#34: Why Xero Are Brave Enough to Offer a Crazy Discount. Maybe You Should Too?

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]

In this episode, Ryan breaks down one of the most powerful, yet underused, ad formats on LinkedIn right now: Thought Leader Ads. He explains what they are, why they’re performing better (and cheaper) than company ads, and how to use them to grow both your personal brand and your SaaS business. From storytelling and video strategy to targeting and budgeting, Ryan shares the exact framework he’s used to turn simple posts into direct revenue — including one ad that’s brought in multiple clients and measurable pipeline.Takeaways:Thought Leader Ads are up to 80% cheaper than company ads — and far more engagingBest for top-of-funnel and brand-building — people buy from people, not companiesDon’t abandon company ads — use both together for full-funnel performanceHigh-performing ad formats: story-driven posts, short videos, memes, and educational carouselsInclude a soft call-to-action — subtle links work better than hard sellsRyan’s top-performing ad: “7 reasons RocketSaaS is better than hiring in-house” — directly led to new clientsBuild a content calendar: 80% educational, 20% promotionalPair with retargeting ads to nurture and convert engaged viewersGrowing your personal brand is the best long-term ROI — for both founders and marketersJoin 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 gives a full debrief of SaaStock 2025 - what it was like, what he learned, and whether it was worth the trip for Rocket SaaS. Fresh back from Dublin with his team, he shares the highlights, the ROI, the best stands and talks, and tactical lessons for anyone thinking about exhibiting or attending SaaS events. From clever networking strategies to a genius after-party play, this episode is packed with takeaways for SaaS founders and marketers looking to make events a genuine growth channel.Takeaways:SaaStock featured 100+ SaaS companies, live talks, and a smart new Meetup Room for pre-booked networkingThe pre-event matchmaking tool made lead generation easier and more structured than typical exhibitionsBest networking actually happened at the after-parties — relaxed conversations led to stronger relationshipsA clever play by Optik AI: host your own unofficial after-party near the venue for guaranteed visibilityBudgeted £7–8k for the trip (flights, hotels, food, and Guinness) — walked away with 27 leads and 6–8 hot prospectsTwo deals alone would cover the full cost thanks to RocketSaaS’s high-ticket pricing modelGreat stands included Optik AI, Human.Video, RealFlow, and BooksterTop tip: if you get a stand, bring at least two people — one to network, one to manage the boothUse incentives (like commission for your team) to drive active networking and lead collectionBeyond ROI, events are amazing for culture-building and team bondingJoin 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 controversial episode, Ryan and Jamie discuss the realities of Account-Based Marketing (ABM) for startups and small businesses. Jamie, with his experience at Cognizant, explains why traditional ABM methods may be out of reach for smaller teams with limited resources. Instead of trying to copy big enterprise ABM strategies, he argues for a simpler, more sustainable approach. They break down the challenges of ABM, the importance of focusing on scalable tactics, and how small businesses can still use account-based targeting without breaking the bank.Takeaways:ABM isn’t always right for small businesses — it’s resource-intensive and often impracticalIf you’re a small team, don’t focus on pure ABM with one-to-one, one-to-few strategiesStartups can use ABM Lite: a simpler version with fewer resources but the same targeted approachFocus on a larger account list to scale your efforts, not a handful of accountsUse intent data to build relevant workflows and trigger sales outreachSmall businesses need to balance intent data with traditional marketing to avoid wasted effortDon’t rely on “random” ABM — focus on qualified intent signals to narrow down your target listABM Lite helps you build sustainable pipelines without huge budgets or a dedicated marketing ops teamJoin 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 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]