Adam Schoenfeld

Keyplay

Keyplay is the ICP modeling and account scoring solution for modern B2B.

If you’re doing account-based anything, you need the right accounts.

Working as a companion to your CRM, Keyplay uses AI lookalikes and custom fit signals to model your ICP with precision. So you can prioritize your best-fit accounts for outbound, ABM, territory planning, and GTM strategy.

Fast-growing SaaS companies like Iterable, Ashby, Cresta, Thoropass, and Mutiny use Keyplay to define their ICP, build quality territories, and optimize account selection for sales & marketing effectiveness.

Get started at Keyplay.io.

CEO & Co-Founder

PeerSignal.org

I started PeerSignal.org to study how modern B2B companies go to market. It’s data + examples, sans advice. 18,000+ GTM leaders & practitioners have already joined in this pursuit.

For GTM leaders in B2B tech companies who constantly strive to improve their craft, PeerSignal is a free resource that aggregates data, examples, and research. Unlike large analyst firms, PeerSignal is freely accessible to all. Unlike the sea of opinion-based GTM advice flooding your feed, PeerSignal delivers data-backed research and carefully curated SaaS market data. Join B2B sales & marketing leaders from Slack, Figma, Salesforce, Zapier, Snowflake, and Gong who study GTM with us.

It’s free at PeerSignal.org.

Analyst & Co-Founder

Drift

I worked on product strategy, new products, and led our sales products group (Drift Video, Meetings, Prospector, Live Chat), reporting to the CTO and CPO

VP Strategy & Sales Products

I led product marketing, product strategy, and analyst relations, reporting to the CEO.

VP Strategy

I joined in September 2018 when Drift acquired Siftrock (where I was CEO and co-founder).
I started as the GM for the Siftrock business unit which became Drift's Email product.

General Manager - Siftrock

Siftrock

Siftrock helps b2b marketers manage email replies at scale.

I was CEO and co-founder from October 2016 until the acquisition by Drift. 

I led the company's growth from beta to over 150 customers, cash flow positive, over 125% Y/Y growth, and an acquisition. We did this without raising any money.

The Siftrock products and team continued to grow as part of Drift's Email product line.

Co-Founder & CEO

Bizible

Bizible helps B2B marketers measure revenue across all channels. The company raised $19M from Scale, Madrona, and MHS Capital, and was acquired by Marketo in April 2018.

I was a Board Member from May 2016 until the acquisition.

I had the opportunity to help with corp strategy, fundraising, and executive recruiting. I had the privilege of learning from Aaron (the CEO) and advising him during the company's growth from ~50 to ~120 employees, multiple financings, and a successful acquisition.

I learned a ton from watching the Bizible team's success and I'm grateful that I was able to have a small role in their journey

https://www.linkedin.com/feed/update/urn:li:activity:6397084133750902784/

Board Member

Simply Measured, A Sprout Social Company

Simply Measured was the leader in social media analytics with 50 percent of the top 100 global brands, 1,000 customers, and more than 100,000 users.

I was co-founder and led Simply Measured as CEO from it’s inception as a “Untitled Startup Inc” through 2015. 
-- Grew from 0 to 1,000 customers.
-- Raised $29M in venture funding over 3 rounds.
-- Completed two strategic acquisitions.
-- Scaled the organization from 3 founders to 140 employees over a six year period.
-- Geekwire Startup of the Year in 2013.
-- Gold Medalist (1st place) medium company for PSBJ Best Workplaces in 2014.
-- #365 on the Inc 5000 fastest growing companies list in 2015.

2015-2016 I stepped aside as CEO and led corp strategy and new products.

Co-Founder

Cheddr Media

Cheddr was my first startup, where I got started as an entrepreneur and developed my passion for social media, online marketing, and SaaS.
The company launched three products in the online promotions and social media space. We started with a B2C community, developed services that helped publishers and brands run interactive promotions, and built campaign management tools for social media professionals.

Lake Partners Strategy Consultants

Lake Partners is a boutique management consulting firm based in Seattle, WA. As an Analyst and Senior Analyst I worked on a wide range of client engagements from high tech and software to consumer and logistics. I had the opportunity to develop my analytical skills, solve challenging problems, and learn from an exceptional group of senior consultants and business leaders.

Specific Experience:
-- Managed consulting engagements from end to end: designed approach, conducted research, completed detailed analysis & financial models, delivered presentations.
-- Client work included customer segmentation, investment due diligence, industry analysis and competitive benchmarking, market sizing, and market projections. 
-- Delivered business insights to clients across a wide range of industries and business problems in high stakes situations.

Senior Analyst

CEO at Keyplay.io | Analyst at PeerSignal.org

I co-founded Keyplay.io (SaaS product) and PeerSignal.org (newsletter and free resources) to support the pursuit of GTM excellence. 

As CEO at Keyplay, I’m building the ICP modeling and account scoring solution for modern B2B. I spend my time with our customers and shaping product.

As Analyst at PeerSignal.org, I’m studying the modern B2B playbook. I spend my time analyzing data, writing, and learning from the community.

Before this I founded 3 other SaaS startups (I’ll be happy to tell you about the stuff that failed as well as the stuff that worked).

I’m obsessed with b2b sales & marketing, but also love dad jokes, golf, and breakfast foods.

I started Keyplay to support your pursuit of GTM excellence. 

For B2B sales teams at high-growth companies, your ideal account list is finally possible with Keyplay. Not another database, Keyplay is your new recipe for account research. With Keyplay, B2B teams will cut waste, improve sales confidence, and unlock efficient growth.
Stop getting stuck on the wrong accounts. Start unlocking efficient growth.

Early access now available at Keyplay.io.

If I was head of product at LinkedIn, I would immediately end the “comment for access” posts.
 
The algorithm should know better.
 
These posts are ruining our LinkedIn feed.
 
Give creators another way to gate content, natively.
 
You do it for ads. Do something for organic. Don’t try to monetize it. Just help creators.
 
And for consumers, stop these posts. 

---
p.s. Comment "AI TEMPLATE" and I'll do nothing.

Ok CMOs, it's time to churn 6sense.

We're done dancing around it.

For 3 years I've watched marketing leaders burn $100K+ on blackbox platforms they can't trust or adjust. Models that take months to update while markets move weekly. Intent signals bundled with 27 modules they'll never use.

Today Keyplay launched something different.

Our new website lays it out: There's an alternative to legacy ABM, finally. 

→ ICP models that backtest (and adjust in minutes).
→ AI agents that research any signal at scale.
→ Whitebox intent you can explain.
→ 67% cost savings.

This is Act 2 for Keyplay.

We started by helping 100+ B2B brands nail their ICP. Now we'll help you make the move from Legacy ABM to ICP Marketing.

CMOs: Stop wasting budget on non-ICP accounts.

CROs: Get the right accounts into territories now.

RevOps: One source of truth for fit + intent.

GTM Engineers: Send n8n/Zapier workflows to our Intent API. Score accounts, push to Clay.

What do you think...

Is the market ready to end the legacy ABM regime?

Spooky Halloween experience at my house. I got back from trick-or-treating with my kids (sooooo much candy).

We dumped out the bag, and saw this message.

It's a sign…

The time has come for CMOs to churn 6sense.

Legacy ABM is history. Get back to ICP Marketing.

The new Keyplay makes it possible.

It's a LIFESAVER with ICP models you can trust (and adjust in seconds). Whitebox intent scoring your NERDS will love. GOOD & PLENTY AI Signals. No more scary budget convos with your CFO. Bring 67% savings on PAYDAY compared to the legacy vendor.

No wonder so many GTM ghouls and goblins are making the shift.

Don't wait until Valentine's Day.

You can fall in love with your account scoring today.

---
p.s. What candy did I miss on the poster? 🍫

Legacy ABM vendors can have their quadrants and waves. 

Keyplay made a very special top 10. 

Kyle Poyar's Growth Unhinged released The 2025 State of B2B GTM report. Must read. Full of insights on motions, metrics, and trends. 

The survey asked for "Must try GTM tools."

Look who snuck into the 10th spot!

The total funding for the other 9 on the list is approximately 17 gazillion. Meanwhile, we're a small, up-and-comer with forward-thinking customers.

This based on responses from 195 REAL GTM leaders.

Not 3P analysts selling quadrants or waves. 

It goes to show the need to get back to ICP Marketing. Legacy ABM is history. 

Give us a try. Free POCs available.

Enterprise AI budgets got huge and crowded all at once.

Just pushing "AI for Enterprise" will get lost.

If I was selling one of these hot AI platforms (like ElevenLabs, Writer, Glean, Sierra, etc), I'd want to understand four things for every account in my TAM:

1.) AI Maturity Index
— Put every target account on a curve from innovator to laggard.
— If they're dabbling, you need an education strategy.
— If they're advanced, you need to show integration & governance.

2.) AI Use Case Fit
— Companies will have different urgency by use case (e.g. Text vs Voice vs Image vs Video).
— Same story for which functions or teams will be the most receptive (Support vs Sales vs Security). 
— The story for voice support is different than a creative asset generator.

3.) AI & ML Team Size & Structure
— Do they have a build or buy orientation? 
— If you sell a platform, more tech headcount is better. If you sell a solution, you want to help under-staffed orgs. 

4.) Compliance & Governance Requirements
— Security posture & compliance needs will be key. 
— These can be deal-killers if not identified early.

But I wouldn't want generic answers. I'd want these segmentations to be highly specific to my product, use cases, and value prop. 

The AI space is moving too fast for generic targeting.

Winners are focusing.

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