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

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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

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

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