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

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 candidatesSupport sales by creating sleek, results-driven presentations and feeding them with engagement dataLinkedIn retargeting ads help sales outreach feel familiar and relevant, boosting trust and conversionsMarketing supports customer success by creating onboarding content and upsell materialsMarketing's role is cross-functional — it should influence recruitment, sales, and customer success effortsData-driven campaigns (e.g., ads + CRM) increase cross-department alignmentA unified marketing approach makes your business look more professional and premium, allowing for higher pricingJoin 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: [email protected]

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: [email protected]

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 weakOriginal insights outperform generic AI-driven contentPremium content changes how buyers perceive your brandShareability is where real leverage comes fromOne strong asset beats ten average onesContent investment compounds across ads, sales, and pricingSmall budgets can still create outsized impact when spent correctlyJoin 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: [email protected]

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: [email protected]

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 reviewThe strongest campaigns anchor around problems, goals, budgets, and toolsStart with market research using customer conversations and LinkedIn pollsPolls double as a light-intent lead source, not just researchBuild one core campaign (guide, webinar, or breakfast event), then expand itBest-performing January formats: webinars, ungated guides, and in-person eventsSprinkle a “2026 angle” onto proven content to dramatically increase engagementRepurpose one campaign into blogs, clips, LinkedIn posts, emails, and adsUse LinkedIn ads to amplify content — not sell the product directlyConsistent campaign rhythm is a major reason Rocket SaaS doubled in sizeJoin 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: [email protected]

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: [email protected]

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 syncingFirst-party data (site visits, engagement) + third-party intent data (funding, hiring) helps prioritize outreachUse RightBrain to send AI-driven personalized outreach (like website audits) to engage cold accountsDevelop a multi-layered outreach strategy: automated outbounds for early-stage leads and personalized engagement for high-priority accountsAutomation is key: Let your tech stack do the heavy lifting, so SDRs focus on high-value tasksJoin 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: [email protected]

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: [email protected]

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.TakeawaysStop “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: [email protected]

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.TakeawaysAdd “How did you hear about us?” as free text — it guides budget better than last-touchBuild a verified account list (e.g. Clay) and upload to LinkedIn to cut targeting wasteWatch leading metrics (CTR, dwell, engagement) — they jumped once targeting improvedTest product/offer creatives in cold alongside TOF content — some buyers are ready nowRefresh creatives frequently; variety + clear offers lift volume and qualityInvest in content quality (studio podcast clips) and boost with Thought Leader AdsPost personal brand BOFU updates ~every 2 weeks; amplify with ads to ICP listsRun exact-match Google Ads first; align ads/landing pages, then scale carefullySmall, scrappy in-person events (e.g. breakfast) can unlock chunky pipelineDon’t chase hacks — strong messaging + consistent content + smart ads win over timeJoin 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: [email protected]