Insights, Marketing
founder of Rocket SaaS
I recently had a brilliant chat with Jamie Skeels, our Head of Demand Generation at Rocket SaaS, and hit him with a challenge:
If you were the marketing manager at a niche B2B SaaS company with a small team, no in-house marketing resource, a £5K monthly budget and zero SEO traction, what would you do?
Here’s exactly how he’d approach it.
This is the foundation. Before touching any channel or campaign, you need to understand who you’re selling to and why they should care.
Look at your existing customer base and figure out where you’ve had the most traction.
Once you know that, get clear on how to describe it. If your messaging doesn’t clearly explain what you do, who it’s for and why it matters, your funnel is already leaking.
Jamie’s advice? Narrow your ICP and go deep. The more specific your messaging, the more effective your campaigns will be.
If your product has low search volume and no category awareness, don’t waste budget on Google Ads or SEO.
Instead, find your audience where they already are—even if they’re not looking to buy yet.
LinkedIn will almost always be your best bet in B2B. Meta can also be worth testing if you’ve got a strong offer and some flexibility in your targeting.
But whatever you choose, start small. Test and learn.
Before building big top-of-funnel campaigns, Jamie recommends starting with LinkedIn remarketing.
This is the audience that already knows you:
These are the warmest leads available to you.
Set up two campaigns:
This alone can make a massive difference if you get the messaging and offer right.
If you’re running outbound sales, don’t let it operate in isolation. Use your LinkedIn ads to warm up accounts and build familiarity before a cold email lands in their inbox.
You can also look at conversation ads sent from the founder to follow up the initial awareness ads. It’s a smart way to layer a more human message on top of an already primed audience.
Jamie and I both agreed on one more thing: if you’re a niche SaaS business, your founder is often your best marketing asset.
Founders usually have deep subject matter expertise and a clear point of view. You should be turning that into:
If the founder isn’t comfortable on camera, interview them and ghostwrite. Then run it as thought leader ads or boost the content from their profile.
Low cost, high impact.
If your SaaS is stuck in the early stages and your leads are reliant on the founder’s network, you don’t need a massive team or a six-figure budget to turn things around.
Get your positioning right. Tighten your messaging. Build a remarketing audience. Then layer on founder-led content and warm outbound.
That’s how you scale a niche SaaS without wasting money.
What would you prioritise if you were working with this kind of setup? Let me know.
By Ryan James
Founder @ Rocket SaaS
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Insights, Marketing
Insights, Marketing
Insights, Marketing
By Ryan James
