SaaS Marketing Weekly

In this episode, Ryan flies solo to walk through one of the most underused, undervalued and quietly powerful things in marketing: market research. He shares the survey that reshaped Rocket SaaS's entire upmarket strategy, and then runs through 10 different ways to find out what your ICP actually wants, from the expensive and rigorous to the free and scrappy. If you are about to launch a campaign, shift your ICP, change your pricing, or you are pouring budget into ads that just are not converting, this episode will tell you exactly what to do before you spend another pound.Takeaways:Most founders and marketers skip market research because they think they already know what their ICP wants, and that assumption is the fastest way to walk down the wrong pathWynter is the gold standard for surveying senior buyers, and the spend pays for itself the moment it stops you launching the wrong campaignPollfish is a cheaper alternative for broad market validation, but you get what you pay for and it is less reliable for upmarket ICPsCustomer interviews, closed-lost calls and churn exit interviews are sat right there in your CRM, and most teams never run themNegative G2 and Capterra reviews of your competitors are where the real gold lives, both for product gaps and messaging anglesThe LinkedIn ads library is free competitive intelligence, and it will tell you exactly what narrative your competitors are leading withCheap Meta ad tests are the fastest way to pressure-test hooks, headlines and webinar ideas before you commit real budget behind themRecording every sales call and running the transcripts through an LLM will surface the objections, language and pain points your prospects actually care aboutIf your ads are not driving leads, the answer is rarely more ad spend, it is pausing for a month and reinvesting that budget into researchMarket research is boring, but the alternative is burning months of time and hundreds of thousands of pounds walking down the wrong path

In this episode, Ryan breaks down one of the single biggest growth levers he has introduced at Rocket SaaS: consultative selling. Not a tweak to the sales process, but a fundamental shift in how the business attracts and converts prospects, and one that tripled inbound sales calls almost immediately after launching.If your main call to action is a demo or a request a quote form, this episode will challenge you to rethink it entirely.Takeaways:What consultative selling actually is and why it consistently outperforms traditional sellingWhy moving your call to action higher up the funnel dramatically increases the volume of sales calls you getHow to structure a free strategy, audit or consultation offer that attracts the right prospectsThe qualification process that keeps your calendar full of genuinely interested buyersHow to lead the call so you are delivering real value and elegantly moving into a pitchWhy the expert, not the salesperson, needs to be on these callsHow consultative selling sits at the bottom of a wider demand generation content engine and why the two work so well together

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 buyerYour CTA page is the most important page in your funnelRemove friction on free trials (minimal fields, SSO, no credit card clarity)Demo pages must handle objections head-onShorter demos convert betterNumbers and ROI claims outperform feature dumpsSocial proof is critical at the point of actionMatch your demo page messaging to the traffic sourceA/B test gradually — change one element at a timeMost SaaS sites are leaking leads at the final stepJoin 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

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 problemsVisibility beats clever ads when budgets are tightBigger audiences aren’t always betterRepetition is what actually builds trustBudget alignment matters more than optimisation tweaksSimpler campaign structures often outperform complex funnelsSmall changes can dramatically improve performanceJoin 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

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 bulletMomentum is created by compounding fundamentalsConsistency beats intensity every timeNarrow focus unlocks disproportionate returnsBrand trust is built long before buyers are “ready”Most SaaS teams quit too early on the things that workPersonal credibility is becoming a serious growth leverJoin 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

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 messagingYour messaging should make it clear what you do and why you’re different in secondsCreate consistent content across multiple formats — blogs, videos, podcasts — to serve your ICP’s needsAlways-on ads are crucial to stay top-of-mind, but they need to be supported by great contentYour website must have clear messaging and a user-friendly design to convert visitorsLayer on tech only after the fundamentals are solid, then use tools like Clay, HubSpot, or LinkedIn ads to optimizeTech won’t solve your problems if your marketing fundamentals are weakGreat marketing leads to organic growth — avoid over-reliance on tech or “quick fixes”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

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 resourcesDon’t worry about getting pigeonholed: Start with a focused niche; as you grow, expanding becomes easierKnow who you’re targeting: Analyse your existing customers to uncover which segments perform bestMessaging gets clearer: When you know your niche, you can tailor messaging, content, and offers that resonateSmaller audiences = more consistent touchpoints: With a narrowed ICP, you can repeatedly reach the same potential customers, boosting recognition and trustNarrowed 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 thereBuilding content is easier: Creating relevant content for a narrow audience makes the process faster and more impactfulNiche marketing accelerates feedback and execution: With a defined audience, you can learn from customers faster and refine your strategies more effectivelyJoin 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

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 resourcesABM Lite helps you align sales and marketing without the complexity of traditional ABMThe 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 callsTools like Clay and Albercross enable teams to gather intent signals and act on them fasterUsing CRM data (HubSpot, etc.) helps sales teams target the right companies at the right timeAligning marketing content with sales outreach ensures targeted, meaningful conversations with high potential leadsReal-life example: The RocketSaaS breakfast event successfully attracted warm leads who had already engaged with the brandIn the next episode, the focus will be on SDR strategies and how to use intent data to optimize messaging and improve conversionsJoin 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