DemandLoops

Soloprenuer

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

Thoropass

Growth 

Chili Piper

Refine Labs

VP of Marketing

brightwheel

Interim Head of Demand Gen

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

Anvyl

Honeycomb.io

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

I'm hiring 👀


Well...for a client, but hear me out! 

You're a Senior Demand Generation Manager who wants to:
– Collab cross-functionally to drive qualified pipeline growth
– Have an eye on development and execution of the content strategy
– Own lifecycle marketing 
– Stay close to the numbers to make data-informed decisions and optimizations across campaigns 
– Keep track of budget for appropriate resource allocation + ROI

These bullets have you head-nodding: 
– You're in B2B SaaS
– You've got multi-disciplinary experience 
– You understand both PLG and SLG 
– Project management skills that turn heads
– Works best autonomously 
– Learn fast, fails faster 

Tech Stack: 
Marketo, SFDC

💰 Salary: $140k-$170k + Bonus + 401k
🏝️ Generous PTO 
⚕️ 100% employer-paid medical, dental, vision premiums
🤝 The chance to work for tech that makes a difference 

If this sounds like you, or someone you know, tag them, comment, shoot me a DM, etc. I'd love to match you up!

Kaylee Edmondson

I've been in 6 different 2025 planning streams this quarter and none of them involved content marketing 🚩

And that is so wild to me because it's 𝐚𝐥𝐥 actually content. 

That's the thing. And Emily Kramer describes this best with her Fuel + Engine analogy. 

Fuel – all the stuff that you say (out loud, in writing, or visually) to your audience—whether that be short-form copy on a website, a long-form blog post, an image in an ad, or an explainer video. 

Engine – all of the channels and processes you use to get the fuel out to your audience, plus the tools you use and the metrics you use to track your marketing and growth efforts.

We all know you can't have a functioning engine without fuel. 

Yet all of the 2025 planning & strategy calls I've been on this quarter didn't have a single content marketer in the room. What the heck is up with that? 

Planning, designing, and building in silos isn't doing anyone any favors. Fuel + engine need to plan for next year...together. 🤝

Sincerely, 
A growth marketer in search of fuel 🫶

P.S. Shoutout to PathFactory for having me join them a few weeks back for Marketing Mayhem!

In the last 2 weeks I’ve spent an embarrassing amount of time thinking about how we, as an industry, move into signal-based orchestration without creating lead scoring 2.0. 😳

Because I personally don't want to look under that [lead scoring] rock again. 

Lead scoring became a nightmare really quickly. I spent the early part of my career building these models at every company I joined. I really thought this was the method to the madness at the time. 

Candidly though I haven’t built, or recommended lead scoring, in the last 5 years. A few of the major drawbacks to this model is oversimplification, not adaptive enough, doesn’t correlate with intent, and these models can become really complex (aka a guessing game) over time.

Fast forward to 2024 and we now have the ability to identify our ICP and build meaningful segmentation against target accounts. As new tech gets spun up, we’re gaining crazy ability to layer signals (1P, 2P, and 3P) to those accounts and in some cases (in the US) to the contact layer. So, where does that leave us?

Well here’s the reality of writing and building in public. I’m working to figure this out for a few of my clients right now (in real time) and I’ve started more actively partnering with some of the most brilliant minds in this space to figure out how we, as an industry, evolve from lead scoring to signal-based marketing at scale (without accidentally creating lead scoring 2.0). It’s easy to imagine a world in which we just layer signals onto the existing lead scoring structure.

But easy just doesn’t feel 𝘳𝘪𝘨𝘩𝘵, or sustainable. I’m imagining this is solved through an orchestration player that eventually can pipe these signals through a Segment-like tool that overlaps not only with your 1P data but also now the 2P, and 3P data that we have access to.

And then, 𝘮𝘢𝘺𝘣𝘦 𝘫𝘶𝘴𝘵 𝘮𝘢𝘺𝘣𝘦, that orchestration player can also anonymize that data and those signals across 𝘵𝘩𝘦𝘪𝘳 customer base so that customers could have statistically significant insights into the plays that are proven to drive the highest pipeline velocity. 🤔

To the managers that shape us, show us, teach us, thank you. 
And to those that lead with toxicity, move aside. 

I once had a manager tell me I'd never be successful without an MBA. (*This is not a post shaming those that have one–in fact, huge hats off to you.) 

I had a manager ask me to share my previous compensation history for the sake of benchmarking a new hire we were making. Once I shared my history, he immediately dismissed me saying, "well you were obviously overpaid then." 

Once when turning in my notice, a manager asked why–they were very surprised by the news. When I said the new opportunity was offering higher compensation and broader responsibilities, they said I'd never succeed there because I was too young and inexperienced.

On the flip side, I've also been so fortunate to work with managers who really take the time to get to know me, personally. Managers who lead transparently, and with empathy. 

Managers who care to know: 
↳ How you learn best?
↳ What are you looking for in a manager?
↳ How you prefer to receive feedback?
↳ What kind of work environment do you thrive in?

So hats off to all of you out there helping others find their fuel, creating a space for harmony between work and home, and all of life's moments in between. ✨

In B2B, your account list is everything.

Most brands I’ve partnered with, or peers I’ve talked shop with, have a rough idea of who their best customers are. 

These are the customers that typically have the highest lifetime value (LTV) and/or the highest ACV (annual contract value). 

Which is a great first step, but that’s normally where the analysis ends.

Pulling these insights through to an informed and agreed-upon account list is typically a more painful process for GTM teams to come together on. So...it just doesn’t happen.

If you’re a demand marketer, this should be the hill you’re ready to die on. 

Your best customers hold the keys to defining and building your ideal customer profile (ICP). Without this information fueling your demand strategy, you’re spraying and praying, wasting spend and resources. I see it in accounts I audit every single day.

✍️ long form thoughts: https://lnkd.in/eQw4WavZ

Marketers typically spend 98% of their time focused on external marketing, and the other 2% trying to recover for the week ahead. 

*Ok, I might’ve made that stat up entirely, but I’m sure it’s not far from the truth.

More often than not there just isn’t any prioritization put around internal marketing to make sure your biggest evangelists—peers and employees—are informed of upcoming campaigns, have visibility into your metrics scorecard, and earn your marketing team more buy-in and momentum.

One solve: Show your work – Marketing should not be a mystery. We should be showing what we are doing internally with the marketing team, and regularly to cross-functional partners outside of marketing.

So...let’s talk about the power of starting a weekly internal marketing newsletter and what to include.

💡 Metrics scorecard + newsletter outlines 👇https://lnkd.in/eRxcAWZv

Your classic Apple Mail app is getting a facelift in iOS 18 👀

And I don’t think it’s doing GTM teams any favors.  All of my outbound emails, newsletters, and marketing emails (even those I’m subscribed to) are now tucked waaaaaayyyy back there in my Promotions tab. 

And according to Litmus’ October 2024 Email Client Market Share Report 54.14% of us still use Apple Mail as an email client. 

iOS 18 will also apparently bring a few new AI-generated features, including automatic reply suggestions and email summaries. 

iOS 15 made open rates hard to measure which means we won’t know the impact of this on open rates. However, I can say with confidence this will lead to a clear decrease in both click rates (which we’ll be able to measure) and open rates.

A few quick thoughts: 

— Make sure image-based emails are updated to dynamic live text (you should do this anyway, iOS or not). 
— Add extra scrutiny to the coding on the main content blocks you want to influence the email summary. Coding errors could result in wonky AI results. 
— Make sure your subscription confirmation emails remind subscribers to move your email from promotions to primary 
— TL;DR the higher your engagement, the better your odds for staying front and center in that primary tab 
— The best path to strong engagement is strategic segmentation: high engagers, medium engagers, an at-risk segment and non-engagers. Each segment should have different messaging and frequency.

Good luck out there ✊

graphical user interface, text, application

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