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, and full-time founder.

Right now, I’m building Fibbler, the future of Paid Ads Attribution for SMBs. We’ve grown to 400+ paying customers in our first 20 months, fully bootstrapped.

If you’re into LinkedIn Ads, founder-led growth, brand building, or just want to see me try to build this company without external capital while competing with VC giants, follow along here on LinkedIn.

Adam Holmgren

FIBBLER JUST HIT 500 CUSTOMERS

A year ago we had around 140.

Two regular guys from Sweden building an attribution tool for paid ads in the SMB segment.

Completely self-serve and 60% of our customer base is in the US at this point.

For a long time our entire go-to-market was me posting on LinkedIn and running thought leader ads.

And it worked.

But it also meant that every time a post flopped, I could see the numbers dip. 

Every week where I didn’t have a good content idea felt like I was letting the company down.

So late 2025 into early 2026 we started layering on new tactics. 

YouTube. SEO. Creator programs. Outbound emails.

For the first time growth isn’t just tied to me being in the feed every day. I can’t describe how much lighter that feels.

The other thing we didn’t expect: companies with 100-250 employees are now our fastest growing segment.

We built Fibbler for individual marketers like myself. The person who just wants to swipe their card and prove that paid ads actually work at their startup.

Turns out the same problem exists at larger SMBs too. They just didn’t have an alternative between “do it manually in spreadsheets” and “pay five to six figures for an enterprise tool.”

So now we’re at 500 paying customers.

Still two full-time employees.
Still fully bootstrapped.
Still working from a small town in Sweden.

We have a very clear vision of where we want to take this. 

To build the future of paid ads attribution for SMBs.

And honestly, this is the most fun I've ever had at work. 

P.S.

Fibbler shows you which companies actually view or engage with your LinkedIn and Google Ads, ties them to pipeline and revenue in your CRM, and alerts sales when it’s time to reach out. Try it free for 30 days at https://www.fibbler.co/.

Co-founder & CEO at Fibbler | Building the future of Paid Ads Attribution for SMBs | 10+ years in B2B marketing

I’ve never sat in business class in my life.

When you’re bootstrapping a company you just don’t. You book the cheapest flight and move on.

But on our flight to New York yesterday, my co-founder surprised me with an upgrade.

We’ve grown MRR 30% since January 1st and have more than 500 customers now. 

His way of saying we should celebrate a little.

But here’s what I find interesting.

If I look at how those customers actually found us, almost none of them follow a clean attribution path.

𝗪𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗵𝗮𝗽𝗽𝗲𝗻𝘀 𝗹𝗼𝗼𝗸𝘀 𝗺𝗼𝗿𝗲 𝗹𝗶𝗸𝗲 𝘁𝗵𝗶𝘀:

They see one of my posts while scrolling during lunch but don’t engage → A week later they catch an ad but don’t click → A peer mentions they use us for attribution → They check our company page on LinkedIn and leave → A month goes by, they see more ads, and then one day the pain gets real enough → They Google “fibbler,” land on our site, and sign up.

CRM says: organic search.

Reality: tons of touchpoints over weeks that we’ll never fully track. 

This is the part most B2B marketers still get wrong.

Buyers don’t move in a straight line, they bounce around, and slowly build trust until the timing is right.

So yes, CTR matters.

It’s a strong signal for how engaging and memorable your creative is.

But the real goal with LinkedIn Ads isn’t just engagement.

It's about reaching as many potential buyers as possible at a healthy frequency, and staying in front of them until the timing is right.

P.S.

Fibbler shows you which companies actually view or engage with your LinkedIn and Google Ads, ties them to pipeline and revenue in your CRM, and alerts sales when it’s time to reach out. Try it free for 30 days at https://www.fibbler.co/.

I hit 30,000 followers yesterday and I still don’t fully know how, but I think it comes down to one early decision.

About 4 years ago I started posting on LinkedIn with no real plan, just sharing what I was learning in demand gen.

Over time, people actually started paying attention and it opened doors to interviewing some of the smartest marketers in the world on my own podcast.

And that’s when I made the decision that changed everything.

I decided what I wanted to be known for.

I had a deep passion for paid ads and I felt like so many people had the completely wrong idea about what advertising is actually for.

Everyone was obsessing over clicks and conversions when the real job of ads is to build really strong brands.

So that became my thing. 

I talked about it every single week and never stopped.

My narrative shifted over the years, but when I started building Fibbler, everything clicked. 

Suddenly I wasn’t just talking about it, I was building the product to prove it.

And now here I am, 30,000 followers later, sitting in a pool of pink lions because apparently that’s what my life has become.

If you’re trying to build a personal brand on this platform, here’s my biggest tip: find your narrative and talk about it every single week. 

That’s it.

I found the cheat code for being memorable at events, and it’s not caps, hoodies, plushies, or branded board games.

Look down at anyone’s feet at these things. 

It all looks the same.

So I reached out to this great shoe artist and got these made.

Custom Pink Lion Air Max 1s.

If you don’t know, the pink lion is Fibbler’s mascot. It’s on our clothes and ad creatives. 

Now it’s on my feet.

This afternoon I’m taking the stage at LinkedIn’s yearly Partner Connect.

Once a year LinkedIn brings together their official marketing partners. It’s the room I most want to be remembered in.

I’m talking about what I’m seeing from SMB marketers on buyer journeys, measurement and attribution.

But honestly? I want people to remember the shoes first. 😬

They’ll give me that extra bit of confidence up there.

And maybe, just maybe, a few more people will remember me after.

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It's 4:30am in a hotel room in San Francisco and jetlag has me wide awake. So I'm building a feature I can't believe I didn't think of myself.

Last week Patrick Cumming sent me a simple idea that hit me hard.

"You should build something where you can compare LinkedIn influenced deals versus deals that weren't touched by LinkedIn."

I just sat there.

We've been building Fibbler for almost two years. 

How did I not think of this before.

Because this is the one thing every marketer struggles with. 

You can show reach. 
You can show engagement. 
You can even show impact on pipeline.

But when your CEO asks "would these deals have closed without LinkedIn?" 

You have nothing.

So that's what I've been building these early mornings.

A lift analysis that compares deals touched by LinkedIn versus deals that weren't:
→ Close rates 
→ Sales cycle length 
→ Deal sizes

Side by side.

Is it proof that LinkedIn caused the deal? No. 

But when LinkedIn touched deals close 18% faster and are 30% larger? That's not something you just ignore.

Sometimes you're so deep in your own product that it takes one message from someone else to see the obvious.

P.S. 

Fibbler now lets you compare LinkedIn-touched deals vs. untouched ones, side by side, so you can finally show your CEO the real lift on close rates, deal size, and sales cycle length. Try it free for 30 days at https://www.fibbler.co/

We spent $80,000 on LinkedIn Ads over the last 12 months. That’s roughly 10% of our ARR as a bootstrapped startup.

Not to chase form fills.
Not to distribute gated content.

But to become the brand people think of when they think LinkedIn Ads attribution.

Last year I shared what I learned spending $27k. We tripled that over the last 12 months.

This is what our strategy looks like now:​​​​​​​​​​​​​​​​

1️⃣ Engagement benchmarks above everything

We hold ourselves to two numbers:
1%+ CTR on image ads
10%+ CTR on Thought Leader Ads

If we're below that, the creative is not good enough. These benchmarks force us to make ads that make people actually feel something.

2️⃣ 70% of our budget goes to Thought Leader Ads

TLAs let me amplify organic content that's already performing well and push it far outside my network. And when you're a founder building in public, TLAs are the closest thing to a cheat code on LinkedIn.

3️⃣ Build your retargeting pool like it's your most valuable asset

We now have around 10,000 people in our ICP retargeting pool. We keep ad penetration above 75%, so we’re reaching nearly everyone who’s already shown interest, with a frequency around 3-4 excluding text ads over a 30-day window.​​​​​​​​​​​​​​​​

4️⃣ Brand compounds. And eventually the numbers prove it.

The hardest part of spending $80k on awareness is explaining it to yourself or your executive team. 

But here’s what happened over 12 months for us:

Branded search: 1,500 to 3,000 per month
Signups: 150 to 400+ per month
ARR: $120k to $660k

You can’t attribute this to a single campaign, but look at the trend and tell me it’s not working

What's next?

✅ We're building an outbound motion based on ad engagers (using Fibbler)
✅ We're also running more TLAs featuring customers and creators

And one last thing.

Last year I said we'd double our budget. We tripled it.

LinkedIn Ads work for all kinds of startups, included bootstrapped ones.

But only if you treat it as a long game, hold yourself to high creative standards, and be willing to put a decent sum of money on it.

P.S.

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

Five years ago I attended my first SaaSiest event, and now we’re there as a vendor with Fibbler, a real full-circle moment.

Let me back up to that first event.

I was working in-house as a B2B marketer and honestly didn't know what to expect.

I'd been to plenty of events before where you sit through sessions that sound great on paper but turn out to be theoretical fluff. 

And then everyone awkwardly stands around during the breaks.

SaaSiest was different.

The sessions were actually practical and useful. 

But more importantly the vibe was just different.

People genuinely wanted to talk to each other. Not in a forced way but in a "hey, what are you working on?" kind of way.

And for someone like me who is a bit of an introvert, that was a big deal.

People actually came up to talk.

I've been to pretty much every SaaSiest since then.

And every time I left with new connections and that feeling of being around people who are building stuff and figuring it out as they go.

Fast forward to now. 

On May 5-6th we're joining our first ever event as a vendor at SaaSiest, and me and our pink lion Fibbs couldn't be more excited.

From 5x attendee to vendor with my own company. 

That's a full-circle moment I didn't see coming five years ago. 🥹

I spent the last 10 years in startup marketing and I've never seen things shift this fast. And most companies won't adapt fast enough.

We grew Fibbler to 400+ paying customers in 20 months. 

And almost everything I learned along the way goes against what most B2B companies are doing right now.

1. Brand is your only moat

There are 200,000+ SaaS companies right now. Features get copied overnight. The reason people pick Fibbler over tools with way more features than us? A pink lion they cant stop seeing in their feed.

2. Go deep on one channel before you try to be everywhere

We only focused on LinkedIn. One channel. Made it easy to see what was working and to do it really well.

3. Your CRM is lying to you

It says a deal came from "organic search" but in reality that company saw your content 500 times before they ever Googled you. You're giving credit to the wrong channels and killing the stuff that actually works.

4. Founder-led growth has a ceiling

I had 25,000 followers on LinkedIn before we even launched. Got us to 50 paying customers fast. But if your company brand don’t start growing you will eventually plateau.

I break all of this down way deeper in the full YouTube video including what to actually do about each one.👇

Teaching my son to ski while answering support tickets from the mountain. That’s my life right now and I love it so much.

I have two beautiful kids (4 and 2) who are finally sleeping through the night and actually listening to their parents (kind of..)

A partner who is my best friend and everything I could have wished for in someone to build a family with.​​​​​​​​​​​​​​​​

And a co-founder who is also a true friend, building something in a space I’m so passionate about, seeing results we couldn’t have dreamed of when we started.

But all that aside, there are times that get really intense.

The last 3 weeks have been totally crazy.

1 week in San Francisco hanging out with some awesome people at LinkedIn’s HQ and meeting customers.

Then 1 week skiing with the family in Sweden.

And next week is another week away, this time NYC for LinkedIn’s yearly partner event and meeting customers.

At the same time, my day-to-day at Fibbler is busier than ever.

More support, more demos, more campaigns.

And naturally, this gets harder and harder when you’re moving through different timezones..

And we’re trying to launch our biggest feature to date, adding Google Ads as our second paid channel.

But I wouldn’t have it any other way.

Living the startup dream right now. 

And it’s more intense than anything I’ve ever done.

𝗧𝗵𝗿𝗲𝗲 𝘆𝗲𝗮𝗿𝘀 𝗮𝗴𝗼 𝗜 𝗵𝗮𝗱 𝗮𝗻 𝗶𝗱𝗲𝗮:​​​​​​​​​​​​​​​​ Build a product for startup marketers who want to know if their LinkedIn Ads actually drive revenue.

I’d spent 10 years as an in-house B2B marketer and I knew the pain. 

Every month end was the same conversation: “We think LinkedIn is working but we can’t really prove it.” 

My friend Adam Hartsner said yes before I even finished the pitch. 

We split it 50/50 and started building from a small town in southern Sweden.​​​​​​​​​​​​​​​​

Population: not many.

The first version was bad. And it took us 8-10 months to get it out the door (this was before AI coding…)

But 50 people from my LinkedIn network signed up and paid anyway.

Fast forward to now and things look a little different.

We just got back from NYC where I was on stage at LinkedIn’s Partner Connect event. 

One guy from a small town in southern Sweden, sharing the stage with companies 15x our size, talking about B2B measurement and the future of attribution.​​​​​​​​​​​​​​​​

But honestly one of the best parts of that trip was hanging out with the teams from Dreamdata, Factors, and Channel99. 

And instead of it being weird or competitive we had a blast. 

Talking about where the market is going, comparing roadmaps, sharing what we’re learning.

Also, before NYC I was in San Francisco for a LinkedIn Live production about founder-led growth (check it out if you haven’t seen it).

Got to share our story of growing Fibbler without any funding, using primarily LinkedIn.

I keep having these moments where I look over at Adam and think… how is this actually our life?

We have 500+ customers at this point and get to travel the world with LinkedIn to meet marketers just like myself.

The thing nobody tells you about building a software company is that the early days feel mostly horrible. 

Everything breaks constantly and you need to literally put in all of your time fixing it.

But now we finally have a stable product and I can’t wait to see where we go in 2026 after launching additional ad channels, MCP servers and audience building capabilities.

One year ago I started putting our mascot into popular memes and running them as LinkedIn Ads. Still our best-performing creative format ever.

And I’m sharing our exact process because nobody else is doing this and they should be.

It started as a dumb experiment. 

I wanted to see if anyone would actually engage with something that felt more internet than LinkedIn and still remember our brand from it.

Here’s how we build them for Fibbler: 

𝐒𝐭𝐞𝐩 𝟏 𝐢𝐬 𝐟𝐢𝐧𝐝𝐢𝐧𝐠 𝐭𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐬𝐢𝐭𝐮𝐚𝐭𝐢𝐨𝐧​​​​​​​​​​​​​​​​

Not just any meme. I’m specifically looking for scenarios that capture the relationship between a B2B marketer and their exec team. 

When you nail that dynamic in a meme format people stop scrolling because they see themselves in it.

𝐒𝐭𝐞𝐩 𝟐 𝐢𝐬 𝐭𝐡𝐞 𝐦𝐞𝐦𝐞 𝐡𝐚𝐬 𝐭𝐨 𝐛𝐞 𝐫𝐞𝐜𝐨𝐠𝐧𝐢𝐳𝐚𝐛𝐥𝐞​​​​​​​​​​​​​​​​

If people have to think about what they’re looking at you’ve already lost them. It needs to be something they’ve seen a hundred times. The familiarity is half the joke. 

But here’s the real win: they already know the meme, so now they attach our brand to that situation. That’s memorability you can’t buy with a standard ad format.​​​​​​​​​​​​​​​​

𝐒𝐭𝐞𝐩 𝟑 𝐢𝐬 𝐡𝐚𝐧𝐝𝐢𝐧𝐠 𝐢𝐭 𝐭𝐨 𝐨𝐮𝐫 𝐝𝐞𝐬𝐢𝐠𝐧𝐞𝐫​​​​​​​​​​​​​​​​

He uses a mix of AI tools to edit our pink lion mascot smoothly into the scene. We also tweak the meme enough that it’s not a direct copy of the original. It needs to feel native, not slapped on.

𝐒𝐭𝐞𝐩 𝟒 𝐢𝐬 𝐝𝐞𝐜𝐢𝐝𝐢𝐧𝐠 𝐰𝐡𝐞𝐫𝐞 𝐢𝐭 𝐠𝐨𝐞𝐬​​​​​​​​​​​​​​​​

Cold audience ads focus on proving your ads are actually working and how hard that can be to argue for.

Retargeting ads poke fun at spending a fortune on attribution tools when you don’t have to (by that point people already know who we are so we can just lean into the joke.​​​​​​​​​​​​​​​).

The creative I’m attaching to this post might be our best one yet. 

Genuinely think it’s going to be our highest performer.

If you’re running LinkedIn Ads and you have a mascot, try this. 

You can thank me later.

I used to think outbound was just buying a list, blasting emails, and hoping someone replies. Turns out… there's a bit more to it 😅

With Fibbler, we've grown to 450+ customers through inbound. LinkedIn content, LinkedIn Ads, word of mouth, community.

But outbound? I've just avoided it.

Not because I didn't believe in it.

But because most outbound I've seen in B2B is terrible: "I noticed you breathe oxygen, thought we should connect."

I didn't want Fibbler to be that.

So when I finally decided to take outbound seriously, I wanted to do it differently.

We're now working with Kiin.co - Linkedin Ads Agency and Philip Ilic to build a real outbound engine. 

And the strategy already has me excited.

𝐖𝐞'𝐫𝐞 𝐫𝐮𝐧𝐧𝐢𝐧𝐠 𝐭𝐡𝐫𝐞𝐞 𝐚𝐧𝐠𝐥𝐞𝐬:

1. Cold outbound to companies running LinkedIn Ads

Marketing teams spending money on LinkedIn but most likely have zero visibility into how it connects to pipeline and revenue. We reach out, show them the gap, and make it hard to ignore. Subject lines like "[CEO name] thinks your ads don't work."

2. Warm outbound using Fibbler on ourselves

My favorite one (surprise...). We use our own product to find companies that have already engaged with our LinkedIn ads. Send them to Clay, enrich with ICP contacts, and email them. In the email, we tell them exactly how we found them. The outreach IS the product demo. They experience the value before they even reply.

3. Fully automated signals-based outbound
Someone visits our website. Likes one of my LinkedIn posts. Leaves a comment. That signal fires, the lead gets automatically enriched, and a personalized email goes out. 

The cool part is that angle 2 is powered by our own product.

So every outbound email we send is basically proof that Fibbler works.

The outreach itself becomes the case study.

That's what I always wanted outbound to feel like. Just showing people what's possible with their own data.

We're just getting started so I don't have results yet.

But I'll keep you posted on everything.

Open rates, reply rates, meetings booked. All of it.

Doing it all in public, as usual!

I’m not a positioning expert at all. But launching my own startup forced me to be ruthlessly clear about what we do and who it’s for.

And what a journey it has been.

Fibbler started out as a “Revenue Attribution platform for LinkedIn Ads.”

And honestly, it was pretty laughable to call what we had in the beginning a platform.

So we made it simpler.

It became a “LinkedIn Ads Attribution tool.”

Clear in terms of what we do. 
Clear in how we could help marketers.

But still very unclear on who we were doing this for.

Our pricing said SMB. But bigger companies kept knocking on our door with security assessments that took weeks for us to fill out.

So we got even clearer.

We became “LinkedIn Ads Attribution for SMBs.”

And that’s where the real unlock happened.

Inbound grew massively in the right segment. Activation numbers followed. Marketers could connect in seconds and get value in minutes.

Now it’s time for the next stage.

We’re adding multiple ad channels to Fibbler to support marketers across all their paid investments, starting with Google Ads.

It’s getting closer and closer to what I dreamt of having when I was an in-house marketer for 10 years.

And our positioning needs to shift slightly to reflect that (in reality, we’ve already been doing this quietly over the past few months).​​​​​​​​​​​​​​​​

We’re building the future of Paid Ads Attribution for SMBs.

And I’ve never been more pumped for anything in my professional career than to see where we’ll be at the end of this year.

P.S. Just landed back home after a fantastic week in San Francisco. I’ve never seen so many AI billboards that say absolutely nothing!

I’ve looked at hundreds of LinkedIn Ad accounts over the last few years. The same mistakes show up almost every time.

Default bidding that burns through budget. Audience Expansion turned on.
Demo ads running to people in cold.

And then the conclusion is always: 

LinkedIn Ads are too expensive.

They’re not. They’re just unforgiving if you don’t know the settings that actually matter.

Here’s what I cover in the episode:

1️⃣ Structure your campaigns in layers

Your audience isn’t going to buy the first time they see you. I structure everything into three layers: cold (just get on their radar), retargeting (connect your product to the problem), and high-intent (the only place you earn the right to ask for the next step). Most companies skip straight to layer three and wonder why nobody converts.

2️⃣ LinkedIn’s default settings are designed to spend your money faster

Maximum delivery bidding, Audience Network, Audience Expansion… all on by default. All should be off. I recommend starting with manual bidding at one-third of LinkedIn’s recommended bid and usually get the same results at roughly 20% lower cost.

3️⃣ Small targeting mistakes quietly drain your budget

LinkedIn groups job titles loosely. You target marketing titles and suddenly office administrators are seeing your ads. I use three filters (company size, industry, job titles), and check demographics every week week to exclude titles that doesn’t fit.

4️⃣ Clicks only tell you 0.4% of the story

Someone sees your ad 20 times over a few months, Googles your brand, and books a demo. Last-click attribution gives LinkedIn zero credit for that. You end up cutting the campaigns that are actually filling your pipeline because you can’t see the full picture.

I just dropped a quick tutorial on YouTube walking through the full campaign setup from scratch. Targeting, bidding, formats, and how to measure what’s actually driving pipeline.

Whether you’re spending $20/day or $1000/day, this should save you a lot of wasted budget.

Most CMOs don’t cut paid ads because the channel failed. They do it because they never understood what advertising is for.

I keep seeing the same story play out. 

In surveys. In LinkedIn posts. In comments.

"We're cutting paid ads because it's not giving us results."

And it always goes the same way...

A marketing team launches ads. A few weeks go by. The team looks at the numbers and the leads aren't qualified enough. Or there aren't enough of them. Budget gets slashed.

But here's what nobody talks about.

If your main complaint is "we're not getting enough leads from our ads" that's rarely the channel's fault.

It's usually a combination of how you think about the purpose of advertising and how well you actually execute it.

Advertising builds familiarity. 

It makes your brand the obvious choice before a buying committee even starts to evaluate options.

Advertising isn't a gumball machine. 

You don't put a dollar in and get a qualified lead out.

The companies that understand this are seeing compounding returns.

Better win rates. 
Shorter sales cycles. 

Because their buyers already knew them before the first call.

The companies that don't will keep chasing the next channel hoping it's the magic gumball machine they've been looking for.

The problem was never the channel.

The problem is fundamentally misunderstanding what advertising is supposed to do for you.

P.S. Fibbs didn't take this post too well. Luckily, we're heading to SF today to take his mind off it... ✈️

Everyone who follows me knows I’m a LinkedIn Ads guy. What most people don’t know is that I’ve been just as deep in Google Ads.

Several years ago at a previous startup, I got Canberk Beker to audit our Google Ads accounts. 

If you don’t know him, he’s one of the best paid search minds in the B2B space. 

That audit was a proper education. 

I learned more in those sessions than in years of running it myself.

Main learning… 

Most B2B companies are wasting at least half their Google Ads budget.

The first place budget dies is default settings. 

As an example, when you create a new Google Ads campaign, Search Partners and Display Network are both turned on automatically. 

Your search budget quietly bleeds into banner ads and random third-party sites.

The second problem is structure. 

The best B2B accounts run distinct campaign layers, each with its own budget and intent level. And don’t even get me started on broad match…

The third problem is tracking. 

Most teams optimize for clicks, which just teaches Google to find volume. Feed it offline data from your CRM instead, and the whole platform starts working differently.

I put everything I know into a new YouTube episode. 

The full strategy I’d run today for Google Ads, from account setup to bidding phases to the tracking mistakes most teams never fix.

You know those outbound emails where someone spent 4 seconds on your LinkedIn before hitting send? When we launched ours, something weird happened. 𝗣𝗲𝗼𝗽𝗹𝗲 𝗹𝗶𝗸𝗲𝗱 𝘁𝗵𝗲𝗺.

Let me back up.

Last year customers started using Fibbler's ad engagement as part of their intent data layer for outreach. A use case I never thought about.

And as a bootstrapped founder doing a little bit of everything, I didn't have time to explore it.

So I partnered with Philip Ilic and his agency Kiin.co - Linkedin Ads Agency to launch our own outbound motion 2 weeks ago.

They build the infrastructure and automations. 

I create the content.

Because that's the part most people skip. 

They obsess over the tech stack and the automation. 

I obsess over writing emails people actually want to read. 

Two weeks in, we've activated two layers:

𝗟𝗮𝘆𝗲𝗿 𝟭: Cold emails to ICP buyers with similar targeting as our LinkedIn Ads. Companies between 10-250 employees already spending some money on LinkedIn Ads.

𝗟𝗮𝘆𝗲𝗿 𝟮: Warm emails to our own ad engagers using Fibbler to push engagement data from our Thought Leader Ads into Clay, then enriching for ICP contacts.

The best signal so far? The replies. 

People are writing back that even though they might not be interested they loved the content. And that warms a marketers heart. 🫶

And we've already seen a couple of direct signups too.

𝗟𝗮𝘆𝗲𝗿 𝟯 𝗶𝘀 𝗰𝗼𝗺𝗶𝗻𝗴 𝘀𝗼𝗼𝗻: warm emails triggered by website visits, organic post engagement, recently promoted marketing leaders, and other intent signals.

Turns out people don't hate outbound. 

They just hate lazy outbound.

A few months ago I searched for "best linkedin attribution tool" on ChatGPT and Google. Fibbler wasn't mentioned anywhere.

I'd spent 15 months growing Fibbler almost entirely through LinkedIn. 

My posts, our ads, building a community around what we do. And it worked really well. Branded search traffic had been growing 100% over the past year.

But non-branded organic traffic growth was basically zero.

And I realized that would become a real problem if we wanted to scale. 

Because more and more B2B buyers are asking LLMs things like "what are the best LinkedIn attribution tools" or "what are the alternatives to HockeyStack."

And if you're not showing up in those results, you're missing out on buyers that are already in-market.

So I reached out to Sam and the team at Breaking B2B to help us build an SEO and AI search program from scratch.

The whole approach was the opposite of what I expected. 

We ignored the big high-volume keywords completely. Instead we went after searches that barely have any volume but where the person searching is ready to buy right now.

We've been running this for about three months now and our content breaks down into three layers:

𝗟𝗮𝘆𝗲𝗿 𝟭: Owned listicle content. Alternatives pages, comparison articles. Honest breakdowns where we show where Fibbler wins and where we're not the right fit. I've used most of these tools myself over the years so I know where the real differences are. These pages started ranking within days.

𝗟𝗮𝘆𝗲𝗿 𝟮: Integration and use-case content. Pages like "how to integrate LinkedIn Ads with HubSpot" or "LinkedIn Ads Clay integration." Tiny search volume but the people searching have a very specific problem that Fibbler solves.

𝗟𝗮𝘆𝗲𝗿 𝟯: External placements and backlinks. Getting Fibbler mentioned in other people's comparison articles that already rank on Google or get cited by AI tools. Plus earning niche relevant backlinks to boost our own pages.

Three months in, non-branded traffic is up over 200%. Our listicle pages convert at around 9%. And most importantly, it's driving real signups and we're showing up on important topics in LLMs.

I spent 15 months convinced that LinkedIn was the only channel I needed.

Turns out you can build a brand that people love but still can't find in LLMs.

And that's a very expensive blind spot.

B2B SEO & Web Design For Revenue Not Vanity | DM To Discuss | Host @ Business Growth Show (Top 10 B2B Marketing Podcast, Cognism)

Your website struggling to drive a steady flow of qualified demos/leads?
Tired of losing leads to competitors ranking higher on Google/AI?
Frustrated your SEO agency isn't delivering demos & revenue?

WE FIX THAT.

OUR GROWTH STRATEGIES:

→ SEO to get top of Google & LLMs, bringing revenue-focused demos and signups
→ Start driving pipeline from AI and Google organic as fast as 90 days

BREAKING B2B - B2B MARKETING & DEMAND GENERATION PODCAST

Grow your b2b/SaaS company without the BS. Weekly top 2.5% podcast with actionable marketing tips to grow your revenue: www.breakingb2b.com

STILL NOT CONVINCED?

→ See our work, client results & starting rates here: www.breakingb2b.com

BOOK A CALL:

💻: www.breakingb2b.com
📧: Connect & DM Me
✉️: sam@samdunning.org

CORE SERVICES:

→ B2B SEO strategy and execution
→ Content marketing
→ Digital marketing for SaaS

WHY BREAKING B2B?

→ We focus on revenue, not vanity metrics
→ Our strategies are data-driven and results-oriented
→ We have a proven track record with B2B and SaaS companies
→ Our podcast (Breaking B2B) gives you free, valuable insights into B2B marketing

About time your website became your best (24/7) salesperson?
Get in touch today, and let's start growing your business.

P.S.
Agencies: We offer white-label SEO to help you deliver results on time and within budget.

Sam Dunning

I ask the public: whats the point of linkedin?

Founder @ Breaking B2B | B2B SEO For Revenue Not Vanity | SaaS & B2B Teams Hire Us To Scale Organic Pipeline From Google & AI Search | DM To Discuss | Host @ Breaking B2B (Top 2.5% B2B Marketing Podcast)

2024: eating glass cold calling CMOs
2025: bootstrapped $50k/mo
2026: scaled to $200k/mo
2027: ???

stretch goal of $400k/mo set for 2027.

This is the Breaking B2B journey 2yrs in.

The early days was cold calling SaaS marketing leaders to book appointments to sell SEO.

Nobody knew our brand, so aggression and velocity was the game.

Pumping out LinkedIn content.

And building our our own SEO engine from scratch.

Year 2 was taking our media flywheel more seriously on YouTube.

Then when we had enough cashflow we started LinkedIn thought leader ads.

To edutain, build trust with and keep top of mind with our website visitors and hit a cold ICP list.

Inbound was starting to flow from our SEO, LinkedIn and YouTube - working as a deadly trio.

As we begin year 3 we are blessed to be fully inbound.

Folks even recommending Breaking B2B at events and communities like Exit Five.

The plan now?

Triple down on this deadly trio.

Continue to build in public for known SaaS founders running their SEO/AEO engines and sharing all results here and youtube.

Keep working on our time to value for new clients to see demos within 90 days of working with us and deliver 5% more than what we promise.

Provide undeniable evidence we are the SaaS SEO/AEO agency for revenue not vanity.

Will we hit $400k/mo in year 3???

Who knows.

But we’ll give it a damn good go.

And have some fun along the way.

Cheers to those building!

Founder @ Breaking B2B | SaaS SEO For Revenue NOT Vanity | SaaS & B2B Teams Hire Us To Scale Organic Pipeline From Google & AI Search | DM To Discuss | Host @ Breaking B2B (Top 2.5% B2B Marketing Podcast)

Proud founder moment.

Breaking B2B is recommended more each week in communities like Exit Five and events across US and EU as a trusted SaaS SEO/AEO agency.

Showing up in our booked calls 'how did you hear about us'

2yrs ago when we started was just me cold calling marketing leaders to get discovery calls.

Blessed to now have an demand + inbound engine from SEO/AEO, linkedin, youtube and recommendations.

Onwards!

🙂

graphical user interface, text, application, email

I bootstrapped Breaking B2B to $200k/mo.

Alongside SEO and linkedin organic x paid...

YouTube has been a big growth driver for us, run by Samu Kovács.

Our YouTube videos are mentioned on almost every sales call we get.

Here’s how we did it:

DOMINATE SEARCH ON YOUTUBE.

We now consistently come up for the exact terms our ICP searches for "B2B SEO", "SaaS SEO", "SaaS Marketing" etc. We rank at the top for these YouTube searches and get in front of our dream clients (SaaS marketing leaders & founders) every single day.

GIVE AWAY THE SECRETS.

We share full SEO playbooks we run for SaaS founders like Adam Robinson and Adam Holmgren to drive organic sign-ups and demos, step by step so you can copy the blueprint...or just hire us to do it for your company.

FUEL OUR LINKEDIN.

Every time a new video goes live, we turn it the hook into LinkedIn posts. That drives early views and engagement, and my audience here on LinkedIn can go deeper and consume more of my content. Some we run as thought leader ads. All channels feed each other. Nobody wakes up ready to invest $5-20k+/mo on SEO. It takes time to build trust that we are the right team to deliver. 

EMBED TO BOOST SEO.

Most relevant blog posts and landing pages on our site have YouTube video embedded. More real estate on google and these can pull up in AI search. Our blog posts rank higher and the people who land on them get to consume the content in a format they actually enjoy.

SEND VIDEOS TO LEADS BEFORE SALES CALLS.

This is one of the biggest unlocks. Before every sales call, leads automatically get YouTube video break-downs sent to them. By the time they get on a call with us, they've already know our 90 days to pipeline/revenue process. They show up educated ready to talk next steps. That's why our videos get mentioned on almost every single call.

THE BEST PART?

Samu and his team handle everything. Ideation, scripting, editing, thumbnails, SEO, scheduling. All I do is share ideas and show up on camera for a couple hours a month. And in return, we get a machine that fuels our YouTube, our LinkedIn, helps SEO, and our sales process all at once.

We are on month 25 of growing Breaking B2B and have been truly blessed so far with clients, our team and growth. Onwards!

PS. did you check the Breaking B2B youtube yet? 👇

Just asked Nina Quist [CMO of Eletive] why she chose Breaking B2B to run SEO & AEO for her SaaS. Here’s what she said:

___

🎁 we've got 3 spots for new SaaS clients this month. Apply for 90 days to revenue SEO/AEO review here: https://lnkd.in/e_uAy6WR

I’m seeing SaaS execs burn time and cash on the AI prompt tracking goldrush…and it’s KILLING me. Do this instead if you wanna drive pipeline:

Rather than tracking every prompt under the sun that has a tiny bit of relevance to your brand that someone may or may not type into ChatGPT needing your solution…

…Just because it looks cool and gives a great looking chart on a LLM visibility tool.

It reminds me of SEO agencies that would push top funnel articles and content to get max traffic at all costs that drove little to no pipeline and revenue.

The better way?

Focus on what your ICP search on Google and AI search when:

- needing your solution now
- comparing different vendors
- looking to move from the incumbent 
- having the crisp problem you solve

and starting with those 5% in market.

get your brand recommended in LLMs and rank on Google for these money terms first. 

often these have less search volume but high buying intent, can rank and get you cited on AI faster and often drive pipeline fast as 90 days with the right strategy.

PS. grab my 90 days to revenue SEO/AEO video guide: https://lnkd.in/et7yce7s

I started Breaking B2B because I’m selfish as fudge.

Rewind a few years.

At my last agency.

Monthly cash flow was up and down

We’d sell a few projects and be on an up.

And the next month have low sales and be struggling.

A stressful life.

Then it clicked.

We had a steady flow of daily leads from our organic #1 money keywords on Google.

Why not offer the same for our clients 

Do something we can deliver well on.

Get organic search working to drive solid leads for them.

And secure us some monthly recurring revenue.

After some time…

I learnt B2B SaaS companies were the ones we got best results for 

They had the problems we solve around:

- lacking SEO resource in house
- competitors outranking them on Google & AI search
- relying too much on paid ads or outbound
- last agency delivering traffic but not pipeline 

So in Feb 2024 Breaking B2B began with one focus. 

B2B SaaS SEO & AI search for revenue NOT vanity.

Fire your $15k/mo SEO agency.

This prompt replaces everything.

JK.

Those posts kill me a little inside.

I've got something better for you.

Just finished a $1.5M SaaS SEO breakdown for Fibbler. 

Watch the breakdown here: https://lnkd.in/e5cjCeHY

30-minute video masterclass sharing:

- Setting a solid foundation 
- Quick SEO wins many ignore
- Why most tech SEO is bullsh*7
- How to craft pipeline driving content
- unusual strats to drive demos and revenue
- How to get pipeline within 90 days
- LLM visibility cheat codes
- Proving impact
- Tonnes more

Copy the blueprint and drive pipeline fast w/ SEO & AEO.

Backed by data working with 41+ active SaaS companies.

(yours for $0 before Adam Holmgren finds out I’m leaking this) 

Watch the breakdown: https://lnkd.in/e5cjCeHY

This strategy is cooking demos for us weekly and I'm yet to find a more powerful SaaS marketing engine...but it's not one channel. It's a DEADLY TRIO:

- Linkedin (exec brand + paid)
- SEO & AI search
- Youtube

In 22 minutes you're gonna learn:

- The results they drive
- How they work together
- Exactly how to leverage each one
- Why these deadly 3 channels crush it

This playbook helped Breaking B2B go from 0-$2M ARR in 2yrs.

Watch the full breakdown: https://lnkd.in/ejQkzPVR

RB2B just hit $7.8M ARR w/ 3 FTEs. We've ran their SEO/AEO engine since $5M ARR (7mos ago). Peek our exact strategy for Adam Robinson' SaaS this month:

BACKGROUND & RESULTS SO FAR.

Our focus driving sign-ups as quick as humanly possible from AI and google organic search. So far we have great coverage with top spots on google and consistent brand recommendations on LLMs for all major competitor alternative searches, visitor identification software searches, comparison searches and a bunch more use case and integration ones. Through a mix of customer research focused content, light technical works, link building and external listicle placements. Per below screenshot and Adams words...its paying off. Let's dive into the strategy this month.


NET NEW CONTENT

listicle articles:
- best lead intelligence software (400 searches/mo)
- opensend alternatives (90 searches/mo)
- lead qualification checklist (600 searches/mo)

comparison landing page:
- leadfeeder vs lead forensics (150 searches/mo)

3x bottom funnel pieces and 1x mid funnel piece. All manually crafted.

The first piece targets “lead intelligence software”, a keyword with solid search demand. A product listicle will allow RB2B to capture decision-stage traffic from buyers actively evaluating lead intelligence and visitor identification tools. Positioning us as the #1 backed by why customers choose us, pros and cons, pricing, showing our product in action + CTA...then a fair evaluation of other tools. Solid to control the narrative and these pages often get cited in AI search.

We'll also publish a competitor comparison page, sharing where RB2B is a stronger alternative across different use cases for users evaluating website visitor identification or intent data platforms. 

Another BOFU page will target OpenSend alternatives and competitors, helping intercept comparison-driven traffic.

Lastly, a listicle article around lead qualification checklists, aimed at attracting sales and RevOps teams looking to improve their lead qualification processes and naturally introducing RB2B as part of the workflow.


BACKLINKS.

We'll earn da50+ niche relevant links for:
- data enrichment tools
- 6sense alternatives
- 6sense competitors
- intent data types	


EXTERNAL LISTICLE PLACEMENTS

Huge for LLMs to cite. Top 3 placements. Great for classic SEO too with a solid backlink.

___

Wanna see if we can scale demos quick as 90 days for your B2B/SaaS?

Visit the Breaking B2B site to check our results, pricing and grab a call: https://lnkd.in/e7XuM6au

Watch my 34-minute SEO/AEO breakdown video for RB2B: https://lnkd.in/eiZfaXXq

A $1.5M SaaS SEO/AEO strategy.
(copy the full blueprint for $0)

See the exact SEO and AI search battle-plan we're running for Fibbler to scale from $500K to $1.5M ARR. 

29 minutes of tactical advice to get recommended in LLMs and show top of Google organic for dream clients needing your software.

Get into the consideration set with ICPs and finally drive a steady stream of pipeline with organic search quick as 90 days.

Strategies backed by 41+ active SaaS clients at Breaking B2B.

(share with your CMO before Adam Holmgren makes me take it down)

Watch the masterclass: https://lnkd.in/e5cjCeHY

I ask the public: does cold calling still work?

“pardon my french but holy sh*7 - SaaS founder reacting to SEO/AEO results 15 days into pages going live.

Who said SEO needs 12 months.

And this are for demo driving searches.

Not vanity traffic.

When you do the research.

Understand the niche.

Focus on dream clients needing the solution now, comparing options, or frustrated with their current provider.

Then craft content to rank, get recommended, resonate and convert

Backed by customer research.

You can drive inbounds quick as 90 days.

Wanna copy the Breaking B2B playbook? 

grab my 90 days to revenue SEO/AEO mini-guide & video: https://lnkd.in/et7yce7s

Old way of SEO: Traffic at all costs.

New way of SEO: Less traffic, more qualified pipeline.

Organic traffic is vanity for your B2B/SaaS unless its turning into opportunities for your sales team. 

Especially now LLMs send a tiny amount of traffic to websites as they wanna keep you on platform.

Money keywords/prompts are the foundation of a successful SEO & AI search strategy.

The high-intent bottom of the sales funnel search terms that indicate your prospect is actively in market for solutions like yours and likely keen to book a demo, sign-up or grab a call. 

Earn mindshare and get into the consideration set of your ICP.

Instead of wasting time on top funnel, information gathering keywords that bring traffic (many eaten by AI overviews & ChatGPT) but no conversions, focus on those that signal buying intent.

Identify what your customers search for when they’re ready to evaluate options or compare: 

Think:

“Best [software] for [niche you serve]”  “[competitor] alternative”
“[competitor] pricing”
 “[competitor 1] vs [competitor 2]” 
 "Best [niche] platform/tools/software"
 and many more

These long-tail keywords may not have the highest monthly traffic volume, but they drive conversions.

Many are also low difficulty and can drive demos fast as 90 days.

And a good chunk of these pages tend to get picked up well in LLMs right now to get citations and brand mentions.

PS. grab my 90 days to revenue SEO & AI search mini-guide and video: https://lnkd.in/et7yce7s

If I was a SaaS CMO needing demos in 90 days from SEO/AEO…I’d forget vanity traffic and prompt tracking and triple down on these 7 plays:

1. Nail your blueprint.

Map out every way that a prospect could search for your offering, compare vendors/alternatives, look for use cases/integrations etc. when they are in buying mode for your solution. 

2. Update and build an epic moat (website).

Use a tool like ahrefs to see which bottom funnel commercial pages you have already ranking but not #1 on Google or being picked up in AI search. Prio these gems for updates, linkbuilding and brand mentions for quick inbound. ChatGPT pulls from google.

Craft net new pages for bottom funnel pages you lack. Look what type of page (article, listicle, landing page) ranks on google or gets cited on AI search and blow it out the water. Fuel your page copy with customer research, unique stats product visuals, proof points, or reporting and address tough questions from sales calls. Ensure each page goes into detail and has a quick summary on the topic upfront with why you (LLMs can pull from this).

3. Leverage these pages cooking demos.

Build your own listicle articles for each competitor alternative term, best X software term, etc. craft yours to blow current pages out the water. Positions your software too backed by customer research, where you are a good and poor fit and a fair comparison of other vendors. Hugely important pages to control the narrative in your niche.

Find external “Top X software” and similar articles ranking well. Reach out to the authors and offer them a sweetener to include your brand.

You could offer to have them on your own listicle, offer a podcast slot, service exchange, social shoutout, etc. Some are pay to play. Many are up for value trade.

4. Win from past media.

Find an exec from your team that’s done a lot of press, podcasts etc. Put their Linkedin profile url into an SEO tool. Reach out to all relevant sites citing them that did not give you a brand mention or backlink to amend article. This is a huge quick win.

5. Control the narrative.

Google & LLMs love to cite Reddit. Start being helpful on relevant threads. Only mention your brand where it’s relevant. Start guesting on the top podcasts in your industry. Focus on a useful show for your ICP. Ask hosts to mention your brand and a backlink in the published article. If you can do all this and have resources for your own YouTube channel and podcast great, if not, prioritize the above tasks.

6. Speed beats huge players.

Do the above with speed and you’ll chip away at giant slow-moving competitors. They have slow approval processes with layers of management, legal etc. Speed will be your unfair advantage.

7. At Breaking B2B we work with 41+ active SaaS orgs making SEO/AEO a top pipeline driver. From our learnings AI search is solid pipeline focused SEO + b2b ecosystem marketing. 

___

grab my 90 days to revenue SEO/AEO mini-guide & video: https://lnkd.in/et7yce7s

VP Marketing: "how do we justify more investment in content, SEO, or AEO when traffic is less reliable, attribution is messy, and every tool promises charts that go up and to the right?"

Me: stop treating AI search like a vanity traffic game.

Treat it like a consideration set game.

Wynter asked 101 SaaS CMOs which channels they use to discover and research vendors.

84% said they use AI tools.

Instead of scaling content for the sake of volume, focus first on high-intent, bottom-of-funnel pages that earn mindshare and drive pipeline.

strong comparison and alternative pages.

industry pages, verticals pages, product listicles.

clear positioning on your own site.

external mentions on the sites LLMs are pulling from for pipeline driving prompts and keywords.

Control the narrative on your own site.

Build credibility on third-party sources.

Measure pipeline impact, not just visibility metrics.

and the best part?

done right, this playbook gets you ranked well on google organic

and mentions on AI search for high intent buyers.

a double win.

PS. grab my 90 days to revenue SEO/AEO mini-guide and video: https://lnkd.in/et7yce7s

RB2B (24mnth startup) are catching the 14 year old incumbent…7 months after starting SEO & AEO w/ Breaking B2B: 

Owning positioning for the niche.

Controlling the narrative.

Recommended in AI search.

Top of Google organic.

No vanity traffic.

Focused on high intent buyers.

Hunting for their software now.

Comparing options available.

Needing a specific integration.

Frustrated with current provider.

Having a crisp painful problem to solve.

Driving sign-ups and revenue.

___

Peek the full video breakdown we run for Adam Robinson’ SaaS: https://lnkd.in/eiZfaXXq

Grab my 90 days to revenue SEO & AEO playbook: https://lnkd.in/et7yce7s

Don’t spend another penny marketing your SaaS until you know your customers answers to these 7 questions:

1. What expensive problems were you facing when you reached out to us 

2. What made it so frustrating you had to reach out and how were you getting the job done so far

3. What other companies were you evaluating / or did you move over from and why

4. What made you choose us specifically

5. What do you hate most about our industry

6. What made you almost not choose our solution

7. Where do you go to get trusted information when evaluating new solutions

Ideally you want to interview 7-10 recently won clients as they are not gonna give you biased answers.

Add some recent churned clients in to help get some extra insights if you can.

Record the calls on a tool like fathom.

Run the transcripts through AI.

Look for the patterns in the responses.

Look for the actual words they use to describe their problems, goals and motivations.

Understand what competitors they evaluate.

Learn why they choose you or move over to you.

These insights are gold dust for:

Your general messaging, positioning and go to market.

Plus for SEO:

- Money keyword research 
- Nailing your differentiation 
- Crafting content to resonate w/ dream clients 

Skip this at your demise.

I ask the public: how to get #1 on google?

taplio

The Battle

Adam Holmgren

Sam Dunning

Followers

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Likes

Performance ScoreAdam Holmgren's LinkedIn Performance

Performance ScoreSam Dunning's LinkedIn Performance

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taplio

The Battle

Adam Holmgren

Sam Dunning

Followers

Posts

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

Performance ScoreSam Dunning's LinkedIn Performance

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Performance ScoreAdam Holmgren's LinkedIn Performance