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. 🫶

Sam Kuehnle

Loxo

Vice President Marketing

Vice President of Demand Generation

Make Demand Generation your Competitive Advantage.

Refine Labs is a demand accelerator for B2B SaaS companies. We help companies increase marketing’s contribution to qualified pipeline and revenue while lowering customer acquisition costs. Through our Demand Acceleration Framework, we build a system to capture existing market demand in intent channels and create new demand in awareness channels. We test, iterate, and push boundaries to continually bring new strategies into your marketing mix - giving you the edge over competitors.

Director of Demand Generation

Blackbaud

Team Lead, Digital Marketing

Own and manage 100+ fully integrated digital marketing campaigns designed to increase both demand opportunities, as well as awareness campaigns, for our marketing team. My overarching goal is to ensure Blackbaud is reaching our current and prospective customers in the right place and the right time in their digital journey. From this, I oversee the strategy, execution, and reporting of the campaigns.

Skills/Responsibilities:
- Digital marketing strategy
- Go to market strategy
- Content strategy
- Digital journey
- Top of funnel prospecting strategy
- Paid digital media (Paid Search/SEM, Display and Video Retargeting, Display Prospecting, ABM, Paid Social, and Content Syndication)
- Owned digital media (website demand strategy and allocating dollar values to domain-generated leads)
- Earned digital media (Search Engine Optimization/SEO)
- Web and campaign analytics
- Multi-touch attribution
- Budget and Spend management
- Manage 25+ individual solutions/verticals and their digital strategies
- Lead generation
- Account-Based Marketing (ABM)
- A/B testing and optimization strategy
- Partner/Vendor Relationships

Senior Digital Marketing Manager

Own and manage fully integrated digital marketing campaigns designed to increase demand opportunities for our channel marketers.

Digital Marketing Manager

I gained the unique opportunity to create a hybrid role working with two different teams within our Marketing department, both ultimately leading towards increasing the number of sales opportunities for Blackbaud. In this role, I had two main goals:
1.) Created and executed a strategy to grow our Employee Sales Lead (ESL) Program that led to a 71% bookings growth YOY from $43.9M to $75.1M.
2.) Assist in driving our marketing pipeline endeavors using digital marketing and online advertising strategies and reporting out on said results.

Core responsibilities:
- Manage internal promotion of the ESL Program
- Report results out on a monthly, quarterly and annual basis to varying stakeholders
- Training opportunities about the program for new employees
- Understanding of the buyer's journey and how that aligns with channel strategy
- Distinguish when paid, owned, or earned digital media tactics will be best to reach target audience
- Tracking channel digital budgeting and spend

Marketing Operations Specialist / Digital Marketing Associate

Working as Lead Specialist taught me all about the behind the scenes work that goes on in marketing. I was responsible for supervising and routing tens of thousands of incoming leads and  tracking specific opportunities from an email all the way through the sales process to a sold deal and tying that back to specific marketing campaigns.

Core responsibilities:
- Lead routing and management
- Processing incoming leads for Employee Sales Lead Program
- "Go-to" for all things SalesForce and lead related
- Maintain health of SalesForce database
- Partner with demand marketers ensuring their campaigns work correctly in the system
- Create, manage and educate sales and marketing teams on lead capture for events

Lead Specialist

I Marketed Blackbaud to current and prospective clients through outbound calling campaigns, generating 112 leads for sales, resulting in a total pipeline of $634,875 and sold pipeline of $260,010 in company revenue, while attaining a monthly average of 111.94% to quota.

- Composed features for the Blackbaud Social Email every week, growing skills that would later be recognized in becoming a key stakeholder in the corporate social ambassador program launch.

- Prepared biweekly calling campaign updates, providing the ADR team with in-depth data analysis and suggestions to capitalize on specific talking points to drive conversations with prospective clients and accounts.

- Represented the ADR team in headsetting with two potential hires, demonstrating our daily duties and gaining an understanding of their capacity to be an asset to our team.

Account Development Representative

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

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The Battle

Kaylee Edmondson

Sam Kuehnle

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The Battle

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Sam Kuehnle

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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

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