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 250+ paying customers in our first 14 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.

THE NEWS ARE OUT! I’m going full time with Fibbler on January 1st, 2026.

I can’t count how many times I’ve been asked when I’m going full time during this last year. 😅

And it makes me really proud to say that it’s finally happening.

But I’m also sad to leave my fantastic marketing team at Rillion. 

And the best CMO and boss there is, Frida. 

👉 NOW YOU can replace me and become the new Head of Demand Gen at Rillion!

I’d like to think I’ve created a stable base for you to stand on, so if you’re a demand gen leader living (preferably) in Stockholm, check it out.

I can’t recommend Rillion enough. It’s led by one of the most genuine, humble and grounded CEOs I’ve ever met, Daniel.

It feels surreal to now become a full-time entrepreneur.

To be able to pay yourself for something that started as a simple idea in your head.

But also scary.

If anything goes sideways, it’s all on us. 

And it will directly impact our families.

But maybe that’s also what makes it so damn motivating.

I’m confident Fibbler will be a $5M ARR business by the end of 2027.

But it will take hard work to get there.

P.S. Such a fun coincidence that we today received our first 100 pink lion plushies. 😅

#saas #startup #entrepreneurship

Adam Holmgren

Director of Demand Gen at Rillion | Co-Founder & CEO at Fibbler | Match LinkedIn Ads data to CRM accounts and prove ROI

No alternative text description for this image

After thousands of LinkedIn ad campaigns, I’ve learned one thing. Most don’t fail because of targeting, budget or audience size.

They fail because people scroll right past anything that feels like an ad.

Your audience is not on LinkedIn to buy.

They are there to learn something that helps them do their job better.

Here’s what actually works 👇

𝗦𝗧𝗘𝗣 𝟭: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗲𝗺𝗼𝘁𝗶𝗼𝗻
Say something your audience already feels. Something that makes them nod before you ever mention your product.

𝗦𝗧𝗘𝗣 𝟮: 𝗨𝘀𝗲 𝘆𝗼𝘂𝗿 𝗱𝗶𝘀𝘁𝗶𝗻𝗰𝘁𝗶𝘃𝗲 𝗯𝗿𝗮𝗻𝗱 𝗮𝘀𝘀𝗲𝘁𝘀
Your logo, color, or mascot should show up in every ad. It’s not about design. It’s about recall. Most people will forget your ad in 2 seconds if nothing feels familiar.

𝗦𝗧𝗘𝗣 𝟯: 𝗥𝗲𝗳𝗿𝗲𝘀𝗵 𝗮𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 𝗹𝗲𝘀𝘀 𝗼𝗳𝘁𝗲𝗻
You’ll get tired of your creative long before your audience does. Repetition builds memory. Consistency beats cleverness.

Good LinkedIn Ads don’t push people.

They pull people in and make them remember you until they get in-market.

👉 Which option would you remember?

P.S.

If you want to see which companies actually saw and engaged with your ads, Fibbler shows both paid and organic activity and ties it all to pipeline. Try it free for 30 days at https://www.fibbler.co/.

𝗪𝗲 𝗱𝗶𝗱𝗻’𝘁 𝗿𝗮𝗶𝘀𝗲 $𝟱𝟱𝗠 𝘆𝗲𝘀𝘁𝗲𝗿𝗱𝗮𝘆. 𝗪𝗲 𝗷𝘂𝘀𝘁 𝘀𝗮𝘃𝗲𝗱 $𝟭𝟲 𝗯𝘆 𝗰𝗮𝗻𝗰𝗲𝗹𝗶𝗻𝗴 𝗙𝗶𝗴𝗺𝗮 𝗣𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹. 😅

Bootstrapped priorities…

When we started Fibbler there was no plan.

Just us, two laptops, and an idea to help startups figure out LinkedIn Ads impact on pipeline and revenue.

It’s been intense since then.
 
Lots of late nights.

Hundreds and hundreds of energy drinks (I know I know, I got a problem.)

So I know how much heart and sacrifice goes into creating something from scratch.

And honestly, seeing a Nordic company like Dreamdata make headlines like they did yesterday just makes me 𝗦𝗢 𝗛𝗔𝗣𝗣𝗬.

They’re such great people and I couldn’t be more excited for them.

Stuff like this lifts everyone building in this space.

#startup #bootstrapped #saas

𝗙𝗶𝗯𝗯𝗹𝗲𝗿 𝗱𝗶𝗱𝗻’𝘁 𝘀𝘁𝗮𝗿𝘁 𝗶𝗻 𝗮 𝘁𝗲𝗰𝗵 𝗵𝘂𝗯. Just two people from small towns in Sweden. Now 300+ customers across 4 continents.

I live in a town with 7000 people. My co-founder lives in a town with 400. Both somewhere in the south of Sweden.

In January this year, we had just passed 100 customers and $10 000 in MRR.

𝗧𝗼𝗱𝗮𝘆 𝘄𝗲 𝗮𝗿𝗲 𝗮𝘁 𝟯𝟭𝟬 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗮𝗻𝗱 $𝟯𝟱 𝟬𝟬𝟬 𝗶𝗻 𝗠𝗥𝗥.

That is a 3x increase in both customers and revenue in less than 10 months.

All while staying bootstrapped, with a 90%+ gross margin and 11% average monthly growth over the last six months.

This makes me so damn proud.

Most companies in our space have raised tens of millions of dollars.

We have chosen a different path, built on word of mouth and niching down our product and target audience.

Out of our first 50 customers, more than half were from the Nordics (not surprising since my network is stronger here).

Today, about 60% are in the US, 15% in the UK, and the rest across EMEA and APAC.

𝗦𝗼 𝘆𝗲𝘀, 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗯𝘂𝗶𝗹𝗱 𝗮 𝗴𝗹𝗼𝗯𝗮𝗹 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗳𝗿𝗼𝗺 𝗮𝗻𝘆𝘄𝗵𝗲𝗿𝗲.

What I love most is that we have never pivoted.

The same idea that came to me in the summer of 2023 is the one we are still building today.

After 10 years in B2B marketing, I knew the pain of trying to understand the impact of LinkedIn Ads on pipeline and revenue and having conversations with the exec team about it.

That became Fibbler’s starting point, and it still feels unreal how far that idea has spread.

And now, with our new LinkedIn Marketing Partnership and the Company Intelligence API, it finally feels like we are helping shape the future of LinkedIn Ads measurement.

𝗔𝘀 𝗳𝗼𝗿 𝘄𝗵𝗮𝘁 𝗶𝘀 𝗻𝗲𝘅𝘁...

Most B2B SMBs spend around 90% of their paid media budget on LinkedIn and Google Ads.

We're going to build a clear way to see how they connect, from first touch to deal creation.

Don’t worry, Fibbler will still be all about LinkedIn Ads. We just want to help SMB marketers see the full paid path at an affordable rate.

And we all know Google Ads takes far too much of the credit in your traditional attribution model. 😉

As we keep growing, we might look at a small angel investment round to accelerate what is already in motion.

But for now, we are just enjoying building it our way. 

#b2b #saas #startup

Over the last 12 months, we grew Fibbler from $60k to $450k in ARR. That’s a 7.5x increase while still building it on the side of full-time jobs.

Here’s everything we tried this year and what actually worked 👇

1. Affiliate program

When our initial word of mouth took off, we got a bunch of requests for an affiliate program. I was certain it would be a huge success.

We invested in a platform, implemented it, and waited. 1 person signed up. People being vocal doesn’t mean they will actually use it.

2. SEO

We created a few key pillar pages with a freelance writer. It has driven around 500 visitors in 6 months but unclear if there is wider impact.

We’ll invest more time in this going forward, hopefully with a strategic partner.

3. Reddit

We tested Reddit Ads and started a small subreddit around LinkedIn Ads Attribution.
Some traction, but no real impact and too much work to maintain.

4. LinkedIn Ads

This is what multiplied our traction, especially in the US where my network was weaker. Thought leader ads have been our main format from day one, with CTRs around 12–15%.

With more budget we could scale this like crazy. If you are an angel investor who wants to be part of a David and Goliath story, hit me up 😉

5. Google Ads

Extremely unsuccessful. We tried focusing on “attribution software” but it was way too competitive. Also did not put enough work into landing pages, which hurt results.

6. User-generated playbooks

When people started sharing Clay playbooks, I knew it could be huge for us. And it was. Our playbook pages are now some of the most visited on the site.

They show exactly how our users use Fibbler data inside e.g. HubSpot or Clay and we will keep doubling down here.

7. Organic LinkedIn posting 

This gave us our first 50 paying customers.

Before Fibbler, I already had a 20k network of B2B marketers, so it became natural to share what we were building. 

Still my most powerful channel. I try to stay consistent without turning every post into promotion.

8. YouTube

We invested in editing and production but scaled back slightly. Goal now is to release at least 2 videos per month, with a partner helping us run it. It’s a long-term bet.

9. Self-serve onboarding

We have worked hard to keep onboarding simple while adding features.

We started freemium, tested a lot, and finally landed on a 30 day free trial. Now stable at around 20% free to paid conversion.

TAKEAWAY

Still early in the journey, but looking back at everything we have tried is wild.

Not being afraid to fail has been the key.

We always aimed to reach $1M in 2026, but now I’ll be disappointed if we don’t hit it early in the year. 😅

#b2b #saas #startup

Last week I did something I rarely do. I spoke in-person at LinkedIn’s Connect event in Copenhagen.

I’ve done hundreds of webinars and podcasts over the years, but being on stage in-person still feels a bit surreal for me.

Most of what I do happens behind a laptop, not in front of a crowd.

So it was honestly really fun to be there.

The panel was about AI, video and measurement in B2B marketing.

For me, AI is just an amplifier. It makes good marketers better and bad marketers louder.

When it comes to video, the unpolished stuff always wins. The clips that feel a bit raw, a bit human.

And on measurement, it’s all about balance.

CTR is a solid signal for engagement. But what really matters is how many ICP accounts you actually reach and how many of them turn into customers down the line.

Had a great time at the event.

Thanks Mairéad Jeffers for leading the session and Lars Skjold Iversen + Ditte Stage for sharing the stage.

#linkedin #linkedinads #event

𝗜 𝘂𝘀𝗲𝗱 𝘁𝗼 𝘁𝗵𝗶𝗻𝗸 𝗯𝗲𝗶𝗻𝗴 𝗮 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗴𝗲𝗻𝗲𝗿𝗮𝗹𝗶𝘀𝘁 𝘄𝗮𝘀 𝗮 𝘄𝗲𝗮𝗸𝗻𝗲𝘀𝘀.

This photo is from about 3 years ago (and yes… I was trying to channel my inner Tim Davidson here).

Back then, I was doing a bit of everything.

Writing copy. Designing ad mockups. Building campaigns. Tweaking landing pages. Compiling strategy decks. Analyzing funnel numbers.

But I was never amazing at any of it.

Not the best analyst.
Not the best writer.
Not the best strategist.

I used to look at specialists and think: “That’s what I should be.”

But over the last few years something shifted.

AI changed what it means to be good at marketing — for better and for worse.

Suddenly, tools made execution easier.

But they still can’t connect dots, find angles, or tell stories that actually stick.

And that’s what I’ve always been great at.

Creativity. 

Storytelling.

And being able to pull it off well enough from start to finish on my own (with a bit of design help).

It took me a few years (and a lot of AI progress) to realize it… but this is my superpower.

#marketing #creative #storytelling

Earlier this year, a company launched that was basically a copy of Fibbler and it was the best learning experience I could have ever received.

Their go-to-market strategy was to scrape people who engaged with my posts and pitch them why their version was better.

At first I was pissed.

It felt like someone tried to steal something I had spent the last 2 years building.

But after a while, I realized it doesn’t really matter.

This is the world we live in now.

An AI world where it’s easier than ever to spin up copies of anything.

So I took that frustration and turned it into motivation.

Because competition creates innovation, and we see that in every industry.

You can copy what something looks like.

But you can’t copy the story behind it.

If you haven’t spent years as a marketing leader.

If you haven’t been in hundreds of exec conversations.

If you haven’t run campaigns, failed, learned, and tried again.

Then it’s hard to build something the way I can.

TAKEAWAY

People don’t buy features.

They buy the story that you can help them, because you understand them better than anyone else.

#saas #startup #competition

The best marketing play I’ve seen in a long time goes to…


GoodFit.io and their Series A announcement.

They didn’t just drop a press release.

They made custom trading cards for people who’ve inspired their journey.

Apparently, I’m a Wavemaker.

“Lumber-born grit meets digital finesse.” 🤣

Not sure my dad would agree about the lumber part but I love the idea.

And it’s extra fun since Goodfit is also a Fibbler customer.

Super happy to play even a small part in their story.

#brand #abm #superhero

𝗜 𝘀𝘁𝗶𝗹𝗹 𝗰𝗮𝗻’𝘁 𝗯𝗲𝗹𝗶𝗲𝘃𝗲 𝘁𝗵𝗶𝘀. Fibbler has been invited to participate at our first in-person event. 🥹

3 years ago I was just silently admiring the big names in our space. 

Now we get to stand right next to them.

And of course, we’re not showing up empty-handed.

𝗪𝗲’𝘃𝗲 𝗷𝘂𝘀𝘁 𝗳𝗶𝗻𝗶𝘀𝗵𝗲𝗱 𝗽𝗿𝗼𝗱𝘂𝗰𝗶𝗻𝗴 𝗼𝘂𝗿 𝗳𝗶𝗿𝘀𝘁 𝟭𝟬𝟬 𝗽𝗶𝗻𝗸 𝗹𝗶𝗼𝗻 𝗽𝗹𝘂𝘀𝗵𝗶𝗲𝘀.

People who share their biggest attribution challenge will get one.

For their kid (or themselves… we won’t tell).

It’s our way of starting meaningful conversations while creating a small memory people will actually take home.

What’s the best swag you’ve ever received?

#linkedinads #event #b2bmarketing

Stop arguing about what gets marketing credit. Start showing your exec team HOW buyers actually buy.

→ Enter Customer Journeys in Fibbler

It’s arguably the most in-depth and easy-to-use journey visualization out there for LinkedIn Ads.

IT'S LIIIIIVEEEEEEEE NOW!!

Ever get these questions from leadership?

“But how many leads did we get from LinkedIn this month?”

“Why aren’t we putting more money on Google Ads where we can see direct impact?”

“We need short-term results this quarter. Where should we put our money?”

Yeah, same here. 

For the last 10 years.

And what I’ve found is this:

The only thing that really works to explain LinkedIn’s impact… is SHOWING what happened month over month.

It just FEELS MORE REAL than a revenue influence number.

With Fibbler’s new Customer Journey, you can see everything that happened on LinkedIn leading up to deal creation, and closure, from both paid and organic.

✅ Which campaigns they engaged with (and when).

✅ When they visited your company page and engaged with company posts.

✅ When the deal was created and later set to closed won.

All in one view.

And yes, It's completely free to try it for 30 days.

#linkedinads #b2bmarketing #customerjourney

Meme-branded ads are the next big thing on LinkedIn Ads. You heard it here first.

I’ve always been intrigued by memes.

They’re such a fun and relatable way to drive engagement.

But that’s also the problem.

They create engagement without brand recall.

People laugh, they like, they comment, but they don’t remember who made it.

So over the past 6 months, I’ve been trying something new.

𝗠𝗲𝗺𝗲-𝗯𝗿𝗮𝗻𝗱𝗲𝗱 𝗮𝗱𝘀.

That means every meme has Fibbs, our pink lion mascot, right at the center.

We combine humor with recognizable brand assets so people instantly connect it back to Fibbler.

And the results have been wild.

CTR (landing page clicks) in the cold layer between 1–2%. 

Inbound messages from people who’ve “been seeing our pink lion memes everywhere.”

And here’s one of my recent favorites 👇

Everyone loves Henry Cavill.

He’s the ultimate gentleman and a relatable nerd (like myself), so who better to give Fibbs’ face to?

You know the feeling.

Your campaign’s been live for 2 weeks.

TWO DAMN WEEKS.

And suddenly the exec team (👀 Jason Momoa) is chasing you for ROI.

That’s the feeling I wanted to capture.

And then, naturally, introduce Fibbler as a potential solution.

Have you tried meme-branded ads?

#linkedinads #meme #brand

I only hinted that we might raise, and 8 investors reached out in less than a week.

To be fully transparent:

Fibbler is growing 11 % month over month, has a 90 % gross margin, and doesn’t need funding to keep growing.

But we’ve realized that a small, one time investment could help us move even faster.

Hire another engineer, accelerate product development, and double down on our position as the attribution platform for SMBs.

And honestly, I’ve never built a SaaS company before.

So finding 1 or 2 strategic investors, either experienced angels or smaller VCs, who have done it before would be invaluable.

We’re profitable and fully in control of our vision.

That won’t change.

But at this stage, bringing in the right people on the right terms might make a lot of sense.

We already have a first mover advantage in our category niche, and now it’s time to make it count.

We’re primarily looking for Swedish or Nordic investors as a practical starting point.

For all the builders out there, any advice for us?

#saas #startup #investment

graphical user interface, text, application, email

I’M IN LOVE WITH THESE HIDDEN LINKEDIN METRICS


This week I shared a post about the biggest reason why LinkedIn Ad campaigns fail.

It reached around 15,000 people, got 200 likes, 80 comments, and so on.

But when I looked deeper into the analytics, I found two metrics I had only heard people talk about before: shares and sends.

More than 150 people saved the post to read later.

And almost 30 sent it in a message to someone else.

That’s when it hit me.

Those are the signals that really matter.

Not likes.
Not comments.

But when people find something valuable enough to save or share.

That’s when you know you’ve actually helped someone.

But my plan for this post doesn’t end here.

I think it has the potential to be one of my best-performing thought leader ads yet.

Here’s what I’ll do.

The post itself focuses on how to create ads that don’t look like ads, and how to connect your brand with emotion in the right way.

If I want to turn it into a thought leader ad, I’ll edit the post and add a subtle Fibbler angle at the end on how you could measure awareness towards pipeline.

Then I’ll exclude my current follower base before pushing it live as a thought leader ad.

I’m usually around 10–12% CTR in cold, but based on the initial organic performance, I think this one could surpass 15%.

I’ll share the early results next week.

#linkedinads #linkedin #b2bmarketing

I’ve been doing sports my entire life.


Growing up it was football, floorball and golf.

After 20 it became CrossFit. 

Did it for more than 10 years.

Then came two kids.

At the same time, I’ve got a full-time job and a side project with Fibbler (which turned out to be pretty time-consuming too 😅 ).

My kids are the best thing that ever happened to me.

But taking care of myself has definitely taken a step back.

A few weeks ago, my partner and I decided to change that.

We already had a small home gym with everything you need:

Treadmill
BikeErg
Barbell + weights
Squat rack
Pullup bar
Dumbbells
Weight vests

It takes 10 seconds to walk out to the shed and start.

We often train during the day since I work from home, but sometimes one of us takes the kids in the evening while the other works out. 

Then we switch.

It’s a big team effort.

Still, the hardest part is motivation when the couch looks really nice at 9pm.

So I signed up for two Hyrox races in the next 6 months.

If you don’t know Hyrox, it’s a mix of CrossFit and running.

Like a half marathon, but with workouts between the runs.

I did my first one last year and thought my years of CrossFit would help.

Didn’t go that well. 

I finished close to last in the Men’s Pro team division 😅

Now I have a clear 4 times per week training plan before the first race in December and the next in March.

And I haven’t been this excited to train in years.

Signing up for something like a race, marathon or trail run really helps.

It gives you a reason to show up.

And the benefits go far beyond training.

I’m less tired.
I’m happier.
I’m more productive.

Don’t expect to perform great at work if you don’t take care of yourself.

It’s just as important.

P.S. This photo is from the last race. My goal this time is at least to stay standing at the finish line 😅

#mentalhealth #family #startup

You can have the best creatives in the world. But if your LinkedIn Ads setup is wrong, you’ll still waste half your budget.

Most of what makes LinkedIn Ads perform comes down to your company.

Your ICP.
Your offer.
Your message.

That’s why there’s no one-size-fits-all playbook.

But there are a few things that are always true.

Stuff that will make your budget go further, no matter what you sell.

Like not running cold ads that say “Book a demo.”

Or turning off Audience Network.

Or switching to permanent location so you don’t pay for clicks from people just passing through your target region for a weekend.

These small things don’t make your ads crush it.

But they make every dollar work harder.

I recorded a short YouTube video where I go through the 7 most common mistakes I see, and how to fix them.

If you’re running LinkedIn Ads right now, it’s worth 5 minutes of your time 👇

#linkedinads #mistakes #b2bmarketing

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