#92: How to reach your ICP without burning your entire budget

In this episode, Ryan dives deep into where your audience actually hangs out and how to tap into those hidden goldmines. From podcast appearances and newsletters to Slack communities and industry events, Ryan shares his strategy for getting in front of your ICP without spending a fortune on LinkedIn or Google Ads. He walks you through the research process, how to build relationships in niche communities, and how to use partnerships and co-promotions to amplify your reach. This episode is packed with actionable ideas for SaaS marketers looking to build real relationships and scale faster.Takeaways:Podcasts are a goldmine - start by getting on smaller shows before moving to big namesUse newsletters and contribute value, not just sales pitchesDon’t underestimate LinkedIn groups and Slack communities - they’re full of your ideal customersPiggyback on other brands’ networks by co-hosting webinars or joint eventsShow up where your ICP is - it’s about relationships, not just salesBuild your personal brand to get noticed and gain trustContribute value in communities - the sales will come naturallyLeverage conferences and industry events for organic connectionsThe right content strategy (original research or a book) can get you on the best podcasts and webinarsJoin 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 deep dives into one of the game-changing strategies that helped Rocket SaaS scale to $5M ARR, creating an educational sub-brand. He walks through the steps of building a separate brand (like SaaS Marketing Weekly) that serves as a powerful top-of-funnel tool. From choosing a narrow ICP to creating educational content that builds trust, Ryan explains why sub-brands are the perfect solution for overcoming the scepticism of traditional brand marketing, and how they naturally lead to sales.Takeaways:Sub-brands allow you to engage your audience without the pressure of directly sellingFocus on creating value-first content that genuinely helps your ICPChoose a clear, simple name for your sub-brand that speaks to your audience’s pain pointsLaunch with one content format (podcast, newsletter, blog): consistency is keyUse ads to grow the sub-brand with highly-targeted content that builds trustA personal brand behind the sub-brand increases engagement and removes scepticismUse your main brand’s product/service in subtle calls to action to create seamless conversionsBuild a community through content and then invite people to your main brand offeringsJoin 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 a full masterclass breaking down 10 different ways to get SaaS customers. Not all growth tactics are created equal, and most companies are wasting time on the wrong ones. Drawing from Rocket SaaS’ own journey (from plateau to rapid growth) and real client results, Ryan walks through the campaigns that genuinely move the needle — and why some of the “obvious” ones don’t work anymore. Expect a mix of practical ideas, hard truths, and a few strategies that most SaaS teams overlook. If you’re trying to generate consistent pipeline, this episode will challenge how you think about growth.Takeaways:Most SaaS growth tactics fail because they ask too much, too earlyThe difference between “activity” and actual pipeline generationWhy some of the most common channels are getting less effectiveA small shift in approach can massively increase response ratesTop-of-funnel strategies often outperform direct sellingConsistency beats one-off campaigns every timeThe best-performing strategies are often underusedYou don’t need all 10 — just a few done properlyJoin 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 shares the full story behind Rocket SaaS hitting $5M ARR — and why the journey was far from smooth. From years of slow, frustrating growth to a handful of key decisions that completely changed the trajectory of the business, Ryan breaks down what actually moved the needle. This isn’t a “growth hacks” episode. It’s a reflection on the real shifts that compound over time — and why most founders stay stuck for years before things finally click. If you’re building a SaaS business or thinking about starting one, this episode gives you a raw, honest look at what it really takes.Takeaways:Most growth journeys are slower and harder than they lookBig results come from a few key decisions, not constant tacticsLong periods of frustration often come before real momentumClarity on your audience changes everythingRecurring revenue unlocks stability and scaleContent and brand build trust long before buyers are readyConsistency over years is what creates breakthrough momentsPersonal brand can become a major growth driverJoin 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 webinar recording, Ryan and Jamie break down the real LinkedIn Ads playbook behind scaling B2B SaaS companies and SMEs. They share what’s actually working right now, what most teams get wrong, and how to turn LinkedIn from an expensive experiment into a predictable growth channel. From budget allocation to aligning ads with your sales team, this episode gives you a behind-the-scenes look at how Rocket SaaS approaches LinkedIn Ads for clients looking to scale.Takeaways:Most LinkedIn Ads fail due to strategy, not budgetScaling requires alignment between marketing and salesBudget allocation matters more than most teams realiseNot all campaigns are designed to convert immediatelyThe best-performing ads don’t always look like adsSimplicity often outperforms complex funnel setupsConsistency is key to long-term LinkedIn successJoin 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 break down what founders should look for when hiring their first marketing person. Many startups make the mistake of hiring a specialist too early, only to realise they actually need someone who can handle strategy, execution, and experimentation across the entire marketing mix. Ryan explains why the ideal first hire is a strong generalist with a specialist edge, what core skills they must have, and how founders should evaluate candidates before bringing them into the business. If your SaaS growth has plateaued and you’re thinking about hiring your first marketer, this episode will help you avoid some very expensive mistakes.Takeaways:Your first marketing hire should be a generalist, not a narrow specialistLook for a T-shaped marketer: broad skills with one deep area of expertiseCopywriting and messaging skills are critical in early-stage SaaSGreat marketers must understand the customer problem and translate it into clear messagingLook for people with energy and willingness to learn, not just experienceYour first marketer should understand paid channels (Google, LinkedIn, or Meta)Ads often drive the fastest growth for early-stage SaaS with low brand awarenessAvoid marketers used to slow corporate environmentsStartups need marketers who move fast and execute quicklyConsistent output (content, campaigns, experiments) is what drives early growthJoin 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 share six powerful campaigns you can run right now to bring in fast revenue, even if your sales cycle is usually long. From digging into your closed lost deals to using high-intent retargeting ads and discounts, they cover tactical strategies that cut through the noise and push deals through faster. Whether you’re struggling with cash flow or just need to hit monthly targets, this episode gives you quick, actionable tactics to accelerate your pipeline and start seeing results.Takeaways:Closed lost deals are a goldmine for quick revenue — revisit old deals with new messagingAdd personalised notes in your CRM to re-engage those leads laterUse gifting (personalised items) to sweeten the deal and rekindle interestInteractive demos for new features or use cases can reignite interest from old leadsDiscounts for quick sign-ups can close deals faster — but make sure it aligns with your goalsFollow up relentlessly — founders who hustle personally can see a massive impactHigh intent remarketing to those who’ve engaged with pricing or demo pagesUse Google Ads to focus budget on high-converting keywords for fast returnsTarget competitor customers through ads — if they’re unhappy, they’re ready to switchJoin 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 secret to maximising content reach by repurposing one piece of content across multiple formats. From podcasts and webinars to short-form videos, blogs, and LinkedIn posts, Ryan walks through the simple process of turning a single piece of content into multiple valuable assets. By using AI tools and automation, he shows how even small teams can create high-quality content in various formats and distribute it across channels to increase visibility, reach their ICP, and generate more engagement.Takeaways:One piece of content can be repurposed into 5+ formats (videos, blogs, posts, newsletters, etc.)Start with video-based content (podcasts, webinars, or talking-head videos) — it’s versatile and easy to repurposeUse AI tools like Vizard and ChatGPT to transcribe, create posts, blogs, and more from long-form contentDon’t focus on one content format for one channel — create in multiple formats for multiple channelsConsistency is key: Keep creating, repurposing, and promoting content every weekPush your repurposed content with LinkedIn ads (and Meta ads) to get seen across platformsOnce you hit a rhythm, your content will get better, and your efficiency will increaseDescriptionJoin 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 dive deep into the challenges of marketing to a very small audience in B2B SaaS. They break down how to reframe traditional marketing tactics and focus on community-building, content, and relationship development to ensure success. Whether you're targeting a handful of high-value accounts or serving a niche market, this episode shows you how to create genuine, long-term engagement without relying on generic cold outreach or spray-and-pray tactics. Learn how to use podcasts, webinars, and sub-brands to be the go-to resource for your target audience.Takeaways:When targeting a small audience, traditional spray-and-pray tactics won’t workCommunity-building should be the focus — creating a space for your niche audience to engage and connectUse events, podcasts, webinars, and roundtables to foster relationships and trustBuild a sub-brand around your niche to stand out and provide specific valueLow engagement rates in small markets are not a bad thing — they are just a sign of high deal valueMake your case studies and testimonials work harder in a small market — they carry more weight when everyone knows each otherReframe the objective from “getting demos” to “building real relationships” with a handful of decision-makersBy understanding your audience’s challenges deeply, you position yourself as the first thought when they are ready to buyJoin 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 how to move beyond relying on the founder-led network to fuel your SaaS business growth. Ryan shares key strategies for re-engaging your network, how to squeeze even more value out of existing relationships, and why shifting to personal brand marketing can unlock new opportunities for your business. From leveraging LinkedIn DMs to inviting people onto your podcast, this episode is packed with practical steps for expanding your network, gaining trust, and scaling sustainably.Takeaways:Start small: Reconnect with your most trusted contacts and tap into relationships you’ve overlookedSegment your network: Go after colleagues, partners, suppliers, and LinkedIn connections with personal outreachDon’t hesitate: Reach out to higher-ups, even if you’ve never worked directly with them — be brave in your asksSqueeze more from your network: Invite people onto your podcast, webinar, or to contribute to research papersBuild your personal brand: Use LinkedIn posts and a weekly newsletter to share insights, solve problems, and gain followersPersonal brands drive higher engagement: Adding a face to your content makes it more approachable and impactfulShift the focus: Move from selling demos to building relationships with content that educates, engages, and provides valueStart with a newsletter: It’s a low-barrier way to begin sharing your knowledge without the commitment of video contentYour personal brand is an asset — invest in it to scale your businessJoin 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]