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.

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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

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

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