Solving demand gen headaches ➿

Helping B2B SaaS companies build tomorrow's GTM engines. 

Former in-house marketing leader at Chili Piper, Campaign Monitor, and VP Marketing at Refine Labs. I deliver sustainable revenue growth for Series A to C companies via strategies and frameworks you won't find in a blog post. 

Wins: 
- Orchestrated $45M+ in pipeline in 18 months 
- Launched ABM programs with 3.5x lift in conversion 
- Operationalized attribution and content as revenue levers 
- Scaled new demand gen engines and rebuilt broken ones 

Are you scaling smarter? My specialties: 
• GTM Strategy & pipeline acceleration 
• ABM & demand generation 
• Paid & organic revenue alignment 
• Fractional/interim marketing leadership 
• Multi-channel campaign design 
• Full-funnel performance analysis 

I publish frameworks and templates weekly: demandloops.substack.com. 
DM to connect for GTM audits, fractional support, or advisory.

Kaylee Edmondson

Sam Kuehnle

Professional soccer player. Physical therapist. Psychologist. 

What do these occupations have in common (besides all starting with "P")? They were the different career paths I wanted to take growing up. As you see by my job title, those didn't happen.

"Cool, Sam, but what's the point?" Although I didn't end up in one of those fields, those interests provided me with a unique skillset that’s allowed me to prosper as a marketer.

Teamwork & Discipline:
Good luck having any chance at success as a soccer team if teamwork and discipline aren't at the core of what you do every day. At a company serving multiple clients, working as one with each group is a necessity in creating successful omni-channel campaigns. 

Find Problems and Deliver Solutions:
Your back has been killing you lately, so you go to a physical therapist and they tell you it's because your right hip is a half-inch higher than the left (true story). Your back compensates for this by working double time on that side, creating a strain. The physical therapist gives you exercises targeted specifically at treating the root cause, and the pain goes away. As a marketer, it's critical to understand the full customer journey. A late stage tactic may not be performing well, but the reason for it could be an early stage tactic not providing the necessary input. Understanding how everything ties together and having a plan to fix the root cause is required to be successful.

Empathy:
The single most important trait required of a psychologist is being able to place themselves in the other's shoes. As a marketer, the exact same is true. You must ask yourself, "What type of content is relevant to me?" at each stage of the journey.

Expertise: Paid Search/SEM, Search Engine Optimization/SEO, Display, Retargeting, Social Media/SMM, Paid Media, Account Based Marketing/ABM, Digital Marketing/Strategy, Analytics, Customer Acquisition, Customer Journey, Content Marketing, A/B Split Testing, Budget Management, Conversational Marketing, Conversion Rate Optimization, Growth Marketing, Multi-Touch Attribution, Copywriting, Demand Generation, Forecasting and Modeling

Vice President Marketing

"Until we have confidence knowing we're hitting our ICP on Facebook, I'm not spending more ad dollars there"

^^ that's been me since about 2022 as I watched Facebook's targeting + segmentation functionality get worse and worse as each quarter passed

At one point, it was my go-to social media platform to get in front of our ICP - we could target the right people, hit them at incredibly affordable CPMs, and reap the benefits as they entered our pipeline over time

Fast forward recent times, and I have no idea if someone gets pulled into a 1% lookalike because they match an uploaded list based on things like their occupation + industry

...or if they're matching because some members of the list also happen to like cats, so the lookalike honed in on anyone who has a very strong affinity toward cat videos

But that has *finally* changed

For years I've been saying match rates on platforms like Facebook and Google are garbage because people sign in + use those using their PERSONAL email address, NOT their work email address

AKA, while we marketers have a TON of information about our ICP and the people who make it up, the constraint we face is that most platforms are limited to work email matching

...until now

Today Clay officially released their ads functionality I'd been playing around with in beta + was blown away by

👋 No more garbage match rates thanks to the work + personal email waterfall combo
👋 No more building out individual inclusion + exclusion lists in each platform thanks to audience building that actually makes sense in 2026
👋 No more hoping you pull in the right contacts based on their job title or function thanks to the ability to see exactly *who* in your ICP does/doesn't make it into the list

And this is just scratching the surface

I've always been a fan of Clay + how they keep innovating/pushing progress forward in GTM

But now that they've officially entered my territory of marketing/demand gen, well, let's just say the inner nerd has FULLY come out and is geeking the more time I spend playing around in this 🤓

#claypartner

VP of Marketing @ Loxo, the #1 Talent Intelligence Platform and global leader in recruiting software | Weekly newsletter: samkuehnle.com

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Kaylee Edmondson

Sam Kuehnle

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