#48: The secret to scaling? Attack the 95% of people who are not yet looking to buy. With Jamie Skeels

In this episode, Ryan breaks down exactly how RocketSaaS grew from £0 to £2 million in annual recurring revenue. He shares the key marketing (and business) moves made at each stage of growth — from hustling for free work in the early days to ramping up paid demand gen and hiring A-players at scale. Whether you’re a founder or marketer in the trenches, this is a practical guide to growing a B2B service or SaaS business from scratch to serious scale.Takeaways:£0–£100k: Work for free, build a portfolio, hustle hard with cold outreach£100k–£250k: Niche down, create case studies, run outbound LinkedIn campaigns£250k–£500k: Delegate and build a lean team so you can focus on growth£500k–£1M: Go all-in on founder-led LinkedIn content and effective lead magnets£1M–£2M: Double down on demand gen (newsletter, podcast, webinars, ads) and hiring A-PlayersJoin 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]

DescriptionIn this milestone 50th episode, Ryan shares exactly how to start a podcast that helps your B2B business grow. He walks through the real-world impact SaaS Marketing Weekly has had on Rocket SaaS — including four sales and £20k MRR — and breaks down how you can do the same. Whether you’re looking to build pipeline through ABM or scale top-of-funnel content for demand generation, this episode covers naming your show, choosing topics, getting guests, software, setup, and how to repurpose each episode into a full content engine.Takeaways:Generated 4 sales and £20k MRR from the podcastUse it for ABM (invite prospects) or demand gen (educational content)Don’t name your podcast after your companyMake it about solving your audience’s problemsPlan 20+ topics in advance from blogs, FAQs, and sales callsStart solo, then bring on guests to grow reachFind guests via referrals, LinkedIn, or tools like MatchMaker.fmTools: Riverside (recording), Buzzsprout (hosting), Shure mic, Sony ZV-1 cameraRepurpose episodes into blogs, LinkedIn posts, webinars, and moreBoost content with ads to scale reach and impactJoin 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 Challenge Jamie, Ryan gives Jamie Skeels, Head of Demand Gen at Rocket SaaS, a tough brief: a B2B SaaS company with a decent budget, a competitive market, and a stalled growth curve. What would Jamie do? He outlines a bold but structured plan to reallocate budget, build a demand creation engine, and generate leads by reaching the 95% of the market that isn’t ready to buy yet. From choosing the right content topics to leveraging subject matter experts and putting proper paid distribution in place, this episode is a crash course in getting growth back on track.Takeaways:If growth has plateaued, you’ve probably maxed out the 5% of in-market buyers.Use the 60/40 rule: 60% of your budget on demand creation, 40% on capture.Start with one key topic tied to the problem your product solves — and own it.Extract insights from subject matter experts to create content that cuts through.Build a content engine with multiple channels: podcasts, blogs, LinkedIn, email, YouTube.Organic reach on company pages is weak — amplify your content with paid ads.Guarantee distribution by putting paid budget behind your highest-value content.Ads aren’t just for lead gen — they’re crucial for getting your brand seen at scale.Focus on being remembered, not just clicked — demand creation is a long game.Test, prove value, and then scale — get early wins to bring leadership on board.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 is joined by Jamie Skeels, Head of Demand Gen at Rocket SaaS, to unpack the art of demand creation — how to reach and influence the 95% of your market who aren’t actively looking for your solution. They explain the difference between demand capture and demand creation, the types of content that work best for long-term growth, and how to build an always-on engine using subject matter experts, newsletters, ungated content, and smart repurposing. Jamie also shares behind-the-scenes examples from Cognism’s rise and Rocket SaaS’ own playbook.Takeaways:Only 5% of your market is in buying mode — demand creation targets the other 95%.Long-term content builds trust, affinity, and brand recall for when prospects are ready to buy.Start with content that solves your audience’s problems without pushing your product.Use subject matter experts to create insightful, original content — and repurpose it everywhere.Don’t force founders on camera too soon — start with written interviews and scale up.Ungated content performs better in demand creation — the goal is consumption, not contact forms.Anchor your brand to a topic your product naturally supports — like Cognism did with cold calling.Track and optimise for reach, relevance, and recall — not just short-term conversions.Demand creation makes sales calls easier and drastically improves close rates.Without it, you’re stuck competing on price and timing instead of trust and expertise.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 puts Jess Chillman to the test with a real-world SaaS marketing challenge: How do you create demand and generate leads on a modest £10k monthly budget for a new SaaS company in an undefined niche with low search volume and minimal existing customers? Jess shares a step-by-step approach covering messaging, founder-led content, targeted paid ads, leveraging early customers, and building trust through storytelling. This short but insightful episode is packed with practical strategies for early-stage SaaS startups facing tough lead generation hurdles.Takeaways:Nail your messaging first by speaking to prospects and shaping a clear narrative around the problem you solve.Use your founder’s personal brand to create authentic, low-budget content like podcasts, case studies, and LinkedIn posts.Tap your network and customers for introductions to expand your prospect list and build credibility.Test one or two paid channels (LinkedIn and Meta ads) with a small portion of your budget to identify early intent signals.Invest in a professional, clear website that explains your product with strong messaging, design, and social proof.Use customer stories and case studies to build trust and demonstrate value in a niche market.Start a founder-led newsletter to share your product journey, educate the market, and nurture early adopters.Mix organic educational content with paid demand generation for a balanced growth approach in low-search markets.  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 is joined by Jess Chillman, Head of Growth at Rocket SaaS, to talk about the real impact of founder-led marketing on LinkedIn. They break down when and how to start building your personal brand, why it's especially important in the age of AI, and how to go beyond just sharing company updates. From content ideas to profile optimisation and thought leader ads, this episode is packed with practical tips to help SaaS founders and marketers use LinkedIn to attract leads, talent, and long-term advocates.TakeawaysAI is making businesses feel more faceless — your personal brand is your unfair advantage.Founder-led content builds trust and credibility at a time when buyers crave authenticity.The best time to start posting on LinkedIn was five years ago. The second best time is today.Don’t start personal branding too early — wait until you’ve got product-market fit, a clear ICP, and a story to tell.Great content solves real problems, not just promotes your product.Sales calls, internal meetings and client wins are goldmines for content ideas — jot them down daily.Posting 2–3 times a week is enough if it’s purposeful and speaks to your audience.Engaging with others on LinkedIn is just as important as posting your own content.Optimise your profile: banner, headline, featured content, and lead magnets all matter.LinkedIn thought leader ads offer a low-cost, high-impact way to scale your reach and 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: [email protected]

Ryan interviews landing page expert Tas Bober. They discuss the essential elements of effective landing pages, the importance of understanding buyer behaviour, and the shift in strategy regarding navigation and conversion optimisation. Tas emphasises the need for marketers to focus on consumption signals rather than just conversion rates, and she shares insights on structuring landing pages like business cases to better serve potential customers. The conversation concludes with practical tips for creating impactful landing pages that resonate with users.TakeawaysA landing page is not just any webpage; it is a targeted experience designed for a specific campaign.Google's recent changes require landing pages to have navigational elements to improve user experience.Conversions should be viewed as a lagging signal, with a focus on engagement and consumption leading up to them.Buyers today require multiple touchpoints before making a purchase decision, regardless of the product's price point.Landing pages should be structured like business cases, addressing problems, solutions, and providing relevant information upfront.Testimonials and social proof should be specific to the product being offered on the landing page.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 the SaaS Marketing Weekly podcast, host Ryan James interviews Matt Barker, a LinkedIn growth expert, who shares insights on how to effectively build a personal brand on LinkedIn. Matt discusses his journey from having no network to growing his following to over 169,000. He emphasizes the importance of consistent posting, engaging with others, and balancing personal and professional content. The conversation also covers current trends in LinkedIn content, the significance of storytelling, and practical strategies for leveraging LinkedIn for career and business growth.TakeawaysPosting consistently is crucial for LinkedIn growth.Engaging with others through comments increases visibility.Personal growth is as important as professional growth on LinkedIn.Content should reflect both expertise and personality.Video content is gaining traction on LinkedIn.Step-by-step guides are effective for engagement.Personal stories can enhance professional branding.Understanding audience needs is key to content strategy.Networking is essential for leveraging LinkedIn effectively.A well-rounded content strategy includes personal insights.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, the hosts engage in a marketing strategy simulation called 'Challenge Jamie,' where they explore how to effectively market a niche B2B SaaS company with limited resources. They discuss the importance of understanding the existing customer base, narrowing down the target audience, and selecting the right marketing channels. The conversation emphasises the significance of remarketing campaigns and integrating outbound strategies with inbound marketing efforts. Additionally, they highlight the value of leveraging thought leadership to enhance brand visibility and engagement.TakeawaysUnderstanding the existing customer base is crucial.Narrowing down the target audience enhances messaging effectiveness.LinkedIn is a key platform for B2B marketing.Remarketing can serve as a powerful conversion lever.Integrating outbound and inbound strategies maximises conversion chances.Thought leadership can significantly boost marketing efforts.Effective messaging is essential for capturing leads.A focused marketing budget can yield better results.Testing different channels is important for finding the right fit.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 the SaaS Marketing Weekly podcast, host Ryan and guest Jamie Skills delve into the intricacies of demand generation, focusing particularly on demand capture. They discuss the importance of positioning and messaging in marketing strategies, emphasising how effective communication can significantly impact conversion rates. The conversation also highlights the necessity of understanding buyer intent and utilising the right channels for capturing demand. Jamie shares insights from his experience at Cognizm, illustrating how high-intent keywords can drive significant leads. The episode concludes with practical advice on improving conversion rates and the importance of foundational marketing strategies.TakeawaysDemand capture is crucial for converting interested buyers.Positioning and messaging are foundational to effective marketing.Many SaaS companies struggle with clear messaging.High-intent keywords can drive significant traffic and leads.Improving conversion rates is often more effective than increasing traffic.Understanding buyer intent helps in crafting effective marketing strategies.Effective messaging should be clear and straightforward.Utilising customer insights can refine positioning and messaging.Remarketing can be an effective strategy for capturing demand.Fixing the fundamentals can lead to sustained lead generation.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]