What hundreds of B2B SaaS ad accounts look like from the inside.

And what running our own taught us.

Dylan Hey (CEO, Hey Digital) and Adam Holmgren (Founder, Fibbler) break down the reality of LinkedIn ads: what companies actually do between the first impression and the deal, what Thought Leader Ads change before anyone clicks, and how to scale ad spend past “fine, not great.”

Speakers:

Dylan Hey

CEO

Adam Holmgren

Founder, Fibbler

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A practitioner teardown

Live fireside conversatioN

$100M+

in B2B SaaS ad spend managed by Hey Digital

200+

SaaS companies served by Hey Digital

$1M+ ARR

Fibbler, bootstrapped by a 2-person team

10 years

leading in-house B2B marketing teams before Fibbler

What Dylan & Adam are breaking down

Notes from the software logs
and the agency trenches.

Notes from the software logs and the agency trenches.

01
The CRM vs. reality gap
What’s actually happening in the gap between what your CRM reports and what buyers do.
- Adam: what looking across hundreds of accounts taught him to believe in influenced numbers, and what to leave alone.
- Dylan: how agency teams turn that gap into board reporting that skeptical founders and CFOs actually trust.
02
Inside the latency window
What the stretch between an account’s first ad impression and the day a deal shows up actually looks like.
- Does company engagement build slowly or land all at once? What happens when an account goes quiet for weeks?
- How Dylan and Adam judge whether a campaign is compounding or dead in its first 90 days.
03
Thought Leader Ads: what changes before the click
What shifts inside a target account before anyone clicks an employee or founder post.
- How to tell an ad that’s accelerating buying committees from one that’s only being read by marketing peers.
- Dylan: how his team structures TLAs to build dark funnel velocity.
- Adam: how founder-led ads bootstrapped Fibbler.
04
What CEOs ask that marketers don’t
What a CEO is really trying to decide when they review your marketing numbers.
- What has genuinely moved a skeptical founder in the room, and which metrics to stop presenting.
- The truth about lift analysis: what can (and can’t) be statistically proven at mid-market SaaS budget sizes.
05
Two perspectives on scaling past “fine”
For companies already spending on LinkedIn with results that are “fine, not great”: what separates accounts that scale from those that stay stuck.
- Adam’s playbook: bootstrapping Fibbler past $1M ARR with 2 people, zero sales calls and self-funded ads.
- Dylan’s playbook: the changes in creative cadence, audience saturation and budget allocation that scale accounts efficiently to $30k–$50k+/mo.

01
The CRM vs. reality gap
What’s actually happening in the gap between what your CRM reports and what buyers do.
- Adam: what looking across hundreds of accounts taught him to believe in influenced numbers, and what to leave alone.
- Dylan: how agency teams turn that gap into board reporting that skeptical founders and CFOs actually trust.
02
Inside the latency window
What the stretch between an account’s first ad impression and the day a deal shows up actually looks like.
- Does company engagement build slowly or land all at once? What happens when an account goes quiet for weeks?
- How Dylan and Adam judge whether a campaign is compounding or dead in its first 90 days.
03
Thought Leader Ads: what changes before the click
What shifts inside a target account before anyone clicks an employee or founder post.
- How to tell an ad that’s accelerating buying committees from one that’s only being read by marketing peers.
- Dylan: how his team structures TLAs to build dark funnel velocity.
- Adam: how founder-led ads bootstrapped Fibbler.
04
What CEOs ask that marketers don’t
What a CEO is really trying to decide when they review your marketing numbers.
- What has genuinely moved a skeptical founder in the room, and which metrics to stop presenting.
- The truth about lift analysis: what can (and can’t) be statistically proven at mid-market SaaS budget sizes.
05
Two perspectives on scaling past “fine”
For companies already spending on LinkedIn with results that are “fine, not great”: what separates accounts that scale from those that stay stuck.
- Adam’s playbook: bootstrapping Fibbler past $1M ARR with 2 people, zero sales calls and self-funded ads.
- Dylan’s playbook: the changes in creative cadence, audience saturation and budget allocation that scale accounts efficiently to $30k–$50k+/mo.

01
The CRM vs. reality gap
What’s actually happening in the gap between what your CRM reports and what buyers do.
- Adam: what looking across hundreds of accounts taught him to believe in influenced numbers, and what to leave alone.
- Dylan: how agency teams turn that gap into board reporting that skeptical founders and CFOs actually trust.
02
Inside the latency window
What the stretch between an account’s first ad impression and the day a deal shows up actually looks like.
- Does company engagement build slowly or land all at once? What happens when an account goes quiet for weeks?
- How Dylan and Adam judge whether a campaign is compounding or dead in its first 90 days.
03
Thought Leader Ads: what changes before the click
What shifts inside a target account before anyone clicks an employee or founder post.
- How to tell an ad that’s accelerating buying committees from one that’s only being read by marketing peers.
- Dylan: how his team structures TLAs to build dark funnel velocity.
- Adam: how founder-led ads bootstrapped Fibbler.
04
What CEOs ask that marketers don’t
What a CEO is really trying to decide when they review your marketing numbers.
- What has genuinely moved a skeptical founder in the room, and which metrics to stop presenting.
- The truth about lift analysis: what can (and can’t) be statistically proven at mid-market SaaS budget sizes.
05
Two perspectives on scaling past “fine”
For companies already spending on LinkedIn with results that are “fine, not great”: what separates accounts that scale from those that stay stuck.
- Adam’s playbook: bootstrapping Fibbler past $1M ARR with 2 people, zero sales calls and self-funded ads.
- Dylan’s playbook: the changes in creative cadence, audience saturation and budget allocation that scale accounts efficiently to $30k–$50k+/mo.

Meet the speakers

Two operators, one platform.

Notes from the software logs and the agency trenches.

Dylan Hey

CEO & Co-Founder, Hey Digital

$100M+ ad spend

200+ SaaS companies