Fibbler

People on here make things sound WAY more complex than they have to be. LinkedIn Ads is one of them. Especially when you’re just getting started. You don’t need complex frameworks. You don’t need to think about funnels. You don’t need complex targeting. You don’t need third-party tools. You don’t need to think about frequency. You don’t need to think about penetration. You don’t need to think about bidding. And yes, I run a third-party tool (Fibbler) for LinkedIn Ads saying you don’t need it to succeed. Funny right? But I truly think there are things that matter way more in the beginning. Something that most companies are terrible at which makes all the above obsolete anyways. These are the 4 STEPS you need to start: 1. You need to add LinkedIn’s insights pixel to your site and start building up your website retargeting audience. 2. You need to create a simple and fairly narrow targeting using LinkedIn’s native options (use titles/size/industry). 3. You need to create a cold campaign and a retargeting campaign. Use whatever ad format where you think you can make the best creative work. You’ll have all this set up in less than 30 minutes. But then to the thing that actually matters. That so many companies get wrong. 4. You need to create ads that make people FEEL something. This is what actually matters. MAKE PEOPLE FEEL SOMETHING. That is what makes them remember you, and remember you when they are ready to buy. This is my 3 STEP creative process to make that happen: 1. Think about one of the most common (and frustrating) situations your buyers are part of in their day to day and show how you are part of solving it. For us, that’s the moment the CEO comes asking for results from that latest campaign and the frustration related to explaining that. And yes, make it funny… because relatable + funny is the true winning recipe for being remembered. 2. Illustrate it in a way you can add something from your own brand they will remember. For us, that’s utilizing already established memes but implementing our pink lion mascot as the main character. But the most important part is not what you add, it’s that it is clearly recognizable. 3. Use a simple proxy to quickly find out if it engages with your audience. For us, that’s most often utilizing CTR for images and completion rate for videos. I will look after about a week and decide if it has earned the right to continue. And… The things I mentioned in the beginning are not necessarily bad things. They are great for optimizing performance over time. But they are NOT needed to get started and earn your first successes with LinkedIn Ads. Keep it simple. Get started. Get your first win. Then you can think about optimizing.

I was today years old when I realized people don't want to follow a company... they want to follow a person. I'm a big proponent of building audiences. In this case I wanted do build up our company page more. So we started running Follower Ads on LinkedIn. First version had Fibbler as the sender and our general company messaging. Basically "here's what we do." Terrible results. 0.1% CTR. So about 1 in 1000 impressions took action. Then we changed two things. Made me the sender instead of the company. And made the message about what we're building instead of what we sell. Same audience. Same budget. Same format. (we're running it in retargeting btw) 𝗪𝗲'𝗿𝗲 𝗻𝗼𝘄 𝗮𝘁 𝟬.𝟲% 𝗖𝗧𝗥. And almost all of them are new followers. We're essentially paying $5 to get people into our world. ⚡ To start seeing posts from both myself and Fibbler. We still run plenty of ads with Fibbler as the sender. But if you're asking someone to follow you, it seems to work better when a person is doing the asking.

It feels like some sort of milestone when you're able to sponsor an event next to LinkedIn and HubSpot. 🥹 We haven't done many events before at Fibbler. Mostly because we couldn't afford it. Every $$$ we made went into ads and product instead. But there's another reason too. I used to hate events. I'm pretty introverted. For years, going to a conference meant standing by the coffee table pretending to check my phone, trying to figure out how to join a group of people who all seemed to already know each other. I'd do a lap, talk to two people, and leave way earlier than I planned. Then feel bad about it on the way home. Then I started posting on LinkedIn. And at some point people began walking up to me instead. "You're Adam from Fibbler, right?" And it was never small talk. It was someone telling me their CEO doesn't believe their LinkedIn Ads work, or that they're about to lose their budget, or asking how we do something at Fibbler. That's when I fell in love with events. So now I want to do more of them, and I think it will become a bigger part of how we grow. Not because I want to pitch anyone. I spent 10+ years as a B2B marketer myself, I know how it feels when someone questions what you do. I just want to be in the right conversations and talk to other marketers as a peer. Which is exactly why this one made sense. Tim Rath and YOYABA's Future of Revenue Marketing in Berlin, October 7. 75 marketing leaders, one afternoon, no sales pitches. If you're going, come say hi. I'm the one who used to hide by the coffee table.

Monthly and quarterly pipeline goals make sense for sales. But put them on marketing and it's likely a death sentence. I know I know. The number still needs to be hit. But that doesn't mean ALL activities, especially marketing ones, should be built around short term results. Remember when Nike moved away from brand and went all in on performance? It's the same in B2B. We have zero control over who's in market to buy and when. But we have full control over who we try to reach, and what we put in front of them. To show that things take time, we just launched a new and improved customer journey feature in Fibbler. As an aggregate, you can see the median time from first touch to deal, and how many touchpoints usually happen before a company shows up in your pipeline. Not saying your number needs to be EXACTLY that. Or that every deal takes that long. Just that things take time. And the sooner we accept that and start putting effort into long term brand building... The sooner we win.

Attribution is stupid. In some ways I agree. In a perfect world marketing wouldn't have to defend what it does. It would be involved in everything. In 95% of tech companies, marketing owns promotion. That's it. And over the years promotion has leaned harder and harder into digital, because digital was supposedly easy to measure. So we got obsessed with measuring everything we do. And that obsession butchered anything long-term or awareness focused, because it didn't pay out this quarter. That's the actual problem. Not attribution. Because attribution still has a job: showing that your work did something. I'm not talking about causation. I’m not talking about first/last touch and trying to claim credit. I'm talking about seeing a correlation between reaching and engaging the right buyers, and pipeline showing up later (Hint: this is what we do at Fibbler). Whether that's trustworthy sits entirely with the marketer presenting it. Take an influenced pipeline number and present it to claim credit? That's not how you earn a seat at the table. Deep-dive into specific deals, look at the touchpoints in the journey, pair it with qualitative input from sales? Now two teams are building one story. If you're a marketer at a tech company today, I salute you. It's one of the hardest jobs out there. P.S. Fibbler shows which companies reach and engage with your ads, ties them to pipeline and revenue in your CRM, and alerts sales when it's time to reach out. Free for 30 days at https://www.fibbler.co/

I had to screenshot this because I couldn’t believe my eyes. Someone searches "best attribution tools for salesforce." Google's AI Overview comes back with Marketo, Dreamdata, and Fibbler. Then I tried the HubSpot version. HubSpot's own native attribution, Fibbler, and HockeyStack. I've been open for years about being terrible at SEO. Mostly because I didn't think it was worth the wait. Which is why I started working with Breaking B2B to just let me remove myself from it, apart from making sure my POV comes through. This is the general page structure we’ve been using for these kinds of listicles: - Author bio and last updated date - Short summary at the top, since that's what LLMs tend to pull - Software name high up with real context around it, so it gets picked up in comparison queries - A dedicated authority and social proof section, tailored to the topic - Fixed sidebar CTA so signing up is one click away - A dense comparison table up front, then the deeper sections below it We're not just hyping Fibbler and knocking everyone else. We say where Fibbler falls short and where competitors win. Anyway. Adobe, Dreamdata, HockeyStack and Fibbler. Still feels crazy to look at. PS. grab their 90 days to revenue SEO/AEO playbook & video here: https://lnkd.in/esX2swYy

"We're not showing any Conversions from LinkedIn this month" - Client looking at their CRM Me: *pulls up 12 months of engagement on a $500k deal* 👀 That deal was credited to a salesperson. For over a year, we tracked ad engagement, clicks, even doc downloads from the CFO and a Director on that account. In the CRM? Sales rep, one call, done. This is the constant fight with LinkedIn attribution. It's not a lead gen button. It's a content distribution platform sitting on top of the best professional data in the world. No other platform targets like LinkedIn in the professional space. No other platform has users in the professional mindset like LinkedIn.  People aren't scrolling LinkedIn to be sold to. They're there for insight, for perspective, for stuff that helps them do their job better. So if you have the right audience, you don't chase a conversion. You keep showing up. Different angles, different messaging, same account. B2B buying cycles don't move in a few months. They move over quarters, sometimes years. I shared a story almost exactly like this a few months ago. Year+ of engagement. Then a deal. More engagement. Then a close. Worth seven figures. Google got the credit for the last search. Your platforms are tools, not scoreboards. Build an omnichannel picture, or you'll keep killing the channel that's actually doing the work. Thanks to platforms like Fibbler (where the screenshot came from), which can give us a clearer picture of actual impact, we can now see attribution we've been blind to for so long. #linkedinads #b2bmarketing #attribution

If we had signed ZERO new customers last quarter, Fibbler would still have grown 2.5%, and it makes me so damn happy. 192 new customers 147 expansions 7 people who left and then came back Net new MRR: +$24,221 147 customers looked at their own bill and decided to make it BIGGER. Last quarter, the money our existing customers ADDED by upgrading was bigger than everything we lost to downgrades and cancellations. Which means if we’d signed no new customers for three straight months, Fibbler still would have grown. BUT YOU STILL LOSE CUSTOMERS. Yes. Every single month, and I don’t love it. That’s the tough part about self-serve and monthly contracts: people just quietly stop getting value and one day you find out from a dashboard. And I’ve known for a year now that we need to do something about it. So for the first time in Fibbler’s history, we’re becoming more than two people. We made our FIRST hire. To become sales-assisted instead of purely self-serve. The main job is to help the people ALREADY paying us get value, and catch the accounts that are drifting before they leave. And build/operationalize our commercial engine in a way I never could. I can’t wait to share more soon. P.S. Fibbler reveals which companies view or engage with your ads, ties them to pipeline and revenue in your CRM, and alerts sales when it’s time to reach out. Try it free for 30 days at https://www.fibbler.co/

When you read comments like this out in the wild, about something that literally started in your bedroom… it makes it all feel real. You look at Stripe dashboards. MRR numbers. Signup numbers. Activation numbers. Churn numbers. But none of it tells you how people actually feel about the thing you’ve built. Is it a nice to have or a need to have? It’s so much easier to obsess over why people churn than to go find out why people love it. Because the people who love it usually don’t say anything about it. And that’s why it truly makes my day when I get to read a comment about Fibbler out in the wild. I’m so excited about all the things we’re going to do in the second half of 2026, and can’t wait to tell you about some HUGE things soon.

The head of marketing I've been working with for 11 months was let go. My new point of contact was now the Founder and CEO. My first call with them as my new POC started off HOT. Instantly, it started with the attribution questions. Which was fair because in their source of truth (Salesforce), LinkedIn Ads was the tiniest piece of rice on their dashboard. All they could see was direct traffic, organic and paid search as the first touch to attribution. At the end of the day, they were trying to understand where to put their money, where to spend more resources and where to cut resources. I get it But I knew LinkedIn Ads I was working for them. Their buyers are there, the strategy was working, it just didn’t show up in a Salesforce direct atrribution dashboard So I showed him one of the vibe coded dashboards I built with Fibbler. It broke out influenced closed won and pipeline by new business, upsell and even cross-sell. I explained how the attribution worked, for this company, we were looking at 3+ paid clicks before coming to them. The tone was starting to change I then showed the customer journeys of each of the Companies that closed or in pipeline. Which showed the paid clicks, paid impressions, month over month over month before the deal was created and then closed. He was still skeptical, but he was starting to understand. We even dove into specific accounts where it was a direct traffic-attributed deal but we could see all the paid clicks and the paid impressions and even specific campaigns from LinkedIn Ads that we're attributing to that Enterprise Tier 1 deal. He was coming around to how LinkedIn Ads played into their revenue machine and now we were coming up with ideas to make it even better. If you've ever been in agency world, you know when your POC leaves, things are rocky, and you have no ideas where you stand, but after this conversation, I felt a lot better. A LOT BETTER