In this episode of Startups Decoded, Andy Walsh sits down with Adrian Fagerlund, Co-Founder and CRO of Linkby, a performance PR platform connecting advertisers with premium publishers. They explore Adrian’s unconventional path, the evolution of content commerce, and the systems Linkby used to scale globally without breaking.

From team building and capital efficiency to culture and market expansion, this is a practical playbook for the messy middle—what happens after product-market fit and before true scale.

Adrian Fagerlund - LinkedIn

Adrian leads global growth and publisher partnerships at Linkby. With a background at Nine and Pedestrian.tv, he’s built a career at the intersection of media, affiliate innovation, and storytelling. A regular speaker at DealMaker AU and PI LIVE, Adrian is reshaping how brands and publishers collaborate.

Linkby

Linkby connects brands with top-tier publishers to create native, shoppable content—briefed in real-time, paid only on results. Trusted by over 1,500 brands and 250 publishers, Linkby turns product features into meaningful media moments, blending affiliate economics with brand storytelling.

Music Credit: "Neptuno" - Phondupe (Album: Onykia)

Takeaways

Linkby is a performance PR platform that connects advertisers with premium publishers.

The platform allows brands to create tailored content that engages audiences effectively.

Adrian's journey includes unconventional sales experiences and a strong partnership with co-founder Chris.

Linkby started in Australia and has expanded to markets like the US and UK.

The platform enables smaller brands to compete with larger advertisers by providing measurable results.

Content creation should be engaging and tailored to the audience's preferences.

The importance of building a strong company culture as the team grows.

Diverse perspectives within the team lead to better innovation and problem-solving.

Strategic use of capital is crucial for scaling and growth post-Series B.

The future of content distribution will involve adapting to new mediums and maintaining trust.

Chapters

00:00 The Journey of a Founder

02:28 Understanding Linkby's Value Proposition

05:08 The Evolution of Content and Advertising

08:10 Linkby's Impact on Different Business Sizes

10:42 Navigating Growth and Market Expansion

13:46 Best Practices for Using Linkby

16:13 Funding and Scaling Challenges

18:04 Strategic Planning for Capital Utilization

22:53 Harnessing Generative Engine Optimization for Advertising

25:58 Strategic Prioritization Post-Funding

28:31 Building a Diverse and Talented Team

31:37 Cultural Adaptation in a Global Team

34:49 Fostering Innovation Through Open Communication

37:12 The Future of Content Creation and Distribution

42:58 Empowering Brands with Scalable Solutions

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