Adam Holmgren

The strategy: a very small company can create demand by spending where buyers already pay attention while keeping headcount and outside funding low.

Fibbler grew from $100,000 ARR to $500,000 in a year, then passed $1.3 million with a quarter left.

• The company still had just two people, no sales team and no investors.
• The post cites more than 750 paying customers and a rise in search share from about 8% to over 16%, while three funded competitors were flat or declining.

A first employee was due to start in October, taking over sales, customer success and partnerships, as Fibbler prepared to add ad channels beyond LinkedIn.

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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.

After the Delve compliance scandal—which the post says involved 494 fabricated reports, conclusions written before evidence was submitted, repeated templates and overseas certification mills—Fibbler waited about two months before signing with Sensiba, a California accounting firm founded in 1977. Fibbler began writing policies and building processes in December 2025, then started working toward Type 2.

ISO 27001 certification was in its final stages alongside SOC 2, extending Fibbler’s compliance push beyond the initial Type 1 milestone.

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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.

After two years, seven months, one day, and six hours, Fibbler announced its first employee: Lara Julio, Director of GTM, who had spent 12 years at LinkedIn and had been Fibbler's first partner manager when it became a LinkedIn Marketing Partner. The post says Adam Holmgren had become a bottleneck, met dozens of candidates over months, and then realized the right person was already known to the company.

Lara Julio was due to start on 5 October, taking over sales, customer success and partnerships—turning the hiring argument into an operating change.

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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.

Fibbler started with LinkedIn Ads and was rolling out Meta Ads, with Microsoft Ads next, then Reddit Ads and possibly ChatGPT Ads.

• The post credits SEO work with Breaking B2B for helping Fibbler appear in ChatGPT and other LLMs when people ask which attribution tool to use.
• It also cites event sponsorships in Berlin and London, plus LinkedIn speaking events in Dublin, New York and San Francisco.

The post lays out a roadmap, not completed support for every channel: Fibbler is actively expanding from one channel to many.

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The post traces Fibbler’s path to SOC 2 Type 1.

• At the end of 2025, the company decided compliance was necessary because it connects to customer CRM data, although it avoids contacts and personally identifiable information.
• The work involved writing policy documents and building processes.
• As Fibbler looked for an auditor, the Delve compliance scandal broke: the post says 494 reports had been fabricated, conclusions were written before evidence was submitted, the same templates were used across hundreds of companies, and “US-based CPA firms” were traced back to certification mills overseas.
• Fibbler waited about two months before signing with Sensiba, a California accounting firm founded in 1977.
• The post credits CTO Adam and points to Type 2.

For brands planning a campaign

For a B2B SaaS analytics vendor, this offers a concrete story about scaling compliance.

• A webinar or podcast could explore when tiny teams decide security certification has become a sales requirement, how they vet auditors after a market scandal, and how they explain sensitive-data boundaries to buyers.
• The campaign angle: trust infrastructure for bootstrapped analytics products.

The post introduces Fibbler’s first employee, Lara Julio, as Director of GTM.

• Earlier in the year, the founder had become a bottleneck across sales, customer success, and partnerships, while the company had the potential to grow faster with more time spent talking to buyers.
• After meeting dozens of people, the founder realized the perfect person was already known.
• Lara Julio had spent 12 years at LinkedIn and had been Fibbler’s first partner manager when the company became a LinkedIn Marketing Partner.
• The post highlights a shared doer mentality, late-night chats about ideas, kindness, and experience in the measurement space.

For brands planning a campaign

For a vendor targeting bootstrapped founders, this post shows the hiring trigger behind a GTM expansion and the value of partner-network experience. A campaign could explore when a founder-led sales motion needs a senior GTM owner, how to hire from within a partner ecosystem, and what a two-person company should hand over first.

The post reports that Fibbler went from $100k ARR to $500k in the previous year and had just passed $1.3M with a quarter left, with a target closer to $2M.

• The company was still just two people, with no sales team or investors.
• The product began by showing which companies saw LinkedIn Ads and what happened in the CRM; it now covers multiple channels.
• The growth plan was to put 25% of MRR back into marketing, mostly LinkedIn Ads, alongside SEO started almost a year earlier with Breaking B2B.
• The post cites events in Berlin and London and LinkedIn speaking events in Dublin, New York, and San Francisco.
• It reports over 750 paying customers, with share of search doubling from around 8% to over 16% while three funded competitors were flat or declining.
• A first employee was due to start on October 5 to take over sales, customer success, and partnerships.
• Meta Ads was rolling out, with Microsoft Ads, Reddit Ads, and possibly ChatGPT Ads next.
• SOC 2 and ISO 27001 were in final stages, and a podcast was launching.

For brands planning a campaign

This is a strong co-marketing anchor for a bootstrapped-growth webinar or podcast, with specific numbers, a 25% MRR reinvestment rate, channel choices, a hiring trigger, and a market-share claim. A vendor could discuss how attribution needs change as a product adds ad channels, and what a tiny team measures without a sales team.

The stated method is simple: put 25% of monthly recurring revenue back into marketing, mostly LinkedIn Ads, alongside SEO work with Breaking B2B, event sponsorships in Berlin and London, and LinkedIn speaking slots. Fibbler reports more than 750 paying customers and a share of search rising from about 8% to over 16%.

A monthly rule: reinvest 25% of MRR, concentrate spend on LinkedIn Ads, and add SEO and events instead of building a large sales team.

The financial and customer numbers are self-reported in the post. Ask for supporting records before using them as verified figures.

For brands planning a campaign

For the B2B SaaS analytics brief, Adam can anchor a webinar or podcast on how a tiny bootstrapped company turns recurring revenue into demand, and where paid social, SEO and events fit. Ask for current CAC, payback and retention data before presenting the growth numbers as a repeatable case study.

Examples: Source 1

The post describes writing policy documents and building processes starting in December 2025, then selecting an auditor after the Delve compliance scandal involved 494 fabricated reports.

• Fibbler chose Sensiba, a California accounting firm founded in 1977, and began work toward Type 2.
• A later post says ISO 27001 certification is in its final stages.

Write policies and processes first, then choose an auditor deliberately. The post says Fibbler slowed down rather than sign with a cheap auditor during the scandal.

Ask for the certificates or auditor reports supporting the security claims.

For brands planning a campaign

This is a credible angle for a compliance-focused episode: how security reviews become buying obstacles, how vendor diligence changed after an audit scandal, and what a two-person team must document. Confirm Fibbler's current certification status before relying on it in promotion.

Examples: Source 1 · Source 2

Adam Holmgren says they had become the bottleneck in sales, customer success and partnerships, spent months meeting candidates, then realized the right person was already known to the company.

• Lara Julio joined as Director of GTM after 12 years at LinkedIn and had been Fibbler's first partner manager when it became a LinkedIn Marketing Partner.
• A later post says she would take over sales, customer success and partnerships.

Hire from an existing partner relationship after a long search, rather than defaulting to open-market recruitment.

For brands planning a campaign

A strong podcast or webinar angle is the first go-to-market hire: when a founder stops being the bottleneck, how to recruit from a partner network, and how to hand off sales, customer success and partnerships. Ask for an update on hiring metrics and post-hire results before presenting the hire as a proven outcome.

Examples: Source 1 · Source 2

The post says it now works across multiple channels.

• Meta Ads was rolling out, with Microsoft Ads next, then Reddit Ads, and possibly ChatGPT Ads if it makes sense.
• Fibbler is also launching a podcast for marketing leaders.

Ask for adoption and performance data on the new channels.

For brands planning a campaign

Adam can speak to category positioning and measurement as Fibbler expands beyond LinkedIn Ads.

• For a B2B SaaS analytics audience, a useful segment would ask how a small vendor decides which ad channels to support and what evidence justifies each expansion.
• Ask which additional channels are live and what capabilities they support.

Examples: Source 1

Examples include the SOC 2 process, the first employee announcement and the ARR growth update. The writing is direct and founder-led rather than abstract thought leadership.

Milestone, obstacle, named decision, operating detail and product CTA.

For brands planning a campaign

Brands can expect founder-led posts that pair company news with concrete operating detail and a direct product mention. A co-marketing collaboration should plan for a narrative built around real milestones and disclosure, not a generic commentary slot.

Examples: Source 1 · Source 2 · Source 3

Fibbler connects ad engagement to company-level pipeline and revenue in a CRM, then alerts sales when to follow up.

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Ask for the terms of both arrangements.

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Adam Holmgren credits the work with helping Fibbler show up in relevant categories and in LLMs such as ChatGPT. Ask for the contract terms.

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Adam Holmgren says the certification became official and that choosing an auditor mattered more after the Delve compliance scandal.

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Jacob Riff writes from a compliance platform vendor’s perspective, arguing that a platform is convenient but not required. Adam Holmgren writes as a bootstrapped SaaS founder going through certification, focusing on auditor selection and the commercial case for compliance.

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Tom Casano writes as a LinkedIn Ads consultant or agency owner, offering tactical advice on campaign setup and measurement. Adam Holmgren writes as a SaaS founder whose product helps companies connect ad exposure to CRM revenue; their posts combine product updates with marketing lessons.

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Troy Fine writes as a CPA or auditor, analyzing AICPA ethics rules and audit methodology and posing open questions to peers. Adam Holmgren writes as a founder, sharing a first-person compliance journey and the business reasons for choosing a specific auditor.

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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.

Riff's material centers on compliance platforms: the posts discuss Klaay, Vanta and Thoropass, and present Klaay as their own product.

• A co-marketing slot would place the vendor alongside a competing product.
• The posts offer no growth arc—no revenue, hiring or reinvestment story—so the session would trade a two-person scale-up narrative for a focused compliance explainer.

Examples: Source 1 · Source 2

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.

The content focuses on tactics, not a founder story about two-person scaling, reinvestment rules or selling compliance as a founder.

• A co-marketing slot would turn into ad-ops instruction rather than a peer founder narrative, changing what the vendor's audience takes away.
• Casano's posts do not discuss building or running a bootstrapped company.

Examples: Source 1 · Source 2

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.

Fine's posts are an auditor-to-auditor technical debate, focused on the SOC 2 examination itself.

• They do not discuss company growth, hiring or marketing, so they cannot cover the bootstrapped scale-up story.
• The register also targets CPA firms rather than SaaS buyers choosing a tool.
• Booking Fine would shift the session toward standards and methodology, away from a founder case study.

Examples: Source 1 · Source 2