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FRACTIONAL DEMAND GEN • B2B SAAS

Former demand gen leaders.
Now running yours.

Fractional demand gen operators. Embedded in your team. Accountable to pipeline.

THE ENGAGEMENT
9–12 MONTHS
Audit & StabilizeDAYS 1–30
✓ Pipeline baseline✓ Program audit✓ 30-60-90 plan✓ Goals in Salesforce
Build & IterateMONTHS 2–8
✓ Programs live✓ Attribution reporting✓ Weekly ops cadence✓ Sales alignment
Scale & TransitionMONTHS 9–12
✓ Hiring profile✓ Documented playbook✓ New hire onboarding✓ Clean exit

OPERATORS WHO'VE WORKED AT

brightwheelcampaign-monitorchili-pipercolabcrisphightouchhoneycombhubspotkindfulmuxbrightwheelcampaign-monitorchili-pipercolabcrisphightouchhoneycombhubspotkindfulmux

Why DemandLoops

Three things that make us different.

01
/ 01

The operators,
not the agency layer.

The three of us spent the last 15+ years as the in-house demand gen leaders at the companies most teams try to copy. We've built the playbooks other people sell as templates – and we've made every expensive mistake already, on someone else's budget. That's the IP. You're not hiring a pod of generalists managed by an account lead. You're hiring the three people who would otherwise be your full-time hire.

“Top 1% operators don't take agency jobs. We built DemandLoops so you could hire them anyway.”
02
/ 02

You hire us when something's
broken or missing.

Nobody calls DemandLoops when demand gen is humming. They call when the last leader didn't work out, when a new motion isn't landing, when the board is asking why pipeline is flat, or when there's a gap between a founder-led GTM and a real demand engine. We're built for the inflection point – diagnose the actual problem in week one, stabilize pipeline by month two, and run the function while you figure out the org around it.

“If everything is working, you don't need us. When it isn't, you don't have months to wait on a hire.”
03
/ 03

We build a foundation
that outlasts us.

Anyone can launch a campaign that works this quarter. We build the ICP definition, the attribution model, the program architecture, and the operating cadence that your team will still be running on three years from now. The playbook doesn't expire when we leave. Your next hire doesn't rebuild from scratch. The systems compound – which is the only way demand gen actually gets cheaper over time.

“We're not optimizing for the next 90 days. We're building the engine the next three years run on.”

How we work

Six to twelve months. Then we're out.

Our model only works if the handoff is successful. That's an unusual incentive structure for an outside firm. It's intentional.

Days 1–30

Audit & Stabilize

We embed in your systems – Salesforce, HubSpot, ad accounts, attribution. We baseline your current pipeline, diagnose what's actually broken, and agree on realistic pipeline goals documented in your CRM.

Outputs

  • ✓ Pipeline baseline
  • ✓ Program audit
  • ✓ 30-60-90 plan
  • ✓ Shared goals in Salesforce
Months 2–8

Build & Iterate

We own full execution – strategy, copy, QA, technical instrumentation, launch, reporting. Not as an external advisor running your team. As the operator running the programs, accountable to the same pipeline number your sales team is. We build, test, and refine until the motion is repeatable.

Outputs

  • ✓ Programs live
  • ✓ Attribution reporting
  • ✓ Weekly ops cadence
  • ✓ Sales alignment
Months 9–12

Scale & Transition

Once programs are working, we scale what's proven and define the right hiring profile. We participate in interviews, document the motion, and onboard your new hire into live programs. Then we're done.

Outputs

  • ✓ Hiring profile
  • ✓ Documented playbook
  • ✓ New hire onboarding
  • ✓ Clean exit

When to work with us

Here's how customers have used our skills:

Most of the teams we work with show up in one of these three situations. Maybe yours looks similar.

Between Leaders

Your last demand gen leader didn't work out.

40–50% of demand gen leadership hires don't work out in the first 18 months. We stabilize what's broken, learn what your company actually needs, and help you hire the right person – who inherits working programs, not a blank slate.

40–50%
of DG leadership hires fail in 18 months
Build first. Hire second.
GTM Inflection Point

You're launching a new motion.

Moving upmarket, ABM, PLG, scaling from founder-led – the stakes are too high to hire into a role you haven't fully defined. We build the playbook by running it, then help you hire someone to scale what's proven.

30 days
to productive – not six months
We build the playbook by running it.
Leave Coverage

Your demand gen leader is going on leave.

Six months of parental or medical leave shouldn't mean six months of marketing on autopilot. We don't keep the lights on. We make things better while they're gone – so they return to momentum, not a mess.

6+ mo
embedded coverage, improving
Return to momentum. Not a mess.

The team

We've held the seat you're trying to fill.

Every DemandLoops operator is a former in-house demand gen leader – accountable to the CMO, the board, and the sales team.

Kaylee Edmondson
📍 Nashville, TN

Kaylee Edmondson

Founder & Principal

10+ years in-house B2B SaaS demand gen. Owned a $14M demand gen budget at Campaign Monitor during aggressive multi-brand acquisition. Built demand gen at Chili Piper. Spent time at Refine Labs alongside the top demand gen operators in the industry.

Campaign MonitorChili PiperRefine Labsbrightwheel
Olivia Wicks
📍 Portland, ME

Olivia Wicks

Fractional Director – Demand Gen & Marketing Ops

The rare combination of demand gen execution and marketing ops infrastructure. 2.5 years at HubSpot as a Principal Implementation Specialist – she doesn't just use marketing tech, she builds it from the inside. Deep Marketing Ops expertise.

HubSpotThoropassBraincube
Mary Keough
📍 Charlotte, NC

Mary Keough

Fractional Director – Demand Gen

Former Director of Demand Generation at CoLab Software. Former Head of Marketing at Map My Customers. 31,500+ LinkedIn followers built through practitioner-level content the DG community actually reads. Deep B2B roots from Gorilla 76.

CoLabMap My CustomersGorilla 76

Common questions

Answers to the things you're actually wondering.

40–50% of demand gen leadership hires don’t work out in the first 18 months. That’s a 12–18 month setback. We build first – so the next hire is based on what actually works in your environment, not assumptions. They inherit running programs and a clear mandate.
Agencies are accountable to deliverables – campaigns launched, reports submitted, decks completed. We’re accountable to pipeline. We also work inside your systems – your Salesforce, your HubSpot, your ad accounts – so the knowledge and infrastructure stay when the engagement ends. No black box. No deliverable theater.
A contractor takes direction and executes tasks. DemandLoops provides demand gen leadership – we own the strategy, run the execution, set up attribution reporting, and are accountable to pipeline contribution. A contractor won’t build the hiring profile for your next full-time leader or onboard them into working programs. That’s a different level of ownership.
In the first 30 days, we establish a baseline from your current programs and agree on realistic pipeline contribution given your stage, motion, and existing stack. That target is documented and shared. Reporting lives in your Salesforce – not a Google Sheet we manage. You have full visibility throughout. If programs aren’t performing, we adjust. We don’t pivot to a different deliverable to manufacture a ‘win.’
Internal alignment isn’t a side project – it’s part of the work. The best demand gen operators know they spend as much time building credibility with sales as building campaigns. DemandLoops operators have been in-house; we’ve navigated this dynamic before. We build the reporting, the shared language, and the feedback loop that makes sales trust what marketing is doing – because we’ve had to do exactly that inside companies like yours.
The timeline is tied to the hiring goal, not a contract length. If you find the right person at month five and they’re ready to take over, we’ll support the transition and be done. Our model only works if the handoff is successful. That’s an unusual incentive structure for an outside firm, and it’s intentional.

Ready to build?

Build your demand engine.
Then hand it to your hire.

9–12 months. Then we're done. That's an unusual incentive structure for an outside firm. It's intentional.

Ready to build? Let's chat →
DemandLoops

© 2025 DemandLoops. All rights reserved.

hello@demandloops.com

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