SaaS Marketing Weekly

Ryan James

Actionable SaaS marketing strategies and campaign ideas for you to implement in your company to rocket your growth.

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106 episodes
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Episodes106

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May 27, 2025 · 47 min
#46: How to grow your SaaS business with a founder-led LinkedIn strategy, with Jess Chillman
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
May 20, 2025 · 38 min
#45: The Formula For a High-Converting Landing Page, with Tas Bober, Landing Page QUEEN
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
May 13, 2025 · 22 min
#44: The LinkedIn LEGEND, Matt Barker, Outlines How to Grow Meaningful LinkedIn Followers
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
May 6, 2025 · 17 min
#43: How to Market a Niche SaaS Product with Little Budget, with Jamie Skeels
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
Apr 29, 2025 · 48 min
#42: 2x Your SaaS Leads with Demand Generation Strategies from Jamie Skeels, Ex-Cognism
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
Apr 22, 2025 · 31 min
#41: Gary Stringer (monday.com) on SaaS Content Strategy and How to Stand Out
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
Apr 15, 2025 · 23 min
#40: Akash Gupta (Ex-Apollo.io) on the Hard Truths About Product-Led Growth
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
Apr 8, 2025 · 33 min
#39: Making ABM Plans That Drive Real Outcomes – with Kartik Krishnan, ex-Beamery
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
Apr 1, 2025 · 12 min
#38: The Best Performing LinkedIn Ads In 2025
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
Mar 25, 2025 · 10 min
#37: The 5 Second Messaging Test
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
Mar 18, 2025 · 14 min
#36: 6 Exercises To Find Your Ideal Customer Profile (ICP)
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
Mar 11, 2025 · 11 min
#35: The Process To Get More Case Studies & Overcome Objections
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
Mar 4, 2025 · 7 min
#34: Why Xero Are Brave Enough to Offer a Crazy Discount. Maybe You Should Too?
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
Feb 25, 2025 · 10 min
#33: How To Kill the Objection “I’m tied in with a competitor”
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
Feb 18, 2025 · 11 min
#32: Why Most SaaS Companies Fail With Demand Gen
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
Feb 11, 2025 · 1 hr 22 min
#31: Webinar Recording: How To Create a Demand Gen Campaign On A Small Budget
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
Feb 4, 2025 · 12 min
#30: How much $$$ should your SaaS spend on marketing?
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
Jan 28, 2025 · 18 min
#29: 10 Inbound Marketing Tactics That Don’t Break the Bank
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
Jan 21, 2025 · 21 min
#28: 10 Must-Have Features for a High-Converting SaaS Website
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
Jan 14, 2025 · 17 min
#27: How to get 500 webinar sign-ups
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