Summary

In this talk, Adam walks through how Fibbler grew from 0 to 500+ customers in 24 months using LinkedIn as the core engine. He'll share how they combine organic content and LinkedIn Ads into one system, what they tested (and killed), and how a two-person bootstrapped company turned a LinkedIn following into a fast growing business.

tangible takeways

• How to build an organic + paid LinkedIn system where both sides make each other stronger
• What types of content and ad formats actually drive pipeline (and which ones just burn budget)
• How to compete as a small team by using founder or executive-led content as a competitive growth advantage

BIO

Adam Holmgren has spent 10+ years in B2B demand gen at startups and scaleups, and is arguably one of the strongest LinkedIn Ads operators in B2B. 

He’s the co-founder of Fibbler, a paid ads attribution platform he built after getting tired of never being able to afford the tools on the market. 

He’s also a father of young kids, which means he’s running on coffee, curiosity, and very little sleep.​​​​​​​​​​​​​​​​

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Summary

Most B2B marketing teams measure performance from the moment a lead is created.

The problem? By then, the majority of the buying journey is already over.

Today’s buyers self-educate across dozens of touchpoints, involve multiple stakeholders, and build preference long before they enter the funnel. Yet most reporting, attribution models, and budget decisions ignore this phase entirely.

This creates a distorted view of performance. Channels that drive early demand appear inefficient. Channels that capture existing demand appear overvalued. And marketing ends up optimizing for what’s easy to measure—not what actually drives revenue.

In this talk, I’ll challenge how B2B teams think about measurement and show how to reframe performance around the full customer journey.

You’ll leave with a clearer way to identify early demand, evaluate channels more accurately, and make better decisions about where to invest for growth.

key takeaways

• Why most B2B measurement is fundamentally flawed.
  And how it leads to misallocated budget and misleading channel performanceBetter channel decisions, stronger alignment with sales, and a clearer link between marketing and revenue

• How to make early demand visible.
  Using account-level engagement and full-journey tracking instead of lead-based models
• Why most B2B measurement is fundamentally flawed.
  Better channel decisions, stronger alignment with sales, and a clearer link between marketing and revenue

BIO

Steffen Hedebrandt is CMO and co-founder of Dreamdata, where he helps B2B companies understand what actually drives pipeline and revenue.

Before founding Dreamdata, he led marketing at companies like Upwork and Airtame. Across both roles, he saw the same pattern: the majority of marketing’s impact happened before it showed up in the data.

That frustration became the foundation for Dreamdata—and continues to shape how he thinks about modern B2B growth.

Summary

Most B2B marketing teams measure performance from the moment a lead is created.

The problem? By then, the majority of the buying journey is already over.

Today’s buyers self-educate across dozens of touchpoints, involve multiple stakeholders, and build preference long before they enter the funnel. Yet most reporting, attribution models, and budget decisions ignore this phase entirely.

This creates a distorted view of performance. Channels that drive early demand appear inefficient. Channels that capture existing demand appear overvalued. And marketing ends up optimizing for what’s easy to measure—not what actually drives revenue.

In this talk, I’ll challenge how B2B teams think about measurement and show how to reframe performance around the full customer journey.

You’ll leave with a clearer way to identify early demand, evaluate channels more accurately, and make better decisions about where to invest for growth.

key takeaways

• Why most B2B measurement is fundamentally flawed.
  And how it leads to misallocated budget and misleading channel performanceBetter channel decisions, stronger alignment with sales, and a clearer link between marketing and revenue

• How to make early demand visible.
  Using account-level engagement and full-journey tracking instead of lead-based models
• Why most B2B measurement is fundamentally flawed.
  Better channel decisions, stronger alignment with sales, and a clearer link between marketing and revenue

BIO

Steffen Hedebrandt is CMO and co-founder of Dreamdata, where he helps B2B companies understand what actually drives pipeline and revenue.

Before founding Dreamdata, he led marketing at companies like Upwork and Airtame. Across both roles, he saw the same pattern: the majority of marketing’s impact happened before it showed up in the data.

That frustration became the foundation for Dreamdata—and continues to shape how he thinks about modern B2B growth.