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. 🫶

Moved from client delivery to leading Refine Labs’ marketing, reporting to the CEO. I own brand, content, digital, and messaging - focused on pipeline and revenue growth for the business.

Everything ties back to what customers care about and what drives growth. My job is alignment: strategy to outcomes, team to impact.

Built and led 5 account teams from scratch, supporting 20+ B2B SaaS clients. Grew our book of business 400% in 6 months. Focused on marketing strategy that actually drives pipeline - not just activity - and partnering with execs to fix what’s not working.

VP, Demand Generation (Client Services)

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.

We accelerate business growth through a mix of these core components:

*Revenue Operations
CRM / Marketing Automation
Tech Stack Development & Integration
Marketing Attribution
Advanced Insights & Analytics
Sales Operations & Enablement

*Growth Marketing
Paid Search
Paid Social
Content Marketing
Conversion Rate Optimization
Remarketing

*Buyer Enablement
Ungated Thought Leadership
On-Demand Demos
Expert Product Pages
Customer Stories
Online Ordering (E-Commerce)

Director, Demand Generation (Client Services)

Aptivio

Strategic Advisor (Growth)

Amazon Web Services (AWS)

As a senior digital marketing manager inside of the AWS acquisition and activation marketing group, I develop the marketing strategies and guide campaign execution for end-to-end acquisition marketing programs (demand generation, lead generation, and customer acquisition) that reach and enable targeted audiences to learn, experiment, and build faster with AWS cloud technology - SaaS, PaaS, and IaaS solutions. 

I oversee all aspects of campaign development and execution ranging from creative and messaging, customer insights, targeting and testing, vendor management (selection and on-boarding), tracking infrastructure and analytics, reporting, and conversion optimizations. 

My role collaborates and directly influences cross-functional teams - product, field, sales, finance, and operations to create and activate full-funnel campaigns to achieve various campaign and program objectives; sales and product growth, acquisition, and awareness aligned to CPA, CLV, and CAC targets.

Sr. Marketing Manager, Acquisition & Activation

Paid search manager responsible for the holistic management and execution of the global AWS paid search acquisition program.  

Leadership | Lead responsible for all aspects of program success including global strategy and execution, stakeholder education and management, vendor management and on-boarding (contracts, IOs, integration), facilitating MBRs, QBRs, and driving annual planning.

Operations | Developed the operational framework used to reduce program inefficiencies (targeting, audience overlap, keyword duplication, tiered bidding strategy) and implemented a standardized process to eliminate cross-department cannibalization, reduce keyword CPCs, improve CTRs, lower overall CPAs, and drive up CLV on a global level.

Data and Analytics | Manage all paid media analytics (tracking, tagging, implementation), performance analysis, testing, and channel optimizations to improve customer lifetime value (CLV) while efficiently meeting cost-per-acquisition (CPA) targets. 

Publishers | Google, Bing, Yandex, Naver, Baidu. 

Vendors and Tools | Sprinklr, Tableau, Publisher platforms, Salesforce, Marketo, Adobe Analytics

▪️ Reduced CPA and scaled acquisition 28% YoY
▪️ Restructured keyword strategy and reduced non-brand CPCs by 76%
▪️ Implemented search abandoner targeting strategy yielding an incremental 820K visitors
▪️ Grew site visitor 283% in Pakistan after spearheading localization project
▪️ Identified and onboarded 3 new publishers contributing to 1 million incremental visitors and influenced over 30K service adoptions

Manager, Paid Search, Acquisition

Microsoft

Top Sales Performer at 128% Annual Quota Attainment FY17 | Microsoft's Americas Gold Club

Managed $15M+ in advertising revenue for 300+ SMB accounts comprised of agency and direct advertisers; B2B, B2C, and Consumer marketing objectives.

I craft, plan, and pitch proactive sales strategies and growth road-maps to each customer to empower them to grow their business revenue while maximizing their investment with Microsoft’s Bing Ads. 

At its core, sales and successful account management is centered around nurturing new and strengthening existing relationships to maximize overall customer satisfaction. 

I pride myself on building strong relationships and earning trust at multiple levels within an organization - after that, the sell comes naturally as I become a direct extension of their marketing team with a seat at the table during strategic planning. 

▪️ Exceeded personal sales quota 5 consecutive quarters
▪️ Awarded Americas Gold Club – Top Attainment Worldwide at 128% in FY17 
▪️ Awarded 100% Attainment - Microsoft Search Advertising in FY17
▪️ Evangelize and educate prospects of Bing Ads solutions at industry conferences including SMX 

Earn Trust. Listen. Pitch. Revenue.

Account Manager, Microsoft Advertising (Sales)

Walgreens

Management and responsibility for all paid search, shopping, mobile and retargeting activities for drugstore.com™ and Beauty.com™ retail catalogs. 

I provided e-commerce thought leadership and strategic guidance for efforts across both properties while executing and aligning appropriate mix of search strategies/optimization to improve program efficiency and revenue contribution at category levels. I partnered with category managers and finance teams to align the e-commence efforts with key company initiatives in order to manage and scale the program within efficient ROAS goals.

▪️Restructured PPC account (2M+ keywords) to align with new profitability goals resulting in a 20% lift in ROAS

Senior Marketing Analyst, Paid Search (SEM)

drugstore.com

Paid Search Coordinator, Retail (SEM)

Seattle Online Retail Company

Marketing Coordinator

VP Marketing, Refine Labs | B2B SaaS Leader | Guiding the Transition from Lead Generation to Demand Generation, One Company at a Time (10x) | Trusted Advisor & Consultant

Cleaning offices in High School to serving tables in college to pay for tuition taught me a lot - how to read people, figure out what they need, and bring some order to the chaos. That curiosity naturally pulled me toward marketing, where it all clicked.

After college, I taught myself paid search (Google Adwords for the OG folks) on YouTube and landed my first marketing job with Walgreens. From there, I moved into sales at Microsoft, then strategy at AWS. Now, I help B2B SaaS companies scale by focusing on what actually drives impact.

Here’s how I apply that focus in marketing:
- Building demand strategies that resonate with real customers and drive measurable results.
- Optimizing onboarding and conversion funnels to make them seamless and effective.
- Analyzing full-funnel revenue data to uncover what’s working (and what’s not).
- Creating clear, scalable roadmaps that help teams grow efficiently without adding complexity.

Outside of work? You’ll probably find me sipping bourbon, soaking up some sunshine, and spending time with my favorite people. Simple moments, but they’re what fuel the bigger picture.

Evan Hughes

I’ve spoken with 27 marketers in the last three weeks who’ve been laid off or had their roles eliminated. Real people with families. Directors, VPs, and senior specialists - with years (even decades) of experience.

Here’s what I’m hearing
→ The job market is flooded with talent, but the opportunities just aren’t there
→ Many of these people have led demand gen, ABM, marketing ops, and content marketing teams and now they’re questioning how to stay afloat
→ Most are remote, open to freelance, or even looking to pivot industries just to make it through

The stories are brutal for me to hear.

...20+ years of experience reduced to chasing job postings that don’t even match their skills.

...Talented leaders who scaled SaaS companies being told, “We need to cut costs.”

...Professionals who were the backbone of their teams now scrambling to cover bills.

👇

If you’re hiring - or know someone who is - let’s get these people back in the game. They’re ready to make an impact.

#job #laidoff

FWIW I know I’m just one person, but if this helps even one of you land something, it’ll be worth it. And maybe more will join. 

Linkedin do your thing. Algo please don't throttle reach.

VP of Marketing at Refine Labs - B2B Demand Gen Agency | Builder of Hired, a no-BS community for marketers [See Featured]

Every VP of Marketing job description reads like they’re hiring three people in one.

Strategic. Visionary. Creative. Analytical. Operational.
Oh, and while you’re at it can you write copy, build dashboards and lead a team with “grace under pressure”?

Translation they want a CMO for half the cost.

The interview process doesn’t help either.
You’re basically auditioning for a role that doesn’t exist yet.

You’re told you’ll “own strategy” but the CEO still wants to review every post.
You’re told they value “big-picture thinking” but every conversation circles back to last month’s pipeline.
You’re told they want “integration” but the team’s split across three departments with no shared goals.

Then there’s the board deck fantasy and KPIs
The CMO wants a story that “inspires confidence”
So your job becomes making it all look clean and linear.
Like growth is a straight line.

It’s not.
It never f’n is.

Most VPs of Marketing are just managing contradictions.
Trying to be strategic while buried in Slack.
Trying to be a visionary while fixing a broken lead form.
Trying to grow pipeline while cleaning up leftovers from whoever came before.

It’s not that people lie in interviews.
Most companies just don’t know what kind of marketing leader they actually need.
They know what they want to show the board.

If you’re a new VP reading this stop trying to be everything they wrote down in that job post.
Find the few things that really move the business and pour your energy there.

Because the best marketing leaders don’t check every box.
They just know which ones to ignore..

Landed a new job! Congrats. Now you want to prove yourself. Pipeline’s down. CEO’s literally driving you nuts 14 days in. It's normal. We've all been start. 

You start moving. It's what we've trained ourselves to do.
Spin up ads. Relaunch email.
Push something, anything, live.
Because doing nothing feels worse than doing the wrong thing.

I’ve done that.
Whole quarters lost chasing noise.
Leads went up. Pipeline didn’t.
Team was exhausted. Everyone felt off.
Then I stopped.

Not because I had some breakthrough, but because we were out of ideas.
That’s when it clicked.
If you want to make impact in a new job, don’t try to out-hustle the chaos.

Organize it.

It's not fancy but here's where I focused in H2

- Pulled 6 months of pipeline data. Broke it down by source, deal size & win rate
- Reviewed 5 months of sales-calls. Asked what deals converted & why.
- Killed everything that didn’t connect to those patterns. Brutal, but freeing.
- Built one story for one buyer. Every channel, every message pointed to that.

That’s how we went from “doing more” to actually building momentum in 2025.

If you’re walking into a new role right now, start there.
Don’t fix everything.
Find the signal in the mess.
Then scale that.
Everything else is noise.

taplio

The Battle

Kaylee Edmondson

Evan Hughes

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taplio

The Battle

Kaylee Edmondson

Evan Hughes

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

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Performance ScoreKaylee Edmondson's LinkedIn Performance