From zero to 140 customers – How Adam Holmgren built and scaled Fibler with founder-led content

Guest: Adam Holmgren, Co-founder at Fibbler

What happens when you build the audience before the product?

You launch with traction.

In this episode of Haamucast, Edward sits down with Adam Holmgren, a seasoned B2B marketer and co-founder of Fibler, to talk about how he used founder-led content to bootstrap Fibler from an MVP to 140+ paying customers in just 12 months.

Adam breaks down how his years of sharing LinkedIn ads insights and demand gen learnings paid off when it was time to go to market. And unlike many founders who start creating after launching, Adam flipped the script – building trust, audience, and momentum before day one.

You’ll hear:

‍👻 Why your personal brand can outgrow your startup – and how to scale both in sync
👻 How Adam used audience-first thinking to speed up product-market fit
👻 The content system that lets him post 5x/week while juggling a job, a startup, and two kids
👻 A simple framework for building your own content pillars (and avoiding the blank page panic)
👻 What to do if you’re too scared to post – and how comments can be your gateway drug

Bonus: Adam shares why it’s harder to market to personas you don’t understand – and why marketing to yourself (a.k.a. founder-to-ICP) can be a cheat code

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