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

Grouts Online

We're helping founders and marketers at Seed & Series B B2B SaaS companies to hit their growth targets by generating more demo requests that convert to pipeline using our Paid Ads frameworks and experimentation.

Services:
- Paid media strategy & campaign media planning
- Google Ads campaign management & reporting
- Landing page conversion rate optimization & Ad creative testing
- Data and website analytics & tracking management

Founder

Performance Marketing Consultant

Driving Demand is an invite-only community for European B2B marketers obsessed with revenue.

Member & Podcast Guest

Easygenerator

Paid Social Specialist

I grow a pipeline leveraging Paid media and Organic Social for content distribution.

I built a Demand Generation strategy and systems to deliver our message to ICP. I manage the process from hypothesis, research, ideation, and production to content distribution. The process covers stakeholder engagement and alignment.

Data Analysis helps me to make informed decisions for our further activities and evaluate our actions. I regularly report to senior stakeholders the results and the status of marketing projects.

Performance Marketer

Freelance

- Running campaigns and consulting for an agency with SME clients
- Managing campaigns for clients from the SME segment. Direct communication with owners or CEO
- Creating automatic reports in Data Studio
- Meetings with clients, reporting the results of campaigns and proposing next steps
- Supporting digital agency as an external consultant on different projects - paid media, website analytics

Digital Marketing Specialist

MarketUP s.r.o.

I worked as a Campaign specialist with portfolio of performance clients such as Nordic Telecom, UNI HOBBY, Člověk v tísni, TayllorCox, Axa Assistance (CZ, SK, AT) and A3 Sport (CZ, SK, DE). Performance channels include Paid search, Shopping, Google display/discovery and Facebook campaigns (Objective conversions or Catalog Sales). 

Specialized in e-commerce with focus on revenue growth and driving conversions. 

I work with Google Ads Automation, using Google Scripts, SQL, BigQuery; advanced performance campaign management. I completed a training Google Automation HERO from Google in order to work with automatization in Google Ads. 

I also have experience with comprehensive digital campaigns with brand awareness targets. Usually, there were channels as Google Display, Youtube and Facebook.

Senior PPC Specialist

BIO4BODY

Running an e-commerce website with natural cosmetics and supplements. I did operational matters and create and execute marketing strategies.

Business Owner

Antee s.r.o.

Management of PPC campaigns in Google Ads, Sklik, Facebook Ads for the small business segment with a small marketing budget.

PPC Specialist

- Acquisition of new customers in the SME segment
- Identification of client requirements and design of solutions and project management
- Obtaining materials for classification analysis, copywriting, graphics
- Assignment for UX designer - description of web functions, structure design and wireframe sketching
- Communication between the customer and specialists, incorporation of requirements
- Customer care - web development and providing online marketing services

Account Manager

Customer care by handling requests received by phone or into CRM (REDMINE)
I helped edit the website in the content management system and other modifications using HTML and CSS, setting up emails to clients and editing DNS records

Technical Support - HELPDESK

Google Ads for B2B SaaS companies | Founder at Grouts Online | Book a Call below to fix and scale your ads

Helping B2B SaaS founders and marketers to increase demo requests that convert to a pipeline with Paid Search. 

We work as an extension of your marketing team and build and execute your Google Ads strategy that generates more high-intent demos with a proven framework implemented for multiple B2B SaaS companies.

Results for our clients:
- Generated $1,65 in pipeline from Paid Search campaigns in 12 months
- Scaled Google Ads from 0 to 30+ demo requests a month in 6 months
- Generated $100k in the Pipeline in 2 months with 5k/month in Paid Search
- Improved conversion rate from 0.3% to 2.25% and reduced CPA by 83%
- Scaled Paid Search from 10k to 20k/month and generated 200k in pipeline in first month

So, If you are a marketing lead or B2B SaaS founder and want to reduce CAC and scale your Google Ads, DM me, and we can chat.

Roman Krs

Cheatsheet: How to use Demand Gen campaigns for B2B SaaS.

A tactic that now outperforms Search in many accounts.

Google Ads for B2B SaaS companies | Founder at Grouts Online | Book a call to cut wasted spend & scale pipeline → best for $20K+/mo budgets

How we generated $693,000 in direct pipeline with Paid Search in 3 months.

Here’s the exact Google Ads strategy we used with a $15K/month budget.


Context:

Company: Series B B2B SaaS
Segment: Midmarket
ACV: $25K+
Goal: Demo Requests
Budget: $15-25K/month
Channel: Google Ads


Strategy:

1/ Search Campaigns

Our focus was on the main category keywords + capturing demand from the legacy category.

Campaign set-up:
- Keywords: Category keywords, competitors, legacy category/competitor terms
- Match Types: Combo of Exact Match + Phrase Match
- Bidding: Max. conversion bidding strategy
- Landing Pages: Started with product pages, then tailored to intent
- Device Targeting: Desktop only (for now)

First, we had to clean up duplicate conversion actions and pause low-intent & low-volume keywords to set good foundations.


2/ Demand Gen

Then, we covered retargeting with a Demand Gen campaign and also expanded it to cold audiences.

Campaign set-up:
- Custom audiences with competitor keywords & high-intent keywords
- In-market audience directly related to the category (kept only this one)
- Used product videos, UI visuals, and testimonials
- Sent traffic to a conversion-focused landing page
- Google Ads conversion event as primary conversion
- Starting with $50/day budget & Max. Conversion bidding

We let the campaign run for 2–3 weeks without making adjustments. Then, paused underperforming audiences and creatives.


3/ Youtube In-Feed

For top-of-the-funnel reach in the top-performing audiences, we promoted TOP webinars in the In-feed placement (Homepage, next videos, etc.)

We track CTR to video & consumption of people who start watching. 

And collect retargeting audiences to reach them with demand gen.


Reporting:
- HubSpot CRM integration & imported lead & deal data.
- UTM tracking + Traced pipeline back to specific campaigns.
- Google Data Studio Dashboard with Full-funnel tracking (Lead -> CW)


Results:
- $693,000 in direct pipeline in 3 months
- $37,000 in Google Ads spend
- $24,000 closed-won deal from Demand gen


Summary:
We focused on cleaning foundations and optimizing high-intent search and competitor campaigns to scale up & drive the pipeline.

Demand Gen helped to expand beyond search placement and capture in-market buyers on YouTube, Gmail & Discover. 

Also, the YouTube in-feed campaign helped to generate top-of-the-funnel reach and retargeting audiences.

As the conversion data was stable, we focused on tailoring landing pages for top-performing topics.


—-


If you’re a marketer in B2B SaaS, spending around $15k+/month, and need help with a Google Ads strategy

DM me, and let's chat about how I can help you grow your pipeline.


#b2bsaas #paidads #googleads

“I don’t know how to make Google Ads drive pipeline.”

I hear this from B2B SaaS teams often.

Here’s the framework I use to fix it:

Most Google Ads accounts struggle for the same reasons:

- High CPL and low demo volume
- No clear structure or keyword strategy
- Search-only setup with no top-of-funnel
- Missing tracking and offline conversions
- Budgets spread too thin with no learnings
- Landing pages not matched to the campaigns

When these issues exist, pipeline will always be unstable.


The shift happens when we start focusing on real revenue drivers: SQLs, Opportunities, Pipeline value.

Once this becomes the goal, performance gets more predictable.

You stop driving traffic and start building a pipeline.


From there, I rebuild the Google Ads engine:

- Clean campaign & keyword structure
- Proper match types, negatives, and exclusions
- Smarter bidding & budget consolidation
- Strong high-intent keyword coverage
- Demand Gen & YouTube for incremental reach
- Ad copy improvements & testing
- LP message match and conversion flow fixes
- Tracking, offline conversions, CRM alignment
- Reporting clarity from MQL → SQL → Opp → Revenue

This is the core of the 6-Week Growth Sprint.

And it works.

Recent outcomes:
- $693,000 in qualified pipeline in 3 months on $37K spend
- $1.1M in direct pipeline with Paid Search in 6 months
- More consistent cost per opportunity every quarter
- Accounts stabilizing after inconsistency periods
- Search performance recovering after restructuring + TOF activation

Proof beats promises.

I also hear the same things repeatedly:

• “We already have someone managing the account”
• “We tried Google Ads, it didn’t work”
• “Our CRM isn’t the issue”
• “Our landing pages are fine”

But once we dig into tracking, keywords, bidding set-up, and landing pages.

That’s where everything finally makes sense.


If you’re a B2B SaaS spending $15K–$50K/month on Google Ads and:

- results feel unstable
- demos fluctuate
- CAC isn’t predictable
- Search performance hit a ceiling
- you don’t know what’s actually working

…this is for you.

DM me “Sprint” and I’ll show you how to get clarity, structure, and confidence in your Google Ads in the next 6 weeks.

Demand Gen campaign just generated a $24,000 closed-won deal from $2.8K in ad spend for a B2B SaaS.


Cold audience.

Discovery placement.

Attributed directly in HubSpot.


People overlook Demand Gen because it seems too top-of-funnel.

But this is exactly why it works.


It reaches your ICP before they search.

It builds familiarity.

And it drives incremental demos from in-market buyers that search alone can’t capture.


Here is the exact setup behind this result:

- In-market audience relevant to the industry
- 1-minute animated product intro walkthrough
- Max. conversion bidding w/ min. $50/day budget
- Traffic sent to a conversion-focused landing page
- Keeping the learning phase stable.


Demand Gen is not replacing Search.

It expands your funnel and adds a new layer on top.

And supports the search results because people recognize your brand.


---


If you want a system that consistently drives pipeline, send me a DM and we can discuss how I help B2B SaaS marketers grow qualified demos from Google Ads

Here’s the simple framework I use to optimise landing pages for Google Ads.

Recently, it increased the conversion rate from 2.8% to 8% (+191%) for one B2B SaaS client.

By making the landing page longer, not shorter.

Here’s the breakdown:

1/ Match the headline to the keyword intent

- Make the headline and subheadline reflect the exact search intent

The user should instantly know they’re in the right place.

2/ Build a conversion-focused page structure

Navigation:

Use a scroll-based floating navigation with core sections:
- How it works
- Customer stories
- Pricing
+ Demo CTA that scrolls directly to the form

Now the structure itself:
- Hero section with keyword-aligned headline + primary CTA
- Social proof with logos, etc.
- Problem / Positioning section
- Capabilities/product value pillars
- Features section
- Mid-page CTA
- Testimonials + case study highlight
- Optional second mid-page CTA (depends on design length)
- High-level pricing overview
- Embedded demo form (all CTAs scroll here)
- FAQ to remove objections


This structure keeps users focused & increases consumption.


You provide answers at every section without friction.

You avoid scaring users with a form the moment they land. 

And you make key information easy to find.


The best-converting pages are simple.

Clear, relevant, and easy to act on.

I thought the biggest challenge in my business was scaling to an agency.

I was planning to hire, expand services, and grow fast.


Then life happened.


A lot of unexpected pressure at home.

Too many services to deliver.

Too much operational chaos.

And suddenly the thing I thought I wanted… felt impossible.


I was spread thin.


Clients weren’t getting my best work.

And I didn’t have the mental space to grow anything.


So this year, I made one decision that changed everything: I went solo and simplified.

I stopped chasing “more.”
I narrowed my service to Google Ads for B2B SaaS.
I rebuilt my systems.
And I focused on one thing I can do exceptionally well.

The result?

More clarity.
More peace.
Better client results.
More time with family.
Far less stress.

Sometimes growth isn’t about adding.

It’s about removing everything that dilutes your focus.

CRM conversions won’t improve Google Ads.

Often, it makes performance worse.

If you switch too early.


Teams want to set the primary goal to MQLs, SQLs, or Opps.

But if the account isn’t ready, Google suddenly loses:
- volume
- historical data
- reliable conversion signals

Google can only optimise what it consistently sees.

And CRM-stage conversions are often slow, inconsistent, lower-volume, and incomplete when the setup isn’t mature.

And if your primary conversion has years of history, changing it can cause more harm than good.


Here’s the safe(r) way to transition:
- Keep demo or signup as the primary conversion 
- Add SQL / Opp / Closed Won as secondary signals
- Ensure Offline Conversions update correctly and consistently for months
- Switch when you have 30–50 conversions per month, at stable volume on campaign
- Avoid resetting the learning phase before you have enough data, let it run for months
- Expect a performance dip during the transition and don’t panic
- If unsure, test in isolated campaigns and limit the risk

If you’re not ready, don’t switch.


Changing goals too early doesn’t improve quality.

It removes the signals Google used to get, and it needs to learn again.

Seasonality is coming for B2B SaaS Google Ads.

It happens every year in the last two weeks of December.

Search volume drops, CPCs fluctuate, and conversions become inconsistent.

And if you don’t prepare, the algorithm starts overbidding and overspending. 

Here’s how to keep your Google Ads stable through the seasonal dip.


First - don't pause the campaigns!

- Keep them active so you start January with stable signals.

Second - avoid budget changes. Reduce only if necessary and instead:

1/ Set stricter targets in your bidding strategies
2/ Add seasonality adjustments to limit bidding
3/ Keep demand-creation tactics (Demand Gen, YouTube)
4/ Run retargeting to warm up the audiences
5/ Review search terms & do account hygiene


December seasonality is guaranteed.

Your job is to keep the system stable until intent returns.

And make sure you capture it when it does.

When the work gets boring, you still have to keep going.


You signed up for that when you chose to build your own business or consultancy.


In the beginning, everything is new and exciting.

You feel momentum, and every win feels big.


Then the routine hits.

Some days feel the same.
Some weeks are just execution.
You work solo most days.

It gets boring.

And that is exactly where most people get distracted.

They start something new, change direction, or give up too early.


The truth is simple.

Boring work is what compounds.

Boring work is what builds a business.

Boring work is what keeps clients and creates results.



The boring work is usually the work that moves you forward.

You just have to stay long enough to see it.

One of the biggest lessons I’ve learned running Google Ads in 2025:

The highest-value skill is knowing when not to touch the account.


This only applies when the foundations are right.

Clean structure.
Correct tracking.
Optimized landing pages.
Clear conversion goals.

Once those are in place, constant changes do more harm than good.

Every unnecessary tweak resets learning.


The biggest wins don’t come from doing more.

They come from building a solid system, making deliberate changes, and then letting it run.


My lesson for 2025:

1/ Build strong foundations first.
2/ Make fewer, higher-quality decisions.
3/ Then get out of the way.


Not touching the account is often the hardest optimization.

But the most impactful in the long term.


PS: Don't get me wrong, basic account hygiene and isolated experiments are still needed.

A brand can generate $693,000 in qualified pipeline in 3 months with $37,000 in Google Ads spend.

While others struggle to convert leads, no matter the budget.


That’s when ads boost organic growth for a winning brand with market fit.


Ads are often seen as the solution to drive growth.

But when they’re not working, it’s usually not the ads themselves.


Even if you do everything right, it’s hard to make it work.

It’s more expensive. 

Everything takes longer.


But when you have strong organic momentum, ads accelerate growth.

With much better unit economics, which allows you to spend even more.

And this allows you to outspend the competition.


It’s not that ads don’t work.

They just amplify what is already there.


PS: If you are a B2B SaaS brand with strong organic momentum and want to scale ads, DM me, and we can chat.

Google reps are very well-trained salespeople.

The way they recommend features is always interesting.

And when you push back, you often get the same line:
“I wouldn’t recommend it if I didn’t know it works. Why don’t you want me to help you succeed?”

Recommendation from Google rep:
- Turn on AI Max for this campaign so Google finds queries that are valuable to you
- Add broad match to use the full power of AI and not limit yourself
- Enable audience expansion because Google is smarter

The problem is simple.


These features work great.

When your account is clean, structured, and already converting.


But it's not always the case.

Often, the account isn't even ready for that, and it's not a fit for the segment.

And when these foundations aren’t there, they make everything worse.


Reps push what ticks their internal boxes and KPIs.

Your job is to protect your results.

taplio

The Battle

Adam Holmgren

Roman Krs

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taplio

The Battle

Adam Holmgren

Roman Krs

Followers

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Adam Holmgren's LinkedIn Performance

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