Mason Cosby sits down with Adam Holmgren, CEO and co-founder of Fibbler, to talk about a gap in the market around LinkedIn advertising: what happens when “people don’t click on ads,” and “we continue to… measure them for clicks.”

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Adam Holmgren explains a “very simple” approach: connect LinkedIn ads data with CRM data so you can “showcase what happens even if people don’t click on a freaking ad,” and surface “the actual companies and the deals that you are influencing.” The conversation stays “super tactical” on how teams use impressions, engagements, and clicks to build reporting in HubSpot or Salesforce, support account scoring, and trigger workflows for BDRs: “These companies have engaged with us a lot in the last week… maybe we should give a task for BDRs.”

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👤 Guest Bio

Adam Holmgren is the CEO and co-founder of Fibbler. He built the tool from “my own frustration and issues, trying to prove myself to my execs, to my board,” especially in a channel like LinkedIn ads that “could be argued… to be more of a brand awareness channel.” He also shares that he runs “a bootstrap startup on the side of your full-time… job,” and he tries to “post five times a week” on LinkedIn.

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1. Why LinkedIn ads can be “more of a brand awareness channel,” and why “measure them for clicks… just doesn’t make sense.”
2. “Connect LinkedIn ads data with your CRM data” to show influence, even if people don’t click on a freaking ad.”
3. “Influence pipeline” and “influence revenue”: giving exec teams “indications” and “tangible things” like “these are the deals.”
4. Sending impressions, engagements, and clicks into HubSpot or Salesforce weekly so marketers can build reporting “on their own.”
5. Account prioritization and account scoring: combining ad engagement with “website data” and other inputs to trigger sales tasks
6. Signals for sales and outbound: “These companies have engaged with us a lot in the last week… give a task for BDRs.”
7. Clay as a destination for account-level ads data when you “want to have context” and figure out who to reach out to
8. Title targeting, function targeting, and “super titles” that make the audience “shoot up… tens of thousands”
9. Where teams get stuck: without “technical capability” or a “marketing ops resource,” they “will not see value.”

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If you tried to demo every marketing tool available today for one hour each, it would take you 7.7 years to get through them all. Yet when companies decide to launch an Account-Based Marketing (ABM) program, the first step is almost always to buy a new platform.

In this episode, Mason Cosby shares a repurposed session from a recent webinar with the Wish Group. He argues that most organizations already have 75% of what they need to launch a successful ABM program without spending a dime on new tech. Instead of chasing the perfect tool stack, Mason breaks down how to audit your current marketing activities and align them into a cohesive strategy using the Account Progression Model.

He explains why the "alphabet soup" of acronyms (ABM, ABX, ABS) distracts from the core goal: driving revenue from your best-fit customers. Mason also walks through his signature 4D Framework—Data, Distribution, Destination, and Direction—to turn random marketing efforts into a repeatable, measurable system.

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1. The "Alphabet Soup" doesn't matter: whether you call it ABM, ABX, or AB-GTM, the goal is the same: align the revenue team around a shared set of target accounts that mirror your best, most profitable customers.
2. Tools don't fix strategy: With over 15,900 tools on the market, it is easy to get lost in technology. Successful programs start with a strategy, not a software purchase.
3. The 75% rule: Most companies already have the components for ABM (content, email, events, CRM). The failure lies in orchestration, not a lack of resources.
4. Define "Best" correctly: Your target accounts shouldn't be limited to "big companies." They should be profitable, happy, sticky (high retention), and likely to refer others.
5. The "Ninja Move" for orchestration: The success metric (Direction) of one stage should serve as the Trigger (Data) for the next stage. This bridges the gap between simple awareness and meaningful engagement.

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1. Adopt the Account Progression Model (APM)

Stop thinking in binary terms (Lead vs. Customer). Map your accounts through these specific stages:

1. Awareness: Do they know we exist?
2. Initial Engagement: Are they interacting with problem-aware content?
3. Meaningful Engagement: Are they spending significant time with solution-aware content (e.g., a 7-hour workshop or deep-dive webinar)?
4. MQA (Converting Touch): Have they visited high-intent pages (pricing, demo)?
5. SQA to Opportunity: Sales qualification based on timing and budget.

2. Audit with the 4D Framework

Take every marketing tactic you currently run and define these four elements for it:

1. Data: Who are we targeting, and what is the trigger? (e.g., "Target accounts" + "Visited

The challenge: selling to a "tight-knit" and "insular" group of ad operations leaders who already have solutions and rarely talk to vendors. Kathleen Booth explains how she broke through this "fortress" audience at clean.io by launching a podcast focused entirely on the buyer's career journey.

She shares why she didn't need to be an expert to build trust, how she used a simple referral loop to fill her guest list without cold outreach, and the "scrappy" tactics - like branded baseball jerseys and intimate dinners - that turned listeners into pipeline. Kathleen proves that consistency and curiosity matter more than a massive budget or a complex tech stack.

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👤 Guest Bio

Kathleen Booth is the Senior Vice President of Marketing & Growth at Pavilion, a global community for high-growth commercial executives. A veteran marketer with experience at Sequel.io and clean.io, Kathleen is a long-time podcaster and vocal advocate for Community-Led Growth. She specializes in helping brands build owned media assets to navigate the changing digital world.

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📌 What We Cover

1. Facing a "difficult go-to-market scenario" where the audience was niche and "everyone knew everyone."
2. Creating Ad Ops All Stars as "persona research in the form of a podcast" to spotlight the buyer's career
3. Overcoming the "expertise myth": being curious and asking good questions instead of trying to be the subject matter expert
4. The "thread" for finding guests: starting with community leaders and asking "who else" should be interviewed at the end of every call
5. Turning interviews into relationships with a "thank you" package containing a branded baseball jersey and a handwritten note
6. The dinner strategy: splitting the guest list 50/50 between happy customers and podcast guests so customers do the selling
7. Focusing on the "habit" of consistency rather than high production value - using tools like Upwork and Canva to keep it scrappy

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🔗 Resources Mentioned

1. Scrappy ABM
2. Mason Cosby on LinkedIn
3. Kathleen Booth on LinkedIn
4. Pavilion
5. clean.io (Kathleen's previous company)
6. Ad Ops All Stars (Kathleen's podcast)