#16: Why Some SaaS Companies Thrive and Others Don’t

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.TakeawaysCase 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 studiesJoin 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 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: [email protected]

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: [email protected]

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.  TakeawaysDemand 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: [email protected]

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. TakeawaysWhat is demand gen, and why is it so powerful for SaaS brands?How to create a demand generation strategy and implementation planExamples of real-world successful demand gen 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]

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.TakeawaysSaaS 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: [email protected]

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.TakeawaysImproving 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: [email protected]

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.TakeawaysAnimated GIFs can effectively showcase your product.Examples from Slack.comInteractive 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: [email protected]

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.TakeawaysWebinars 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: [email protected]

Ryan discusses strategies for scaling a SaaS business in 2025, focusing on the importance of consistent content creation and thought leadership. He outlines a five-step process for building a content engine.TakeawaysStart the year by focusing on scaling your SaaS business.Content and ads are the fundamentals of growth.Consistent, high-quality thought leadership content is key.Create a content calendar to plan your topics.Interviews with thought leaders can generate valuable content.Repurpose long-form content into short-form formats.Establish SOPs to streamline content creation processes.Be consistent in your content output to build authority.Monitor engagement to refine your content strategy.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]