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. 🫶

CEO @ Refine Labs | The B2B Demand Generation Agency

I create the conditions for people, customers and companies to be successful. 

Over my 20+ year career, I have built and scaled go-to-market teams at eChalk, ZocDoc, Grubhub/Seamless (IPO: 2014), ManagedbyQ (WeWork Acquisition: 2019) and Platterz. 

In 2020, I teamed up with the Founder of Refine Labs to change the way B2B companies go-to-market.

Today, I am the CEO of Refine Labs, A B2B Demand Generation Agency.

Refine Labs helps mid-market and enterprise B2B SaaS companies change the way they measure and execute marketing. Our demand strategies drive qualified leads, maximize ROI, and reduce acquisition costs for profitable, sustainable growth.

Learn more by visiting:

- Website: www.refinelabs.com

- YouTube: https://www.youtube.com/@refine_labs

- Refine Labs Podcast Stacking Growth: https://open.spotify.com/show/68IrwrTAMubmi6lorDpT4c

- Sign up for Our Newsletter: https://www.refinelabs.com/newsletter

Megan Bowen

10 Things I Hate (and secretly Love) About Me

I’ve been thinking about all the contradictions that make us who we are

So here’s my list

1. I have really, really, really high expectations, of myself and everyone around me

2.  I’m a recovering people pleaser who still relapses sometimes

3. I’m too competitive for my own peace of mind

4. I’m impeccable with my word…which means I lose sleep when I can’t follow through

5. I chase clarity like it’s oxygen, when going with the flow may serve me better 

6. I never give up - even when I probably should

7. I hold grudges while trying hard to forgive (still working on it)

8. I hold on tightly and let go lightly - I’m all in until I’m not, then I’m fully out

9. I’m a practical problem solver and a student of spirituality - equal parts logic and intuition

10. I love doing the hard things…and I love venting about doing them just as much

Sometimes your flaws are just your strengths turned up too high - the trick is learning how to use them intentionally

CEO @ Refine Labs | B2B Demand Gen Agency

If you want a crash course in how I think about modern B2B GTM, our latest Stacking Growth podcast episode covers a lot:

How B2B buying has changed

From cold calls and trade shows in the 90s, to the website era, to dark social, to the early AI era. The tactics changed, but the constants are awareness, trust, and word of mouth.

Why your strategy has to start with your buyer

Not “best practices” - where your buyer spends time on this maturity curve should drive your GTM. Not the other way around.

ICP and Strategic Narrative 

Most companies have an aspirational ICP and a completely different customer list. We talked about using data to define your ICP, building a target account list, and aligning product, sales, and marketing around one story.

Brand, Demand, Expand as a system

Brand to get known and remembered. Demand to turn intent into pipeline. Expand to grow and retain the customers you already fought to win. Most companies overfund demand and ignore expand.

Measurement that finance will actually respect

Share of search, split/blended funnel, pipeline sources, self-reported attribution – and why attribution alone will always be an incomplete truth.

If you’re tired of overcomplicated marketing takes and want to get back to the basics that actually drive profitable growth, listen to our latest episode

There’s a quiet pressure a lot of marketing and revenue leaders won’t admit out loud

You’re being asked to hit increasingly aggressive targets using a measurement model that hasn’t kept up with how buyers actually buy

Last-touch attribution looks clean on a dashboard

It gives executives a sense of control

It feels safe to finance

But it leaves marketers trying to reverse-engineer success inside a system that only rewards the last click, not the real journey

And here’s the truth I’ve seen up close:

Most leaders aren’t clinging to last touch because they’re stubborn

They’re clinging to it because they’re accountable for hitting a number and no one wants to walk into a board meeting empty handed

So let me offer the bridge:

You don’t have to blow up last touch tomorrow

You can operate within the current constraints while quietly building the system that will replace it

Here’s what that looks like in practice:

1. Hit the target with what you have

Use last touch as an operational reporting layer and experiment with direct response campaigns that may actually work (content offers that solve a real job, free tools and incentivized demos that are tightly targeted)  

2. Layer in reality, privately at first

Run parallel measurement: margin-based ROI, self-reported attribution, share-of-search, funnel velocity, win rate by source

Begin building the business case to leverage new and alternative measurement models 

3. Translate insights into CFO-friendly language

This isn’t about asking them to trust you or the strategy, it’s about contribution margin and acquisition efficiency

Finance will trust new models when they map to how the business actually works

4. Socialize the shift slowly

Show how a more modern model leads to better forecasting and less wasted spend

Make small changes to your strategy and continue to provide multiple views of reporting to paint a more holistic picture 

5. Create safety for change
 
Leaders adopt new measurement when they believe it reduces their risk

Your job is to build that confidence step by step

Because this isn’t really about attribution

It’s about enabling the business to make better decisions, with a fuller picture of what actually drives pipeline and revenue

And yes, moving away from last touch is hard, it takes time and it requires uncomfortable conversations

But you don’t have to choose between hitting your number today and modernizing your measurement for tomorrow

Smart leaders do both

Most performance marketing is just slightly fancier lead gen

In one of our latest Stacking Growth episodes, we focused on what actually drives pipeline now

🤘 Matthew Sciannella and Ky Shaw 🏹 went deep on 4 areas:

1. Three performance plays that are working right now

- Content offers that solve a real job

Examples: a “new hire compliance checklist by state” or a product request template - something tied to a line in your buyer’s job description, not another “State of X in 2025” PDF

- Free tools 

Reframe the ROI calculator around a question your buyer already has in their head: “What’s a fair 3PL price at my volume?” or “How big should my LinkedIn audience be and what results should I expect?” Then layer your unique data set on top so AI can’t replicate it in two seconds.

- Incentivized demos that are tightly targeted

Yes, we talked gift cards. The nuance: this only works when your ICP targeting is very tight and the problem framing is specific. Done right, it’s not bribery - it’s compensation for time that leads to real pipeline.

2. How to actually align with sales 

We framed it as a pipeline activation project, not a big company-wide transformation: 
- Work with 1–2 AEs or SDRs
- Agree on a named account list up front
- Share an SLA: fast follow-up, how they’ll reference the offer, what happens on the first call
- Meet weekly to review: which leads were qualified, how the conversations went, what to tweak in the offer or targeting

The goal is simple: sit on the same side of the table, looking at the same funnel, owning the same outcome

3. How to think about performance based on your market

We broke down the difference between:

- Novel solutions – you can lean more on product marketing and creative “show, don’t tell” content

- Crowded, competitive categories – you win with better offers and tighter ICP definition, not just more impressions

Your performance plays should match the reality of your market, not your desire to avoid direct response

4. What “good” performance actually looks like

We pushed on a few principles:

- The offer should map to a real problem in the job description, not just interest in the topic

- The conversion itself should be a buying signal (someone downloading a high-intent template vs. a generic industry report)

- Sales should be able to look at the conversion and say: “If someone did this, I definitely want to talk to them”

- Your follow-up should have continuity: “You downloaded X to solve Y. I can show you how we solve that in <timeframe> with <clear value>”

If you want practical ideas you can test this quarter, this one is worth a listen

The real job of a GTM leader isn’t just to hit the number - it’s to change the trajectory of the company

And that means being willing to be the change agent, even if it means stepping on toes

Here’s how I’ve tackled this: 

1. Find the biggest, ugliest problem no one wants to touch - the one with no clear owner - that’s the problem that needs to be solved 

2. Volunteer to solve it and tell the truth about why it exists. Use first-principles thinking to cut through the noise most problems are actually symptoms of deeper root cause issue 

3. Build a credible business case: Develop a hypothesis, quantify the impact, be ready to defend it - you’ll get pushback, that’s the cost of conviction

4. Sell your plan, get buy in, and execute relentlessly by communicating clearly, building momentum, and earning the trust that buys you time to deliver

5. Follow through until the business result is real - push through the resistance, politics, and setbacks - that’s what separates operators from leaders

You’ll know you’re working on something that matters when there’s a high chance you’ll fail

The obligation of every GTM leader is to take on those challenges anyway

This is how companies evolve and how leaders are forged

We don't just take a playbook and implement it with our customers 

At Refine Labs, our onboarding process is an investigation

Before we touch campaigns, we go deep into the business:

- 4–8 quarters of revenue and funnel data
- Conversion rates, win/loss patterns, and buying journeys
- Who actually becomes a customer and who doesn’t
- How and where awareness is being created today

We look for patterns, where you lose efficiency, where quality drops, and which levers will actually move the business

Then we build a roadmap that’s specific, prioritized, and rooted in your reality

That’s why most of our clients see 30%-50% increase to qualified pipeline growth within 8 months

Check out our latest episode on Stacking Growth to hear my conversation with Evan Kirstel that covers modern go-to-market models, buyer-centric strategies, and how Refine Labs helps companies drive measurable pipeline growth through data, experimentation, and cultural excellence

Proving paid media impact in 2026 is going to keep getting harder 

Channels are more expensive and CFOs want answers that last-touch attribution can’t provide

Tomorrow, 🤘 Matthew Sciannella and Keith Putnam-Delaney are hosting a session that gives B2B marketers something most teams don’t have right now:

A practical, attribution-agnostic blueprint for proving ad effectiveness in 2026

Here’s what they’re covering:

1. The State of Paid Media 

LinkedIn and Google costs are climbing and direct response is hitting ceilings because it only reaches the 5% of buyers already in-market

Teams are stuck between proving brand impact with no clean attribution or overfunding direct response campaigns that don't reflect blended CAC reality

We’ll walk through why influenced attribution and MTA can’t hold up in CFO conversations and what to use instead

2. Using B2C Channels to Win in B2B

If LinkedIn is your only paid social channel, you’re overspending by 5–10x for the same audience

Real examples we’ll unpack:

- Medical device TAM (~9,000 surgeons) - Adding Meta + Reddit increased inbounds 44% YoY and drove $3.50 in inbound revenue per $1 spent

- Enterprise SaaS TAM (~2K → 11K accounts) - After broadening reach using Primer, inbound demos jumped 23–35%, with Meta-driven booked calls up 82%

We’ll show how to validate, expand, and track your ICP across Meta, YouTube, and Reddit

3. “Unbundling ABM” - What to Keep, What to Replace

Traditional ABM platforms are expensive, rigid, and built on attribution models that no longer reflect reality

We’ll break down a modern approach using:

- Primer for account journeys + custom audiences

- Vector, Warmly, RB2B for contact-level enrichment

- 50/50 list splits to measure incremental lift

- Account-level tests to isolate channel impact

- Clear paths for large TAM vs niche TAM measurement

You can deploy ABM without 6 figure platforms 

4. How to Prove Impact Without Fragile Attribution

This is the core of the session - we’ll walk through the exact testing frameworks marketers should use in 2026:

- Account-based incrementality testing

- GeoLift

- Difference-in-Differences for channel comparison

- Holdout design, power checks, confound controls

- Signal integrity and CAPI alignment

If you’ve been struggling to defend budget, diversify channels, or justify brand investment  - you’ll walk away with real test designs, measurement templates, and channel plays you can run immediately

Join us on Wednesday, November 19 at 1 pm EST for our next B2B Roundtable hosted by Matthew Sciannella (Refine Labs) and Keith Delaney (Primer)
 
Bring your toughest attribution questions - we’re taking them live

Register here: https://lnkd.in/exT-YBMA?

taplio

The Battle

Kaylee Edmondson

Megan Bowen

Followers

Posts

Engagements

Likes

Performance ScoreKaylee Edmondson's LinkedIn Performance

Performance ScoreMegan Bowen's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Kaylee Edmondson

Megan Bowen

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

Performance ScoreMegan Bowen's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreKaylee Edmondson's LinkedIn Performance