DemandLoops

Soloprenuer

Thoropass

Fractional VP of Marketing

Fractional Head of Growth

Clay

Content Creator

UserEvidence

UserEvidence automates social proof for GTM teams. Generate verified customer evidence, product stats, and ROI data in minutes. Game-changing B2B companies like Pendo, Workato, Gong, Jasper.ai, and Ramp rely on UserEvidence to boost buyer confidence, shorten sales cycles, and increase win rates.

Advisor

Refine Labs

VP of Marketing

Chili Piper

Chili Piper is the most advanced routing and scheduling software for B2B revenue teams. 
We solve interesting problems, live and breathe our core value of “help,” and have a ton of fun doing it while fully distributed around the world — powered by espresso and hot sauce.

Senior Director, Demand Generation

brightwheel

Interim Head of Demand Gen

Interimly

In my time at Interimly I helped brands like Vanta, Anvyl, Honeycomb.io, Traackr, Mux, and Spoke.ai develop their demand gen and marketing operations foundations and programs for scale.

Demand Gen Consultant

Campaign Monitor

CM Group is a family of global marketing technology brands founded in 2017 with the collection of three industry-leading email marketing platforms: Campaign Monitor, Delivra and Emma. Since then, our family of brands has grown with the addition of Liveclicker and Sailthru in 2018. As CM Group continues to grow, this suite of products is changing the marketing landscape and presenting new opportunities for businesses around the world.

Head of Demand Generation

Demand Generation Manager

Kindful

Solving demand gen headaches ➿

Hi, I’m Kaylee 👋 founder of DemandLoops.

I’m the marketing solopreneur making demand loops a reality for B2B SaaS companies. After spending years in-house building and leading demand gen functions one brand at a time, I’m now going solo to bring my learnings to you.

I spend my days doing 3 things:

1. Fractional Marketing Leadership roles in B2B startups to help them build and scale.

2. Advising early and growth-stage founders and marketers on demand gen strategy.

3. Writing, creating, and talking about 1 + 2. 

I’ve operated and advised companies such as Kindful, Campaign Monitor, Chili Piper, brightwheel, Refine Labs, Vanta, Traackr, Mux, and many more. And am now trying to make my own newsletter happen fueled by my learnings – DemandLoops.substack.com 📧 I love helping others further their career in demand gen, while also continuing to push and define the boundaries of what this function will become. 💙

_____________

✌️ Areas of expertise: Demand generation, brand marketing, community, podcasting, performance marketing, marketing analytics, marketing operations, influencer marketing, field/event marketing, customer marketing

🙅‍♀️ Areas you won't catch me in: SEO, display advertising, lead gen

Kaylee Edmondson

Babe, are you ok? 

I've seen your ads 100 times now and still couldn't tell what the software does.

This company spent $200K on AI tools last year while their CRM had 47,000 duplicate records.

Their marketing automation platform couldn't talk to their data warehouse. 
Three different definitions of "qualified" lived in three different systems. 
Sales didn't trust any data coming from marketing.

But, don't worry, they hired a prompt engineer. 🙄

The same pattern keeps showing up in audits. Companies stack AI tools on top of infrastructure that barely worked before. Clay for enrichment. 6sense for intent. Pocus for intent/more enrichment. Custom GPT implementations. Multiple AI-powered ad platforms.

Their VP of Marketing said something that stuck: "We have all this data, but we're less confident in our targeting than we were two years ago when we had a simple scoring model in HubSpot."

Accounts with 4-7 duplicate entries because different tools were creating records differently. Intent signals weren't syncing with HubSpot. Product usage scores lived in a completely different system than their MQLs. 

When sales asked "why is this account qualified?" marketing couldn't answer because the signals were scattered across too many places.

AI doesn't fix bad data. AI scales bad data.

Your fancy AI tools are only as good as the foundation they're built on. 
Most B2B companies have duplicate accounts, fragmented contact records, inconsistent taxonomies, and disconnected systems. Then they wonder why their AI initiatives feel like expensive chaos.

The companies seeing real results spent the last year doing the work nobody wants to talk about. 

Cleaning their data model. 
Connecting their systems. 
Building operational processes. 
Investing in RevOps capacity. 
Saying no to shiny tools until they fixed their foundation.

The hardest conversation in B2B right now: telling leadership the answer isn't another AI purchase. The answer is a few months of unglamorous data work that nobody wants to fund or celebrate.

But that unsexy infrastructure work pays off. Every 👏 single 👏 time 👏

I almost didn't send the DM to Elena Verna.

Sitting there in 2023, cursor blinking in the message box, thinking "why would she respond to me?"

But I was stuck. Full-time marketing role, great salary, and this nagging feeling that going solo was the move—but zero confidence to actually do it.

So I sent it. Cold DM. Asked for a chance to talk about her career path and going independent.

She said yes.

That conversation gave me three things I couldn't get anywhere else:
- She told me the specific early learnings she made going solo (I copied all of them).
- She validated that my skill set was enough—I didn't need another certification or title first.
- She showed me what was possible. Seeing someone I respected who'd done it made it feel real, not reckless.

Three months later, I went solo. Built DemandLoops.

Looking back, that DM was the highest-ROI 45 seconds I've ever spent on my career.

The pattern I've noticed since: the person you're intimidated to reach out to is often the exact person you need to talk to.

They've been where you are. They remember what it felt like.
Most will say yes if you're genuine about why you're asking.

I still take 2 cold networking calls a month because that Elena conversation showed me how much faster you learn when you just ask someone who's ahead of you.

Last week someone cold DM'd me about going solo. We talked for an hour. I hope it helps them the way Elena helped me.

So...who's your Elena? The person you keep thinking about reaching out to but haven't yet? Today's the day. 🫶

Has your agency become a ball and chain, drowning you in a prison of your own making?

Wow. That's dark. 

Let's continue...

You started this business because you felt unemployable. 

The cubicle wasn't your fit. Yet, bills don't pay themselves. And while you can deliver work with the best of them, you've chosen one of the hardest businesses to make profitable.

Sound familiar?

◾Your team bombards you with questions they should answer themselves
◾Every decision, no matter how small, must pass through you
◾You're constantly hunting for leads, praying your marketing will work
◾Prospects haggle over price and services in your never-ending sales cycle
◾You feel compelled to chase shiny tactics just to keep up with competitors

And forget dreading Mondays—you're working through weekends.

Imagine:

What if your business could run itself? 
What if your Slack icon could stay on "away"? 
What if you didn't question why you started your agency in the first place?

Picture stepping away, and your agency still thrives. No more daily chaos. No more shackles.

Running an agency demands focus and energy. Resources that dwindle as you age. 

With mounting bills, kids, and responsibilities you didn't have a decade ago, it's crucial to install the right systems. You can't rely on sheer force to drive your business forward.

You need systems that deliver:

◾A proactive team that solves problems before they reach your desk
◾Offers that flood your pipeline, closing faster and with larger contracts
◾Organizational efficiency so solid that vacations become part of your quarterly rhythm

This isn't a pipe dream.

A powerful lesson from my Army days: If you know what you're up against and what resources you have, there's always a path to success.

Right now:

◾You know your challenges.
◾You know your resources.

I've got the map to get you there.

There's a way to run an agency without sacrificing relationships, sleep, and well-being. 

In as little as 3 months, you can shift your agency from "founder-driven" to "founder-led." 

You choose the direction. The agency follows. All without breaking your back carrying the business.

You can break free from the reactivity plaguing agency owners.

Ready to reclaim your freedom and transform your agency?

If you're interested in:

➡️ Becoming a talent accelerator that makes your agency more effective, efficient, and enjoyable
➡️ Leaning into your strategic expertise to increase revenue with less effort
➡️ Leveraging existing assets to achieve your goals faster

Shoot me a DM to get started. Your journey begins with a conversation.

Chris DuBois

Agencies: Stop trying to "productize" your service.

It's the fastest way to devalue your expertise and compete on price. There's a much better way.

I was talking with an agency owner that was wrestling with this.

His work is deeply contextual and it requires getting into the weeds with each client.

"How can I create a system when every client's situation is unique?"

It's the classic expert's dilemma.

You want to grow, but you're afraid that creating a process will kill the personalized value that makes you great.

The breakthrough isn't about creating a rigid product.

It's about shifting your thinking.

Stop trying to "productize" your service. Start "standardizing" it.

Here's the difference:

Productized feels like a one-size-fits-all box. 
It implies everyone gets the exact same thing, which rarely works for complex, creative, or strategic services

Standardized is about creating a reliable system with a flexible execution. 
You define the core steps, the required inputs for each step, and the expected outputs

The journey through those steps can adapt to the client's context, but the framework remains the same.


You're not selling a toothbrush, where every unit is identical.

You're building a system that guides different users to a consistent, high-quality outcome.

This is how you scale your wisdom, not just your time.

Helping marketing agencies gain control of their pipeline | Positioning + Marketing Engines for Sub-$1M Shops

I almost didn’t make it into the Army.

During college, while still in ROTC, I had a hiking accident that left me stranded on a mountain overnight in -70° temperatures.

This brought on some severe frostbite in my feet and it took months before I could walk again.

That was my senior year, when I should’ve been preparing to commission. 
Instead, I was bandaging my feet every day and trying to convince the Army to let me stay.

My cadre did everything they could to help me stay in. The final requirement: pass a PT test.

Push-ups? No problem. 
Sit-ups? Easy. 
Two-mile run? A nightmare.

I ran with my feet still wrapped, bleeding through my shoes by the end, but I passed. 

Barely.

And it was worth it.

That choice changed everything.

I’ve lived in Alaska and Georgia, met incredible soldiers and leaders, and built a family along the way.

I still serve in the Army Reserve, and I’m endlessly grateful for what this journey has given me.

I’ve no idea where I’d be today without my time in the service. But I do know that I’m better for it.

Happy Veterans Day to my father, my grandfather, and every man and woman who has ever worn the uniform. 🇺🇸

#VeteransDay #Leadership #Service

PS - Here. One of my former soldiers in the Reserve ran a film studio, so he recorded our battalion change of command ceremony. Enjoy.

We’ve officially wrapped the All-In Agency Summit.



Working replay links have been sent out so everyone who registered can bask in the brilliance of our presenters.

I want to give a huge thanks to all of those who helped make this happen.

First, the presenters:
Karl Sakas, Sean Lang, Dan Englander, Kurt Schmidt, Garrett Jestice, Marcel Petitpas, Ali Newton-Temperley, Alex James, Carl Smith, Dustin Riechmann 🔥, Logan Lyles, Danielle Fauteaux, Jack Porter-Smith, Steve Guberman

I have PAGES of notes from you and I was only on Stage 1. Gotta hit the replays. 

Second, massive thanks to our co-host and MC, Nick Salvatoriello. Literally couldn't have ran the event without you. 

Third, thanks to our sponsors: 
Mallow, Gia AI, Rize (rize.io)

These are tools I personally use and recommend. Go check them out. 

Finally, thanks to all the people who registered, attended, and joined in the discussion. 

It was a blast and I'm looking forward to next spring's event. 

If you attended, I'd love feedback so we can keep making this better. I'll drop a link in the comments for where you can share. 


Now, I need a nap.

Hiring is one of the strongest buying signals in B2B.

We just weaponized it for agencies.

In case we don’t know each other, hi, I’m Chris.

One of the things I’m running right now is the Dynamic Agency Community.

It’s a lot of fun, and there are a lot of super smart people in there.

BUT…you’re going to love one of our newest features.

The Dynamic Agency OS has partnered with Gia.

They’ve got a great product for agencies to help with content creation and surfacing buying signals to know when you should reach out to potential prospect.

I use the tool daily.

Well, their team just installed an app in our community Slack that hunts down companies currently hiring, and gives you the links to reach out.

We’ve selected the types of companies and the open positions based on a poll within the community (and can add with user requests). 

The idea is, if someone’s hiring for a position that your agency could help fill, you can reach out to the company with an offer.

Hiring signals are an awesome external trigger, and I’ve known some agencies that do this tediously through Indeed/ZipRecruiter. 

They hunt down companies in their ICP that are hiring for the service they offer, and then they reach out.

Thanks to Gia, we’re making it easier.

New signals are posted multiple times a day.


The community is only a hundred bucks per year, and we have a BFCM deal going.

Buy a membership, and you can give one to your favorite agency leader for free.

Want to buy some for your whole team? Let’s chat.

Add in the expert advice, the resources, and the peer referrals, and it’ll be some of the best money you spend this year.

#agencies #community

PS - We even had a guy learn to solve a Rubik's Cube because of the community. How’s that for a party trick?

Most agencies don’t have a marketing problem.

They have a referral reliance problem.

They’ve grown on reactive referrals. Clients who “just show up” when someone happens to mention their name.

And that’s a fine way to start.

But it’s a terrible way to scale.

Because when you rely only on reactive referrals, you never know where your next deal is coming from.

You’re just… waiting.

Here’s how to fix that.

Instead of chasing every new marketing trend, focus on two things: discovery and trust-building.

Step 1: Identify where your audience goes to discover solutions.

Ask: Where are they actively looking for answers?

It might be Reddit, Google, YouTube, or a specific community.

That’s your discovery channel.


Step 2: Know where they go to build trust.

Once they find you, where do they actually go to learn more and decide if you’re credible?

Maybe it’s LinkedIn, your podcast, or your newsletter.

That’s your trust-building channel.


Step 3: Build a bridge between them.

Create content that moves people from the discovery channel into your trust-building channel.

Make it effortless for them to explore your world and understand your point of view.


When you do this, you stop relying on random referrals…
and start attracting people who actually want to hear from you.

That’s how you build a predictable pipeline.

Not by copying “best practices,” but by aligning with how your buyers really behave.

#agencymarketing

PS - I’m launching a cohort as soon as we fill all 5 slots. If you want to nail your positioning so you can gain control of your pipeline, shoot me a DM.

I was standing on a ladder, holding a heavy sheet of drywall against the ceiling for my father-in-law.

My arms were on fire.

I was doing it the hard way, and I didn't even know it.

A few years ago, we turned an empty space above our garage into a studio apartment.

My job was to stand on a ladder and hold heavy sheets of drywall against the ceiling while my father-in-law screwed them in.

My arms were shaking.

My shoulders were burning.

I was spending all day just muscling through it.

Then the electrician walked in, took one look at me, and asked a simple question:

"Why aren't you guys using a hoist?"

A hoist.

A simple piece of equipment we could have rented for $20.

It would have held the weight for us, saving me hours of pain and effort.

I just didn't know it existed.

That moment has stuck with me ever since.

How often do we do this in our businesses?

We burn ourselves out, muscling through problems with sheer force of will, because we're too deep in the work to see there's a better way.

There's a tool we don't know about.

A system we haven't considered.

A perspective we haven't heard.

Sometimes, the most valuable thing you can do is stop pushing and ask: "What's my hoist?"

Tomorrow, we go live with the All-In Agency Summit.

If you’re an agency owner or operator, you can join for free to listen to 15 presentations that might be your hoist.

Hope to see you there.

A lot of agencies still think, “If I just pick the perfect niche, everything will click.”

It used to work.

Find a super specific audience and the clients would roll in.

Today the market is so crowded that niche alone is not a strategy. 

It's a starting point.

Here's what I recommend you do:

1. Find a niche with a real problem

Pick people you actually want to work with and confirm they’re dealing with a clear, painful issue.

Not a vague annoyance. A real problem.

2. Nail your positioning

This is the part most teams ignore.

How do you want to be perceived?

What do you believe about the problem that others in your niche don’t?

Your point of view is what makes you stand out when three other agencies show up to the same conversation.

3. Build an offer that reflects that positioning

Your delivery, your promise, your packaging

It all needs to match the identity you want to project.

Your offer should feel like the natural expression of what you stand for.

When you do this, you don’t get selected because you picked the “right” niche.

You get selected because you show up in the right way for that niche.

#marketing #positioning #agencylife

PS - Black Friday deal for the Dynamic Agency Community. 

Purchasing an annual membership (only one hundo) lets you gift an annual membership.

What a nice way to help an agency owner in your life. 🎅

Last month, I had a client who hit their stride.

Leads coming in.

Sales clicking.

Everything starting to feel… stable.

Then out of nowhere, two team members gave their notice.

Nothing dramatic. No conflict.

Just life happening and pulling them elsewhere.

But suddenly, he was back in personal delivery mode.

Back in the weeds.

Back in that old feeling of “Why does this always happen right when things start working?”

So he did what we all do in moments of frustration: he vented hard.

“It doesn’t matter what I do. I always end up here.”

And this is where I got to share a hard-won lesson from therapy:

If you would make the same decisions again, you did not mess up.

You just hit a rough patch that no system or strategy can fully prevent.

A good decision can still lead to a bad outcome.

What matters is that the way you made the decision was sound.

Agency life works the same way.

You can build smart.

You can hire well.

You can operate with intention.

And sometimes life still throws you back into the trenches.

That doesn’t mean you are a bad leader.

It means you are human in a potentially volatile environment.

The real skill is trusting your decision-making, refining it when needed, and choosing to keep going even when the outcome is not pretty.

#agencylife #leadership #decisions

PS - If you want to build some redundancies into your business so small challenges don't feel so hard, the Dynamic Agency Community is ready for you.

Agencies keep obsessing over building a signature framework.

But your framework is not the differentiator.

Everyone copies the good ones anyway.

I’m watching it happen in real time, right now, with a successful agency. 

Others are literally copying their frameworks and models without even editing the colors of the graphics. 

Now, they all sound identical and the only weapon left is a cheaper price. 

That’s not differentiation.

True differentiation starts with your positioning. 

Your positioning shapes your point of view. 

It defines how you'll deliver your offer and engage with clients. 

It guides your messaging and how your team makes decisions. 

A framework is still useful. It just won’t set you apart.

Your positioning will. 


We're launching another cohort with the Dynamic Agency OS to help agencies map their niche, nail their positioning, and create compelling offers they can take to market. 

If you want more information, hit me with a DM. 

We cap at five agencies per cohort and only have a couple of slots remaining.

So many people are sold agency ownership as freedom.

More time. More control. More independence.

But rarely do people acknowledge the risks. 

Running an agency can make you more dependent than ever.

Team members ping you because they are stuck.

Clients message you at all hours because you are the “only one who can fix it.”

Referrals trickle in so you feel obligated to say yes to everything.

You end up with twelve bosses instead of one.

I believe agency owners don’t need more hustle. They need more optionality.

Optionality means building a business that doesn't collapse unless you personally hold it up.

Systems that answer the easy questions.

People who can actually make decisions.

Leads that come from more than one shaky source.

Independence is not a perk. 

It’s a design choice.

#agencylife #marketingagency

PS - Want to maintain optionality in your business? The Dynamic Agency Community can help. 

Get access to peers, experts, and resources that make your life easier.

Fun fact: you can disagree over the "right" way, without anyone being "wrong."

There's no ONE way to solve most business problems.

We all have different experiences and ideas that can get us to the same destination.

Your point of view in how to do that is at the core of your positioning.

"Many people believe X. I believe Y because Z."

Your belief structure is what attracts people.

If it doesn't resonate, there's probably a different method that would work better for them.

And if they're not bought in to your belief, they'd probably be a hard client to work with anyways.

This isn't to say you can't market to people with different beliefs. Shifting beliefs is part of marketing.

We just need to acknowledge that because a competitor has a different way of doing things, it doesn't mean they're wrong.

They're the best fit for someone who aligns with their thinking and fits their context required for success.

#agency #positioning

PS - if you believe your positioning is more than a niche and offer, and you want to take control of your marketing, we're kicking off a cohort to help you do just that.

DM for details.

A lot of agencies think delegation is about clearing your plate.

Hand off the tasks.

Buy back your time.

Feel like a “real” leader.

What I feel everyone misses is that delegation is really about improving your speed-to-informed.

When you put someone in a leadership role, it's not just so they can manage the people below them.

It's so they can gather information, filter it, and pass it up to you in a way that lets you make better decisions faster.

Great leaders are not protected from information.

They are fed the right information at the right time.

And that only happens when you have people on the ground who know what to look for and know how to send it upstream clearly.

So no, delegation is not a luxury.

It’s not even about reducing stress.

It’s about improving the velocity and quality of your decision-making.

Because the sooner you are informed, the sooner you can adjust, pivot, or course correct.

Our decisions are rarely limited by time.

They’re limited by information.

So, you want to operate at a higher level?

Stop delegating tasks.

Start delegating visibility.

The faster you can collect the right information, the easier it is to win.

#agencylife #leadership #operations

PS - Want to really improve your speed-to-informed? That’s the metric I prioritize in the Dynamic Agency Community.

Not conversations. Not active users.

I track how fast we can get an answer to someone’s question, so you’re never blocked in your growth.

We’re running a BOGO offer for all memberships until December 1st, so you can gift your favorite agency leaders.

The All-In Agency Summit is LIVE!

It's completely free, and we're already into our 3rd hour of presentations. 

Registering gets you the recordings, including everything you may have missed. 

We've got 2 stages going until 5 EST. 

Join the party!

Agencies, let me give you free content ideas for a month.

All it takes is five minutes of your time.

Your point of view is what helps you stand out as an agency.

It's what actually differentiates you as a potential solution.

Because when everyone else is saying the same things, the buyer has to base their selection on price and deliverables.

So, I created a simple GPT to help you pull out your thoughts in a way that will resonate with your buyers.

It only takes three steps.

1/ Tell it about your ICP.
2/ Tell it the topic you want to address.
3/ Give it your thoughts on the topic.

The GPT will then outline all of the conventional wisdom your ICP has around that topic and provide you with ideas for where your perspective can flip that conventional wisdom.

Like with everything you do using AI, context matters. So I'd recommend using a tool like Wispr Flow and speaking all of your thoughts into the GPT.

Tell it everything you can about the ICP, everything you can about the topic, and don't hold back on your point of view.

It'll then give you 20 ideas for content you could create this month.

Link is in the comments. You're welcome in advance.

#agency #content #positioning

PS - And if you like little GPTs like this, I'm constantly creating simple tools and adding them to the Dynamic Agency Community.

And that community could be the best $100 you spend this year.

I knew a snowstorm was coming.

And still… I did not prepare my snowblower.

So this morning I was out there before sunrise, shoveling my very long driveway, feeling my back get tighter with every scoop. Just me, the snow, and my frustration.

Somewhere between pile number thirty and forty, it hit me.

If I had taken one hour last weekend to swap the mower attachment for the snowblower attachment, I’d be cruising around like a king instead of doing manual labor in the dark.

Yet we all do this. 

I see it all the time with agencies. 

So many marketing teams know exactly what’s coming.

Seasonal demand shifts. Client renewal cycles. Content slow periods.

Yet they don’t prepare.

They wait.

They react.

And suddenly everything hurts more than it needs to.

Three things happen when you stay ahead of the game:
 ❄️ You get options.
 ❄️ You reduce stress.
 ❄️ You stop wasting energy on avoidable problems.

The storm is always easier to handle when your tools are ready.

What’s one thing you know is coming that you could prepare for today?

#marketing #agencylife

PS - I'm providing snowblowing tips in the Dynamic Agency Community. Come hang out if you're in need.

taplio

The Battle

Kaylee Edmondson

Chris DuBois

Followers

Posts

Engagements

Likes

Performance ScoreKaylee Edmondson's LinkedIn Performance

Performance ScoreChris DuBois's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Kaylee Edmondson

Chris DuBois

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Kaylee Edmondson's LinkedIn Performance

Performance ScoreChris DuBois's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreKaylee Edmondson's LinkedIn Performance