different industry, completely different business model.

What an interesting match! 

What will we talk about? How to use AI for smarter risk management.

The risk landscape for CFOs is changing fast. Are you keeping up?

Join the session to see how AI helps CFOs detect fraud, prevent errors, and manage risk in real time.

As always, the discussion is backed by Rillion’s Finance Labs research.

We’ll cover:
⇢ AI use cases in finance & risk
⇢ Preventing invoice fraud
⇢ Collaboration between finance, IT & procurement
⇢ Balancing AI insights with human judgment

📆 26 Nov 2025 | 🕐 10:00–10:30 CET | (in Swedish)

Register – link in comments👇

From the guy who’s not a huge fan of big words and fancy presentations…
…but who wants to deliver true value to our customers.


And who's one of the most humble, authentic, and real leaders I've worked with.

What excites him the most about our company mission?

Last time when we were in Austin to visit our US team, I had the chance to interview him. Listen to our CEO, Daniel de Sousa, reflecting on the first of many questions fired at him by me.

🎤 “What excites you the most about our mission?”

New video ads in the making and soon going live..


Less invoice stress(ure), when Riley 🤖 takes the pressure (ok, the team didn't approve of that copy - I made it up myself 🙄)

Anyways, what do you think of the video? 

Happy Friday!

taplio

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