# Adam Holmgren

Adam Holmgren is a co-founder of Fibbler, a company that connects engagement with ads to company-level pipeline and revenue data in a customer relationship management system, and alerts sales teams when to follow up.

- Profile: https://b2binfluencer.marketing/creators/adam-holmgren/
- LinkedIn: https://www.linkedin.com/in/adam-holmgren
- LinkedIn followers: 36,549
- YouTube: https://www.youtube.com/channel/UC_E5yQgKovrWdco6apvyznQ
- Topics: sales, startup
- Based on 12 dated posts, latest 2026-10-05

## Summary

Useful as a bootstrapped B2B SaaS founder case study on growth and compliance, not as an independent analyst.

- Best for: A B2B SaaS analytics vendor wanting a co-marketing webinar or podcast on bootstrapped growth and compliance.
- Not for: An enterprise cybersecurity training provider seeking a recognized security practitioner for a CISO-level workshop.
- Check first: Confirm current metrics, certification status, and audience data before promoting numbers or booking.

### Takeaways

- Fibbler grew from $100k to $1.3M ARR with two people and no sales team.
- Fibbler pursued SOC 2 Type 1 after nearly one million words of security policy.
- The first senior hire was a Director of GTM after two years and seven months.

## Main ideas

- **A tiny B2B company can fund growth from revenue instead of investors**: Adam Holmgren says Fibbler grew by putting a fixed share of monthly recurring revenue back into marketing, mostly LinkedIn Ads, and investing in SEO and events instead of building a sales team. The strategy: a very small company can create demand by spending where buyers already pay attention while keeping headcount and outside funding low.
- **Compliance is a sales requirement, and the certifier matters**: Adam Holmgren says SOC 2 certification became necessary because Fibbler connects to customer CRM data, though the company chose not to touch contacts or personally identifiable information. The point isn’t that any certificate is a generic badge: buyers need evidence that a vendor handles sensitive data securely, and the certifier’s credibility depends on who performed the audit.
- **The founder becomes the growth bottleneck, so the first senior hire should own the handoffs**: Adam Holmgren says founder-led work across sales, customer success and partnerships eventually limits growth by leaving too little time to talk to buyers. The proposed fix is a senior go-to-market lead to take over all three areas. The post makes the case for someone already known through a partner relationship, rather than an unfamiliar outside candidate.
- **Follow buyers across more channels, including where they ask an AI**: Adam Holmgren says Fibbler’s product and marketing had to broaden as buyer research moved beyond a single ad channel. A tool that began by connecting LinkedIn Ad exposure to CRM outcomes now needs to cover other channels, while SEO, events, speaking and visibility in AI answers help keep the company present in the category.

## Work to read

- [Fibbler’s SOC 2 Type 1 compliance after nearly one million words of security policy](https://www.linkedin.com/posts/adam-holmgren_after-roughly-one-million-words-of-security-activity-7511380405288255488-3nRk)
- [Fibbler’s first employee: hiring a Director of GTM after 2 years, 7 months](https://www.linkedin.com/posts/adam-holmgren_after-2-years-7-months-1-day-and-6-hours-activity-7512799052019855360-2zF1)
- [From $100k to $1.3M ARR with two people and a 25% MRR marketing reinvestment](https://www.linkedin.com/posts/adam-holmgren_fibbler-went-from-100k-arr-to-500k-last-activity-7511032556117716992-FHUG)

## Brand relationships

- **Fibbler** (owned_business)
- **LinkedIn** (disclosed_partnership)
- **Breaking B2B** (disclosed_partnership)
- **Sensiba** (client)

## Partnerships

Adam Holmgren's posts don't offer a creator sponsorship, rate card, or media kit. Fibbler's posts describe the company's own partner activity, useful context for a brand but not an offer to buy. Fibbler puts 25% of monthly recurring revenue back into marketing, most of it LinkedIn Ads, sponsors events, and books speaking slots: three event sponsorships in Berlin and London in autumn 2026, plus LinkedIn events in Dublin, New York, and San Francisco where Adam is joining as a speaker. The company also credits the SEO agency Breaking B2B with helping it show up in the right categories, and it holds LinkedIn Marketing Partner status, which brought a named partner manager and later a hire. Because Fibbler still runs with two people and no sales team, any arrangement has to fit a founder who is also the main point of contact for sales, customer success, and partnerships. For a campaign, agree terms directly and in writing, and ask Adam about availability and terms; event or podcast participation is negotiable, not something to select from a menu.

## Alternatives

- Jacob Riff: Choose Jacob Riff when the session should explain compliance work rather than tell a founder's growth story. The posts cover what a SOC 2 audit asks of a small team: no platform is required; roughly 20 policies and 100 to 150 controls are involved; a penetration test usually applies; and a Type I report covers one day while a Type II observes three to six months. Riff also explains when a compliance platform earns its cost and when a founder with spare time can manage the process with a spreadsheet and shared drive. For an audience deciding how to get through an audit, this is closer to a working guide than Adam Holmgren's certification milestone post.
- Tom Casano: Choose Tom Casano when the episode is about running LinkedIn Ads that produce pipeline. The two posts address specific buyer questions: why sending mobile users to a website costs conversions, how lead-gen forms convert at 10 to 30 percent against roughly 1 percent for a landing page, and why influenced pipeline and influenced revenue matter more than last-touch attribution. The measurement post names Fibbler, Dreamdata and HockeyStack as tools that close the loop, giving the vendor and Adam Holmgren a way into a conversation Casano already frames. Where the audience needs to understand how ad performance works, Casano gets there faster than a founder milestone post.
- Troy Fine: Choose Troy Fine when the audience is accountants and compliance buyers seeking an auditor's reasoning. One post examines the AICPA independence threats that arise when referral fees from a single GRC tool make up a large share of a CPA firm's SOC 2 revenue, and calls on the profession to set its own threshold. The other asks whether a Type 2 audit can rely on Type 1 control testing for static controls such as MFA. For a discussion of audit reasoning, this is the most technical view among the alternatives.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/