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.

5 companies wanted to acquire Fibbler in our first year. 2 even made firm bids. So why didn’t we accept?

You can’t really sell a company that grows 20% month over month.

It’s impossible to put a fair value on it yet.

And more importantly…

It’s hard for me to let go of something that still has so much more to give.

To the market.

To SMBs that usually need to pay an arm and a leg to get a solution like this.

To the vision we’ve been building since day one.

Going through these processes taught me one thing: the amount of work behind the scenes is insane. 

Sharing financials, creating SOPs, preparing every detail.

I can only imagine what companies raising huge rounds have to go through.

But the truth is, this is my baby.

From a rough idea in my head, to sketches on paper, to the product we now ship every single day together with my awesome co-founder.

And you don’t just give your baby away unless you know for sure they’ll have the best future. 

(terrible analogy, I know, but you get it).

So here’s how I see it with Fibbler:

1️⃣ We keep growing fast, stay lean and bootstrapped, and live very comfortably from it.

2️⃣ Or one day, we sell to someone with the same vision and keep building together to become the very best.

For now, I know one thing.

It’s not time to sell our dream.

#saas #startup #acquisition

Adam Holmgren

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

The 12 most ANNOYED people on LinkedIn 😭😭😭 


One of my text ads only reached 12 people.

But each of them saw it 650 times in one day.

To those 12 people: I owe you an apology.

And probably dinner.

Still not sure if this is a LinkedIn bug or if it actually happened.

#linkedinads #fail

There’s a 0% chance a fully in-office startup can win in todays global world.

If success = growth, speed of iteration comes from attracting the best talent.

And the best talent doesn’t all live in the same city.

Remote means we get the #1 AI engineer in Poland.

A product designer in New York.

A marketer in Sweden.

The feedback loop? Still instant.

Slack > “let’s book a room.”
Loom > another meeting.
Async > sitting in traffic.

Success in the tech world isn’t about being in the same room all the time.

It’s about building with the best people, wherever they are.

Try to convince me otherwise.

#saas #startup #remote

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The summer of 2023. 

I kept coming back to one number: 0.4%. 
That’s the average click rate on LinkedIn Ads.

And it didn’t make sense to me.
 Was the other 99% of people who saw the ads supposed to mean nothing?

I knew how I behaved.
 I never clicked ads. 

But I noticed them. 

I remembered the brands. 

And eventually, weeks or months later, I took action.

That was the spark.
 That’s why I started building Fibbler.

To show that LinkedIn Ads influence pipeline and revenue, even when nobody clicks.

That was the vision then. 
It’s the vision today. 
And it’s the vision tomorrow.

P.S. I’m in love with our new lion plushie.

Most of your buyers will never click your ads.

On LinkedIn the average CTR is 0.4%.

Below that = poor engagement.
Above that = good.
Above 1% = really good.

That’s why CTR is usually the best proxy we have for engagement.

It gives us a clear benchmark that everyone in marketing can understand and align around.

But here’s the catch.

Even if you’re hitting 1% CTR, 99% of people still don’t click.

And they can still be heavily influenced by your ads.

The real B2B buyer journey looks more like this: 

Ad impression → Scroll past → Slack message to a peer → See your founder post → Listen to a podcast → Another ad impression → Coffee chat with a colleague → Forget about it → See your logo again → Head to your company page on LinkedIn → Engage with an organic company post → Have an internal meeting about a problem they are experiencing → Google to create a shortlist of vendors → Finally show up in the CRM.

It’s messy and non-linear. 

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 reaching as many potential buyers as possible, at a healthy frequency, and making sure you’re in front of the people who are looking or will soon be looking for a solution like yours.

Pair that with tracking how you’re actually reaching your buyers throughout the whole journey… and suddenly ads become more than clicks.

P.S. Imagine if you could see both paid and organic activity on LinkedIn and how they work together… #Fibbler2.0

Is there anything that makes you feel more like a marketer than doing guerrilla stuff at events?

We’re at DynamicsCon Regional: Europe in Copenhagen with Rillion.

And instead of just sitting at the booth waiting, me and Frida went out and started having some fun.

(Video 👇)

Because we all know that Danish people love their bicycles.

Just wait until we put candy bags on every chair at lunch…

What’s the most guerrilla thing you’ve done at an event? 🤓

#b2bmarketing #events #guerrilla

If I had to start LinkedIn Ads from ZERO in 2025… I’d do it completely differently than most people.

Over the last 5 years I’ve been in the trenches.

👉 I’ve spent my own money. 
👉 I’ve tested every creative you can imagine. 
👉 I’ve failed, learned, and fixed it.

And I’ve seen the same pattern over and over again.

Most companies end up wasting $$$ on LinkedIn Ads before they shut it down and say “it doesn’t work.”

But the truth is, it does work. 

If you know how to set it up the right way.

That’s why I recorded a full YouTube episode where I walk through the exact playbook I’d use if I had to start again from scratch in 2025.

Inside, I cover: 
✅ The campaign structure that actually performs in 2025 
✅ Simple targeting that works 
✅ How to approach creative so people actually stop and engage 
✅ How to go from attention to interest

I want this episode to save you months of trial and error, and tens of thousands of wasted ad spend.

This is Episode 3 of my YouTube series Inside an Ad Account. I share what I’ve learned from years of running ads, and now from building Fibbler from zero to hundreds of paying customers.

If you’re serious about running LinkedIn Ads in 2025, I think this will help you start smarter and grow faster.

It’s live NOW on my YouTube channel @fibblerco. 

Check it out and let me know what you think.

#linkedinads #playbook #youtube

It’s time to expose the ABM playbooks on LinkedIn. The ones that promise 10x pipeline while spending 1x.

The ones that make it sound like all you need is their framework and millions of pipeline will magically appear.

Do you know what’s funny?

They never report on revenue.

It’s always pipeline.

And pipeline is the easiest metric to inflate in B2B marketing.

Just lower the bar a little, bring in more volume, and suddenly you look like a hero.

The problem?

Months later nothing closes.

Marketing blames sales.

Sales blames marketing.

And the story repeats forever.

Here’s the truth nobody wants to say out loud.

Most of the time, marketing is at fault.

Not because marketers are bad, but because they are forced to chase a pipeline target at all cost.

So they grab some ABM playbook.

Start bucketing accounts into stages like identified, aware, interested, considering, selecting.

This is mistake number 2 btw.

And if LinkedIn Ads is the main channel, the way you move accounts down this funnel is by using random impression or engagement numbers.

But… WE HAVE ZERO IDEA IF THOSE PEOPLE ARE ACTUALLY READY TO BUY.

None.

At best, you know that someone who engages with a lot of ads might remember your brand for a short while.

That’s it.

To then pretend you are pushing them “down funnel” is just a way to trick yourself into feeling good.

So what should you do instead?

1. Identify your full ICP
2. Run ads to all those accounts
3. Increase frequency for the ones that engage
4. Measure leading indicators by engagement to see if the message actually lands and by branded search to see if your overall brand visibility grows

👉 Extra layer: add signal-based plays using simple intent signals, not stage definitions.

If you do it well, pipeline grows.

Brand recognition increases.

And ultimately, revenue grows.

And yes, Fibbler helps you see how much pipeline and revenue you’re influencing from LinkedIn Ads over time.

But that’s just a way to check if you’re moving in the right direction. 

The real work is figuring out how to consistently engage your total audience over weeks and months.

#abm #accountbasedmarketing #playbook

This week: featured in a LinkedIn Ads article
Next week: speaking at a webinar for founders.

Both on the two biggest lessons I’ve learned.

I’ve learned LinkedIn Ads by putting in the work over the last 5 years. WITH MY OWN MONEY!

It’s the most powerful awareness channel in B2B, but 95% of companies still treat it like a lead gen channel.

And from building my SaaS I’ve learned something just as important. 

Expand your network first with potential buyers built on trust.

It’s the only reason we could grow Fibbler this quickly. 

Distribution and brand is the new moat now that it’s easier than ever to build products.

I’m DAMN excited about both (shoutout to Tekpon for the article feature and Freemius for the webinar invite 🥳) and links are in the comments if you want to check them out.

#linkedinads #saas #startup

Most LinkedIn Ad campaigns never reach enough of the right people. Here’s how I push audience penetration past 80%.

Last week, I wrote about why penetration might be the most important metric for LinkedIn Ads.

Because if your audience doesn’t actually see your ads, nothing else matters.

So how do you push penetration up?

Here’s my very non-scientific breakdown of what has worked best for me:

1️⃣ Control for outliers with impression/frequency caps 
Big companies like Amazon or Google often eat up a huge portion of impressions. But if they’re not in your ICP, you’re wasting budget.

Excluding them frees up spend to hit more of the right people, which immediately boosts penetration.

You can do this with external tools (like Fibbler) or with LinkedIn’s new native frequency caps, a very welcome feature.

2️⃣ Balance audience size with ad spend 
In theory, you’d want to hit your entire ICP. 

The 95:5 rule tells us only 5% are in-market now, so reaching all 100% builds potential future interest.

But in reality, most budgets can’t handle that.

The best move: keep firmographics broad but narrow down title targeting to those most likely to need your solution first.

3️⃣ Narrow titles beat broad ones 
This one is more of a working hypothesis.

In my tests, going narrow with title targeting consistently delivers higher penetration.

Example:
- Narrow: Demand Generation Manager
- Broad: Head of Marketing

”Head of Marketing” drags in hundreds of other titles, many of whom are barely active on LinkedIn.

“Demand Gen Manager” pulls in far fewer extras, and those people are typically more active.

That difference in activity levels seems to help push penetration higher.

Try these out, watch your penetration numbers, and adjust from there.

P.S. Yes, I managed to both misspell and mix capital and non-capital letters. 😅

#linkedinads #paidads

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