I’m writing this from my couch, still half-covered in sunscreen, recapping a week I fully needed.
Spring break with my daughters. Set a global ‘away’ status on Slack, didn’t check LinkedIn, only 1 small-ish client fire drill. Just sisterly disputes over trivial things, and the kind of touching grass that reminds you demand gen will, in fact, survive without you for eight days.
I didn’t write anything new this week on purpose. So instead of forcing something, I pulled three of the most-read posts from the archive. If you’ve been around a while, maybe you missed one. If you’re newer, these are a solid entry point to what this newsletter is actually about.
👋 Hi, I’m Kaylee Edmondson. Looped In lands in your inbox every Sunday with one goal: to give you a sharper way to think about demand gen and growth in B2B SaaS. 2k+ marketers are already reading it. If you’re not subscribed yet, fix that below.
The Top 3 from the archive:
1. What 12 Months of ABM Data Reveals About What Actually Works
This one hit harder than I expected. Most ABM programs fail before they ever launch because teams are optimizing for the wrong things. I broke down what the data shows after a full year of running these programs across multiple clients. If you run any kind of account-based motion, start here.
2. The Great ABM Unbundling Is Here
Your all-in-one ABM platform is expensive, underused, and designed for 2016. This piece is about why the “one big platform” era is ending and what a modern, unbundled ABM stack looks like — with real budget allocations and tool recommendations.
3. ABM Isn’t Dead–It Just Got Smarter: The 2025 Modern ABM Playbook
I wrote this one after a client asked me point-blank: “How can ABM still work after all the 6sense hype?” Here’s exactly what I told him. A practical breakdown of what modern ABM looks like right now (or at least in 2025 when I wrote this…which does feel like 20 years ago now in AI-world).
I’ll be back next week with fresh content. I’ve got a couple of ideas I’m working through that I can’t wait to get out of my brain and into your inbox.
See ya next week,
Kaylee ✌