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

Connecting Startups & Scaleups with Marketers that fuel business growth| Talk to me about Talent Acquisition, Candidate Experience, Market Insight, Job Searching, D&I, Headhunting, Career Progression

I don’t just “send CVs.”
I help founders, CEOs and CMOs hire marketers who actually move the needle and help great marketers land where they can do their best work.

I’ve seen the cost of getting it wrong: wasted spend, stalled growth, burned-out teams.
And the upside of getting it right: pipeline compounding, CAC improving, careers taking off.

I’ll challenge the brief, push back when it’s vague, and fix broken processes.
From CAC payback to PLG and ABM, I speak marketing so you don’t hire a unicorn JD for £35k or a “Head of Everything.”

If you want bums-on-seats, I’m not your person.
If you want the right marketer, right now let’s talk: sinead.willis@propellondon.com | +44 7858 425 481

𝐅𝐨𝐫 𝐂𝐚𝐧𝐝𝐢𝐝𝐚𝐭𝐞𝐬
I speak to marketers all day, every day from first hires to VPs. 
Most are leaving because they’re underpaid, undervalued, or stuck proving their worth to people who don’t get marketing.

If that’s you, you’re in the right place.
I’ll help you benchmark your value, prep for interviews, and get clear on where you’ll actually thrive, not just survive.

My inbox is open whether you’re actively looking or just need to sense-check your next move.
No fluff. Just honesty and strategy.

𝐅𝐨𝐫 𝐄𝐯𝐞𝐫𝐲𝐨𝐧𝐞 𝗪𝐡𝐨 𝐅𝐨𝐥𝐥𝐨𝐰𝐬 𝐌𝐲 𝐂𝐨𝐧𝐭𝐞𝐧𝐭
I’m not here to sugar-coat the market.
I’m here to say what everyone in marketing is already thinking > out loud.

The overworked “one-person marketing team.”
The £35k “Head of Growth.”
The Marketing Directors that a parachuted in to fix everything that's broken.
The “we want creativity but here’s our template” brief.
The marketers that are sick of hearing, just make us go viral and just put something on LinkedIn.

I write about it all.
Real stories, real data, and the real state of hiring in 2025.
If you want insight without the corporate spin and you care about better work, better leadership, and better marketing, and you also want to laugh along the way, then hit Follow.

Much love x

Sinead Willis

Exciting news today!!! I’m happy to announce 😊 
After 11 years in marketing recruitment, here's what I don’t care about:
⁣(And neither should you.)

If you’ve had a short stint⁣
If you took a break to breathe, reset, or recover⁣
If you were made redundant⁣
If your last role didn’t work out⁣
If you don’t have a flashy job title⁣
If your CV isn’t “perfect”⁣
If you’re over 50⁣
If you have the open to work banner
If your CV isn’t 2 pages⁣
If you’ve changed industries⁣
If you’re figuring it out as you go⁣

None of those things tell me who you are.

And if you care about the stuff on that list?
I guess you’re part of the problem, not the solution.⁣

Follow Sinead Willis for more truth, transparency, and zero fluff 🧨🔥

⁣
#hiring #careeradvice #marketingjobs #cvtips #themarketingrecruiter

Sinead Willis 

The Marketing Recruiter | I help Tech Startups & Scaleups build marketing teams that actually drive growth | Mentor, advocate, ally for my audience.

The strongest marketers I know have the “messiest” careers.⁣
⁣
They’ve worked inhouse, freelanced, taken breaks, been laid off,⁣
jumped into startups that blew up and startups that blew apart.⁣
⁣
Every one of those moves built perspective.⁣
They’ve learned to do more with less, build from zero, and fix what’s broken.⁣
⁣
But too many job descriptions still cling to linear career logic⁣
as if the only valuable experience is uninterrupted, upward, and corporate.⁣
⁣
The next decade belongs to marketers who’ve done the messy stuff 
because they’re the ones who know what to do when the playbook stops working.

Marketing with no budget is not scrappy.
It’s sabotage.

You wouldn’t:
hire a sales rep without a phone
hire an engineer without tools
hire a driver without a car

But companies do it to marketers every day.
Then they wonder why growth stalls.

If you want serious results, put serious resources behind them.

My DMs have been wild lately.

Messages from marketers saying they feel seen for the first time.
Messages from leaders admitting they’ve lost faith in their own companies.
Messages from people who are thinking of quitting the profession altogether.

And reading them, one thing has become painfully clear:
Marketing doesn’t have a talent problem.
It has a trust problem.

Marketers aren’t leaving because they can’t handle the job.
They’re leaving because they’re tired of defending their expertise in rooms that hired them for it.

One person told me,

“It’s not the work that broke me. It’s the constant second-guessing.”

Another said,

“I loved my role until I realised my ideas only mattered when they matched the CEO’s.”

You can feel the weight behind every word.

This is what’s happening across the industry 
micromanagement disguised as collaboration,
“alignment” that really means approval,
and “accountability” that somehow never applies upward.

If you lead a team: listen.
If you’ve lost your spark: it’s not you.

The system needs fixing, not the people inside it.

And to every marketer who messaged me saying “thank you for saying it”
I’m not done yet.

Because until marketing leadership learns that trust is oxygen,
I’ll keep holding the mirror up

#TheMarketingRecruiter #TheCandidRecruiter #TheHonestRecruiter

You don’t lose marketers because the work is hard.

- You lose them because you make them feel like their expertise is worthless.
- You lose marketers because you hire them for their expertise, then ignore it.
- You lose marketers because you want brand, demand, content, performance, CRM, partnership, social, product, copy, design and PR in one person.
- You lose marketers because you expect them to perform miracles on a budget that wouldn’t cover anything 
- You lose marketers because you say “data-driven” until the data shows you’re wrong, then suddenly it’s about “gut feel.”
- You lose marketers because every idea is “urgent” so it's impossible for them to be strategic.
- You lose marketers because you change direction every quarter but still expect consistent growth.
- You lose marketers because you ignore their advice, but still blame them when things go wrong

Have I missed anything?

Follow Sinead Willis  for more truth, transparency, and zero fluff 🧨🔥


#recruitment #marketing #hiring #imhiring

To everyone who’s ever said marketing is easy…

Go on. Try it.

Build the strategy.
Write the copy.
Align 10 stakeholders,
that want different things.
Run the ads.
Fix the tracking.
Prove the ROI.
Get it live by yesterday.
On a shoe string budget.
Deliver results instantly. 

Then come back and tell us how “easy” it was.

Sincerely, every marketer (+ me)


Follow Sinead Willis for more truth, transparency, and zero fluff 🧨🔥

#TheMarketingRecruiter #TheHonestRecruiter #TheCandidRecruiter

Marketing isn’t an emergency button.⁣
⁣
Too many leaders treat it like one.⁣
They ignore it when numbers are up.⁣
They cut it when budgets are tight.⁣
And then, when sales slow, they slam the button and expect miracles overnight.⁣
⁣
It doesn’t work like that.⁣
⁣
By the time you “switch marketing back on,” you’ve already lost visibility, demand, and momentum.⁣
⁣
Marketing is a long game.⁣
It’s consistency that builds brand.⁣
It’s patience that creates pipeline.⁣
⁣
If you only invest when you’re desperate, you’re not investing — you’re gambling.

JSESSIONID

li_at

Talks about #hiring, #marketing, #recruitment, #demandgeneration, and #talentacquisition

Deidre Gaskin, MBA

Fastest way to kill both creativity and results?⁣
Hiring a marketing expert and then stripping them of autonomy!⁣
⁣
You bring them in for strategy.⁣
Then reduce them to order-takers.⁣
⁣
You demand fresh ideas,⁣
but shoot down every one that makes you uncomfortable.⁣
⁣
You say “we need to be bold,”⁣
then rewrite the tagline to sound safer.⁣
⁣
And slowly, that spark, the one you hired them for, disappears.⁣
⁣
You’ll call it “underperformance.”⁣
They’ll call it “a new job search.”⁣
⁣
If you want creativity,⁣
you have to create space for it.⁣
⁣
Autonomy isn’t a perk.⁣
It’s oxygen.⁣

#Recruitment #TheMarketingRecruiter #TheCandidRecruiter #TheHonestRecruiter
⁣

Met a marketing leader recently who joined a startup to build everything from scratch. Two weeks in, the CEO asked her why the numbers weren’t higher.

Two weeks.

This is the pattern I’m seeing everywhere.

Founders want a GTM engine
but expect overnight results.

They hire someone great
then question them before the work has even had a chance to breathe.

So if your hiring these roles, pay attention: you won’t see meaningful trends until before the 90-day mark.

Not because people are slow
but because you need time, data, and consistency before anything becomes a signal.

Intervene too early and you don’t fix the problem.
You restart the entire learning curve.

The teams that grow are the ones that trust their hires, back their expertise, and let them actually do the job they were brought in to do.

Seen this recently?

#Recruitment #ImHiring #TheMarketingRecruiter #TheCandidRecruiter

Just another Tuesday in marketing:

9:00am: Meeting about the meeting we had yesterday.
9:15am: Alignment meeting that creates zero alignment.
9:30am: Another stakeholder adds a “quick sync” to your diary with no context.
9:55am: “Can you jazz up this deck?” (It’s 70 slides… from 2013.)
10:00am: Re-explaining that brand and performance are not the same thing.
10:30am: Someone asks why the numbers didn’t change even though the strategy changed yesterday.
11:00am: “Quick tweak” becomes a full rebrand.
11:20am: CEO saw a competitor’s ad and now wants to change everything.
11:40am: “Make the logo bigger.”
11:55am: Approve 27 requests in 9 different tools while resetting another password.
12:00pm: “Can we use Comic Sans? Just to test?”
12:10pm: “What does marketing even do all day?”
12:30pm: Lunch break. Cancelled.
12:58pm: CEO’s nephew has “thoughts on the logo.”
1:00pm: Panic meeting about leads.
1:30pm: Someone books over your only free slot “to discuss.”
2:00pm: “Can we go viral?” (No budget, obviously.)
2:30pm: “Low hanging fruit.”
3:00pm: Engineering team: “Marketing is just tweeting.”
3:15pm: Sales wants a campaign “by tomorrow” with no brief.
3:45pm: The classic: “Let’s add this to the video last minute.”
4:00pm: “We should rebrand for tomorrow’s event.”
4:15pm: Someone sends you a screenshot of a competitor ad with: “Thoughts?”
4:30pm: Another “quick deck update” that is not quick.
5:00pm: “We need this by EOD.” (It is EOD.)
5:30pm: You start fixing copy you already fixed.
6:00pm: Updating the Executive Dashboard to explain why today’s decision didn’t change today’s numbers.
7:30pm: Someone messages: “Quick question.”
8:00pm: Cry-laughing while rewriting copy again.
9:00pm: Finally close laptop. Immediately think of something you forgot.

REPEAT.

Every marketer who got to this point is likely laughing, crying, or both because this isn’t exaggeration.

This is literally Tuesday.

If companies spent half as much time supporting marketers as they do interrupting them, the results would speak for themselves.

Until then…

we joke, we cope, and we share posts like this so the rest of the world finally sees what the job actually looks like.

Sincerely every marketer + me

Hire top-tier marketers.
Micromanage them.
Ignore their strategy.
Add ten approval layers.
Then blame them when performance dips.
And repeat.

It’s wild how many companies think “control” is the same as leadership.
You can’t suffocate creativity and then wonder why nothing stands out.

If you hired marketers for their expertise,
let them use it.

#recruitment #imhiring #jobsearchtips #themarketingrecruiter

Everyone has an opinion on marketing because they’ve seen it, 𝘯𝘰𝘵 𝘣𝘦𝘤𝘢𝘶𝘴𝘦 𝘵𝘩𝘦𝘺’𝘷𝘦 𝘥𝘰𝘯𝘦 𝘪𝘵. Imagine if we all did that with finance or product. 😂

I might just start telling the CFO how to manage the books.
Or the Product Lead how to architect an app.

IYKYK

If your company has let people go even once in the last 2 years, you have no business acting surprised by short stints. 
⁣
Gaps between roles.⁣
“9 months here”.⁣
“5 months out there”.⁣
⁣
Those didn’t appear out of thin air.⁣
⁣
Lately the majority were created by:⁣

Redundancies⁣
Restructures⁣
Budget freezes⁣
Mergers that went sideways⁣
Leadership changes⁣
“Strategic pivots”⁣
Board decisions⁣
Investor panic⁣
⁣
But sure… let’s side eye a candidate for “looking jumpy”.⁣
⁣
It’s wild how quickly businesses forget their own role in the chaos they created.⁣
⁣
You cannot:⁣

Break people’s stability⁣
Pull the rug from under them⁣
Change the plan every three months⁣
Then judge the very patterns that caused⁣
⁣
Short CVs in 2025 aren’t a red flag.⁣
They’re a timeline of what the job market actually did to people.

Agree? 

#TheMarketingRecruiter #TheHonestRecruiter #TheCandidRecruiter

A day in marketing:⁣

9:00am: Meeting about meetings.⁣
10:00am: Re-explaining the difference between brand and performance.⁣
11:00am: “Quick tweak” turns into full rebrand.⁣
1:00pm: Lunch break (cancelled).⁣
3:00pm: “Can we go viral?”⁣
5:30pm: “We need this by EOD.”⁣
8:00pm: Cry-laughing while fixing copy you already fixed.

REPEAT

Did I miss any?

Marketing fails when everyone wants to have a say.
Marketing doesn’t need more opinions. It needs fewer interruptions.

CEOs, boards, founders all well-intentioned.
But all convinced their “small tweak” will help.

It doesn’t. 

It resets learning curves 
breaks consistency
and confuses the signal.

You don’t need more ideas
you need discipline.

Data takes time. 
Early results lie.

Marketing is an engine that compounds through consistency.

If you want your team to win
stop meddling in their execution.

Your input might feel helpful
but your probably the reason it feels like chaos.

#TheMarketingRecruiter #TheHonestRecruiter

The moment a CEO starts steering marketing, momentum dies.

Marketing leaders have seen this movie before, and all its sequels.

Campaigns change mid-flight.
Headlines get rewritten in Slack threads.
Data gets ignored in favour of gut feel.

Marketing runs on momentum.
Every interruption resets it.

The best CEOs know this. They don’t hover. They protect focus.

 They understand that trusting the process isn’t passive, it’s leadership.

If you want your marketing team to perform like an engine,
 stop treating it like a suggestion box.

Here is why I speak up. Here is why I care this much. Here is why I will not shut up.

Because messages like this land in my inbox every single day.

People who love their craft, who give everything, who show up with heart and pride, yet feel completely worn down by systems that do not support them.

Because nobody should be dreading the work they once loved.
Because too many brilliant marketers think the problem is them when the problem is the environment they are trying to survive in.
Because people are burning out in silence and blaming themselves.

This is why I am loud.
This is why I tell the truth.
This is why I will not soften the edges.

If one person reads this and realises they are not the problem, it is worth every word.

Follow Sinead Willis for more truth, transparency, and zero fluff 🧨🔥

#TheMarketingRecruiter #TheHonestRecruiter #TheCandidRecruiter

Good morning to everyone 
except the leaders who said they wanted a marketing expert, then stripped them of all autonomy.

🙃 

#TheMarketingRecruiter #ImHiring #TheCandidRecruiter #TheHonestRecruiter

I spoke to a marketing leader recently who told me she’d had an invisible promotion.
She’s gone from being a senior in the team, to now leading the entire marketing department.

All of marketing and 4x new roles will now be reporting into her.
She is scaling the team, taking on all the responsibility and increased targets.

𝐁𝐮𝐭 𝐡𝐞𝐫𝐞’𝐬 𝐰𝐡𝐚𝐭 𝐬𝐡𝐞 𝐝𝐢𝐝𝐧’𝐭 𝐠𝐞𝐭:

• no title change
• no pay rise
• no influence over what the new team looks like

She described the situation to me and you could hear the frustration in her voice.

She knows she is giving far more than she is getting back.
She knows this setup isn’t fair or even realistic.
And she knows she is not being paid at the level she is now operating at.

𝐒𝐡𝐞’𝐬 𝐬𝐭𝐚𝐧𝐝𝐢𝐧𝐠 𝐚𝐭 𝐚 𝐜𝐫𝐨𝐬𝐬𝐫𝐨𝐚𝐝𝐬:

Stay, because it feels like a stepping stone to a future senior role.
Or go, because she is underpaid, will be overworked, and sidelined in a team she is supposed to be leading.

When she learnt of her new role, she told them the structure she recommended for the team she would be managing.
She mapped out the roles they needed.

They ignored all of it.

They sent her an org chart that made no sense. 

The issue is she is reporting into people who don’t understand marketing.
They don’t understand the roles.
They don’t understand the skill sets.
And the structure they created will make her job much harder.

𝐒𝐡𝐞 𝐚𝐬𝐤𝐞𝐝 𝐦𝐞 𝐰𝐡𝐚𝐭 𝐈 𝐭𝐡𝐨𝐮𝐠𝐡𝐭

𝐇𝐞𝐫𝐞 𝐢𝐬 𝐰𝐡𝐚𝐭 𝐈 𝐭𝐨𝐥𝐝 𝐡𝐞𝐫:

Pay very close attention.
I have watched too many brilliant marketers wait for titles and pay rises that never come.
 
1 month becomes a quarter.
A quarter becomes a year.

You might actually reach CMO faster somewhere that respects you from day one.

Keep your options open.
Advocate for yourself.
Do not let this slide.

If you are reading this and any part of it feels uncomfortably familiar, here is the advice I give to others in this position:

1. Document everything.
 Write down the responsibilities you’ve taken on, the roles you’re now covering, the outcomes you’re driving, and what has changed in your remit. 

2. Ask for clarity in writing.
 “What is the title for this scope of work?”
 “What is the salary range you are aligning this role to?”
 “What timeline are you working to for formalising this change?”

3. Define your non negotiables.
 Title, pay, decision making authority, reporting line.
 If two or more are missing, that’s not progression. That’s exploitation.

4. Watch the timeline.
 Make your own timeline and stick to it.

5. Explore the market quietly.
 Not because you’re leaving, but because you need to know your value outside the bubble you’re in. 

6. If the company steps up, amazing. If they don’t, leave before the burnout becomes your baseline.

Your career will move faster in a place that sees your value than in a place that relies on you undervaluing yourself.

#TheMarketingRecruiter

I promise you⁣
Healthy cultures do exist.⁣
⁣
Work shouldn’t feel like survival.⁣
⁣
It should feel like:⁣
>Joy in what you do⁣
> Respect in how you’re treated⁣
> Encouragement that makes you want to stay⁣
⁣
If your workplace gives you the opposite, you don’t need to “tough it out.”⁣
You need to get out.⁣
⁣
You deserve a culture that values you ⁣
Not one that drains you.

taplio

The Battle

Adam Holmgren

Sinead Willis

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Performance ScoreAdam Holmgren's LinkedIn Performance

Performance ScoreSinead Willis's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Adam Holmgren

Sinead Willis

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 ScoreSinead Willis's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAdam Holmgren's LinkedIn Performance