Fibbler

After 2 years, 7 months, 1 day and 6 hours, Fibbler is finally growing up. Today we get to introduce our very first employee. Earlier this year it became clear that I had become a big bottleneck in sales, customer success and partnerships. We had the potential to grow much faster, if only we had more time to talk to buyers. We met dozens of people, and it showed me how hard it is to find the right person. But after months of searching, I had a big eureka moment. I already knew the perfect person. Someone who had felt like part of our team already. So without further ado, I'm proud to introduce our new Director of GTM... Lara Julio!!!! Lara has spent the past 12 years at LinkedIn, and she was our first partner manager when we became a LinkedIn Marketing Partner. We had such a great time working together, and it quickly became clear how similar we are. We both have a doer mentality and never wait for anyone else to get things done. We're both "on it" pretty much 24/7, and I can't even count how many late-night chats we've had about new ideas and life in general. Most importantly, Lara is kind and so much fun to be around. I just know she'll be the perfect fit. On top of that, she brings years of experience working with customers just like the ones we sell to, and she already knows the measurement space inside out. Lara, thank you for taking the leap into the startup world with us. This is the start of a whole new chapter for Fibbler, and I couldn't be happier to write it with you. Welcome to the team! And yes, the image could look more like us, but hey, at least we don't have 10 fingers on each hand. 😅 P.S. Fibbler shows 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/

WE JUST LAUNCHED META ADS ATTRIBUTION IN FIBBLER A few months ago, right after we launched Google Ads, I ended a post with a question. "Meta Ads, Bing Ads, Reddit Ads… what should we add next?" Meta won by a mile in the comments. That's funny, because Meta might be the most underestimated channel in B2B. Every time it comes up, someone says the same thing. "Meta doesn't work for B2B. My buyers aren't scrolling Instagram looking for software." But your buyers are people. They scroll Instagram like everyone else. Even during work hours... Meta will happily tell you how many clicks and leads you got. It won't tell you if any of those people work at companies you actually want to sell to, or if any of them ever turned into pipeline. That's the gap we wanted to close. Just like with Google Ads, we built this in partnership with Leadfeeder. We identify which companies come to your website from your Meta Ads and connect them to deals in your CRM. P.S. Fibbler now brings LinkedIn, Google and Meta together in one place, all tied to the same pipeline in your CRM. On top of that, all of this data can also be used as intent signals. Try it free for 30 days at https://www.fibbler.co/

Fibbler went from $100k ARR to $500k last year, and we just passed $1.3M with a quarter left. I want to close the year closer to $2M, so we have to pick it up... We are still just two people, me and Adam, no sales team or investors. One year ago the product basically did one thing. It showed you which companies saw your LinkedIn Ads and what happened with them in the CRM after that. It does a lot more today in multiple channels. Our growth plan has been VERY simple. Every month we take 25% of our MRR and put it back into marketing, most of it into LinkedIn Ads, where we try to run some of the best advertising out there. We also started with SEO almost a year ago together with Breaking B2B. It has really helped us show up and position ourselves in the right categories, and now also in ChatGPT and other LLMs when people ask which attribution tool they should use. And we do loads of events. This fall we're sponsoring three events in Berlin and London, and I'm joining LinkedIn as a speaker at a bunch of their own events in Dublin, New York and San Francisco. We now have over 750 paying customers. Our share of search has doubled in the past year, from around 8% to over 16%, while the three funded competitors we compare against are flat or going down. So we are taking market share, and pretty fast. HOW DO WE KEEP THIS UP IN 2027????? WE’RE FINALLY growing the team. On Monday the 5th of October I will present our FIRST EMPLOYEE EVER. She will take over sales, customer success and partnerships so I stop being the bottleneck for all three. It feeeeeeeeelssss soooooo gooood!!!! 😱 Meta Ads is rolling out fully this week. After that we will add more ad channels. Microsoft Ads is next, then Reddit Ads, and maybe ChatGPT Ads if it makes sense. On top of that, we're in the final stages of becoming SOC 2 and ISO 27001 certified, and I'll be very happy when that process is behind us 😅 We’re also launching a podcast where marketing leaders get to hear what their CEO ACTUALLY thinks about marketing. I don't know if this plan will make us grow 3-4x also next year, but I'm so excited about growing the team and just executing even better on all the good stuff we're already doing. P.S. Fibbler shows 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/

After roughly one million words of security policies, Fibbler is OFFICIALLY SOC 2 TYPE 1 COMPLIANT!!!!! At the end of 2025 we realized we had to become compliant if we wanted long-term success in this category, with the kind of customers we're going after. Why? Because we connect to our customers CRM data. We've chosen not to touch contacts or any PII, but it's still some of the most sensitive data a company has. So naturally they want their vendors to be as secure as possible. The process officially started in December 2025. Neither of us had ever been part of anything like it, and oh boy, were we in for a ride. The first part was mostly writing policy documents and building processes for a million different things that could happen in the business. That took... a while. Once that was done, we had to find an auditor to take us through the actual certification. As a bootstrapped company you naturally look for something affordable, and I can tell you that in this space it's EXPENSIVE. But we finally found a couple of auditors we started talking to. Then the Delve compliance scandal broke. It turned out 494 reports had been fabricated. Auditor conclusions were written before clients had submitted a single piece of evidence, the same templates were used across hundreds of companies, and the "US-based CPA firms" were traced back to certification mills overseas. It became clear that many of the auditors we had looked at were part of this, which is probably a big reason they were so cheap in the first place. We were so damn lucky we hadn't signed with anyone yet. So we decided to take our time finding the right auditor and to invest even more in this than we had planned. Being certified won't mean much on its own anymore. What matters is who certified you. It took us about two months before we felt comfortable signing, but I'm so happy we ended up with Sensiba. They're a California based accounting firm that has been around since 1977. Once we started working with them, it was clear we still had a lot of work to do in a few areas to meet every requirement. And without my right hand and CTO, Adam, we wouldn't be here today. The work and commitment you've put in to get us here has been amazing and I'm so proud of you! Yesterday it became official. I don't think there are many startups out there that have prioritized SOC 2 with only 2 employees. I'm so proud we made it happen. Time to start the journey to type 2. 😅 P.S. Fibbler shows 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/

$33.4M in pipeline. 1,969 deals. 8 clients. All from LinkedIn Ads, this year. Every one of these accounts came to us already running LinkedIn Ads. Spending real budget every month, with zero way to tell us which dollar did anything. what actually changed that: 1. Attribute to the CRM, not the ad platform The ad platform will show you impressions, clicks, maybe a form fill. It will never show you if that lead closed. We connect every touch straight to the CRM with an any-touch model, not last-click. Last-click would've credited almost none of these 1,969 deals to LinkedIn. Most of the real influence happens two or three touches before the one that gets counted. 2. The target list comes before the ad Every one of these 8 accounts started with a company list. Not a headline, not a graphic. One of these lists alone runs 12,500+ companies deep. Whoever builds the sharpest list wins before the campaign even goes live. Creative just executes what the targeting already decided. 3. No campaign runs without a number attached to it We check every dollar against pipeline, not clicks or impressions. If a campaign can't show up in the CRM, it gets paused. Doesn't matter how good the CTR looks. None of this is complicated. It's just discipline most agencies skip because it's slower than shipping another ad. We don't run anything we can't trace back to the CRM. That's the standard across all 8 accounts. Huge shoutout to Fibbler. They're the reason we can actually PROVE these numbers.

We spent $100,000 on LinkedIn Ads over the last 12 months for our early-stage startup and it drives HUNDREDS of signups each month. Not to chase form fills. Not to distribute gated content. But to become the brand people think of when they think LinkedIn Ads attribution. This is what our strategy looks like now: 1️⃣ Engagement benchmarks above everything We hold ourselves to two numbers: 1%+ CTR on image ads 10%+ CTR on Thought Leader Ads If we're below that, the creative is not good enough. These benchmarks force us to make ads that make people actually feel something. 2️⃣ 70% of our budget goes to Thought Leader Ads TLAs let me amplify organic content that's already performing well and push it far outside my network. And when you're a founder building in public, TLAs are the closest thing to a cheat code on LinkedIn. 3️⃣ Build your retargeting pool like it's your most valuable asset We now have around 16,000 people in our ICP retargeting pool. We keep ad penetration above 70%, so we’re reaching nearly everyone who’s already shown interest, with a frequency around 3-4 excluding text ads over a 30-day window. 4️⃣ Brand compounds. And eventually the numbers prove it. The hardest part of spending $80k on awareness is explaining it to yourself or your executive team. But here's what happened over 12 months for us: Branded search: 1,500 to 3,500 per month Signups: 150 to 500+ per month ARR: $120k to $1M You can't attribute this to a single campaign. But you can track which companies are engaging with your ads and showing up in your pipeline. That's exactly what we built Fibbler to do. And one last thing. LinkedIn Ads work for all kinds of companies. But only if you treat it as a long game, hold yourself to high creative standards, and be willing to put a decent sum of money on it. 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/