SaaS Marketing Weekly

#85: How to reach everyone with one piece of content

Tue, 10 Mar 2026 05:00:00 +0000

In this episode, Ryan shares the secret to maximising content reach by repurposing one piece of content across multiple formats. From podcasts and webinars to short-form videos, blogs, and LinkedIn posts, Ryan walks through the simple process of turning a single piece of content into multiple valuable assets. By using AI tools and automation, he shows how even small teams can create high-quality content in various formats and distribute it across channels to increase visibility, reach their ICP, and generate more engagement.

Takeaways:

One piece of content can be repurposed into 5+ formats (videos, blogs, posts, newsletters, etc.)
Start with video-based content (podcasts, webinars, or talking-head videos) — it’s versatile and easy to repurpose
Use AI tools like Vizard and ChatGPT to transcribe, create posts, blogs, and more from long-form content
Don’t focus on one content format for one channel — create in multiple formats for multiple channels
Consistency is key: Keep creating, repurposing, and promoting content every week
Push your repurposed content with LinkedIn ads (and Meta ads) to get seen across platforms
Once you hit a rhythm, your content will get better, and your efficiency will increase

Description

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#84: How do you market to a niche audience?

Tue, 03 Mar 2026 05:00:00 +0000

In this episode, Ryan and Jamie dive deep into the challenges of marketing to a very small audience in B2B SaaS. They break down how to reframe traditional marketing tactics and focus on community-building, content, and relationship development to ensure success. Whether you're targeting a handful of high-value accounts or serving a niche market, this episode shows you how to create genuine, long-term engagement without relying on generic cold outreach or spray-and-pray tactics. Learn how to use podcasts, webinars, and sub-brands to be the go-to resource for your target audience.

Takeaways:

When targeting a small audience, traditional spray-and-pray tactics won’t work
Community-building should be the focus — creating a space for your niche audience to engage and connect
Use events, podcasts, webinars, and roundtables to foster relationships and trust
Build a sub-brand around your niche to stand out and provide specific value
Low engagement rates in small markets are not a bad thing — they are just a sign of high deal value
Make your case studies and testimonials work harder in a small market — they carry more weight when everyone knows each other
Reframe the objective from “getting demos” to “building real relationships” with a handful of decision-makers
By understanding your audience’s challenges deeply, you position yourself as the first thought when they are ready to buy

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#83: How to scale beyond your founder-led network & grow with your personal brand

Tue, 24 Feb 2026 05:00:00 +0000

In this episode, Ryan and Jamie discuss how to move beyond relying on the founder-led network to fuel your SaaS business growth. Ryan shares key strategies for re-engaging your network, how to squeeze even more value out of existing relationships, and why shifting to personal brand marketing can unlock new opportunities for your business. From leveraging LinkedIn DMs to inviting people onto your podcast, this episode is packed with practical steps for expanding your network, gaining trust, and scaling sustainably.

Takeaways:

Start small: Reconnect with your most trusted contacts and tap into relationships you’ve overlooked
Segment your network: Go after colleagues, partners, suppliers, and LinkedIn connections with personal outreach
Don’t hesitate: Reach out to higher-ups, even if you’ve never worked directly with them — be brave in your asks
Squeeze more from your network: Invite people onto your podcast, webinar, or to contribute to research papers
Build your personal brand: Use LinkedIn posts and a weekly newsletter to share insights, solve problems, and gain followers
Personal brands drive higher engagement: Adding a face to your content makes it more approachable and impactful
Shift the focus: Move from selling demos to building relationships with content that educates, engages, and provides value
Start with a newsletter: It’s a low-barrier way to begin sharing your knowledge without the commitment of video content
Your personal brand is an asset — invest in it to scale your business

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#82: The biggest mistake that's killing your conversions

Tue, 17 Feb 2026 05:00:00 +0000

In this episode, Ryan breaks down one of the most common — and most expensive — CRO mistakes he sees on B2B SaaS websites. It happens right at the most important moment in your funnel… when someone clicks “Book a Demo” or “Start Free Trial.” Most companies assume intent means commitment. It doesn’t. Ryan explains why your highest-intent page still needs persuasion, what should actually be on it, and how small structural changes can dramatically increase conversion rates. If you’re driving traffic but not getting enough demos, this episode is likely the fix.

Takeaways:

Clicking “Book a Demo” ≠ fully convinced buyer
Your CTA page is the most important page in your funnel
Remove friction on free trials (minimal fields, SSO, no credit card clarity)
Demo pages must handle objections head-on
Shorter demos convert better
Numbers and ROI claims outperform feature dumps
Social proof is critical at the point of action
Match your demo page messaging to the traffic source
A/B test gradually — change one element at a time
Most SaaS sites are leaking leads at the final step

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#81: Let AI Run Your Content Strategy. You Can’t Lose!

Tue, 10 Feb 2026 05:00:00 +0000

In this episode, Ryan shares how to turn AI and market research into a powerhouse content strategy that aligns perfectly with your ideal customer profile (ICP). Drawing on a recent RocketSaaS exercise where they analyzed 100 sales calls, Ryan explains how AI-driven insights can inform content creation, from top-of-funnel awareness to bottom-of-funnel conversions. He walks through the step-by-step process of building a content calendar, using AI to extract key problems from sales calls, and repurposing content across multiple channels to drive maximum engagement and revenue growth.

Takeaways:

Use AI to analyze sales calls and uncover your ICP’s pain points, challenges, and goals
Start with 100 sales calls to get a comprehensive understanding of what your audience cares about
Map out a content calendar with one main topic per month, broken into weekly subtopics
Use AI tools to generate content ideas and structure content for blogs, emails, LinkedIn, and webinars
Interview thought leaders regularly to extract insights and boost content quality
Repurpose high-performing content into different formats (video, blog, LinkedIn post, webinar)
Invest in LinkedIn ads to push your content in front of the right people and increase engagement
This method drives organic growth, engagement, and predictable revenue

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#80: Quick LinkedIn Ads Tip to 5x Leads

Tue, 03 Feb 2026 05:00:00 +0000

In this short solo episode, Ryan shares a penny-drop moment that completely changed how Rocket SaaS runs LinkedIn ads — and explains why most B2B SaaS teams are unknowingly setting their campaigns up to fail. Despite good creatives, strong landing pages, and solid offers, one overlooked decision consistently prevents results. Ryan breaks down the thinking shift that unlocked far better performance, more consistent visibility, and stronger brand recall — without increasing ad spend.

Takeaways:

Most LinkedIn ad failures aren’t creative problems
Visibility beats clever ads when budgets are tight
Bigger audiences aren’t always better
Repetition is what actually builds trust
Budget alignment matters more than optimisation tweaks
Simpler campaign structures often outperform complex funnels
Small changes can dramatically improve performance

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#79: How marketing should support sales, hiring, & customer success

Tue, 27 Jan 2026 05:00:00 +0000

In this solo episode, Ryan shares why marketing isn’t just for lead generation — it’s the core driver for aligning sales, hiring, and customer success. He reveals how marketing can play a pivotal role in recruitment (without costly agencies), supporting sales through better messaging and retargeting, and reducing churn with educational content for customer success teams. Drawing on his experience at RocketSaaS, Ryan explains how marketing can elevate all functions of the business and drive scalable growth across departments.

Takeaways:

Marketing can power hiring by running ads targeting qualified candidates
Support sales by creating sleek, results-driven presentations and feeding them with engagement data
LinkedIn retargeting ads help sales outreach feel familiar and relevant, boosting trust and conversions
Marketing supports customer success by creating onboarding content and upsell materials
Marketing's role is cross-functional — it should influence recruitment, sales, and customer success efforts
Data-driven campaigns (e.g., ads + CRM) increase cross-department alignment
A unified marketing approach makes your business look more professional and premium, allowing for higher pricing

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#78: 10 decisions that got Rocket SaaS to $4m ARR

Tue, 20 Jan 2026 05:00:00 +0000

In this solo episode, Ryan breaks down the thinking behind Rocket SaaS crossing $4m ARR and why it wasn’t driven by one tactic, one tool, or one lucky break. Instead, it came from a set of compounding decisions made over time, many of which SaaS founders underestimate or delay for too long. Ryan reflects on the biggest shifts that unlocked momentum, what changed in the last 18 months, and why most SaaS teams stay stuck despite “doing marketing.” If you’re trying to scale past a plateau, this episode will challenge how you think about growth.

Takeaways:

Growth doesn’t come from one silver bullet
Momentum is created by compounding fundamentals
Consistency beats intensity every time
Narrow focus unlocks disproportionate returns
Brand trust is built long before buyers are “ready”
Most SaaS teams quit too early on the things that work
Personal credibility is becoming a serious growth lever

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#77: Why your ads are not driving leads (and where to reallocate resource)

Tue, 13 Jan 2026 05:00:00 +0000

Ryan and Jamie challenge one of the most common B2B SaaS assumptions: that spending more on ads will fix a growth problem. In this episode, they explain why content quality has become the biggest limiter to scale, how underinvestment in content quietly kills performance across the funnel, and why brands that look and feel “premium” win more deals at higher prices. Using real Rocket SaaS examples, they explore where content investment actually pays off, what most teams get wrong, and how small shifts in budget allocation can radically change results in 2026.

Takeaways:

Ads fail faster when the underlying content is weak
Original insights outperform generic AI-driven content
Premium content changes how buyers perceive your brand
Shareability is where real leverage comes from
One strong asset beats ten average ones
Content investment compounds across ads, sales, and pricing
Small budgets can still create outsized impact when spent correctly

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#76: Warning! Don't let AI distract you from the fundamentals of scaling

Tue, 06 Jan 2026 05:00:00 +0000

In this episode, Ryan shares the essential marketing fundamentals that every SaaS business needs to scale — before investing in the latest tech or AI-driven hacks. He explains why building a strong foundation with the right ICP, messaging, content, ads, and website is the key to organic growth, and how layering on tech like AI agents, LinkedIn ads, and automation tools only works when these fundamentals are in place. If you're overwhelmed by the noise around "the latest hack" or fancy marketing tools, this episode will help you refocus on what really matters.

Takeaways:

Don’t chase the latest tech: Focus on getting the basics right first, like defining your ICP and messaging
Your messaging should make it clear what you do and why you’re different in seconds
Create consistent content across multiple formats — blogs, videos, podcasts — to serve your ICP’s needs
Always-on ads are crucial to stay top-of-mind, but they need to be supported by great content
Your website must have clear messaging and a user-friendly design to convert visitors
Layer on tech only after the fundamentals are solid, then use tools like Clay, HubSpot, or LinkedIn ads to optimize
Tech won’t solve your problems if your marketing fundamentals are weak
Great marketing leads to organic growth — avoid over-reliance on tech or “quick fixes”

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#75: The 2026 playbook every B2B SaaS should run in January

Tue, 16 Dec 2025 05:00:00 +0000

In this end-of-year episode, Ryan and Jamie break down why January is the most powerful month for inbound demand and how B2B SaaS teams should be building campaigns right now to capitalise on it. They explore the psychology behind the New Year reset, how to anchor campaigns around real buyer priorities, and how Rocket SaaS has repeatedly turned January campaigns into one of the strongest pipeline months of the year. If you’re heading into 2026 without a clear campaign plan, this episode shows you exactly how to fix that.

Takeaways:

January buyers are in a reset mindset — budgets, goals, tools, and priorities are all under review
The strongest campaigns anchor around problems, goals, budgets, and tools
Start with market research using customer conversations and LinkedIn polls
Polls double as a light-intent lead source, not just research
Build one core campaign (guide, webinar, or breakfast event), then expand it
Best-performing January formats: webinars, ungated guides, and in-person events
Sprinkle a “2026 angle” onto proven content to dramatically increase engagement
Repurpose one campaign into blogs, clips, LinkedIn posts, emails, and ads
Use LinkedIn ads to amplify content — not sell the product directly
Consistent campaign rhythm is a major reason Rocket SaaS doubled in size

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#74: Why going niche is the secret to SaaS growth (and how to get it right)

Tue, 09 Dec 2025 05:00:00 +0000

In this episode, Ryan and Jamie discuss the powerful impact of niching down in your SaaS business and marketing. Ryan shares his journey of moving from a broad approach to focusing solely on B2B SaaS, and how that shift led to explosive growth for RocketSaaS. They cover why targeting a niche doesn’t just increase relevance, it also streamlines content creation, boosts ad performance, and accelerates your marketing team's learning curve. If you’re struggling to find your niche or getting lost in a sea of competition, this episode is a must-listen.

Takeaways:

Start narrow, then narrow further: When budgets are tight, target the most relevant part of your niche to ensure effective use of resources
Don’t worry about getting pigeonholed: Start with a focused niche; as you grow, expanding becomes easier
Know who you’re targeting: Analyse your existing customers to uncover which segments perform best
Messaging gets clearer: When you know your niche, you can tailor messaging, content, and offers that resonate
Smaller audiences = more consistent touchpoints: With a narrowed ICP, you can repeatedly reach the same potential customers, boosting recognition and trust
Narrowed targeting improves ad performance: No need to target massive, untargeted audiences — just focus on the best-fit 20%
Use landing pages to segment: If leadership isn’t on board with changing the homepage, create specific landing pages for each niche and route your traffic there
Building content is easier: Creating relevant content for a narrow audience makes the process faster and more impactful
Niche marketing accelerates feedback and execution: With a defined audience, you can learn from customers faster and refine your strategies more effectively

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#73: Part 2 - How sales can 5x their success using marketing intent data

Tue, 02 Dec 2025 05:00:00 +0000

In part two of this sales and marketing alignment series, Ryan is joined by Joe McLaughlin to dive deep into the tech stack that powers RocketSaaS’s ABM and intent data-driven sales outreach. They break down how they use tools like ZenABM, Clay, HubSpot, and RightBrain to automate data enrichment, create buyer-specific outreach flows, and improve SDR effectiveness. This episode is perfect for SaaS sales teams looking to implement a data-driven approach to prospecting and maximize the value of their tools without wasting time on manual admin.

Takeaways:

Use ZenABM to track and categorize LinkedIn ad engagement — categorize accounts based on interest level (e.g., "hot to trot")
Clay helps enrich data and find the right contacts (e.g., finding the right decision-makers and adding them to your outreach)
Integrate LinkedIn ads with HubSpot for better visibility and automatic account syncing
First-party data (site visits, engagement) + third-party intent data (funding, hiring) helps prioritize outreach
Use RightBrain to send AI-driven personalized outreach (like website audits) to engage cold accounts
Develop a multi-layered outreach strategy: automated outbounds for early-stage leads and personalized engagement for high-priority accounts
Automation is key: Let your tech stack do the heavy lifting, so SDRs focus on high-value tasks

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#72: Part 1 - How sales can 5x their success using marketing intent data

Tue, 25 Nov 2025 05:00:00 +0000

In this episode, Ryan is joined by Jamie Skeels and Joe McLaughlin to discuss a critical issue many B2B SaaS companies face: sales and marketing misalignment. They dive into the challenges of separate silos for sales and marketing teams and how aligning them with ABM Lite can drive more meaningful conversations and higher conversions. From understanding intent signals to leveraging data, they share their journey at RocketSaaS of implementing ABM Lite to bridge this gap and optimize efforts on both sides. This episode also covers the tools and strategies you can use to align sales and marketing teams, ensuring everyone is working towards the same goals.

Takeaways:

Sales and marketing misalignment is a common problem in B2B SaaS, leading to missed opportunities and wasted resources
ABM Lite helps you align sales and marketing without the complexity of traditional ABM
The key to success is using intent data from website visits, content engagement, and external signals (e.g., funding, hiring)
Sales reps should focus on prospects who have shown active interest in your content or brand, not just cold calls
Tools like Clay and Albercross enable teams to gather intent signals and act on them faster
Using CRM data (HubSpot, etc.) helps sales teams target the right companies at the right time
Aligning marketing content with sales outreach ensures targeted, meaningful conversations with high potential leads
Real-life example: The RocketSaaS breakfast event successfully attracted warm leads who had already engaged with the brand
In the next episode, the focus will be on SDR strategies and how to use intent data to optimize messaging and improve conversions

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#71: Build a lean SaaS marketing strategy on £3k/month, with Jamie Skeels

Tue, 18 Nov 2025 05:00:00 +0000

Ryan and Jamie map out a fast, lean marketing strategy for early-stage B2B SaaS teams with ~20–30 customers and a modest budget. They cover how to segment your ICP using real customer data, build a pipeline model that works back from revenue targets and CAC, and pick channels based on how (and why) your buyers actually purchase. From founder-led content and partnerships to when Google Ads makes sense, they show how to turn insight into action in weeks—not months—and bundle it into a clear TOFU/MOFU/BOFU plan you can execute immediately.

Takeaways

Stop “random acts of marketing”; build a lean strategy you can execute fast and iterate.
Segment your ICP from customer data, then enrich (e.g., in Clay) to see patterns you missed.
Model your pipeline backwards from revenue → customers → opps → SQLs → MQLs → budget/CAC.
Use sales calls and reviews to learn how/why buyers purchase; let that drive messaging and channels.
Choose channels by buyer behaviour (e.g., LinkedIn thought leadership, webinars, long-form, etc.).
If the founder is willing, go heavy on founder-led content; if not, lean on written assets or another spokesperson.
Validate Google Ads with search volume and your model—don’t assume it will move the numbers.
Partnerships (co-hosted webinars/breakfasts) borrow reach cheaply when your brand is still unknown.
Map a TOFU/MOFU/BOFU system: education → proof/lead magnets → CRO’d site, product visuals, and landing pages.
Build your account list and retarget on LinkedIn to stay front-of-mind as you ship new content.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#70: $1,600,000 per month added to the pipeline! How we did it.

Tue, 11 Nov 2025 05:00:00 +0000

Ryan and Jamie unpack the exact plays that took Rocket SaaS from ~8 SQLs a month to 20+, adding £1.2m in ARR-qualified pipeline every month. They cover why self-reported attribution beats last-touch, how a verified account list in Clay transformed LinkedIn performance, when to push product messaging into cold audiences, and why upping content quality (studio podcast clips, personal brand posts) made every channel work harder. They also share the Google Ads reset that turned ~£2k into £240k pipeline (and £120k closed), plus the simple breakfast event that generated £180k on its own.

Takeaways

Add “How did you hear about us?” as free text — it guides budget better than last-touch
Build a verified account list (e.g. Clay) and upload to LinkedIn to cut targeting waste
Watch leading metrics (CTR, dwell, engagement) — they jumped once targeting improved
Test product/offer creatives in cold alongside TOF content — some buyers are ready now
Refresh creatives frequently; variety + clear offers lift volume and quality
Invest in content quality (studio podcast clips) and boost with Thought Leader Ads
Post personal brand BOFU updates ~every 2 weeks; amplify with ads to ICP lists
Run exact-match Google Ads first; align ads/landing pages, then scale carefully
Small, scrappy in-person events (e.g. breakfast) can unlock chunky pipeline
Don’t chase hacks — strong messaging + consistent content + smart ads win over time

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#69: $236,000 ARR from 1 LinkedIn Thought Leader Ad

Tue, 04 Nov 2025 05:00:00 +0000

In this episode, Ryan breaks down one of the most powerful, yet underused, ad formats on LinkedIn right now: Thought Leader Ads. He explains what they are, why they’re performing better (and cheaper) than company ads, and how to use them to grow both your personal brand and your SaaS business. From storytelling and video strategy to targeting and budgeting, Ryan shares the exact framework he’s used to turn simple posts into direct revenue — including one ad that’s brought in multiple clients and measurable pipeline.

Takeaways:

Thought Leader Ads are up to 80% cheaper than company ads — and far more engaging
Best for top-of-funnel and brand-building — people buy from people, not companies
Don’t abandon company ads — use both together for full-funnel performance
High-performing ad formats: story-driven posts, short videos, memes, and educational carousels
Include a soft call-to-action — subtle links work better than hard sells
Ryan’s top-performing ad: “7 reasons RocketSaaS is better than hiring in-house” — directly led to new clients
Build a content calendar: 80% educational, 20% promotional
Pair with retargeting ads to nurture and convert engaged viewers
Growing your personal brand is the best long-term ROI — for both founders and marketers

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#68: SaaStock 2025: Was it worth it? My honest review

Tue, 28 Oct 2025 05:00:00 +0000

In this episode, Ryan gives a full debrief of SaaStock 2025 - what it was like, what he learned, and whether it was worth the trip for Rocket SaaS. Fresh back from Dublin with his team, he shares the highlights, the ROI, the best stands and talks, and tactical lessons for anyone thinking about exhibiting or attending SaaS events. From clever networking strategies to a genius after-party play, this episode is packed with takeaways for SaaS founders and marketers looking to make events a genuine growth channel.

Takeaways:

SaaStock featured 100+ SaaS companies, live talks, and a smart new Meetup Room for pre-booked networking
The pre-event matchmaking tool made lead generation easier and more structured than typical exhibitions
Best networking actually happened at the after-parties — relaxed conversations led to stronger relationships
A clever play by Optik AI: host your own unofficial after-party near the venue for guaranteed visibility
Budgeted £7–8k for the trip (flights, hotels, food, and Guinness) — walked away with 27 leads and 6–8 hot prospects
Two deals alone would cover the full cost thanks to RocketSaaS’s high-ticket pricing model
Great stands included Optik AI, Human.Video, RealFlow, and Bookster
Top tip: if you get a stand, bring at least two people — one to network, one to manage the booth
Use incentives (like commission for your team) to drive active networking and lead collection
Beyond ROI, events are amazing for culture-building and team bonding

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#67: Controversial truth about ABM for startups, why it might not be right for you, with Jamie Skeels

Tue, 21 Oct 2025 05:00:00 +0100

In this controversial episode, Ryan and Jamie discuss the realities of Account-Based Marketing (ABM) for startups and small businesses. Jamie, with his experience at Cognizant, explains why traditional ABM methods may be out of reach for smaller teams with limited resources. Instead of trying to copy big enterprise ABM strategies, he argues for a simpler, more sustainable approach. They break down the challenges of ABM, the importance of focusing on scalable tactics, and how small businesses can still use account-based targeting without breaking the bank.

Takeaways:

ABM isn’t always right for small businesses — it’s resource-intensive and often impractical
If you’re a small team, don’t focus on pure ABM with one-to-one, one-to-few strategies
Startups can use ABM Lite: a simpler version with fewer resources but the same targeted approach
Focus on a larger account list to scale your efforts, not a handful of accounts
Use intent data to build relevant workflows and trigger sales outreach
Small businesses need to balance intent data with traditional marketing to avoid wasted effort
Don’t rely on “random” ABM — focus on qualified intent signals to narrow down your target list
ABM Lite helps you build sustainable pipelines without huge budgets or a dedicated marketing ops team

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#66: How a single £1k campaign resulted in £180k pipeline

Tue, 14 Oct 2025 05:00:00 +0100

In this solo episode, Ryan shares one of Rocket SaaS’s most successful campaigns to date, which generated over £180,000 in pipeline. He breaks down exactly how the idea came about, how it was organised, what went right (and wrong), and how any B2B business can replicate the same formula.

Takeaways:

The campaign cost under £1,000 and produced £180,000 in pipeline
Promote across LinkedIn, email, and SDR outreach for maximum attendance
Use a simple landing page to collect signups and qualify attendees

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#65: LinkedIn Ads Part 3: Budgeting and optimisation strategies, with Jamie Skeels

Tue, 07 Oct 2025 05:00:00 +0100

In the final episode of this three-part mini-series on LinkedIn Ads, Ryan and Jamie cover everything you need to know about budgeting and optimizing your LinkedIn ad campaigns. They discuss how to structure your budget based on reach and frequency, how to avoid wasting spend on irrelevant audiences, and key metrics to monitor during the campaign. They also share actionable strategies for optimizing your ads and content as you go. Whether you’re just starting with LinkedIn ads or looking to improve your current performance, this episode has the insights you need.

Takeaways:

Set your budget based on reach and frequency: Target at least 80% reach and 5-10 frequency for remarketing
Don’t over-invest in cold audience ads: Focus more budget on retargeting ads to people already engaged
Evaluate targeting effectiveness: Start with data-driven audience segmentation using CRM and opportunity data
Maximize budget efficiency: Layer on intent data and external tools like Clay to improve targeting
Key metrics to monitor: Reach, frequency, dwell time, engagement rate, and click-through rate for optimization
Optimize based on ad performance: Review targeting, budget allocation, and offer to fine-tune campaigns
Test and iterate: The first few weeks should focus on data collection before making any big changes
Creative matters: Keep ad design clear and simple, especially for mobile views, and ensure your offer is compelling

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#64: LinkedIn Ads Part 2: Using Clay, targeting tools & intent signals, with Jamie Skeels

Tue, 30 Sep 2025 05:00:00 +0100

In part two of the LinkedIn Ads mini-series, Ryan and Jamie dive into how to get your ads in front of the right people. They cover how to use your CRM data to define your ICP, the limitations of LinkedIn’s native targeting filters, and how to supercharge campaigns with intent signals and third-party data tools like Clay, Apollo, and Crunchbase. They also break down how to structure retargeting audiences for maximum impact — including segmenting by pages visited and recency. If you’re wasting ad spend on the wrong audience, this episode shows you how to fix it.

Takeaways:

Don’t decide targeting in a vacuum — use customer and opportunity data from your CRM
Break down data by firmographics: industry, company size, department, region, job title
LinkedIn’s filters are good, but not perfect — industries in particular can be messy
Build account lists with tools like Clay, Apollo, or Cognism for greater accuracy
Enrich lists with intent signals: funding rounds, hiring patterns, leadership changes, M&A
Upload these lists into LinkedIn for laser-focused campaigns with tailored messaging
Retargeting is essential — don’t rely only on cold ads
Segment retargeting audiences by page visited (pricing/demo) and recency (14, 30, 90 days)
LinkedIn Insight Tag lets you retarget all website traffic, not just LinkedIn clicks
Retargeting makes smaller SaaS brands appear bigger, more credible, and front-of-mind

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#63: LinkedIn Ads Part 1: Proven content & ad formats for B2B SaaS with Jamie Skeels

Tue, 23 Sep 2025 05:00:00 +0100

In the first part of a three-part mini-series, Ryan is joined by Jamie Skeels, Head of Strategy at RocketSaaS, to break down the fundamentals of running successful LinkedIn ad campaigns for B2B SaaS. They cover why most companies fail with LinkedIn ads, how to approach top, middle, and bottom-of-funnel campaigns, and which ad formats deliver the best results. If you’ve ever struggled to get ROI from LinkedIn, this episode gives you a clear framework to start building campaigns that convert.

Takeaways:

Most SaaS brands go straight for bottom-of-funnel demo ads — and it rarely works
Top of funnel: focus on educational content that addresses customer problems
The best content formats
Best ad type at TOFU: single image ads (fast, low-friction, most consumed)
Middle of funnel winning ads
Effective MOFU ad formats
Bottom of funnel to drive conversions

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#62: 5 ABM campaigns to land bigger SaaS clients, with Jess Chilman

Tue, 16 Sep 2025 05:00:00 +0100

In this episode, Ryan is joined again by Jess Chilman, Head of Growth at Rocket SaaS, to share five high-impact ABM campaign tactics designed to help SaaS businesses move upmarket and close six-figure enterprise deals. From research outreach to direct mail, podcasts, events, and bespoke campaigns, they explain how to build relationships with C-suite decision makers, stand out from the noise, and create memorable touchpoints that convert. If you want to move beyond mid-market clients and start landing enterprise logos, this is the playbook.

Takeaways:

Start with the BFG framework (Buyer, Firmographics, Geography) to build your high-intent account list
Validate your TAM and use intent signals (funding, hiring, leadership changes) to refine your ICP list
Campaign 1: Research outreach – co-create content with your ICP via surveys, interviews, or advisory boards
Campaign 2: Podcast ABM – invite C-suite decision makers as guests to build relationships and authority
Campaign 3: Events – run low-cost networking breakfasts or private dining sessions to connect face-to-face
Campaign 4: Direct mail – send thoughtful, personalized packages (chocolates, handwritten notes, themed gifts) to create standout moments
Campaign 5: Tailored ICP campaigns – design bespoke plays around your target’s pain points (e.g., mystery shopping, funding celebration gifts)
Align marketing and sales so every touchpoint has tight follow-up
These tactics work best together, creating multiple relationship-building touchpoints with decision makers

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#61: Scaling SaaS Marketing with the E.L.E.V.A.T.E Growth Framework, with Janelle Amos

Tue, 09 Sep 2025 05:00:00 +0100

In this episode, Ryan is joined by Janelle Amos, founder of Elevate Growth, to dive deep into the most common growth challenges facing B2B SaaS businesses today. Janelle shares her proven framework for scaling SaaS marketing and reveals the power of focusing on the entire funnel — not just individual channels. From pipeline acceleration to optimising messaging and the importance of listening to customer feedback, this episode is packed with actionable insights for marketing teams and business owners aiming to hit their revenue targets faster.

Takeaways:

Marketing efficiency is key: Over-analysing one channel without considering the bigger picture won’t drive growth
Start by reverse-engineering your marketing goals and aligning them with revenue targets
Build an evergreen closed-lost program to re-engage opportunities that slipped through the cracks
Test and iterate your strategies — don’t just increase budget, improve efficiency first
Messaging is often the biggest barrier — ensure your homepage clearly explains what you do and who it’s for
SOPs (Standard Operating Procedures) help scale predictable, repeatable processes
The Elevate Growth Framework: A 7-step process to drive efficient, repeatable revenue with measurable results
Reach out to Janelle via LinkedIn for more insights on the Elevate Growth Framework

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#60: Struggling to get free trial users to upgrade? Do this

Tue, 02 Sep 2025 08:00:00 +0100

In this episode, Ryan dives into one of the most important levers for SaaS growth: your onboarding experience. Too many companies get plenty of free trial signups but fail to convert them into paying customers. Ryan explains what industry benchmarks look like, why onboarding often fails, and how to design an experience that drives users to activation. From signup flow and guided tours to gamification, personalisation, and email onboarding, this episode is packed with practical ways to increase your conversion rate and reduce churn.

Takeaways:

Average free trial → paid conversion = 15–25%; below 15% means something is broken
Define your activation milestone (e.g. Slack = 2,000 messages; Dropbox = 10 files saved) and build onboarding around it
Keep signup flows short — name, email, password; use Single Sign-On to reduce friction
Use guided tours, tooltips, and short videos to highlight only key actions (not every feature)
Personalise onboarding for different roles or use cases
Add quick wins & gamification (progress bars, rewards, incentives) to keep users engaged
Provide educational resources, but make them optional and easy to find
Add a human touch — personal messages or LinkedIn DMs can increase upgrades
Use email onboarding flows (5–8 emails over 30 days) to re-engage inactive trial users
Leverage product data to spot drop-off points and re-engage before churn happens

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#59: The 4 growth channels that every SaaS business needs

Tue, 26 Aug 2025 05:00:00 +0100

In this episode, Ryan breaks down the four essential growth channels that you should be leveraging for your SaaS business: Owned, Paid, Earned, and Partnerships. He walks through each channel, explaining what they are, why they matter, and how to optimise them to fuel growth. Whether you're a startup or scaling SaaS brand, this episode gives you a clear framework for prioritising and executing your marketing strategy to unlock rapid growth.

Takeaways:

Owned: Content you control (LinkedIn posts, blogs, podcasts, case studies) — foundational but slow to build
Paid: Ads that accelerate your reach — LinkedIn, Google, Meta ads for top-of-funnel and retargeting
Earned: The credibility you can’t buy — reviews, referrals, case studies, testimonials
Partnerships: The multiplier — co-host webinars, guest posts, and create alliances for exponential lead gen
Balance all four channels — don’t rely on just one, or you risk stagnation
Evaluate and score your business on each category to identify where to improve

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#58: My #1 life-changing career/business growth tip

Tue, 19 Aug 2025 05:00:00 +0100

In this episode, Ryan reveals the one move that had the biggest impact on his career and business growth. It’s not a complex strategy, a funnel, or a new piece of tech; it’s a simple step anyone can take this week that can open doors, spark inspiration, and accelerate your journey. Ryan shares the three steps to making it work, two personal stories of how it transformed his trajectory, and why it might be the fastest way to get unstuck in your career or business.

Takeaways:

The biggest breakthroughs often come from the smallest, simplest actions
You don’t need a huge budget or complex strategy to level up
This approach works whether you’re an employee or a founder
Ryan used this approach twice. He outlines them both - each time it led to massive growth and lasting partnerships

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#57: How to find & use intent data to target people showing interest in your solution

Tue, 12 Aug 2025 05:00:00 +0100

In this episode, Ryan explains why intent data is one of the most powerful tools in a B2B SaaS marketer’s arsenal. He breaks down what intent data is, the difference between first-party and third-party signals, how to collect it, and how to use it to align sales and marketing for maximum impact. From simple website visitor tracking to advanced ABM campaigns, Ryan shares practical ways to spot buying signals and turn them into high-converting opportunities.

Takeaways:

Intent data shows which prospects are actively considering solutions like yours
First-party intent = data you own (e.g., site visits, demo page views, webinar attendance, email engagement, in-product usage)
Third-party intent = external signals (e.g., review site activity, funding news, hiring patterns, event attendance)
Tools like AlbaCross and HubSpot can help identify and track high-intent website visitors
Review sites (G2, Capterra, TrustRadius) often offer paid intent data packages
Signals such as funding announcements, hiring for relevant roles, or leadership changes indicate potential buying cycles
Enterprise tools like Bombora and 6sense offer advanced, large-scale intent data (but at a higher cost)
LinkedIn activity — profile views, follows, post engagement — can also signal interest
Sales and marketing must work together: sales to follow up directly, marketing to run targeted ABM/retargeting campaigns
Upload intent-driven contact or account lists into LinkedIn Ads for highly targeted, high-performing campaigns

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#56: 7 pricing strategies that big SaaS brands use

Tue, 05 Aug 2025 05:00:00 +0100

In this episode, Ryan breaks down one of the most debated topics in SaaS marketing: pricing. Should you show pricing or not? What model should you use? From flat-rate and tiered plans to freemium, free trials, and usage-based pricing, Ryan walks through eight pricing strategies with real examples and tips for how to pick the right model for your business. If your pricing page is one of your most-visited — and least-converting — pages, this one’s for you.

Takeaways:

Showing pricing builds trust and qualifies leads — but there are trade-offs
Try “pricing from” if you need a middle ground
Flat-rate pricing is simple, but not scalable for all businesses
Tiered pricing (bronze/silver/gold) is most common, but can confuse buyers
Per-user pricing is standard, but often gamed with shared logins
Usage-based pricing is great for technical platforms, but hard to forecast
Freemium works brilliantly for top-of-funnel — if your product is sticky
Free trials need great onboarding or users won’t convert
Custom pricing suits complex/enterprise deals, but slows down the sales cycle
Price anchoring is a powerful way to nudge users to the plan you want them to choose
Don’t guess — test 2–3 models and see what converts best

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#55: The critical elements needed on a high converting B2B SaaS website

Tue, 29 Jul 2025 05:00:00 +0100

In this episode, Ryan breaks down the anatomy of the perfect B2B SaaS website — from site map to homepage layout. With years of experience designing SaaS sites and running conversion rate optimisation campaigns, he shares what actually works to turn traffic into leads. Whether you’re planning a redesign or wondering why your paid ads aren’t converting, this episode is your go-to guide to building a high-performing site.

Takeaways:

Fix your website before investing in paid ads — otherwise you’ll burn cash
Your site map should include: Homepage, Product/Solution, Pricing, CTA (Demo/Trial), Case Studies, Resources, Industries, and optional pages like Integrations or About
Don’t overload dropdowns — keep navigation focused and clear
Your homepage hero section needs one clear headline (≤10 words) and a strong visual of your product
Avoid fluffy buzzwords — be clear, not clever
Add trust signals: G2 badges, logos, testimonials, case study stats
Show the problem before the product — connect emotionally with pain points
Use the Z layout to present 3–5 key features with benefit-focused headlines
Include a form directly on the homepage for higher conversion
Use the FAQ section to offload dense copy and handle objections

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#54: The 7 traits of fast-scaling SaaS companies

Tue, 22 Jul 2025 05:00:00 +0100

In this episode, Ryan shares the seven traits he consistently sees in SaaS companies that scale quickly — versus the ones that plateau or fail. After working with 100+ SaaS brands at RocketSaaS, he breaks down the mindsets, strategies, and behaviours that separate fast-growing companies from the rest. If you want to grow faster, smarter, and with fewer missteps, this is your checklist.

Takeaways:

Speed beats perfection — launch fast, learn fast
Empower your team — micromanagement slows everything down
Founders should stay involved in marketing for real thought leadership
Clear, narrow positioning always outperforms vague messaging
Marketing budgets must scale as revenue scales (aim for 10% of ARR)
Don’t obsess over attribution — understand demand generation holistically
Deep customer insight (sales calls, transcripts, feedback) drives better messaging

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#53: 15 different ways to get SaaS customers (that actually work)

Tue, 15 Jul 2025 05:00:00 +0100

In this quick-fire episode, Ryan runs through 15 practical, proven ways to generate leads and win customers for your SaaS business. From cold email that actually converts to creative ABM campaigns, referral tactics, content strategies, and more, this is a checklist for founders and marketers who need leads fast. Whether you’re pre-launch, post-funding, or scaling to your next milestone, there’s something here for every SaaS team.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#52: Webinar: How to market a niche SaaS product when no one is searching for it

Tue, 08 Jul 2025 05:00:00 +0100

Listen to the recording of one of Rocket SaaS' most popular webinars: How to Market a Niche SaaS Product (When no one is searching for it).

Ryan shares the exact strategy he uses to help niche SaaS products generate leads, even when no one is Googling your solution. If you’ve built something great but no one knows they need it, this is the playbook you need.

Takeaways:

Most niche SaaS products fail because buyers don’t know they have a problem
Lead with the problem, not the product
Your real competition is the status quo, not another tool
Broad messaging kills conversions — get narrow and speak to one ICP at a time
Build use-case-specific funnels for each segment (ads, landing pages, lead magnets)
Founder-led content builds trust and cuts through the noise
Sync LinkedIn ads with outbound to warm up cold leads before sales reaches out
Run a $1k test budget to validate the best-performing audiences and messaging
Focus on educating the unaware — not just selling to the ready-to-buy 5%

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#51: How I scaled my business to £2M ARR, and how you can too

Tue, 01 Jul 2025 05:00:00 +0100

In this episode, Ryan breaks down exactly how RocketSaaS grew from £0 to £2 million in annual recurring revenue. He shares the key marketing (and business) moves made at each stage of growth — from hustling for free work in the early days to ramping up paid demand gen and hiring A-players at scale. Whether you’re a founder or marketer in the trenches, this is a practical guide to growing a B2B service or SaaS business from scratch to serious scale.

Takeaways:

£0–£100k: Work for free, build a portfolio, hustle hard with cold outreach
£100k–£250k: Niche down, create case studies, run outbound LinkedIn campaigns
£250k–£500k: Delegate and build a lean team so you can focus on growth
£500k–£1M: Go all-in on founder-led LinkedIn content and effective lead magnets
£1M–£2M: Double down on demand gen (newsletter, podcast, webinars, ads) and hiring A-Players

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#50: How to start a B2B podcast that actually drives revenue

Tue, 24 Jun 2025 05:00:00 +0100

Description

In this milestone 50th episode, Ryan shares exactly how to start a podcast that helps your B2B business grow. He walks through the real-world impact SaaS Marketing Weekly has had on Rocket SaaS — including four sales and £20k MRR — and breaks down how you can do the same. Whether you’re looking to build pipeline through ABM or scale top-of-funnel content for demand generation, this episode covers naming your show, choosing topics, getting guests, software, setup, and how to repurpose each episode into a full content engine.

Takeaways:

Generated 4 sales and £20k MRR from the podcast
Use it for ABM (invite prospects) or demand gen (educational content)
Don’t name your podcast after your company
Make it about solving your audience’s problems
Plan 20+ topics in advance from blogs, FAQs, and sales calls
Start solo, then bring on guests to grow reach
Find guests via referrals, LinkedIn, or tools like MatchMaker.fm
Tools: Riverside (recording), Buzzsprout (hosting), Shure mic, Sony ZV-1 camera
Repurpose episodes into blogs, LinkedIn posts, webinars, and more
Boost content with ads to scale reach and impact

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#49: SaaS growth plateaued? How Jamie Skeels would fix it

Tue, 17 Jun 2025 05:00:00 +0100

In this episode of Challenge Jamie, Ryan gives Jamie Skeels, Head of Demand Gen at Rocket SaaS, a tough brief: a B2B SaaS company with a decent budget, a competitive market, and a stalled growth curve. What would Jamie do? He outlines a bold but structured plan to reallocate budget, build a demand creation engine, and generate leads by reaching the 95% of the market that isn’t ready to buy yet. From choosing the right content topics to leveraging subject matter experts and putting proper paid distribution in place, this episode is a crash course in getting growth back on track.

Takeaways:

If growth has plateaued, you’ve probably maxed out the 5% of in-market buyers.
Use the 60/40 rule: 60% of your budget on demand creation, 40% on capture.
Start with one key topic tied to the problem your product solves — and own it.
Extract insights from subject matter experts to create content that cuts through.
Build a content engine with multiple channels: podcasts, blogs, LinkedIn, email, YouTube.
Organic reach on company pages is weak — amplify your content with paid ads.
Guarantee distribution by putting paid budget behind your highest-value content.
Ads aren’t just for lead gen — they’re crucial for getting your brand seen at scale.
Focus on being remembered, not just clicked — demand creation is a long game.
Test, prove value, and then scale — get early wins to bring leadership on board.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#48: The secret to scaling? Attack the 95% of people who are not yet looking to buy. With Jamie Skeels

Tue, 10 Jun 2025 05:00:00 +0100

Ryan is joined by Jamie Skeels, Head of Demand Gen at Rocket SaaS, to unpack the art of demand creation — how to reach and influence the 95% of your market who aren’t actively looking for your solution. They explain the difference between demand capture and demand creation, the types of content that work best for long-term growth, and how to build an always-on engine using subject matter experts, newsletters, ungated content, and smart repurposing. Jamie also shares behind-the-scenes examples from Cognism’s rise and Rocket SaaS’ own playbook.

Takeaways:

Only 5% of your market is in buying mode — demand creation targets the other 95%.
Long-term content builds trust, affinity, and brand recall for when prospects are ready to buy.
Start with content that solves your audience’s problems without pushing your product.
Use subject matter experts to create insightful, original content — and repurpose it everywhere.
Don’t force founders on camera too soon — start with written interviews and scale up.
Ungated content performs better in demand creation — the goal is consumption, not contact forms.
Anchor your brand to a topic your product naturally supports — like Cognism did with cold calling.
Track and optimise for reach, relevance, and recall — not just short-term conversions.
Demand creation makes sales calls easier and drastically improves close rates.
Without it, you’re stuck competing on price and timing instead of trust and expertise.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#47: Lead generation strategies for niche SaaS with a £10k monthly budget

Tue, 03 Jun 2025 05:00:00 +0100

Ryan puts Jess Chillman to the test with a real-world SaaS marketing challenge: How do you create demand and generate leads on a modest £10k monthly budget for a new SaaS company in an undefined niche with low search volume and minimal existing customers? Jess shares a step-by-step approach covering messaging, founder-led content, targeted paid ads, leveraging early customers, and building trust through storytelling. This short but insightful episode is packed with practical strategies for early-stage SaaS startups facing tough lead generation hurdles.

Takeaways:

Nail your messaging first by speaking to prospects and shaping a clear narrative around the problem you solve.
Use your founder’s personal brand to create authentic, low-budget content like podcasts, case studies, and LinkedIn posts.
Tap your network and customers for introductions to expand your prospect list and build credibility.
Test one or two paid channels (LinkedIn and Meta ads) with a small portion of your budget to identify early intent signals.
Invest in a professional, clear website that explains your product with strong messaging, design, and social proof.
Use customer stories and case studies to build trust and demonstrate value in a niche market.
Start a founder-led newsletter to share your product journey, educate the market, and nurture early adopters.
Mix organic educational content with paid demand generation for a balanced growth approach in low-search markets.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#46: How to grow your SaaS business with a founder-led LinkedIn strategy, with Jess Chillman

Tue, 27 May 2025 05:00:00 +0100

Ryan is joined by Jess Chillman, Head of Growth at Rocket SaaS, to talk about the real impact of founder-led marketing on LinkedIn. They break down when and how to start building your personal brand, why it's especially important in the age of AI, and how to go beyond just sharing company updates. From content ideas to profile optimisation and thought leader ads, this episode is packed with practical tips to help SaaS founders and marketers use LinkedIn to attract leads, talent, and long-term advocates.

Takeaways

AI is making businesses feel more faceless — your personal brand is your unfair advantage.
Founder-led content builds trust and credibility at a time when buyers crave authenticity.
The best time to start posting on LinkedIn was five years ago. The second best time is today.
Don’t start personal branding too early — wait until you’ve got product-market fit, a clear ICP, and a story to tell.
Great content solves real problems, not just promotes your product.
Sales calls, internal meetings and client wins are goldmines for content ideas — jot them down daily.
Posting 2–3 times a week is enough if it’s purposeful and speaks to your audience.
Engaging with others on LinkedIn is just as important as posting your own content.
Optimise your profile: banner, headline, featured content, and lead magnets all matter.
LinkedIn thought leader ads offer a low-cost, high-impact way to scale your reach and drive conversions.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#45: The Formula For a High-Converting Landing Page, with Tas Bober, Landing Page QUEEN

Tue, 20 May 2025 05:00:00 +0100

Ryan interviews landing page expert Tas Bober. They discuss the essential elements of effective landing pages, the importance of understanding buyer behaviour, and the shift in strategy regarding navigation and conversion optimisation. Tas emphasises the need for marketers to focus on consumption signals rather than just conversion rates, and she shares insights on structuring landing pages like business cases to better serve potential customers. The conversation concludes with practical tips for creating impactful landing pages that resonate with users.

Takeaways

A landing page is not just any webpage; it is a targeted experience designed for a specific campaign.
Google's recent changes require landing pages to have navigational elements to improve user experience.
Conversions should be viewed as a lagging signal, with a focus on engagement and consumption leading up to them.
Buyers today require multiple touchpoints before making a purchase decision, regardless of the product's price point.
Landing pages should be structured like business cases, addressing problems, solutions, and providing relevant information upfront.
Testimonials and social proof should be specific to the product being offered on the landing page.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#44: The LinkedIn LEGEND, Matt Barker, Outlines How to Grow Meaningful LinkedIn Followers

Tue, 13 May 2025 05:00:00 +0100

In this episode of the SaaS Marketing Weekly podcast, host Ryan James interviews Matt Barker, a LinkedIn growth expert, who shares insights on how to effectively build a personal brand on LinkedIn. Matt discusses his journey from having no network to growing his following to over 169,000. He emphasizes the importance of consistent posting, engaging with others, and balancing personal and professional content. The conversation also covers current trends in LinkedIn content, the significance of storytelling, and practical strategies for leveraging LinkedIn for career and business growth.

Takeaways

Posting consistently is crucial for LinkedIn growth.
Engaging with others through comments increases visibility.
Personal growth is as important as professional growth on LinkedIn.
Content should reflect both expertise and personality.
Video content is gaining traction on LinkedIn.
Step-by-step guides are effective for engagement.
Personal stories can enhance professional branding.
Understanding audience needs is key to content strategy.
Networking is essential for leveraging LinkedIn effectively.
A well-rounded content strategy includes personal insights.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#43: How to Market a Niche SaaS Product with Little Budget, with Jamie Skeels

Tue, 06 May 2025 05:00:00 +0100

In this episode, the hosts engage in a marketing strategy simulation called 'Challenge Jamie,' where they explore how to effectively market a niche B2B SaaS company with limited resources. They discuss the importance of understanding the existing customer base, narrowing down the target audience, and selecting the right marketing channels. The conversation emphasises the significance of remarketing campaigns and integrating outbound strategies with inbound marketing efforts. Additionally, they highlight the value of leveraging thought leadership to enhance brand visibility and engagement.

Takeaways

Understanding the existing customer base is crucial.
Narrowing down the target audience enhances messaging effectiveness.
LinkedIn is a key platform for B2B marketing.
Remarketing can serve as a powerful conversion lever.
Integrating outbound and inbound strategies maximises conversion chances.
Thought leadership can significantly boost marketing efforts.
Effective messaging is essential for capturing leads.
A focused marketing budget can yield better results.
Testing different channels is important for finding the right fit.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#42: 2x Your SaaS Leads with Demand Generation Strategies from Jamie Skeels, Ex-Cognism

Tue, 29 Apr 2025 05:00:00 +0100

In this episode of the SaaS Marketing Weekly podcast, host Ryan and guest Jamie Skills delve into the intricacies of demand generation, focusing particularly on demand capture. They discuss the importance of positioning and messaging in marketing strategies, emphasising how effective communication can significantly impact conversion rates. The conversation also highlights the necessity of understanding buyer intent and utilising the right channels for capturing demand. Jamie shares insights from his experience at Cognizm, illustrating how high-intent keywords can drive significant leads. The episode concludes with practical advice on improving conversion rates and the importance of foundational marketing strategies.

Takeaways

Demand capture is crucial for converting interested buyers.
Positioning and messaging are foundational to effective marketing.
Many SaaS companies struggle with clear messaging.
High-intent keywords can drive significant traffic and leads.
Improving conversion rates is often more effective than increasing traffic.
Understanding buyer intent helps in crafting effective marketing strategies.
Effective messaging should be clear and straightforward.
Utilising customer insights can refine positioning and messaging.
Remarketing can be an effective strategy for capturing demand.
Fixing the fundamentals can lead to sustained lead generation.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#41: Gary Stringer (monday.com) on SaaS Content Strategy and How to Stand Out

Tue, 22 Apr 2025 05:00:00 +0100

Ryan speaks with Gary Stringer, Senior Content Marketing Manager at monday.com. They discuss the evolving landscape of content marketing, particularly in the B2B SaaS space. Gary shares insights on creating engaging content, the importance of authenticity in thought leadership, and the role of personal branding in today's digital world. They also explore the value of customer-generated content and the need for flexibility in content calendars to optimise marketing strategies.

Takeaways

Gary emphasises the importance of creating content that resonates with the audience.
Authenticity in content marketing is crucial for building trust.
Rethinking traditional content formats can lead to more engaging material.
Thought leadership should stem from a unique point of view and strategy.
Personal branding is essential for career growth and credibility.
Customer-generated content can be a powerful marketing tool.
Flexibility in content calendars allows for better content distribution.
Storytelling is a key differentiator that AI cannot replicate.
Consultative selling can enhance customer relationships and sales effectiveness.
Baking in customer testimonials during calls can yield authentic content.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#40: Akash Gupta (Ex-Apollo.io) on the Hard Truths About Product-Led Growth

Tue, 15 Apr 2025 05:00:00 +0100

Ryan interviews product-led growth expert Akash Gupta, ex-Apollo.io VP of Product. They discuss the importance of consistent content creation on platforms like LinkedIn, the distinction between product-led growth and traditional marketing, and the key components that contribute to successful product-led growth strategies. Akash shares insights on common mistakes companies make when implementing product-led growth, how to measure success, and the tools that can aid in this process. The conversation emphasises the need for a strong product offering and the courage to give away value to attract customers.

Takeaways

Consistency in posting is crucial for growth on LinkedIn.
Product-led growth differs significantly from traditional marketing.
Successful product-led growth requires a strong product offering.
Companies must understand their ideal customer profile for effective growth.
Mistakes in product-led growth often stem from misaligned marketing strategies.
Leadership must support a product-led growth culture.
Measuring success in product-led growth takes time and patience.
Tools should align with specific goals in the product-led growth strategy.
Not all SaaS products are suited for product-led growth.
Engaging with the right audience is key to virality and growth.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#39: Making ABM Plans That Drive Real Outcomes – with Kartik Krishnan, ex-Beamery

Tue, 08 Apr 2025 05:00:00 +0100

Ryan speaks with ABM expert Kartik Krishnan about the intricacies of Account-Based Marketing (ABM). They discuss the importance of targeting the right accounts, and how to effectively engage with potential clients through personalised strategies. The conversation also covers the role of webinars, direct mail, and AI tools in enhancing ABM efforts, as well as how to measure success and scale these initiatives. Kartik emphasises the need for alignment between sales and marketing teams and the importance of founders being involved in the ABM process.

Takeaways

ABM is a targeted approach to marketing, akin to spearfishing.
Intentionality in targeting accounts is crucial for success.
The right message must be delivered at the right time and place.
Webinars can serve as effective tools for engagement and relationship building.
Direct mail can be challenging to implement at scale.
Metrics like Fit, Intent, Recency, and Engagement (FIRE) are essential for measuring ABM success.
Scaling ABM requires a focus on intentionality and experimentation.
AI tools can streamline the process of identifying target accounts.
Existing clients provide valuable insights for ABM strategies.
Founders should actively participate in ABM efforts to drive success.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#38: The Best Performing LinkedIn Ads In 2025

Tue, 01 Apr 2025 05:00:00 +0100

Ryan discusses effective strategies for LinkedIn ads, emphasising the importance of creative ad design and the power of retargeting. He shares insights on how to create ads that capture attention and drive engagement, as well as the significance of providing value to potential customers before pitching products. The conversation highlights the need for innovative approaches in ad design and the effectiveness of retargeting to improve conversion rates.

Takeaways

LinkedIn ads can unlock massive growth for B2B SaaS businesses.
Creative ad design is crucial for capturing attention.
Avoid salesy ads; focus on providing value first.
Retargeting ads significantly improve conversion rates.
Memes and unconventional formats can enhance engagement.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#37: The 5 Second Messaging Test

Tue, 25 Mar 2025 05:00:00 +0000

Ryan emphasises the critical role of messaging in B2B SaaS businesses. He introduces the 'Five Second Messaging Test' to help companies evaluate their messaging clarity and effectiveness. Ryan provides practical examples and a structured approach to crafting compelling headlines and subheaders that resonate with target audiences, ultimately driving engagement and conversions.

Takeaways

Messaging is the number one mistake in B2B SaaS.
Poor messaging leads to poor sales and engagement.
The five-second test is crucial for clarity.
Buzzwords confuse customers and dilute messaging.
Focus on benefits, not features, in messaging.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#36: 6 Exercises To Find Your Ideal Customer Profile (ICP)

Tue, 18 Mar 2025 05:00:00 +0000

Ryan discusses the critical importance of identifying your Ideal Customer Profile (ICP) for early-stage SaaS companies. He emphasises that many companies fail to define their ICP, leading to ineffective marketing campaigns. Ryan outlines various methods to identify the ICP, including analysing existing customers, conducting interviews, studying competitors, and testing ad budgets. He stresses the need for data-driven decisions and the importance of understanding customer motivations to enhance marketing strategies and drive business growth.

Takeaways

Identifying your ICP is crucial for marketing success.
Many companies skip the research phase, leading to failure.
Data-driven insights are essential for defining your ICP.
Customer interviews provide valuable information for targeting.
Analysing competitors can reveal market opportunities.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#35: The Process To Get More Case Studies & Overcome Objections

Tue, 11 Mar 2025 05:00:00 +0000

Ryan discusses the critical role of case studies in the marketing funnel for SaaS businesses. He emphasises the importance of obtaining case studies, especially for early-stage companies, and provides strategies to overcome common objections from customers. Ryan outlines the ideal format for crafting effective case studies and highlights the significance of distributing them across various marketing channels to maximise their impact.

Takeaways

Case studies are essential for moving prospects through the marketing funnel.
SaaS businesses should aim to gather case studies regularly, ideally monthly.
Early-stage companies can offer free trials in exchange for testimonials.
Making the process easy for customers increases the likelihood of obtaining case studies.
Incentives like discounts can motivate customers to participate in case studies

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#34: Why Xero Are Brave Enough to Offer a Crazy Discount. Maybe You Should Too?

Tue, 04 Mar 2025 05:00:00 +0000

Ryan discusses the effectiveness of offering significant discounts to attract new customers, particularly for SaaS businesses. He shares insights on customer lifetime value and the potential long-term benefits of such strategies despite the risks of short-term revenue dips and increased churn. Ryan encourages listeners to consider these tactics as a way to boost sales and grow their customer base.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#33: How To Kill the Objection “I’m tied in with a competitor”

Tue, 25 Feb 2025 05:00:00 +0000

Ryans discusses a common sales objection faced by SaaS companies: prospects being tied into long contracts with competitors. He presents a strategic approach to overcome this objection.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#32: Why Most SaaS Companies Fail With Demand Gen

Tue, 18 Feb 2025 05:00:00 +0000

Ryan delves into the intricacies of demand generation, emphasising the importance of collaboration between leadership, marketing, sales, and content strategy. He introduces the concept of the 'demand generation flywheel,' illustrating how these elements work together to create a sustainable and effective demand generation strategy.

Takeaways

Demand generation can transform your business in terms of lead gen growth.
It's crucial to involve leadership in content creation.
Sales and marketing must work together to engage prospects effectively.
A content strategy without data is just a guessing game.
Siloed departments hinder effective demand generation.
The demand generation flywheel requires collaboration across functions.
Sales should engage with prospects who interact with marketing content.
Feedback from sales can inform marketing strategies.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#31: Webinar Recording: How To Create a Demand Gen Campaign On A Small Budget

Tue, 11 Feb 2025 05:00:00 +0000

Ryan and Jamie (ex-Senior Demand Gen Manager at Cognism) host a webinar, especially for B2B SaaS founders and marketers, on how to create a demand gen campaign in 8 steps.

Takeaways

What is demand gen, and why is it so powerful for SaaS brands?
How to create a demand generation strategy and implementation plan
Examples of real-world successful demand gen campaigns

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#30: How much $$$ should your SaaS spend on marketing?

Tue, 04 Feb 2025 05:00:00 +0000

In this episode of SaaS Marketing Weekly, Ryan discusses how much SaaS companies should allocate for marketing budgets based on their revenue and funding. He emphasises the importance of investing appropriately in marketing to scale the business and provides insights on how to break down a marketing budget effectively. Ryan also shares strategies for paid advertising and the significance of being precise with targeting, especially for companies with smaller budgets.

Takeaways

SaaS companies should spend a certain % of their revenue on marketing.
If funded, they should allocate a % of funding to marketing activities.
Internal marketing hires are separate from the marketing budget.
Paid ads should be a significant part of the marketing budget.
A sample budget breakdown includes paid ads, SEO, and exhibitions.
Start with at least £1,000 a month for ads to see results.
Consider hiring a full-service marketing partner for better ROI.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#29: 10 Inbound Marketing Tactics That Don’t Break the Bank

Tue, 28 Jan 2025 05:00:00 +0000

Ryan discusses ten inbound marketing tactics that are budget-friendly for SaaS businesses. He emphasises the importance of clear messaging, creating and repurposing content, offering lead magnets, nurturing leads through email, collaborating with industry peers, leveraging LinkedIn outreach, hosting discussions, utilising customer success stories, and more.

Takeaways

Improving bottom-of-the-funnel messaging is crucial for SaaS success.
Blog articles can be repurposed into various content formats.
Lead magnets are essential for capturing potential customers' information.
Email nurturing sequences keep your brand top of mind for leads.
Collaborating with industry peers can expand your reach significantly.
LinkedIn outreach is a powerful tool for generating leads.
Round table discussions can attract attention and build authority.
Customer success stories can enhance trust and credibility.
Retargeting website visitors increases conversion chances.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#28: 10 Must-Have Features for a High-Converting SaaS Website

Tue, 21 Jan 2025 05:00:00 +0000

In this episode of SaaS Marketing Weekly, Ryan discusses the 10 must-have features for a high-converting website. He emphasises the importance of effective product showcasing, interactive demos, ROI calculators, emotional connections with visitors, optimised demo booking pages and more.

Takeaways

Animated GIFs can effectively showcase your product.
Examples from Slack.com
Interactive demos help users engage with your software.
An ROI calculator can clarify the value of your product.
Emotional connections can drive conversions on your site.
A well-structured Book a Demo page can increase sign-ups.
Competitor comparison pages can attract potential customers.
Ungated pricing builds trust and transparency.
A resources hub enhances brand visibility and authority.
Case studies are essential for building trust with potential clients.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#27: How to get 500 webinar sign-ups

Tue, 14 Jan 2025 05:00:00 +0000

Ryan James discusses effective strategies for generating 500 signups for webinars. He emphasises the importance of integrating webinars into a broader marketing strategy, allowing sufficient time for promotion, and creating compelling landing pages. Ryan shares six channels for driving traffic to webinars, including LinkedIn DMs, cold emails, and leveraging co-hosts' networks. He also highlights the significance of nurturing leads before and after the webinar to maximise engagement and conversion.

Takeaways

Webinars are a key marketing tool for B2B businesses.
Integrate webinars into a content funnel for better results.
Start marketing your webinar at least three weeks in advance.
Create a compelling landing page with a strong hook.
Use LinkedIn DMs for personalised outreach to potential attendees.
Cold emails can reach a larger audience effectively.
Leverage your co-host's network for additional exposure.
Nurture leads before the webinar to keep them engaged.
Send follow-up emails with valuable content after the webinar.
Consider outsourcing webinar marketing to professionals if needed.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#26: How to scale your SaaS in 2025

Tue, 07 Jan 2025 05:00:00 +0000

Ryan discusses strategies for scaling a SaaS business in 2025, focusing on the importance of consistent content creation and thought leadership. He outlines a five-step process for building a content engine.

Takeaways

Start the year by focusing on scaling your SaaS business.
Content and ads are the fundamentals of growth.
Consistent, high-quality thought leadership content is key.
Create a content calendar to plan your topics.
Interviews with thought leaders can generate valuable content.
Repurpose long-form content into short-form formats.
Establish SOPs to streamline content creation processes.
Be consistent in your content output to build authority.
Monitor engagement to refine your content strategy.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#25: 5 SaaS Marketing Campaign Ideas for 2025

Tue, 17 Dec 2024 05:00:00 +0000

Ryan reflects on the success of the SaaS Marketing Weekly podcast and shares five effective marketing campaign ideas to kickstart 2025. He emphasises the importance of the New Year mindset in marketing and provides actionable strategies.

Takeaways

The New Year mindset is powerful for marketing.
A New Year's landing page can attract leads effectively.
LinkedIn polls can significantly increase engagement.
Announcing upcoming features builds excitement.
A predictions guide positions your brand as a thought leader.
Offering discounts can drive conversions in January.
Starting campaigns in December is crucial for January success.
Engaging with your audience through polls can lead to valuable insights.
Creating a waitlist can generate leads for new products.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#24: Should You Turn Your Ads Off For Christmas?

Tue, 10 Dec 2024 05:00:00 +0000

Ryan discusses the complexities of managing advertising during the holiday season, particularly for B2B SaaS companies. He explores whether to pause ads, the implications of doing so, and strategies for maintaining engagement through top-of-funnel content.

Takeaways

Turning off ads can save budget but may hurt lead generation.
Keeping ads running can lower cost per click due to less competition.
Meta platforms see increased usage during holidays.
Consider switching ad focus to top-of-funnel content during holidays.
Avoid the learning phase by reducing budget instead of pausing ads.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#23: What Bottom of Funnel Assets You Need To Get Leads, Fast

Tue, 03 Dec 2024 05:00:00 +0000

Ryan dives deep into the bottom of the funnel, the final stage in the buying journey. He discusses the importance of creating effective content that addresses objections, the significance of landing pages, and the need for segmentation and targeted messaging. Ryan emphasises the necessity of clear calls to action, the role of A/B testing, and the importance of measuring success to optimise conversion rates. He also shares examples from leading B2B SaaS brands and concludes with strategies for creating a full-funnel flow to drive leads and conversions.

Takeaways

Content should focus on overcoming objections and creating urgency.
Landing pages are the main asset at the bottom of the funnel.
Segmentation is crucial for effective landing pages.
A/B testing is necessary for optimising landing pages.
Pricing pages must be straightforward and effective.
Urgency and limited-time offers can drive conversions.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#22: Examples of Middle of Funnel Content That Drives Growth

Tue, 26 Nov 2024 05:00:00 +0000

Ryan delves into the middle of the funnel content strategy, explaining its importance in bridging the gap between brand awareness and decision-making. He outlines effective content types, such as case studies and lead magnets, and emphasises the need for credibility and engagement. Ryan provides actionable steps for creating engaging content, nurturing leads, and measuring success, ultimately guiding listeners on how to effectively move prospects through the funnel.

Takeaways

Credibility and consideration are key goals of this content.
Case studies and testimonials are essential for building trust.
Engaging content should be longer and more in-depth.
Personalisation is crucial for targeting different audience segments.
Actionable advice keeps prospects engaged and invested.
Segmenting your audience improves content relevance and effectiveness.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#21: Why HubSpot, Slack & Asana Focus on ToF Content

Tue, 19 Nov 2024 05:00:00 +0000

Ryan discusses the importance of top of the funnel content for SaaS businesses. He explains what top of the funnel content is, why it is crucial for brand awareness and trust-building, and how to create effective content that engages potential customers. Ryan also shares common challenges, characteristics of successful content, and examples from leading SaaS brands.

Takeaways

Top of funnel content should focus on awareness, not conversion.
Engaging, educational content attracts more potential customers.
Successful SaaS brands excel in creating top of funnel content.
SEO benefits significantly from top of funnel content.
Use storytelling to make your content relatable and engaging.
Promote your content across multiple channels for maximum reach.
Invest in ad budget for top of funnel content to drive traffic.
Measure success through engagement metrics, not just conversions.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#20: 4 Ways To Get Your SaaS Product In Front Of Your ICP

Tue, 12 Nov 2024 05:00:00 +0000

Ryan discusses the critical importance of showcasing SaaS products effectively early in the sales funnel. He highlights common pitfalls in SaaS marketing, particularly the lack of visual representation of products on websites. Ryan provides actionable strategies to enhance product visibility, including redesigning website UI, creating interactive demos, utilising video tours, and producing explainer videos. He emphasises that these methods can significantly improve customer engagement and increase demo bookings, ultimately leading to higher sales conversions.

Takeaways

Many SaaS websites fail to showcase their products effectively.
Visual representation is crucial for customer understanding.
Simplifying UI can enhance user experience on websites.
Interactive demos allow prospects to engage with the product early.
Video tours can provide a quick overview of the product.
Explainer videos can clarify complex offerings and drive engagement.
Using tools like Storylane can facilitate interactive demos.
A/B testing video content can optimise demo bookings.
Professional explainer videos can significantly enhance brand perception.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#19: Two Quick LinkedIn Tips To Get Sales Calls

Tue, 05 Nov 2024 05:00:00 +0000

Effective strategies for leveraging LinkedIn to generate leads and enhance personal branding.

Takeaways

Polls can significantly increase engagement on LinkedIn.
Use LinkedIn DMs to initiate sales conversations.
Post helpful content regularly to establish expertise.
Engage with influencers to expand your reach.
Set challenges to overcome content creation fears.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#18: Get Prospects To Understand The Benefits Of Your SaaS In SECONDS

Tue, 29 Oct 2024 05:00:00 +0000

Ryan discusses the importance of effective messaging in SaaS marketing, focusing on the concept of 'frame of reference' to help prospects quickly understand a SaaS product's value. He shares practical examples and emphasises the need for clarity in communication to enhance customer engagement and drive sales.

Takeaways

Frame of reference helps prospects relate to SaaS products quickly, which reduces bounce rates and increases lead gen.
Using familiar comparisons can simplify complex ideas.
Testing messaging through ads can reveal audience preferences.
Frame of reference can differentiate your product from competitors.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#17: Not Making SaaS Sales? Try This

Tue, 22 Oct 2024 05:00:00 +0100

Ryan delves into the critical alignment between sales and marketing departments, emphasising the importance of creating valuable content to enhance sales performance. He discusses various marketing assets that can support sales efforts.

Takeaways

Sales and marketing alignment is crucial for growth.
Creating valuable content can significantly improve response rates.
90% of B2B decision-makers ignore cold outreach.
62% respond to relevant content and insights.
PDFs are more effective than web pages for case studies.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#16: Why Some SaaS Companies Thrive and Others Don’t

Tue, 15 Oct 2024 05:00:00 +0100

Ryan discusses the critical factors that determine the success or failure of SaaS companies. He emphasises the importance of aligning marketing and sales efforts, integrating in-house demand generation strategies, and the role of thought leadership in driving growth.

Takeaways

SaaS companies that fail often have siloed marketing efforts.
Successful companies integrate marketing with sales and thought leadership.
Demand generation must be led from within the organisation.
Founders should take an active role in content creation.
Aligning sales and marketing messaging is crucial for success.
Utilising data from marketing can inform sales strategies.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#15: Quick & Cheap Way to Test Your Messaging

Tue, 08 Oct 2024 05:00:00 +0100

AB testing on your website is a waste of time if you have low traffic. Ryan outlines a quick and cheap way to test your messaging in this week's pod.

Allowing you to quickly update your website and grow conversions.

Takeaways

A-B testing is not suitable for startups due to low traffic.
Startups often rely on expensive ad traffic.
Effective A-B testing requires a high volume of conversions.
Ad testing can provide quicker insights than website testing.
Testing ads allows for rapid iteration and improvement.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#14: How To Get SaaS Leads With LinkedIn Retargeting Ads

Tue, 01 Oct 2024 05:00:00 +0100

Ryan delves into the world of retargeting ads, explaining their significance in scaling SaaS businesses. He outlines a four-step approach to retargeting, emphasising the importance of understanding customer awareness levels and tailoring ads accordingly. Ryan also shares practical examples and insights on how to implement these strategies effectively.

Takeaways

Retargeting ads are essential for scaling SaaS businesses.
Problem-aware ads should target cold audiences to build awareness.
Solution-aware ads introduce your product to engaged users.
Vendor-aware ads leverage social proof to encourage leads.
Most-aware ads are direct calls to action for conversions.
Retargeting ads can significantly speed up growth for startups.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#13: How To Scale To £100k MRR

Tue, 24 Sep 2024 05:00:00 +0100

Rocket SaaS just hit £100k MRR! In this episode, Ryan explains the top 5 reasons why we achieved this and outlines how you can implement this into your business to achieve the same result.

Takeaways

Demand generation and content marketing are crucial for scaling a business. By creating educational thought leadership content, businesses can reach the 95% of their target audience who are not yet in the buying mindset.
Retargeting ads can fuel demand generation efforts by targeting engaged audiences with relevant content. This helps build brand awareness and keeps the business top of mind for potential customers.
An email newsletter can be a powerful tool for building relationships with prospects and customers. By providing valuable, educational content on a regular basis, businesses can establish themselves as experts in their industry.
Customer service plays a vital role in reducing churn and keeping customers happy. By improving communication, providing detailed reporting, and listening to customer feedback, businesses can increase customer satisfaction and retention.
Hiring an amazing team is essential for scaling a business. By focusing on cultural fit and creating processes and standard operating procedures, businesses can ensure that their team is aligned and efficient.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#12: Struggling to Upgrade Free Users to Paid? Try This

Tue, 17 Sep 2024 05:00:00 +0100

Ryan outlines five steps to convert free trial users into paying customers for SaaS businesses: improve onboarding, use targeted emails, leverage in-app messages, offer strong support, and create urgency with incentives. He stresses the importance of personalisation, gamification, and delivering value.

Takeaways

Creating a seamless onboarding experience is crucial for converting free trial users into paid users.
Implementing effective email sequences can help nurture and guide users towards upgrading to a paid plan.
Using in-app messages and notifications, such as progress bars and personalised prompts, can increase user engagement and encourage upgrades.
Offering exceptional customer support, including personalised emails and chatbots, can address user concerns and build trust.
Creating a sense of urgency and offering incentives, such as limited-time discounts, can motivate users to upgrade.

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#11: Why 95% of Your Audience Isn't Buying—How to Fix It

Tue, 10 Sep 2024 05:00:00 +0100

The buyer journey pyramid divides audiences into four stages: buying now (3%), information gathering (17%), problem aware (20%), and not problem aware (60%). Most companies target only the top two, missing 80% of potential customers. To reach all stages, create tailored content: case studies for buyers, comparisons for info gatherers, educational content for the problem-aware

Takeaways

The buyer journey pyramid divides the target audience into four sections: buying now, information gathering, problem aware, and not problem aware.
Most companies only target the top two sections, missing out on 80% of their target audience.
To effectively target all four sections, create tailored content for each stage of the buyer journey.
For those buying now, focus on case studies and demos. For information gathering, use competitor comparison campaigns. For problem aware, educate them on the problem and provide solutions. For not problem aware, create content that highlights the problem and introduces your solution.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#10: Should You Hire An In-House Marketer Or Agency?

Tue, 03 Sep 2024 05:00:00 +0100

Ryan discusses the pros and cons of hiring a marketing person in-house versus hiring an external marketing agency for SaaS companies. He highlights key factors to consider, including cost, training, time to hit the ground running, expertise, and additional expenses.

Takeaways

Hiring a marketing person in-house will result in salaries ranging from £47,000 to £80,000 per year, while agency costs vary widely.
Issues with training in-house hires.
Time to acclimate to the company culture and develop new processes.
Taxes, holiday pay, and sick pay.

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#09: Easy Hack To Book 10 Extra SaaS Sales Calls p/m

Tue, 27 Aug 2024 05:00:00 +0100

Ryan shares a clever hack to book an extra 10 sales calls per month. He explains the importance of tapping into the prospect's mindset at the right time to increase conversions. Ryan provides a step-by-step breakdown of the math behind this hack.

Takeaways

Tapping into the prospect's mindset at the right time can significantly increase conversions.
Why this funnel is more effective in generating sales calls than marketing the sales call directly
An example conversion count from a $1500 ad spend

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#08: Unbeatable Formula to Turn Testimonials Into Lead Drivers

Tue, 20 Aug 2024 05:00:00 +0100

Ryan discusses the importance of testimonials and how to use them effectively in marketing to turn them into lead-generating assets rather than just “nice to have” content. Ryan provides tips on acquiring testimonials, including giving clients a structure to follow. He also emphasises the need for both long and short versions of testimonials and suggests various places to use them. Ryan concludes by showcasing a company that uses testimonials exceptionally well.

Takeaways

Common mistakes with testimonials include being too broad or generic and not using them enough.
When acquiring testimonials, provide clients with a structure to follow and offer to write the testimonial for them.
Create both long and short versions of testimonials for different marketing purposes.
An example of a company that uses testimonials brilliantly.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#07: The Ultimate SaaS Landing Page Guide

Tue, 13 Aug 2024 05:00:00 +0100

When SaaS companies don’t get leads from their ad campaigns, they usually blame the ads or targeting. However, the most common issue is often the landing page. In this episode of SaaS Marketing Weekly, Ryan outlines the key elements to make a high-converting SaaS landing page: navigation, design, structure, messaging, and what tech to use.

Takeaways

Should you keep or remove the navigation?
How do you create a hero banner and header that grabs attention?
What sections you must include in your landing page?
How to create messaging to keep people scrolling
How Slack display their software on their landing pages

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#06: How To Fix Your Messaging Problem

Tue, 06 Aug 2024 05:00:00 +0100

Ryan discusses the importance of messaging for B2B SaaS startups. He highlights the main problems he sees with SaaS companies' messaging and provides strategies to fix them.

Takeaways

Messaging is a critical aspect of B2B SaaS marketing and can make or break a startup.
Avoid talking about yourself too much and focus on the customer and their benefits.
Break down large paragraphs of text into bite-sized chunks using bullet points and icons.
Be specific and clear in your messaging, avoiding vague and unspecific statements.
Create a messaging matrix to align pain points, solutions, and messages.
Use effective hooks, such as benefits-driven, question-based, statistic-based, and social proof hooks, to engage the audience.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#05: How To Steal Clients From Competitors

Tue, 30 Jul 2024 05:00:00 +0100

Ryan outlines the 5 steps to creating the ultimate competitor comparison campaign to win new clients or steal them from your competitors.

He explores the different levels of aggressiveness in these campaigns and provides examples of brands that have successfully implemented them. He also shares tips on what to include in competitor comparison campaigns, such as comparing customer service, pricing, features, and leveraging negative reviews.

Ryan concludes by discussing various marketing strategies on how and where to find your competitor's customers and how to promote these campaigns, including Google Ads, social media ads, LinkedIn DMs, and cold email campaigns.

Takeaways

Competitor comparison campaigns can be a great way to target audiences who are not using any provider or are unhappy with their current provider.
The level of aggressiveness in these campaigns can vary, from not mentioning competitors at all to directly comparing and criticising them.
Specifically what content you need to create in your comparison campaigns.
How to find competitor’s customers.
Marketing strategies for promoting these campaigns include Google Ads, social media ads, LinkedIn DMs, and cold email campaigns.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#04: Why Meta Ads Should Not Be Overlooked By B2B Brands

Tue, 23 Jul 2024 05:00:00 +0100

Ryan emphasises that meta ads should not be dismissed and that retargeting ads on meta can be beneficial for all types of B2B brands.

Takeaways

Meta ads should not be dismissed for B2B SaaS brands and can be effective for retargeting.
The work-from-home boom has increased the usage of Facebook and Instagram during working hours.
Meta ads are more cost-effective than LinkedIn ads, making them a better option for startups and small budgets.
Meta ads can be used for click-through rate checking and A/B testing, allowing for effective optimisation.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#03: How Startups Can Build An Audience Starting From Zero

Tue, 16 Jul 2024 05:00:00 +0100

Ryan explains how SaaS startups can create brand awareness and build an audience by piggybacking off of another company's audience.

Takeaways

Piggybacking off of another company's audience is an effective way for SaaS startups to create brand awareness and build an audience.
Finding the right partner who shares the same target audience and has a large following is crucial for successful co-promotion campaigns.
Webinars, workshops, podcasts, and co-creating content are effective collaboration methods for SaaS startups and their partners.
Both parties should actively promote the campaign through social media, email newsletters, and website content to maximise brand awareness and lead generation.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#02: How to Distribute Your Marketing Campaigns EVERYWHERE

Tue, 09 Jul 2024 05:00:00 +0100

Ryan outlines various channels and strategies for getting lead magnet campaigns seen by a wider audience, including repurposing content, utilising existing traffic, and using ads.

Takeaways

Repurposing content and creating top-of-funnel content can help drive people to the lead magnet.
Promoting lead magnets effectively involves utilising existing traffic, such as website visitors and email subscribers.
Using ads, such as LinkedIn DMs, cold emails, and meta ads, can also be effective in reaching a larger audience.
It's important to consider the position of lead magnets in the sales funnel and create content that aligns with the target audience's needs and interests.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

#01: Five B2B SaaS Marketing Campaigns You Must Try

Wed, 03 Jul 2024 11:00:00 +0100

Ryan shares five of his favourite SaaS marketing campaign ideas that have generated thousands of leads for his clients.

Takeaways

Create a separate brand newsletter rather than an own-brand newsletter.
Use aggregated data to create a benchmarking ebook or report that provides insights and comparisons for your target audience.
Implement a waitlist campaign to generate interest and build a list of potential customers before launching a product or feature.
Create a scorecard, a survey or assessment tool that provides a score and recommendations based on the user's responses.
Offer free strategy calls or audits to help potential customers solve their problems and build a relationship before pitching your product.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io