#66: How a single £1k campaign resulted in £180k pipeline

In this solo episode, Ryan shares one of Rocket SaaS’s most successful campaigns to date, which generated over £180,000 in pipeline. He breaks down exactly how the idea came about, how it was organised, what went right (and wrong), and how any B2B business can replicate the same formula. Takeaways:The campaign cost under £1,000 and produced £180,000 in pipelinePromote across LinkedIn, email, and SDR outreach for maximum attendanceUse a simple landing page to collect signups and qualify attendeesJoin 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 the final episode of this three-part mini-series on LinkedIn Ads, Ryan and Jamie cover everything you need to know about budgeting and optimizing your LinkedIn ad campaigns. They discuss how to structure your budget based on reach and frequency, how to avoid wasting spend on irrelevant audiences, and key metrics to monitor during the campaign. They also share actionable strategies for optimizing your ads and content as you go. Whether you’re just starting with LinkedIn ads or looking to improve your current performance, this episode has the insights you need.Takeaways:Set your budget based on reach and frequency: Target at least 80% reach and 5-10 frequency for remarketingDon’t over-invest in cold audience ads: Focus more budget on retargeting ads to people already engagedEvaluate targeting effectiveness: Start with data-driven audience segmentation using CRM and opportunity dataMaximize budget efficiency: Layer on intent data and external tools like Clay to improve targetingKey metrics to monitor: Reach, frequency, dwell time, engagement rate, and click-through rate for optimizationOptimize based on ad performance: Review targeting, budget allocation, and offer to fine-tune campaignsTest and iterate: The first few weeks should focus on data collection before making any big changesCreative matters: Keep ad design clear and simple, especially for mobile views, and ensure your offer is compellingJoin 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 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 CRMBreak down data by firmographics: industry, company size, department, region, job titleLinkedIn’s filters are good, but not perfect — industries in particular can be messyBuild account lists with tools like Clay, Apollo, or Cognism for greater accuracyEnrich lists with intent signals: funding rounds, hiring patterns, leadership changes, M&AUpload these lists into LinkedIn for laser-focused campaigns with tailored messagingRetargeting is essential — don’t rely only on cold adsSegment 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 clicksRetargeting makes smaller SaaS brands appear bigger, more credible, and front-of-mindJoin 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 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 worksTop of funnel: focus on educational content that addresses customer problemsThe best content formatsBest ad type at TOFU: single image ads (fast, low-friction, most consumed)Middle of funnel winning adsEffective MOFU ad formatsBottom of funnel to drive 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]

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 listValidate your TAM and use intent signals (funding, hiring, leadership changes) to refine your ICP listCampaign 1: Research outreach – co-create content with your ICP via surveys, interviews, or advisory boardsCampaign 2: Podcast ABM – invite C-suite decision makers as guests to build relationships and authorityCampaign 3: Events – run low-cost networking breakfasts or private dining sessions to connect face-to-faceCampaign 4: Direct mail – send thoughtful, personalized packages (chocolates, handwritten notes, themed gifts) to create standout momentsCampaign 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-upThese tactics work best together, creating multiple relationship-building touchpoints with decision makersJoin 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 Janelle Amos, founder of Elevate Growth, to dive deep into the most common growth challenges facing B2B SaaS businesses today. Janelle shares her proven framework for scaling SaaS marketing and reveals the power of focusing on the entire funnel — not just individual channels. From pipeline acceleration to optimising messaging and the importance of listening to customer feedback, this episode is packed with actionable insights for marketing teams and business owners aiming to hit their revenue targets faster.Takeaways:Marketing efficiency is key: Over-analysing one channel without considering the bigger picture won’t drive growthStart by reverse-engineering your marketing goals and aligning them with revenue targetsBuild an evergreen closed-lost program to re-engage opportunities that slipped through the cracksTest and iterate your strategies — don’t just increase budget, improve efficiency firstMessaging is often the biggest barrier — ensure your homepage clearly explains what you do and who it’s forSOPs (Standard Operating Procedures) help scale predictable, repeatable processesThe Elevate Growth Framework: A 7-step process to drive efficient, repeatable revenue with measurable resultsReach out to Janelle via LinkedIn for more insights on the Elevate Growth FrameworkJoin 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 dives into one of the most important levers for SaaS growth: your onboarding experience. Too many companies get plenty of free trial signups but fail to convert them into paying customers. Ryan explains what industry benchmarks look like, why onboarding often fails, and how to design an experience that drives users to activation. From signup flow and guided tours to gamification, personalisation, and email onboarding, this episode is packed with practical ways to increase your conversion rate and reduce churn.Takeaways:Average free trial → paid conversion = 15–25%; below 15% means something is brokenDefine your activation milestone (e.g. Slack = 2,000 messages; Dropbox = 10 files saved) and build onboarding around itKeep signup flows short — name, email, password; use Single Sign-On to reduce frictionUse guided tours, tooltips, and short videos to highlight only key actions (not every feature)Personalise onboarding for different roles or use casesAdd quick wins & gamification (progress bars, rewards, incentives) to keep users engagedProvide educational resources, but make them optional and easy to findAdd a human touch — personal messages or LinkedIn DMs can increase upgradesUse email onboarding flows (5–8 emails over 30 days) to re-engage inactive trial usersLeverage product data to spot drop-off points and re-engage before churn happensJoin 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 breaks down the four essential growth channels that you should be leveraging for your SaaS business: Owned, Paid, Earned, and Partnerships. He walks through each channel, explaining what they are, why they matter, and how to optimise them to fuel growth. Whether you're a startup or scaling SaaS brand, this episode gives you a clear framework for prioritising and executing your marketing strategy to unlock rapid growth.Takeaways:Owned: Content you control (LinkedIn posts, blogs, podcasts, case studies) — foundational but slow to buildPaid: Ads that accelerate your reach — LinkedIn, Google, Meta ads for top-of-funnel and retargetingEarned: The credibility you can’t buy — reviews, referrals, case studies, testimonialsPartnerships: The multiplier — co-host webinars, guest posts, and create alliances for exponential lead genBalance all four channels — don’t rely on just one, or you risk stagnationEvaluate and score your business on each category to identify where to improveJoin 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 reveals the one move that had the biggest impact on his career and business growth. It’s not a complex strategy, a funnel, or a new piece of tech; it’s a simple step anyone can take this week that can open doors, spark inspiration, and accelerate your journey. Ryan shares the three steps to making it work, two personal stories of how it transformed his trajectory, and why it might be the fastest way to get unstuck in your career or business.Takeaways:The biggest breakthroughs often come from the smallest, simplest actionsYou don’t need a huge budget or complex strategy to level upThis approach works whether you’re an employee or a founderRyan used this approach twice. He outlines them both - each time it led to massive growth and lasting partnershipsJoin 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 explains why intent data is one of the most powerful tools in a B2B SaaS marketer’s arsenal. He breaks down what intent data is, the difference between first-party and third-party signals, how to collect it, and how to use it to align sales and marketing for maximum impact. From simple website visitor tracking to advanced ABM campaigns, Ryan shares practical ways to spot buying signals and turn them into high-converting opportunities.Takeaways:Intent data shows which prospects are actively considering solutions like yoursFirst-party intent = data you own (e.g., site visits, demo page views, webinar attendance, email engagement, in-product usage)Third-party intent = external signals (e.g., review site activity, funding news, hiring patterns, event attendance)Tools like AlbaCross and HubSpot can help identify and track high-intent website visitorsReview sites (G2, Capterra, TrustRadius) often offer paid intent data packagesSignals such as funding announcements, hiring for relevant roles, or leadership changes indicate potential buying cyclesEnterprise tools like Bombora and 6sense offer advanced, large-scale intent data (but at a higher cost)LinkedIn activity — profile views, follows, post engagement — can also signal interestSales and marketing must work together: sales to follow up directly, marketing to run targeted ABM/retargeting campaignsUpload intent-driven contact or account lists into LinkedIn Ads for highly targeted, high-performing campaignsJoin 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]