Scaling a SaaS business to £2 million in annual recurring revenue (ARR) is no easy feat. However, with the right strategies in place, it’s entirely achievable. I’ve been through the journey myself, and in this blog, I’ll break down the steps that helped me grow Rocket SaaS and share actionable insights for SaaS founders aiming for similar success.

Milestone 1: Going from zero to £100k ARR – The power of hustle and offering free value

When Rocket SaaS started, we had zero revenue. Our first milestone was to reach £100k ARR, and my strategy was simple: work for free or dirt cheap to build a portfolio.

The power of working for free

Starting out, I offered free services to friends, past employers, and anyone willing to take my help in exchange for a testimonial. This helped me build a portfolio and establish a track record of success. The takeaway here is clear: if you have no budget, the best option is to hustle and offer your product for free to get real-world feedback, improve your offerings, and create case studies.

Actionable Step:

• Offer your SaaS product for free in exchange for testimonials and reviews. Find early adopters who will use the product, provide feedback, and become your first case studies.

Cold outreach and hustling for your first clients

I also had to hustle through cold emailing, cold calling, and reaching out on LinkedIn to drum up business. This phase was uncomfortable, but it was critical to scaling my business in the early stages.

Actionable Step:

• Identify your target audience and start cold emailing or DMing them. Personalise your outreach to make it clear that you understand their pain points.

Milestone 2: Going from £100k to £250k ARR – The importance of niche targeting

By the time Rocket SaaS hit £100k ARR, I had already gained valuable customers. But to scale further, I realised that the key was niching down. I focused on serving B2B SaaS startups, which allowed me to better tailor my marketing efforts.

Narrowing down your target market

The next step was to identify Rocket SaaS’ ideal customer profile (ICP). By understanding who my business worked best with, I could create hyper-targeted messaging and marketing campaigns.

Actionable Step:

• Focus on a specific industry or target market. Define your ICP and narrow your marketing to attract them. It will allow you to craft a stronger message that speaks directly to their needs.

Leverage case studies and social proof

Case studies were essential for credibility at this stage. Once I had five solid case studies, I reached out to similar businesses on LinkedIn with personal messages showcasing the results I achieved for other clients.

Actionable Step:

• Collect case studies from your customers and use them as social proof in your outreach. Highlight results in a clear, compelling way that shows how your product can solve their pain points.

Milestone 3: Going from £250k to £500k ARR – Founder-led marketing and lead magnets

Once Rocket SaaS hit £250k ARR, I focused more on founder-led marketing. I decided to share valuable insights via LinkedIn and other social platforms. The key was building a personal brand that became synonymous with SaaS marketing expertise.

Founder-led marketing: Building authority

I made a commitment to post daily on LinkedIn. By sharing helpful insights, tutorials, and lessons learned from running my agency, I started gaining traction as an authority in the space. My posts became a key channel for attracting inbound leads.

Actionable Step:

• Commit to regularly creating content on LinkedIn or other social platforms. Share insights, educate your target audience, and position yourself as an expert in your field.

The power of lead magnets

Another breakthrough for Rocket SaaS at this stage was the use of lead magnets, particularly free audits. Offering a free SaaS marketing audit in exchange for contact information allowed me to attract leads at the top of the funnel and nurture them into customers.

Actionable Step:

• Create a lead magnet, such as a free audit or downloadable guide, and offer it on your website. Use it to capture leads and nurture them with more valuable content.

Milestone 4: Going from £500k to £1 million ARR – Leaning into demand generation

At the £500k ARR mark, my strategy shifted towards demand generation. I started creating content consistently, including newsletters, podcasts, and webinars. This allowed me to reach a larger audience and consistently fill my sales funnel with qualified leads.

Content creation as a lead gen machine

I invested in creating a continuous flow of content. The goal was to keep prospects engaged and moving through the funnel. My strategy included regular newsletters, podcasts, blog posts, and webinars to keep people engaged with the brand.

Actionable Step:

• Start creating and sharing consistent content. Blog posts, podcasts, and webinars are all excellent ways to keep your target audience engaged and nurture them towards conversion.

Paid ads for scaling quickly

Once content started building up, I doubled down on paid ads. With a solid content foundation in place, Rocket SaaS invested in ads to scale even faster. The key was targeting the right audience with the right content.

Actionable Step:

• Invest in paid ads once you’ve built a solid content base. Use Google Ads, LinkedIn, or Meta Ads to target your audience, and push content that resonates with their needs.

Milestone 5: Going from £1 million to £2 million ARR – Hiring A-players and scaling marketing spend

Once Rocket SaaS crossed £1 million ARR, I shifted focus to hiring A-players. By investing in top talent, I was able to scale the agency further. In addition, I increased my marketing budget to continue driving growth.

Hiring A-players to scale your team

At this stage, I was able to afford hiring top-tier talent. By bringing in experienced professionals, I was able to delegate more tasks and focus on scaling the business.

Actionable Step:

• As your business grows, hire experienced professionals in key areas like sales, marketing, and customer service to accelerate growth.

Increasing marketing spend

At this point, Rocket SaaS had a proven track record, and I could afford to scale my marketing budget. My rule of thumb was to allocate around 10% of my revenue to marketing.

Actionable Step:

• Once you reach a solid revenue threshold, increase your marketing budget to expand your lead gen efforts. Invest in more content creation, paid ads, and customer acquisition.

Conclusion: Scaling from zero to £2 million ARR – The key takeaways

Scaling your SaaS business from zero to £2 million ARR is a challenging but achievable goal. By following the strategies I outlined, you can create a consistent flow of leads, build your brand’s authority, and attract the right customers. Here’s a quick recap of the key takeaways:

1. Offer free value and work for cheap – Build your portfolio with free work and case studies.
2. Find your niche and focus – Identify your ideal customer profile (ICP) and craft targeted messaging.
3. Leverage founder-led marketing – Build your personal brand to position yourself as an expert in your field.
4. Utilise lead magnets – Create free resources to attract leads and nurture them through your funnel.
5. Invest in paid ads – Once you’ve built a solid content base, use paid ads to scale your lead gen efforts.

Follow these steps, and you’ll be well on your way to scaling your SaaS business to £2 million ARR.

If you’re a SaaS founder or marketing lead wearing too many hats and chasing elusive MRR, I’ve got a content strategy that not only builds trust but also delivers real revenue: launching your own podcast.

At Rocket SaaS, we started the SaaS Marketing Weekly podcast with zero audio experience. Now, 50 episodes later, it’s helped us generate over £20,000 in monthly recurring revenue. Here’s how you can do the same, even if you’ve got no marketing team or big budget.

Why start a B2B podcast?

Let’s be clear – podcasting is a top-of-funnel play. It’s not about instant leads. It’s about building a brand people trust so that when they’re ready to buy, they come to you.

In our case, podcast listeners have gone on to watch our webinars, download gated content, and yes, book sales calls. It’s helped drive our best year of revenue growth to date.

There are two routes you can take with a B2B podcast:

1. Account-based marketing (ABM) – Invite your dream clients as guests. Build rapport, create content together, and eventually sell to them when the time is right.
2. Demand generation (our route) – Share value-rich solo episodes or interviews. You don’t mention your product directly. You build awareness, credibility, and trust at scale.

Step-by-step: How to launch a podcast for your SaaS brand

1. Name it like it’s not yours

Resist the urge to name your podcast after your company. The Rocket SaaS Podcast wouldn’t get half the listens of SaaS Marketing Weekly. Your name should feel helpful, not salesy. Use keywords your ICP is searching for. Bonus tip: ask ChatGPT to brainstorm ideas.

Once you’ve picked a name, grab the domain, spin up a basic landing page, and create a simple logo (tools like 99designs are great and affordable).

2. Define the topic (widen the net)

Your topic should overlap with the problem your SaaS solves – but not be so narrow that you run out of things to say.

For example, if you offer HR feedback software, don’t make a podcast about feedback forms. Talk about team culture, employee retention, and the future of work. You’ll attract a broader, relevant audience without sounding like a product demo.

3. Map out 25 episodes before you start

Avoid the panic of “What do I talk about this week?” Before you launch, brainstorm at least 25 episode ideas. Start with your top-performing blog posts, webinars, or newsletters. If you’ve got nothing, list 100 customer pain points on a whiteboard and you’ll find plenty.

Pro tip: Keep a running list of episode ideas in your Notes app or project management tool.

4. Solo vs guests? Start solo

Guest interviews are great – but they’re also time-consuming to coordinate, and many people get stuck there. Start with solo episodes. You’ll get faster, more confident, and it’s easier to edit.

Later, bring in guests with large audiences. Encourage them to share the episode. That’s how you break through plateaus and grow your listener base.

5. Gear and software – Keep it simple

• Mic: Blue Yeti (£100) or upgrade to Shure (£450)
• Camera: Sony ZV-1 or equivalent (~£500)
• Lighting: Natural light or Elgato ring lights
• Recording software: Riverside.fm (industry standard)
• Editing software: Riverside’s built-in tools or outsource to a freelancer

Start recording in your home office – fancy studios can come later.

6. Hosting and distribution

Upload your podcast to Buzzsprout. It pushes it out to Spotify, Apple Podcasts, and more. Add basic metadata (title, description, publish date) and you’re done.

Don’t forget to monitor your analytics. Buzzsprout has excellent support if you get stuck.

7. Repurpose every episode into 5+ pieces of content

This is where the magic happens.

Each episode gives you:

• A blog post (like this one)
• LinkedIn posts (especially clips if you recorded video)
• A newsletter
• Webinar slides
• Snippets for paid ads
• Potential eBook content

Tools like Visla or Descript help you quickly turn audio into short videos with subtitles – perfect for social.

Tips to maximise your podcast’s ROI

• Create a retargeting funnel: Push podcast listeners to gated content like webinars or scorecards.
• Use it as a sales nurture tool: Send podcast episodes to warm leads instead of another “just checking in” email.
• Batch record and schedule: Avoid stress by recording multiple episodes in one go and scheduling them out.
• Track revenue influence, not just downloads: Ask leads how they heard about you. You’ll be surprised how often they say “your podcast”.

Final thought: the best time to start was a year ago – the second best time is today

We waited years to start a podcast. We thought it would be hard. It wasn’t. And now it’s become one of the most valuable assets in our marketing mix.

If you’re running a SaaS business and want to build trust at scale, stop overthinking and start recording.

And if you want help with launching your podcast or creating a content engine around it, Rocket SaaS can do all the hard stuff for you – editing, distribution, repurposing, and promotion.

Is your SaaS business stuck in a growth plateau despite having a healthy marketing budget? For many B2B SaaS companies, especially those in crowded markets, there comes a point where the tactics that once fueled growth start falling flat.

You’re still spending $$$ each month. But leads are down. Revenue has flatlined. And your investors are starting to ask difficult questions.

Here’s what’s really happening – and how to fix it.

The real problem: you’re only marketing to 5% of the market

Most SaaS companies focus their entire marketing effort on the sliver of their market that’s ready to buy right now. That’s roughly 3% to 5% of your total addressable audience.

This works great – until it doesn’t.

You start off strong. Google Ads, LinkedIn campaigns, gated content. Your demand capture engine does its job. But over time, you hit a ceiling. You’ve exhausted the in-market buyers.

From here, no amount of “book a demo” ads will fix the problem.

Step 1: Rebalance your budget with the 60/40 rule

The first shift you need to make is strategic. It’s time to reallocate your budget.

Use the 60/40 rule:

• 60% for demand creation and brand-building
• 40% for demand capture and bottom-of-funnel efforts

This isn’t theory – it’s a proven model backed by the Ehrenberg-Bass Institute and the LinkedIn B2B Institute.

If you’re currently putting 80% of your budget into ads pushing demos, you’re not setting yourself up for long-term growth. You’re just squeezing more out of a shrinking group of leads.

Step 2: Stop funding channels that no longer work

Many SaaS companies carry legacy marketing spend. Just because something’s been in the budget for 12 months doesn’t mean it’s still working.

If you’re spending £4k a month on LinkedIn Ads and they haven’t driven revenue in 8 months, switch them off. Immediately.

Audit your channels:

• Double down on what’s working (Google Ads often still perform for intent-led leads)
• Pause or reduce underperforming activity
• Unlock budget for new experiments and brand content

Sometimes, a quick reallocation frees up thousands – enough to fuel an entirely new approach.

Step 3: Build a demand creation engine

Once you’ve got the budget in the right place, it’s time to build your demand creation engine.

Here’s what that looks like:

• Identify the key problems your product solves
• Create content that teaches people how to solve those problems – without your product
• Show up consistently with that content on the platforms your audience spends time on

The goal is to build familiarity and trust long before prospects enter the buying cycle. When they’re finally ready to buy, you’re already top of mind.

This is how you grow with the 95% who aren’t ready to purchase – yet.

Step 4: Use subject matter experts to cut through

Creating good content is hard. Creating content that cuts through is even harder.

The fastest way to stand out? Use subject matter experts.

Whether it’s a founder, CTO, product manager or external expert – real insights from real people drive results. People trust people, not brand logos.

Repurpose SME content into multiple formats:

• Short-form LinkedIn clips
• Webinars
• Email nurture sequences
• Long-form guides
• Hero videos

And always aim for consistency over perfection. A B+ video that goes live every week beats an A+ video that never ships.

Step 5: Prepare for tough internal conversations

This isn’t a “switch it on and wait for magic” strategy. Demand creation takes time.

You may need to reduce demo-focused activity in the short-term while you build top-of-funnel awareness. That can be hard to justify to stakeholders who expect immediate leads.

Here’s how to manage it:

• Run pilot campaigns first
• Set expectations clearly
• Track early signals (branded search, engagement, pipeline quality)
• Prove the current approach won’t get you to the next growth milestone

Sometimes, the most effective marketers are the ones willing to be unpopular in the short-term.

Step 6: Remember – demand creation isn’t optional

If your business has hit a plateau, this isn’t a nice-to-have strategy. It’s essential.

Staying reliant on demand capture means you’ll always be chasing leads, always fighting for scraps, and always wondering why scale is so difficult.

Creating demand gives you control. It builds pipeline before your competitors even get a look-in. It turns cold outreach into warm conversations. And it fuels sustainable growth over the long haul.

Final thoughts

You don’t need more budget. You need a smarter strategy.

Start by:

• Shifting your focus to the 95% of the market not yet in buying mode
• Rebalancing your budget
• Killing underperforming spend
• Creating helpful, non-salesy content
• Empowering your subject matter experts
• Having the hard conversations early

It takes guts to move away from what’s safe. But if you want to scale, this is the path forward.

Ready to turn things around? Start building your demand engine today.

You may have heard of Demand Generation. In a nutshell, it’s creating awareness and interest in a company’s products or services, with the goal of attracting and engaging potential customers.

But what about Demand Creation? This is all about creating content that attracts people who are not currently looking to buy your solution. I.e. the people who are in need of your solution (now or soon) but are not seeking it now i.e. Googling it.

Why you need demand creation

Most SaaS businesses focus solely on demand capture, targeting the small group of prospects who are actively searching for a solution. But the truth is, 95% of your market isn’t in the buying stage right now.

Demand creation is about moving those people from not knowing they need your product to being aware of it and interested when the time comes.

The goal is to stay front of mind for when these buyers are ready to buy. But how do you do that when they aren’t even aware of the problem your solution solves?

The key is creating educational, value-driven content that addresses their pain points without directly pushing your product.

How to build your demand creation strategy

Here’s how you should approach demand creation for a niche SaaS company with limited resources:

1. Nail your messaging
   Start by understanding exactly who you’re targeting. Speak to your current customers and prospects to identify common pain points. Create messaging that addresses these issues without talking about your product directly.
2. Leverage your founder’s expertise
   If your SaaS is in its early stages, your founder is your best asset. Get them to share their knowledge through LinkedIn posts, podcasts, webinars, and blog content. This positions your brand as a trusted authority in the space and builds credibility.
3. Use content to educate, not sell
   Content is your tool to build trust. Focus on creating value-driven content that answers the questions and problems your audience faces. For example, in a cybersecurity SaaS, create blogs or videos that discuss the latest phishing trends or how to protect data, without directly promoting your product.
4. Create a long-term content plan
   Demand creation isn’t a short-term effort. It’s about consistently providing educational content over time. Develop a content calendar with topics that speak to the problems your ideal customers are dealing with. Over time, as these prospects start to realise they need your solution, they’ll think of you first.
5. Amplify with ads
   Once you have content, amplify it with ads. Use LinkedIn and/or Meta ads to target your ICP, ensuring the content reaches the right people. Even with a small budget, you can run remarketing ads to keep your brand in front of those who have engaged with your content but aren’t ready to buy yet.

What’s the difference between demand capture and demand creation?

Demand Capture is all about targeting the 5% of prospects who are already in market and ready to buy.

Demand creation, on the other hand, is about educating the 95% who aren’t actively looking. It’s a longer-term play that shapes perceptions and builds affinity with your target audience over time.

If you can combine both, capturing demand from those already looking and creating demand for those who aren’t, you’ll have a scalable pipeline that fuels your business growth.

Key takeaways for your SaaS demand creation strategy

1. Understand your target audience and define their pain points clearly.
2. Use your founder’s expertise to create content that builds trust.
3. Focus on educational content, not direct product promotion.
4. Create a content plan and stay consistent with publishing.
5. Amplify your content with ads to reach more prospects.

Ready to start creating demand?

Demand creation can feel like a slow burn, but it’s essential for building long-term success. The key is to be consistent, educational, and valuable in your content. Over time, this will position your SaaS as the go-to solution when prospects are ready to buy.

If you want help building a demand creation strategy that works, Rocket SaaS can help you implement these tactics and scale your growth.

👉 Book a free strategy call and let’s discuss how we can help you drive more leads with demand generation.

Creating thought leadership content is a powerful way for SaaS businesses to build credibility, attract prospects, and establish themselves as experts in their field. However, the process can seem daunting, especially when the primary thought leaders in the company – like the CEO or founder – are already stretched thin. The key to making this work is developing an efficient strategy that extracts valuable insights from these experts without taking up too much of their time.

1. Get the CEO or founder onboard

The first step in creating thought leadership content is getting buy-in from your CEO or founder. It’s essential to explain the long-term value of consistent content creation and how it can impact lead generation. Start by presenting data or examples of competitors who are succeeding with this strategy. Share insights from companies in your space or even outside of it that are seeing a positive return from their content efforts. If you can demonstrate that content creation leads to more leads and better brand positioning, your CEO will likely be more willing to support the initiative.

Action Step: Gather case studies or examples from competitors who are excelling in thought leadership content creation. Share these with your CEO to make a compelling case.

2. Interview thought leaders in small, manageable chunks

Once you have the CEO’s support, it’s time to start extracting their insights. However, you don’t want to overwhelm them with hours of content creation. Instead of asking them to write articles or create videos, schedule brief, focused interviews – around 30 minutes at a time. A weekly or bi-weekly interview can be a manageable commitment that doesn’t disrupt their schedule too much.

Action Step: Set up a recurring interview schedule with the CEO, ideally on a day they are less busy. Prepare specific questions in advance so the conversation stays on topic and efficient.

3. Repurpose the content for multiple channels

One of the most effective ways to leverage these short interviews is by repurposing the content into multiple formats. For instance, a 30-minute conversation could yield several pieces of content, including blog posts, LinkedIn posts, podcast episodes, email newsletters, and more. By doing this, you maximise the value of your content without requiring the CEO’s time for each individual piece.

Action Step: Use a transcription tool or service to turn your interviews into written content. Then, break that content into smaller, digestible pieces for use on different channels.

4. Start small with low commitment content types

If your CEO or founder is not comfortable with video content or doesn’t want to appear on podcasts, start with low-pressure content types. For example, written content such as blog posts or LinkedIn updates can be created based on interview transcripts. These can be done without requiring them to be on camera or in the spotlight.

Action Step: Focus on written content first, such as blog posts and LinkedIn posts. As your CEO becomes more comfortable, you can introduce other content formats like video or podcasts.

5. Create a system for ongoing content creation

The key to sustainable thought leadership content is creating a system that can run smoothly with minimal involvement from the CEO. As the content creation process becomes more familiar and streamlined, you can bring in other team members to handle various tasks. For example, you can hire a content writer to refine the transcripts into polished articles, or you can have a marketing assistant schedule social media posts. Over time, you can build a repeatable process that keeps the content flowing without overburdening the CEO.

Action Step: Develop an internal workflow for turning CEO interviews into various forms of content. Assign tasks such as transcription, editing, and scheduling to different team members.

6. Measure and scale the effort over time

Once you have established a system for creating thought leadership content, the next step is to measure its success. Track metrics like website traffic, social media engagement, and lead generation to see how the content is impacting your business. As the strategy proves effective, you can increase the frequency of content production or expand into other channels.

Action Step: Set up KPIs for your thought leadership content, and review them monthly to track progress. As results improve, look for ways to scale your efforts, such as expanding to additional platforms.

Conclusion

Thought leadership content can have a significant impact on your SaaS business’s success, but it doesn’t have to be a time-consuming burden for your CEO or founder. By starting small, repurposing content, and creating a streamlined process, you can build an ongoing content strategy that positions your company as an authority in your industry while making the most of your CEO’s limited time.

By following these steps, you’ll be able to create thought leadership content that attracts leads, builds your brand, and establishes your company as a trusted expert in the SaaS space.

Are you a small, niche SaaS startup with a limited budget, few customers, and no one actively searching for your product? Sounds painful! Don’t worry—I’m here to help you navigate these challenges with this week’s blog.

In this blog, we’ll dive into how you can use Jobs to Be Done (JTBD) to craft compelling messaging and leverage founder-led content to build awareness and trust.

Focus on understanding the “Jobs” your customers are trying to do

When your product exists in a niche category and customers aren’t actively seeking it, it’s crucial to understand what job your product helps them do. Jobs to Be Done (JTBD) is a framework that helps you get to the heart of your customer’s real needs and motivations.

If you’ve not heard of the JTBD framework, it was created by Clayton Christensen to help businesses understand the real problems customers are trying to solve when they “hire” a product or service. Rather than focusing on product features, JTBD focuses on the outcomes customers seek, providing deeper insights into why they make purchasing decisions.

The first step in marketing with a small budget is to define the job your product is hired to do. Here’s how you can do that:

• Talk to your existing customers: Ask them about the problems they were trying to solve when they found your product.
• Use the JTBD framework: Dig into the core reasons why customers are choosing your solution. Understand not just their functional needs, but emotional ones too.
• Refine your messaging: Make sure your messaging speaks directly to the job your product does for your customers, in clear and simple language.

Action Step: Start by surveying your customers and asking them why they chose your product. Try to tap into the emotional reasons, i.e. why they were frustrated with their existing process. Then put your messaging (website homepage, for example) into ChatGPT and ask it to rewrite it to connect on a more emotional level with your prospects, and give it the transcripts from the customer calls.

Leverage your founder’s network and content

Once your messaging is clear, the next step is leveraging your founder. Use the power of founder-led content to help create awareness and make content that stands out.

The founder will have a unique perspective, a story to tell, and authority to build on. Share the journey, struggles, and how your product solves problems. Whether through blog posts, LinkedIn articles, or podcasts, this content humanises your brand and makes it more relatable.

You could even go down the “build in public” route.

Patrick Campbell, founder of ProfitWell, successfully built in public by sharing detailed insights into his SaaS journey, including revenue, customer growth, and pricing strategies. His transparency not only helped establish trust within the SaaS community but also positioned ProfitWell as a leading resource for subscription-based businesses, driving MASSIVE engagement and growth.

Honest, founder-led content is a great way to build marketing momentum on a small budget. That would be my number one growth hack from scaling Rocket SaaS to its first £1,000,00 in revenue (a different toolkit is required to scale beyond that).

Here’s how to use it effectively:

• Write regularly on LinkedIn about the problems you’re both experiencing and solving.
• Start a low-budget podcast or webinar series that shares your learning process and features discussions with industry experts.
• Repurpose the above content into LinkedIn posts, blogs, newsletters and videos.
• Engage with your audience on LinkedIn with personal updates, not just sales pitches.

Action Step: Dedicate time every week to content creation. Don’t overcomplicate it – focus on your story and what your target audience will resonate with.

Boosting thought leader content with paid ads

You can significantly increase the reach and impact of your thought leader content with paid ads. With a small budget, focus on targeting your ideal customer profile (ICP) with tailored ads featuring your founder’s insights and educational content.

Start by boosting posts that are already performing well organically, such as founder stories or educational articles. These ads should focus on providing value rather than making a hard sales pitch, which makes them more likely to resonate with your audience. By doing this, you’ll not only increase awareness but also build trust, making your eventual sales efforts far more effective.

If you want to dive deeper into building a demand generation strategy with limited resources, Rocket SaaS can help. We work with early-stage SaaS businesses to implement strategies that drive results on smaller budgets.

Book a free strategy call and let’s discuss how we can help you grow your SaaS business.

Let’s cut to the chase. If you’re a founder or sales-facing leader of a B2B SaaS company and you still haven’t built a strong LinkedIn presence, you’re leaving leads on the table. Possibly big ones.

In a recent SaaS Marketing Weekly podcast, Ryan (founder of Rocket SaaS) and Jess (Head of Growth) broke down why building a personal brand on LinkedIn isn’t just a nice-to-have – it’s one of the smartest ways to scale your pipeline with limited resources.

Here’s what they said – and how you can act on it right now.

Why personal brands matter more than ever

In the AI-saturated world we live in, where marketing automation has made everything feel… well, automated, your face is the differentiator.

“Everyone’s using AI. Everything’s faceless. But no one can copy you – your story, your tone, your journey,” says Jess.

People want to buy from people, not faceless logos. That’s why personal branding works – especially in founder-led sales environments. And it’s why some SaaS startups win while others stall.

When’s the right time to start?

Three key signs you’re ready:

1. You’ve found product-market fit
   If no one’s biting, the issue probably isn’t your marketing – yet. Nail the product first.
2. You know your ideal customer profile (ICP)
   Founders who don’t define their audience waste time attracting followers who’ll never convert.
3. You’ve got something to say
   No one wants to read posts about product features. People want stories. Share the mission, the challenges, and what you’re learning.

If you’re ticking those three boxes, it’s time to start building.

How to build a personal brand that actually brings in leads

1. Write 100 problems

Take a whiteboard or a Google Doc. Write down 100 specific problems your ICP faces. Not generic fluff – real pain points that cost them time, money, or credibility.

Then circle 10–15 of the spiciest. Build content around them.

Post weekly. Solve those problems publicly.

“This was a game-changer,” says Ryan. “Suddenly, I wasn’t staring at a blank page. I knew exactly what to say.”

2. Use sales calls to fuel content

Every SaaS founder hears the same questions on sales calls. Start documenting them.

• What objections do you get?
• What features get prospects excited?
• What confuses them?

Use tools like Fathom or Fireflies to record calls (with permission). Then pull themes from the transcripts. Let that shape your LinkedIn content strategy.

3. Forget vanity metrics – focus on signals

It’s easy to get caught up chasing likes. But Ryan and Jess recommend watching for intent signals instead:

• Are your profile views increasing?
• Are people saving your posts?
• Are you getting DMs or connection requests from decision-makers?

If yes, you’re on the right track.

“When leads started coming via LinkedIn DMs, I knew it was working,” Ryan shares. “The sales calls felt different. They already knew me.”

4. Boost it (yes, ads help)

Organic is great, but if you’ve got even a small ad budget, consider boosting top-performing posts.

You don’t need to create ad-style content. Just boost your strongest value-led content. This helps get your face in front of more of your ICP.

LinkedIn’s Thought Leader Ads are worth exploring, especially if your sales process is founder-led or sales-led.

How to know it’s working

You won’t always get instant attribution. But if your LinkedIn brand is landing, you’ll start to notice:

• Sales calls open with, “Feels like I already know you.”
• You’re getting more inbound demo requests
• Prospects start using your language in their emails
• “I’ve seen you all over LinkedIn” becomes a regular comment

Even better, people show up to sales calls already warmed up. Less convincing. More closing.

Bonus tip: track it manually

Yes, attribution tools are useful. But don’t over-engineer it. Ryan suggests two simple tactics:

• Add a “Where did you hear about us?” free text field to your demo form
• Ask every prospect on the call how they found you – and record the answer

Most of the time, they’ll say something like “I think I saw you on LinkedIn”. That’s good enough.

TL;DR: Here’s your action plan

✅ Define your ICP
✅ Write out 100 problems they face
✅ Post weekly solving those problems
✅ Boost best-performing posts to your ICP
✅ Track sales signals, not vanity metrics
✅ Keep going for at least 90 days

Final word

Don’t overthink it. Start with rough posts. Share a quick lesson. React to an industry trend. Be honest about a recent win or failure.

Building a personal brand doesn’t mean being perfect. It means being present.

And if you’re struggling to make time or don’t know where to begin, Rocket SaaS can help you turn your expertise into a scalable marketing engine.

If you’ve ever scrolled through LinkedIn and wondered how some creators seem to explode overnight, this one’s for you. Matt Barker went from zero to over 169,000 followers – and in this breakdown, we reveal exactly how he did it.

Whether you’re the founder of a bootstrapped SaaS or running a lean marketing team, growing your brand on LinkedIn doesn’t have to be a mystery. It’s about consistency, clarity and a clever blend of professional and personal content.

Why LinkedIn still works for B2B SaaS

If your ICP (ideal customer profile) hangs out on LinkedIn, then you’re sitting on a goldmine. It’s still one of the few platforms where organic reach isn’t completely dead, especially for thought leaders and professionals who are prepared to show up consistently.

According to Matt, the early days were hard. “I started completely from zero. I had no network. Just a regular profile with a few job updates,” he recalls. But his consistent effort – posting, commenting, connecting and messaging – created a compound effect. “That standard LinkedIn advice you hear everywhere? It works,” he says.

Step 1: Create a daily LinkedIn routine

The biggest game-changer? Treating LinkedIn like a job, not a hobby.

Here’s the exact framework Matt used in the early days:

1. Post once per day – Add value, be useful or relatable, and keep it clear.
2. Connect with 10–20 new people daily – Prioritise those in your target market or active in your niche.
3. Comment thoughtfully on other creators’ posts – Build visibility and relationships.
4. DM new connections or engaged followers – Not with a pitch, but a genuine message to build rapport.

“When you comment on someone’s post, you gain visibility, start conversations, and become part of a community,” says Matt.

💡 Pro Tip: Use a spreadsheet to track new contacts and conversations to stay organised.

Step 2: Share both your expertise and your life

Matt makes a compelling case for mixing personal and professional content. Not in an “Instagram influencer” way, but in a way that builds trust.

He calls it “professional and personal growth” – not “personal branding” (a term he feels is overused and misunderstood).

His best-performing posts? They’re often the ones where he’s enjoying a beer on a beach in Cyprus or talking about lessons he’s learnt from life and business. “People want to learn, but they also want to relate,” Matt explains.

How to apply this:

• Post 2–3x per week about your area of expertise (eg: improving onboarding, reducing churn, marketing attribution).
• Once per week, post something personal: your founder story, a challenge you’ve overcome, a photo from a recent win (or failure).
• Don’t overthink it. Write how you speak.

Step 3: Build a 3-pillar content strategy

Matt breaks his content strategy into three simple themes:

1. Who you are – The human side of your journey.
2. What your expertise is – Teach your audience something they care about.
3. What you offer – Talk about your solution, but not in every post.

By rotating through these three themes, you avoid sounding salesy or repetitive.

💬 Example Post Topics:

• A mistake you made in your first year of building your SaaS
• Why a client said no – and what you learnt from it
• A simple framework for running better demos
• A day in your life as a remote SaaS founder

Step 4: Start conversations, not campaigns

LinkedIn isn’t just a content platform – it’s a networking one. And Matt reminds us that content is just a vehicle for conversations.

After every post, comment, or connection request, he looks for opportunities to start a genuine dialogue. “I’d message people who liked my content, thank them, ask them a question,” he says. It’s not automated. It’s not spammy. It’s real.

This might not scale forever, but if you’re a small SaaS business, you don’t need scale – you need relevance.

Step 5: Embrace the confidence boost

Ryan and Matt both touched on an unexpected benefit of showing up online: confidence.

From delivering wedding speeches to pitching investors, consistently creating LinkedIn content builds your ability to communicate. “Five years ago, I wouldn’t have imagined doing podcasts or speaking publicly,” Matt admits. “But showing up on LinkedIn gave me that confidence”.

Final word: LinkedIn is the new top-of-funnel

Matt’s story proves that LinkedIn isn’t just for CVs and company pages – it’s a high-converting top-of-funnel channel for SaaS founders and marketers.

If you want leads, trust and long-term relationships with your audience, you need to show up consistently. No fancy tools. No viral hacks. Just value, vulnerability, and volume.

TL;DR: Your LinkedIn action plan

✅ Post daily (or at least 3x/week)
✅ Connect with 10–20 people in your ICP
✅ Leave thoughtful comments daily
✅ Mix expert insights with personal stories
✅ DM people who engage – start a conversation
✅ Be consistent for at least 3 months

If you’d like Rocket SaaS to help you craft a content strategy that converts, apply for a free strategy call. It could be the best 30 minutes you spend on your marketing all year.

If you’re a founder or marketer at a B2B SaaS company struggling to get leads from your landing pages, you’re not alone. Landing pages are often misunderstood and misused, leading to wasted ad spend and disappointing results. But what if I told you that tweaking just a few key elements could drastically improve your conversions, without needing a complete website overhaul?

In this blog, based on insights from industry experts and proven practices shared on the SaaS Marketing Weekly podcast, we’ll break down what makes a high-converting landing page for SaaS businesses, bust common myths, and share actionable steps you can implement right now.

What a landing page is and isn’t

First off, it’s important to clarify what a landing page really is – and what it isn’t. Many companies mistake any webpage for a landing page, but in SaaS marketing, a landing page is a highly targeted, campaign-specific page designed solely to convert visitors from a specific ad or marketing asset.

Unlike your homepage, which serves multiple purposes, a landing page is a standalone experience created to align perfectly with the messaging and promise of the campaign it supports. It’s not easily found via search or general navigation. This focused design helps reduce distractions and guides the visitor toward a single goal – usually completing a form or booking a demo.

Action Step: Audit your current pages. Are you sending ad traffic to your homepage or a broad service page? If yes, start creating dedicated landing pages tailored for each campaign or audience segment.

To nav or not to nav? The landing page navigation debate

A big question marketers wrestle with is whether to include navigation menus on landing pages. The old-school approach was “no navigation” – trapping visitors on the page to force conversion.

However, recent updates from Google have shifted this thinking. Google now uses user behaviour signals, like whether visitors quickly bounce back to search results, to assess page quality. Pages that frustrate users by not providing enough information or options can be penalised, lowering ad rankings and increasing costs.

The current best practice? Anchored navigation. This means your landing page includes a simple fixed menu that links to sections within the same page – such as problem statements, solutions, testimonials, FAQs – allowing visitors to quickly find the information they want without leaving the page.

Action Step: Implement an anchored navigation menu on your landing pages. Include key sections your visitors need to build confidence and address objections, improving both user experience and your Google Ads quality score.

Match your landing page strategy to your SaaS pricing and sales cycle

The complexity of your SaaS offering and its price point should influence your landing page strategy.

• Low-ticket SaaS: For products priced around £20/month or similar, visitors might convert after a single ad click and landing page visit. Here, a simple, conversion-focused page with minimal distractions and a clear call to action works well.
• High-ticket SaaS: For enterprise software or products costing tens of thousands annually, expect a longer sales cycle. Prospects need multiple touchpoints – content, webinars, emails, and repeated visits – before booking a demo or making a decision. In this case, a landing page should encourage exploration with anchored nav, rich content addressing pain points, and social proof.

Action Step: Review your pricing model and typical sales cycle. Tailor your landing pages accordingly – low-ticket offers can be streamlined for quick conversion, whereas high-ticket offers require more nurturing and information.

Stop obsessing over conversion rates – focus on engagement first

A common mistake is to optimise landing pages obsessively for immediate conversions, treating conversion rate as a leading indicator. In reality, conversion is often a lagging signal in a longer customer journey.

Your prospects research extensively before converting, especially in B2B SaaS. They seek education, trust signals, and proof that your solution solves their specific problems.

Rather than only tracking conversion rate, also monitor engagement metrics like time spent on page, navigation through page sections, video plays, and interactions with FAQs or testimonials. High engagement is a sign your landing page content is resonating and nurturing prospects closer to conversion.

Action Step: Use analytics tools to track engagement behaviour on your landing pages. Improve content sections that visitors ignore, and test different formats like videos, interactive demos, or case studies to deepen engagement.

What content should you include on your landing page?

Based on expert discussions, here are key content elements your landing page should have:

• Problem Statement: Early in the page, clearly articulate the pain points your target audience faces. Use language they relate to emotionally. For example, “Worried about losing critical customer data due to ransomware attacks?”
• Benefits Over Features: Instead of listing features, explain the benefits. For instance, “Generate invoices in 30 seconds with a single click, freeing up your finance team for strategic tasks.”
• Social Proof: Include testimonials, case studies, awards, and trusted badges that build credibility.
• Objection Handling: Proactively address concerns such as pricing, onboarding time, support quality, or ROI.
• Clear Calls to Action: Multiple CTAs (e.g., booking form in hero, mid-page, and footer) make it easy for visitors to convert at any stage.

Action Step: Review your landing page content against this checklist. Refresh copy to emphasise emotional connection and benefits. Add real client testimonials and address your most common objections upfront.

Segment your landing pages for maximum impact

Different industries, company sizes, and job titles respond differently. Generic landing pages dilute your message.

Create dedicated landing pages targeting each buyer persona or segment. Adjust the problem statements, benefits, social proof, and CTAs to fit each group. For example, a CTO cares about uptime and integration; a CFO cares about ROI and cost control.

Even small tweaks in headlines like “Built for CTOs of HR startups” versus “Designed for CFOs in fintech” make visitors feel the page is made just for them – which significantly boosts conversion likelihood.

Action Step: Identify your key personas and build segmented landing pages tailored to their specific needs and language.

Experiment, test, and iterate – but don’t waste time on A/B testing too early

While A/B testing can optimise pages, many startups don’t get enough traffic to run meaningful tests on landing pages. Instead, focus on testing your ad creatives and messaging first to attract the right audience.

Once you have consistent traffic, use A/B testing on headlines, CTAs, and layout to incrementally improve performance. But don’t let testing slow down your ability to launch or pivot quickly.

Action Step: Prioritise testing your ads first. Once steady traffic arrives, run A/B tests on landing page elements for continual optimisation.

Final thoughts: your landing page is the gateway to growth – treat it right

Landing pages are a critical junction in your SaaS marketing funnel. Get them right, and you dramatically increase your chances of converting valuable leads without wasting ad spend.

Remember to:

• Create campaign-specific, focused landing pages
• Use anchored navigation to improve experience and Google ranking
• Align page content with your SaaS price and sales cycle
• Prioritise engagement over immediate conversions
• Use compelling problem statements and benefit-focused copy
• Segment landing pages by buyer persona
• Test ads first, then landing pages when traffic allows

By following these proven strategies, you’ll turn your landing pages into powerful lead magnets that fuel scalable growth for your SaaS business in 2025 and beyond.

If you want help building high-converting landing pages or crafting targeted campaigns for your SaaS, Rocket SaaS specialises in supporting small to mid-size SaaS businesses with limited marketing resources. Apply for a free strategy call to see how we can help you unlock consistent lead flow.

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.

Start with positioning and messaging

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.

• What segment is easiest to win?
• Which ones have the best retention or LTV?
• Where do you provide the most value?

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.

Avoid search when no one’s searching

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.

Prioritise LinkedIn remarketing first

Before building big top-of-funnel campaigns, Jamie recommends starting with LinkedIn remarketing.

This is the audience that already knows you:

• Website visitors
• People who engaged with your content
• Company page visitors

These are the warmest leads available to you.

Set up two campaigns:

• One with middle-of-funnel content to address objections and educate
• One with a bottom-of-funnel offer that’s focused on conversion

This alone can make a massive difference if you get the messaging and offer right.

Tie ads and outbound together

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.

Leverage founder-led content

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:

• Thought leadership posts
• Webinars
• Short videos
• Articles and guides

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.

Final thought

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.

On the SaaS Marketing Weekly podcast, last week, I had an amazing chat with Jamie Skeels, the Head of Demand Generation at Rocket SaaS. We went deep into a topic that most marketers and founders overlook: demand capture.

In our view, this is where every SaaS growth strategy should begin. Because if you’re not capturing demand from people already looking to buy, you’re leaking revenue.

What is demand capture?

Most SaaS teams talk about demand generation, but forget that it’s actually made up of two distinct parts:

• Demand creation: reaching people who aren’t in buying mode yet
• Demand capture: converting people who are actively in the market right now

Jamie explained it best. Only about 5% of your market is ready to buy at any given time. Demand capture is about being in the right place, with the right message, when that 5% is actively searching.

Start at the bottom before you scale the top

This is where many companies go wrong. They pour money into top-of-funnel campaigns: LinkedIn ads, SEO, webinars, without fixing the bottom of the funnel first.

If your website messaging is poor, if your landing pages aren’t optimised, if your call to actions are vague or hidden, then all that traffic is going to waste.

Before you scale your reach, tighten your conversion funnel. That’s what demand capture is all about.

The three foundations of demand capture

Here’s what Jamie and I agree are the essentials:

1. Positioning
   If you haven’t clearly defined who your product is for and why they should choose you, you won’t convert high-intent traffic. The best way to fix this? Interview your best customers, look at your win data, and define the unique value you offer. Also, read Apil Dunford’s book, Obviously Awesome!
2. Messaging
   Your homepage should pass the five-second test. Can a visitor quickly understand what you do, who it’s for, and why it matters? Cut the fluff, ditch the jargon, and stop copying the vague messaging of big-name SaaS brands.
3. Conversion Pathways
   If someone is ready to buy, make it easy for them to do so.

• • Optimise your demo booking page
  • Include interactive product content like demos or explainer videos
  • Run remarketing campaigns on LinkedIn and Meta to convert returning visitors

Go where buying decisions happen

Your buyers are making decisions in specific places. You need to show up there.

Here are a few high-intent channels that should be part of your demand capture strategy:

• Google Ads and Organic Search: these are the people typing in “best [your category] tool”.
• Review Sites like G2 or Capterra: your buyers are reading comparisons and looking for reassurance.
• Competitor Search Terms: these are the warmest leads you can get.

Not every business is the same, but most SaaS buyers use these touchpoints when evaluating options. You should be present on all of them.

Don’t overlook Meta ads for retargeting

One underrated tactic we discussed was retargeting on Meta.

Meta may not be where B2B buyers go to shop, but that doesn’t mean it can’t help you convert. It’s cheap, it’s always on, and it’s where your buyers hang out when they’re off the clock.

If your software helps people solve a real business problem, they’ll click—even if they’re lying on the sofa watching Netflix.

Fix the bucket before you pour more in

To wrap it up, think of your marketing funnel like a bucket.

• Traffic is the water
• Leads are the water you collect
• Poor messaging, bad landing pages, and unclear CTAs are holes in the bucket

If your bucket is full of holes, don’t spend more on water. Plug the leaks first.

Conversion rate improvements don’t just cost less than traffic, they compound over time.

So, before you pour more budget into ads, content, or SEO, get your demand capture in place.

More traffic is only worth it if you’re converting the traffic you’ve already got.

Is demand capture something you’ve prioritised in your strategy? Or is it the piece you’re now realising you’ve skipped?

SaaS content can be very boring. We don’t all have the luxury of working for a sexy, viral brand. So how do you make SaaS content stand out and drive results?

If you’re churning out the same old B2B content – 15-page reports no one reads, webinars that don’t get to the point, ebooks packed with fluff – you’re likely missing a huge opportunity to engage and convert your ideal customers.

In this post, we’re sharing key insights from a recent conversation with Gary Stringer, Senior Content Marketing Manager at monday.com, who pulls back the curtain on what really works in B2B SaaS content in 2025.

Let’s dive into what makes standout content that captures attention, creates demand, and drives results.

Why most B2B content fails (and how to fix it)

The biggest issue? B2B marketers are too stuck in the ‘traditional’ mindset.

We’re talking about:

• Reports that spend five pages building up to the actual insight
• Webinars that take ten minutes to say hello
• Guides that feel like university essays

Instead, Gary recommends taking a step back and asking:

“How do I like to consume content?”

Chances are, it’s short, sharp and packed with immediate value. If your SaaS content doesn’t mirror that experience, it’s time for a rethink​.

🎯 Actionable step: audit your existing content

Do this quick exercise:

1. Choose a report, webinar or guide you’ve produced recently.
2. Read the first two pages or listen to the first 5 minutes.
3. Ask: Would I keep reading or listening?

If the answer is no, don’t be afraid to cut the fluff. Get to the value faster.

Format isn’t the problem – execution is

It’s not that reports and webinars are dead. It’s that they’re not evolving.

Example: Instead of a one-hour webinar with a single speaker, try a “drop-in” format:

• One topic
• Four speakers
• 15-minute slots This feels more like the content we enjoy on YouTube or social media – and that familiarity leads to better engagement​.

Borrow from B2C and social media

Marketers are constantly being told how to write engaging LinkedIn posts:

• Open with a hook
• Keep it punchy
• Make it actionable
• Use list formats

But then we forget all of that when creating an ebook.

Gary’s advice? Take what works on LinkedIn, TikTok, and YouTube – and apply it to your B2B formats. It’s not about being trendy; it’s about meeting your audience where they are and matching how they consume content in real life.

Case study: monday.com’s “why people love us” campaign

At monday.com, Gary and the team turned 12,000 G2 reviews into a tight, 12-page ebook that supported their wider out-of-home advertising campaign on the London Underground.

What made it work?

• Data-led insights summarised by AI
• Emotional messaging (“love” was the key theme from the reviews)
• Strategic distribution, using location-based ads to target those who saw the Tube ads​

📌 Top Tip: If you’ve got reviews, use them. They’re content gold.

Actionable step: steal this 3-step campaign formula

1. Collect and analyse customer reviews (use AI if you’ve got a lot)
2. Create a short, visual asset (carousel ebook, one-pager, landing page)
3. Distribute through channels your audience already uses
   1. Retarget site visitors
   2. Send to email subscribers
   3. Use it in your outbound sales outreach

Thought leadership: you’re doing it wrong

Everyone wants to be a thought leader – but few know what that really means.

Gary’s take?

“Most companies rush to publish content without asking, ‘What are our actual thoughts? What are we leading on?’”

Thought leadership isn’t a volume game. It’s a perspective game. If you don’t have a unique angle, you’re just adding to the noise.

Actionable step: find your “spiky” point of view

Grab a notepad and answer:

• What does your company believe that others in your space might disagree with?
• What’s one outdated practice in your industry that you’d love to eliminate?

Then create content around that. Stand for something.

Final thoughts

B2B SaaS doesn’t have to be boring. In fact, the brands that stand out today are the ones who:

• Cut to the chase
• Speak like humans
• Create content people actually want to consume

So next time you’re writing a whitepaper, planning a webinar, or working on your next lead magnet – ask yourself:

Would you keep reading, watching, or listening?

If not, it’s time for a rethink.

Want help turning these ideas into content that generates leads? Book a free strategy call with Rocket SaaS and let’s make your content marketing strategy actually work.

In today’s competitive SaaS landscape, companies are constantly seeking efficient ways to scale. Product-led growth (PLG) offers a strategy that doesn’t rely heavily on sales teams but instead lets the product itself drive acquisition, retention, and expansion. This approach has proven to be especially effective for businesses looking to maximise growth while minimising costs.

What is product-led growth?

Product-led growth is a go-to-market strategy where the product itself is the primary driver of customer acquisition, retention, and expansion. Unlike traditional models that rely heavily on sales teams and marketing-qualified leads (MQLs), PLG focuses on allowing customers to experience the product first-hand, often through free trials or freemium models.

A well-known example of this is Slack, where the product’s value is so evident and easy to access that users can get started without needing a sales call. The product practically sells itself, creating a seamless experience for users who can instantly see how it benefits their business.

Another example is Apollo.io, where the free plan offers users valuable tools, such as access to contact information, which encourages them to upgrade once they see the platform’s effectiveness.

How to scale your SaaS with product-led growth

PLG has the potential to transform your business by shifting focus to the product itself. Here’s how to make the most of PLG:

1. Focus on building a great product

At the heart of PLG is the product. To ensure success, your product needs to be exceptional – intuitive, useful, and capable of delivering value without the need for extensive onboarding or sales intervention.

2. Leverage free plans

Offering free plans or freemium models is crucial in PLG. These models allow users to experience the product without risk, building trust and paving the way for future upgrades. However, it’s important that the free tier offers enough value to hook users while also providing clear incentives to upgrade as their needs grow.

3. Create viral loops

Viral loops are another important element in PLG. Products that are easy to share and refer to colleagues can rapidly scale. A classic example is Slack, where users can invite others for free, or Fathom, where you earn credits for referals, expanding the user base and turning them into paying customers.

4. Invest in self-service experiences

For SaaS businesses using PLG, providing self-service options is key. A seamless onboarding process, clear tutorials, and intuitive interfaces help users get up and running quickly, reducing friction and improving the overall experience. The goal is to make sure users can explore and benefit from the product without needing a demo or direct sales intervention.

Challenges with product-led growth

While PLG presents many opportunities, it’s not without challenges. One of the biggest hurdles is finding the right balance in free offerings. Too much free value can lead to users staying on free plans, while too little can prevent them from getting hooked on the product.

Additionally, for businesses used to traditional sales teams, shifting to a PLG model requires a mindset change. Sales teams that are accustomed to product demos and cold calls will need to adjust to a more passive model that focuses on customer self-discovery.

Why every SaaS business should consider PLG

While PLG has worked for large companies like Slack, it’s just as beneficial for small and medium-sized businesses. For companies with limited sales resources, product-led growth can be a cost-effective, scalable way to drive growth.

By providing users with value upfront and allowing them to experience the product in its entirety, businesses can build trust, create brand advocates, and scale efficiently without relying on extensive sales infrastructure.

Conclusion

Product-led growth is reshaping the SaaS industry, enabling businesses to scale quickly without the need for a hefty sales team. By focusing on creating an exceptional product, offering free plans, and encouraging viral growth, businesses can acquire, convert, and retain customers effectively. If you’re a SaaS business owner or marketer, it’s time to evaluate whether PLG could be the right strategy for your growth.

Case studies are one of the most powerful tools in your SaaS marketing and sales arsenal. They sit perfectly in the middle of the funnel, helping to push potential customers over the line when they’re considering your solution. Yet, many SaaS businesses struggle to get them. Whether it’s objections from customers, compliance issues, or simply not having a structured process, case studies often fall by the wayside.

In this article, we’ll break down exactly how to get more case studies for your SaaS business, whether you’re just starting out or dealing with reluctant customers.

Why case studies matter

Case studies serve as social proof, giving potential buyers confidence that your solution works. When they see a similar company achieving great results with your product, it dramatically increases the likelihood that they’ll sign up for a trial or book a demo.

A strong case study strategy doesn’t just support marketing, it also empowers your sales team. Having case studies that align with your different buyer personas or industry verticals can significantly boost conversion rates.

So, how do you overcome common objections and build a library of high-quality case studies?

If you’re a new SaaS startup with no customers

If you’re in the early stages and don’t yet have paying customers, you need to get creative. Here are three ways to generate your first case studies:

1. Offer beta access in exchange for testimonials

One of the simplest ways to secure early case studies is to offer beta access or an extended free trial in return for a testimonial. Structure it as a win-win: they get to use your product for free, and you get a valuable case study.

2. Run a pilot programme

If you’re launching a new SaaS product, invite 5–10 companies to use it for free in exchange for detailed feedback and permission to create a case study. Position it as an exclusive opportunity for them to shape the development of a new tool.

3. Leverage friends, family, and business connections

If you know anyone in your network who fits your ideal customer profile, ask them to test your product. If they genuinely find value in it, you can use their results as an early case study.

If you have customers but they’re reluctant

Even established SaaS companies struggle to get customers to agree to case studies. The main objections usually revolve around time constraints, legal restrictions, or simply not seeing the benefit for them. Here’s how to overcome these hurdles:

4. Do all the work for them

The biggest objection is often time, people just don’t want to sit down and write a testimonial or case study. Solve this by offering to write everything for them. Simply say:

“I know you’re busy, so how about I draft something for you? You can approve or tweak it before publishing.”

Nine times out of ten, they’ll say yes.

5. Offer an incentive

If they need an extra nudge, offer a small incentive like a discount on their next month’s subscription. A 10% discount in exchange for a case study is a small price to pay for marketing gold.

6. Use anonymous case studies when necessary

Some industries (like finance and insurance) have strict compliance rules. If a customer can’t be publicly named, create an anonymous case study:

“A leading UK fintech company increased conversions by 35% using our software.”

It’s not as strong as a named case study, but it’s still better than nothing.

Making the process seamless

To ensure you collect case studies regularly, you need a structured approach.

7. Build case study requests into your customer journey

The best time to ask for a case study is when a customer has just achieved a great result using your product. Identify these moments and make asking for case studies a standard part of your customer success process.

8. Use SEO as a selling point

Customers will often ask, “What’s in it for me?” One great answer is backlinks.

“We’ll feature you in a case study on our website and link to your site, which will improve your SEO and send referral traffic your way.”

This makes it a value-add rather than just a favour.

9. Use the right structure

When writing a case study, keep it simple and follow this format:

• Problem: What was the customer struggling with before using your software?
• Solution: How did your SaaS product help solve the problem?
• Results: What measurable improvements did they see?

By keeping it structured, you make it easier for customers to approve the content.

Final thoughts

If you’re not actively collecting case studies, you’re leaving a massive marketing and sales opportunity on the table. Whether you’re a startup with no customers or an established SaaS company struggling with objections, the strategies above will help you consistently secure high-quality case studies.

Make case studies a priority, build them into your workflow, and watch as they help drive more leads, conversions, and revenue for your SaaS business.

Need help crafting compelling case studies? At Rocket SaaS, we help SaaS businesses create high-converting marketing assets, including case studies. Book a free strategy call today!

Customer churn is one of the most frustrating challenges any SaaS company can face. You can sign up dozens, if not hundreds, of customers, but if they leave quickly, growth becomes unsustainable. As a B2B SaaS startup, this can feel like a constant uphill battle.

The good news is that churn is something you can reduce and control with the right strategies in place. It’s not just about acquiring more customers; it’s about making sure the ones you already have stay longer and derive more value from your product.

Here’s the scenario I’m dealing with:

The scenario

• Industry: B2B SaaS Startup
• Company Headcount: 10–30 employees
• Marketing Budget: £2,000–£5,000 per month
• Current Churn Rate: Too high, growth unsustainable
• Sales Model: A mix of inbound and outbound
• Challenges:
  • Customers are signing up but leaving too soon
  • Lack of proper onboarding and education
  • Low engagement with existing customers
  • Struggling to build a loyal user base

If I were responsible for turning this around, my focus would be on strengthening customer onboarding and education, using automation to improve customer engagement, and building a community or exclusive customer success programs to increase retention.

Fixing the onboarding process: the first 30 days are crucial

The customer onboarding experience sets the tone for everything that follows. If the first impression isn’t good, they’re likely to churn early.

Step 1: Map out the customer journey

I’d start by mapping out the customer journey from the moment they sign up. The goal would be to identify key friction points and find ways to make their experience as smooth and educational as possible. Key areas to look at:

• Welcome emails: Do they get a warm welcome that sets clear expectations?
• Onboarding emails and tutorials: Are they walking customers through the setup?
• In-app guidance: Do they have tooltips or videos to help them navigate the platform?

The aim is to get customers to their “aha moment” quickly, when they realise the true value of the product. If that doesn’t happen within the first few days, they’re likely to churn.

Step 2: Creating a streamlined onboarding flow

I’d review and optimise the onboarding process to ensure it is simple, intuitive, and value-driven. I’d focus on:

• Clear setup instructions: Reducing any confusion right from the start
• Progressive learning: Not overwhelming customers with too much information at once
• In-app walkthroughs: Using tools like WalkMe or Pendo to guide users through key features
• Personalised onboarding: Offering a demo or quick setup call with a customer success rep if needed

Step 3: Automated check-ins and education

Onboarding isn’t just a one-off event; it’s an ongoing process. I’d set up automated email sequences and in-app messages to check in with users and ensure they’re engaging with the product:

• Day 1: Welcome email with quick setup instructions and Loom video
• Day 3: Follow-up on product features and how to use them
• Day 7: Case study or success story to inspire users to get more value
• Day 14: Reminder to reach out for any support if needed

By staying involved early on, you reduce the likelihood of customers falling into the “set it and forget it” mindset that leads to churn.

Using automation to improve customer engagement

Once customers are onboarded, the key to reducing churn is consistent engagement. But manual outreach to every customer can be time-consuming. That’s where automation comes in.

Step 1: Automate customer engagement with lifecycle emails

I’d set up an automated lifecycle email sequence that focuses on keeping users engaged based on their activity and product usage. For example:

• Feature updates: Let users know when new features are added or improvements are made
• Re-engagement emails: Send reminders to users who have not logged in for a while or aren’t using key features
• Personalised recommendations: Based on usage data, suggest additional features or use cases

These emails shouldn’t be sales-focused, they should add value and remind users why they signed up in the first place.

Step 2: Implement behavioural triggers

I’d use tools like Intercom or HubSpot to trigger in-app messages based on user activity. For example:

• If a user hasn’t completed the onboarding flow, send them a reminder or a video showing the next steps
• If they’ve used a specific feature for the first time, offer tips on how to maximise its value
• If a user has stopped using the product, send a re-engagement email with a personalised offer or call to action

By automating these triggers, we can keep users engaged without needing to manually reach out to every customer.

Building a community or exclusive customer success program

Creating a strong customer community can do wonders for retention. Customers who feel part of a community are more likely to stay and engage with the product over time.

Step 1: Create a customer success hub

I’d build an online community or customer success hub where users can:

• Access educational resources (webinars, tutorials, best practice guides)
• Participate in community forums or groups for peer support
• Engage with customer success managers (CSMs) for ongoing assistance

The idea is to create a self-sustaining ecosystem where customers can help each other, reducing the reliance on support teams while increasing engagement.

Step 2: Introduce exclusive programs for high-value customers

For high-value or enterprise customers, I’d create an exclusive customer success program that offers:

• Regular check-ins with a CSM to ensure they’re getting value from the product
• Access to exclusive training materials or early feature releases
• Invitations to private webinars or roundtable discussions with other top users

By focusing on these customers, you deepen their commitment to your solution and increase their likelihood of staying long-term.

What success looks like after six months

By executing this strategy, here’s what I’d expect:

• Churn rate reduced by 20–40% through better onboarding, education, and engagement
• Increased product usage with more active users staying on longer
• More customer loyalty through community and customer success programs
• Better insights into customer needs, allowing for proactive engagement and feature adoption
• Lower reliance on support teams with a self-sustaining community and automation helping to keep users engaged

Focusing on customer retention is critical for sustainable growth in SaaS. If you’re struggling with churn, this is how I’d approach turning things around.

If this resonates with your business and you’re looking for support in reducing churn and building stronger customer engagement, I’d love to discuss how we can help. At Rocket SaaS, we specialise in creating tailored strategies like the one above and working with you to execute them. Let’s start with a free, no-obligation SaaS marketing strategy call.

Growing a B2B SaaS company is challenging, especially when customer acquisition costs (CAC) are too high and payback periods stretch too long. Many SaaS scale-ups reach a point where they can bring in customers, but the cost of acquiring them makes growth unsustainable.

Marketing can’t just be about getting more leads, it has to be about getting the right leads, converting them more efficiently, and reducing reliance on expensive acquisition channels.

Here’s the scenario I’m dealing with:

The scenario

• Industry: B2B SaaS Scale-Up
• Company Headcount: 20–50 employees
• Marketing Budget: £10,000 per month
• Current CAC: Too high, payback period exceeding 12–18 months
• Sales Model: Likely a mix of inbound and outbound
• Challenges:
  • Over-reliance on paid ads
  • Low conversion rates on website and landing pages
  • High drop-off in the sales funnel
  • Struggling to close high-value accounts efficiently

If I were responsible for fixing this, my focus would be on three things: improving website conversion rate optimisation (CRO), reducing reliance on paid ads through organic inbound, and leveraging account-based marketing (ABM) for higher-value deals.

Fixing the funnel: website conversion rate optimisation (CRO)

Spending money on traffic is pointless if the conversion journey is broken. Before scaling anything, I’d look at where leads are dropping off and optimise for efficiency.

Step 1: Identifying the bottlenecks

I’d start by analysing:

• Website & Landing Page Conversion Rates: How many visitors take action?
• Lead-to-SQL Rate: Are the right people booking demos, or is sales wasting time on unqualified leads?
• Demo-to-Close Rate: Where are deals getting stuck in the pipeline?

If the website is leaking leads, I’d start there.

Step 2: Improving the website & landing pages

Many SaaS websites use buzzwords or overly technical content rather than focusing on converting visitors into pipeline. I’d look at:

• Clearer value-driven messaging that speaks directly to the ICP’s pain points.
• Removing friction in the demo booking process (fewer form fields, stronger CTA placement).
• Adding real-world proof (logos, testimonials, case studies) where prospects are dropping off.

If the issue is further down the funnel, I’d work with sales to refine the qualification process and improve nurture sequences. I’d consider being transparent with pricing on the website to reduce the number of low quality leads, if this was an issue.

Reducing reliance on paid ads through organic inbound

A major reason CAC becomes unsustainable is over-reliance on paid ads.

To balance the equation, I’d double down on organic inbound strategies.

Step 1: Creating high-value thought leadership content

Instead of writing generic blog posts, I’d focus on deep industry insights from the thought leaders in the company.

This would include:

• Monthly thought leadership interviews with the CEO, product leads, or top customers.
• Industry benchmarking reports to establish authority.
• Use case-driven content (e.g., “How [Industry] Companies Are Cutting Costs with [Product]”).

Step 2: Distributing content with AI support

To maximise reach, I’d repurpose the thought leader interviews in multiple formats. Using Riverside to record the interviews and Otter.ai to transcribe the interviews, I would then use AI to repurpose the video and transcript into multiple content formats:

• LinkedIn posts from the CEO and leadership team.
• Short-form video snippets for LinkedIn and YouTube.
• Guides and whitepapers for deep insights
• Webinars and virtual roundtables to nurture high-value prospects.

Feeding AI with the thought leader interviews will result in high-quality content rather than generic AI crap.

This approach would build demand over time, reducing the reliance on constantly paying high costs for leads.

Doubling down on use cases

One of the toughest challenges for SaaS scale-ups is that their product is difficult to explain in broad terms. It’s much easier to market when it’s tied to a specific use case.

For every existing customer, I’d create a dedicated use case asset that breaks down exactly how they use the product, what problem it solved, and the tangible results. This wouldn’t just be a case study, it would be a full suite of assets designed to drive awareness and conversions.

Creating high-impact use case assets

Each use case would include:

• A dedicated web page that explains the solution for a specific industry or problem.
• An infographic that visually simplifies the workflow.
• LinkedIn Ads targeting similar businesses.
• Organic social posts showcasing real results.
• A PDF version for the sales team to use in outreach.
• If the customer is willing, a video testimonial to add credibility.

These assets would then be used in ABM campaigns to get in front of the right accounts. Instead of trying to market broadly, I’d focus on hyper-targeted campaigns that speak directly to niche problems.

Leveraging ABM for higher-value deals

When CAC is high, the easiest way to fix it is by closing bigger deals more efficiently. Instead of trying to lower costs across the board, I’d focus on winning high-value accounts with ABM.

Step 1: Building a targeted account list

I’d work with sales to identify 50–100 ideal-fit accounts based on revenue potential, industry, and existing customer success stories.

Using LinkedIn Sales Navigator and Apollo.io, I’d refine the list based on:

• Buying signals (funding rounds, leadership changes, hiring trends).
• Firmographic data (company size, tech stack, geography).
• Intent data (who’s actively researching solutions like ours?).

Step 2: Crafting a multi-touch ABM campaign

Instead of running broad, high-CPC ads, I’d hyper-target decision-makers with:

• LinkedIn Ads that educate before selling.
• Personalised landing pages for each industry or account segment.
• Email & social outreach that references specific pain points and success stories.

Step 3: Creating content for the buying committee

Enterprise deals often stall because the wrong person is championing the product internally. I’d create tailored content for different stakeholders:

• For CFOs: ROI-focused reports.
• For end users: Workflow demos and case studies.
• For IT teams: Security and compliance documentation.

This ensures that all decision-makers are engaged early, reducing friction later in the sales process.

Adjusting the paid ads strategy for efficiency

Scaling back ad spend doesn’t mean stopping it altogether, it means spending smarter. I’d optimise the paid strategy by:

• Shifting budget towards retargeting. Instead of constantly hunting cold leads, I’d focus on bringing back warm leads with Meta and LinkedIn retargeting ads.
• Focusing on conversion-optimised landing pages. No sending ad traffic to the homepage. Every ad click should go to a high-intent, industry-specific landing page.
• Testing LinkedIn conversation ads. These often outperform traditional lead gen forms by making the experience feel more personal and interactive.

With these adjustments, the goal would be to reduce CAC while maintaining lead volume.

What success looks like after six months

By executing this strategy, here’s what I’d expect:

• CAC reduced by 20–40% through better targeting, CRO, and organic inbound.
• Shorter payback periods as conversion rates improve across the funnel.
• More high-value deals closed through ABM and stronger sales alignment.
• Organic pipeline growing through strategic thought leadership and content distribution.
• More efficient paid ad spend with a higher proportion going to warm audiences.

Scaling a B2B SaaS isn’t just about spending more, it’s about spending smarter. If your CAC is unsustainable, these are the levers I’d pull to fix it.

If this resonates with your business and challenges, and you are in need of marketing support to make this happen, this is exactly what me and my agency, Rocket SaaS, do for our clients. We create a strategy (like the above), then put the team in place to execute, working in alignment with your in-house resources.

If you’d like to discuss working together, let’s start with a free, no-obligation SaaS marketing strategy call.

Why most SaaS websites fail at messaging

Messaging is one of the most common mistakes B2B SaaS companies make. Poor messaging affects everything – your website, marketing campaigns, sales decks, and ultimately, your revenue. If visitors don’t understand what you do within seconds of landing on your site, they’ll leave. And lost visitors mean lost sales.

Alternatively, strong messaging can transform your business. Clear messaging increases ad click-through rates, boosts engagement with organic content, keeps visitors on your website longer, and, most importantly, drives more conversions.

So how can you ensure your messaging is clear and compelling? Enter the five-second messaging test.

What is the five-second messaging test?

As attention spans shrink, your SaaS website must communicate its value instantly. You have about five seconds for a visitor to decide whether to stay and explore or leave.

The test is simple: Show someone your homepage for five seconds. Then, ask them:

• What does this company do?
• How does it benefit customers?

If they can’t answer these questions in one clear sentence, your messaging is failing.

Common reasons SaaS websites fail the test

1. Buzzwords – Terms like AI-powered, next-gen, industry-leading sound impressive but don’t communicate value.
2. Feature Overload – Listing features instead of benefits makes it hard for visitors to understand why they should care.
3. Technical Jargon – Overly complex language alienates non-technical buyers.
4. Talking About Yourself – Customers don’t care about your company history; they care about how you solve their problem.

How to improve your messaging to pass the test

Step 1: Clarify your headline

Your homepage headline is the most critical piece of messaging. It should clearly state:

• Who you help
• What you help them do
• How you do it

Example: bad vs. good messaging

❌ AI-powered, next-gen marketing automation platform.
✅ We help small SaaS businesses generate more leads through automated email campaigns.

Step 2: Test your messaging

1. Find a test subject – Choose someone unfamiliar with your business (a colleague from another department, a LinkedIn connection, or even a family member).
2. Show them your homepage for five seconds.
3. Ask them what your company does.
4. If they’re confused, dig deeper. Ask what words or images led to their confusion.
5. Repeat with multiple people – The more feedback you gather, the better.

Step 3: Iterate and improve

If people struggle to understand your messaging, refine it by:

• Replacing buzzwords with clear, straightforward language.
• Emphasising benefits over features.
• Ensuring technical terms are only used when necessary and appropriate for your audience.

Using the five-second test to build consensus

If you’re a marketer struggling to convince leadership that your messaging isn’t working, use the test to collect data. If multiple people fail to understand your homepage, you have concrete evidence to support making changes.

The five-second test in action

Run the test today. If you pass, great! If not, start making improvements to your messaging. A small change in clarity can have a massive impact on your conversions, customer engagement, and revenue.

Messaging isn’t just a marketing task – it’s the foundation of your entire business. Get it right, and everything else becomes easier.

Final thoughts

Your messaging is the first impression potential customers have of your business. If it’s clear and compelling, it can be the difference between a lost lead and a new customer. Regularly testing and refining your messaging ensures that you stay ahead of the competition and continue to attract and convert the right audience. Take the five-second test seriously, it’s a simple yet powerful way to improve your SaaS website’s effectiveness. If you need expert guidance, get in touch for a free strategy call today.

If you’re running a B2B SaaS in a highly niche industry and struggling with inbound leads, you’re not alone. Many niche SaaS businesses rely on outbound sales, tapping into founder networks and referrals to drive early growth. But at some point, outbound hits a ceiling.

That’s where inbound comes in. Done right, it creates a scalable, repeatable system for attracting and converting high-quality leads.

If I had to design a scalable inbound strategy for a niche B2B SaaS business in this position, here’s what I’d prioritise.

Here’s the scenario I’m dealing with:

The scenario

• Industry: Highly Niche B2B SaaS
• Company Headcount: 5–30 employees
• Marketing Budget: £5,000 per month
• Current Inbound Leads: 0–3 per month
• Current In-House Marketing Resource: 0–2 people
• Challenges:
  • Highly niche product with limited market awareness
  • Little to no search volume for solution-specific keywords
  • Dependence on sales and founder’s network for lead generation
  • Struggles to articulate the value proposition to a broad audience

This isn’t a business with obvious demand waiting to be captured. It needs a structured approach to creating demand while also making outbound more efficient. Here’s how I’d go about it.

Understanding demand and market fit

Before spending a penny, the first priority is understanding whether people are actively searching for this solution. If they are, the strategy should lean towards capturing that demand. If they aren’t, the focus should shift to creating demand through education and targeted outreach.

Checking search volume and buyer intent

The first step would be running keyword research using Google Keyword Planner. If there’s decent search volume for problem-aware terms—things like “[solution] for [industry]” or “[pain point] software”—Google Ads would become a core part of the strategy. If search volume is low, spending money on Google Ads would be a waste, and social media and outbound would be my priority. The latter is typically the case with niche solutions.

Analysing existing customers

I’d analyse the company’s existing customers. Who are the best ones? Which industries, job titles, and company sizes convert best and stay the longest? Patterns here would help shape targeting for both inbound and outbound efforts.

Speaking directly to at least five happy customers would be a must. Data shows who buys, but conversations reveal why they buy. Understanding what made them choose this solution over competitors or doing the job in-house would inform messaging, content, and sales enablement.

£1,000 test budget for trying different funnels

If, after the initial research, I was still unsure who the primary ICP was, I’d allocate £1,000 as a test budget to experiment with two or three different industry funnels. Each funnel would be tailored to a specific audience, with messaging and positioning adjusted accordingly.

For each industry, I’d create a targeted landing page and run ads to test engagement and early conversion signals. The goal wouldn’t be to drive immediate revenue but to gather data on which audience shows the strongest signs of interest, measured through CTRs, time on page, and demo requests.

This would allow me to validate which industry is the best fit before committing the full budget to a single direction.

Building a targeted outbound list

To scale outbound alongside inbound, I’d build a targeted list using Apollo.io and LinkedIn Sales Navigator. The aim wouldn’t be just mass outreach; it would be finding the right people and warming them up with strategic ads before direct engagement.

Nailing the positioning and messaging

One of the biggest reasons niche SaaS companies struggle with inbound is unclear positioning. If prospects don’t immediately understand what the product does, why it matters, and why it’s different, they won’t engage.

Crafting a clear positioning statement

I’d apply April Dunford’s “Obviously Awesome” framework to clarify the positioning. That means defining the market category, understanding competitive alternatives, and articulating why this solution is the best choice for the niche.

Fixing the website messaging

With a clear positioning statement in place, I’d overhaul the website messaging. The homepage and key landing pages should speak directly to the pain points and priorities of the ideal customer. Instead of focusing on features, the emphasis should be on outcomes and competitive differentiation.

Creating competitor and “why us” content

Beyond that, I’d create content that answers common buyer objections before they even reach the sales team. A series of “Why Us vs. Competitor” and “Why Not Do This In-House?” pages would give prospects the clarity they need to move forward.

Building a content engine fueled by in-house thought leaders

Many SaaS companies produce content for the sake of content. They blog about generic topics that never drive leads. That’s a waste of time.

I’d start with a monthly thought leadership interview, either with the founder, a product leader, or a happy customer. Using the support of notetakers and AI, that one interview would then be repurposed into multiple content assets: a long-form blog post, short video snippets for LinkedIn, text-based social posts, and, if a particular topic gains traction, a webinar.

This approach ensures that every piece of content is rooted in real expertise, not generic SEO fluff.

Doubling down on use cases

One of the toughest challenges for niche SaaS companies is that their product is difficult to explain in broad terms. It’s much easier to market when it’s tied to a specific use case.

For every existing customer, I’d create a dedicated use case asset that breaks down exactly how they use the product, what problem it solved, and the tangible results. This wouldn’t just be a case study; it would be a full suite of assets designed to drive awareness and conversions.

Creating high-impact use case assets

Each use case would include:

• A dedicated web page that ranks for industry-specific keywords and provides a clear explanation of the solution.
• An infographic that visually explains the workflow.
• LinkedIn Ads targeting similar businesses that could benefit from the same approach.
• Organic social posts breaking down the key insights.
• A PDF version for the sales team to use in outreach.
• If the customer is willing, a video testimonial to add credibility.

These assets would then be used in highly targeted ABM campaigns to get in front of the right accounts. Instead of trying to market broadly, I’d focus on marketing precisely.

A paid ads strategy that balances awareness and conversions

With a £5,000 budget, every pound needs to work hard. The ad strategy would focus on LinkedIn for awareness and demand generation, Google (if search volume exists) for intent capture, and Meta for retargeting.

Budget allocation for maximum impact

I’d allocate:

• £4,000 to LinkedIn Ads to get in front of decision-makers.
• £1,000 to Google Ads if the keyword research showed intent-driven search volume.
• £500 to Meta retargeting to bring back site visitors with testimonials, case studies, and direct CTAs.

Sales and marketing alignment: turning leads into revenue

Even with a strong inbound strategy, conversions will suffer if sales and marketing aren’t aligned.

To fix this, I’d:

• Create industry-specific ABM playbooks, aligned to the above-mentioned Use Cases, so sales knows exactly how to approach different segments.
• Run LinkedIn Ads to key accounts before outreach, making sales conversations warmer.
• Define a clear MQL to SQL handoff, so marketing isn’t just throwing leads over the fence.
• Set up a feedback loop with sales to refine messaging based on real conversations.

What success looks like after six months

By executing this plan, here’s what I’d expect:

• A measurable increase in qualified demo requests from high-intent prospects.
• A shift away from founder-led outbound as inbound takes over as the main growth driver.
• A structured and repeatable marketing system that generates leads consistently.
• A refined positioning and messaging strategy, validated through ads before rolling out site-wide.

This isn’t about throwing money at ads and hoping for the best. It’s about building a structured, data-driven marketing engine that delivers consistent, high-quality leads.

If your niche SaaS business is struggling with inbound, this is how I’d fix it.

If this resonates with your business and challenges, and you are in need of marketing support to make this happen, this is exactly what me and my agency, Rocket SaaS, do for our clients. We create a strategy (like the above), then put the team in place to execute, working in alignment with your in-house resources.

If you’d like to discuss working together, let’s start with a free, no-obligation SaaS marketing strategy call.

Why your ideal customer profile (ICP) is the foundation of your success

If you don’t know exactly who your ideal customer is, your SaaS business is already on shaky ground. Too many SaaS companies rush into marketing and sales without truly understanding their ICP, leading to wasted budgets, poor conversion rates, and stagnation.

Your ICP is not just about who could buy your product – it’s about who is most likely to buy, stay, and generate long-term revenue. Without this clarity, your business is simply guessing, and in SaaS, guessing is expensive.

So, how do you identify your ICP with confidence? Let’s break it down step by step.

1. Analyse your best existing customers

The easiest way to identify your ICP is to look at the data you already have. Your best customers – the ones who spend the most, stay the longest, and require the least effort to convert – are the key to unlocking your ICP.

Action steps:

• Export a list of all your current customers.
• If possible, include past customers who were profitable before they churned.
• Create a spreadsheet with columns for key attributes, such as:
  • Industry
  • Location
  • Company size (headcount and revenue)
  • Sales cycle length (how quickly they converted)
  • Customer Lifetime Value (CLV)
  • Churn rate
• Identify trends: Which customers have the highest CLV and lowest churn? Are they concentrated in specific industries or company sizes?

By the end of this exercise, you should start to see patterns emerge. For example, you might find that your best customers are UK-based construction companies with 50–100 employees.

2. Speak directly to your best customers

Data will tell you who your best customers are, but conversations will tell you why they chose you in the first place.

Action steps:

• Select 5–10 of your best customers and request short interviews.
• Ask them:
  • What problem were you trying to solve when you found us?
  • What alternatives did you consider?
  • What made you choose us over competitors?
  • What do you love most about our product/service?
  • What nearly stopped you from buying?
• Document their responses and look for common themes.

If multiple customers say they chose you because of your fast onboarding or your simple UI, that’s a messaging point you should amplify in your marketing.

3. Test and validate with small ad campaigns

You don’t need to spend thousands to test your ICP. A small ad budget can quickly confirm whether your assumptions are correct.

Action steps:

• Create a couple of LinkedIn or Meta ad campaigns targeting different audience segments based on your findings.
• Test different messages to see what resonates most.
• Monitor key metrics like click-through rate (CTR) and conversion rate.

If one audience converts significantly better than another, you’ve got solid evidence that they are part of your true ICP.

4. Study who didn’t convert (and why)

Equally important to knowing who your best customers are is understanding who isn’t a good fit. This can help you avoid wasting time and resources on the wrong prospects.

Action steps:

• Look at demo requests or free trials that never converted.
• Analyse common objections during sales calls.
• Identify customers who churned quickly and figure out why.

You may discover that enterprise clients with 500+ employees tend to churn fast because they require features your product doesn’t have. If so, stop wasting marketing spend on them.

5. Adjust your messaging, website, and sales process

Now that you have a clear ICP, you need to reflect it everywhere in your business.

Action steps:

• Update your website copy to highlight the pain points and benefits that matter most to your ICP.
• Create case studies featuring your best-fit customers.
• Train your sales team to refine their pitch and objection handling based on real ICP insights.

For example, if your best customers are startups looking to reduce admin time, your homepage headline should speak directly to that pain point: “Automate Your Admin and Scale Faster” rather than a vague “The #1 SaaS for Business Growth.”

Final thoughts

Finding your ICP is not a one-time exercise – it’s an ongoing process. Markets change, your product evolves, and new customer segments may emerge. The key is to continually refine your ICP using real data, real conversations, and real-world testing.

If you’re serious about scaling your SaaS business, getting this right is non-negotiable. Because when you know exactly who to target, your marketing becomes sharper, your sales process smoother, and your growth unstoppable.

Need help identifying and reaching your ICP? Rocket SaaS can help you refine your positioning and execute high-converting campaigns. Get in touch for a free strategy call today!

Your pricing page is one of the most important pages on your website. If it is just a basic table with numbers and a Book a Demo button, you are leaking leads.

A high-converting pricing page should turn at least 20% of visitors into leads. A bad one leaves them frustrated, confused, or worse, drives them to a competitor.

Here’s how to fix your pricing page and increase conversions with 5 must-have sections and examples from leading SaaS brands…

Section 1: The hero section – restate the value proposition

What it does: Reminds visitors why your product is worth their time before they see the price.

• Headline: Clearly state the biggest benefit of your SaaS.
• Subheading: Explain who your product is for and what it does in one simple sentence.

Example from HubSpot:

Section 2: The pricing table – show ROI, not just numbers

What it does: Shows prospects exactly what they get at each pricing tier.

• Highlight the benefits, not just features. Instead of listing features, show how each plan solves a specific problem.
• Use simple pricing. If you have complex pricing, offer a calculator or clear comparison to make it easier.
• Call out the most popular plan. Guide buyers toward the plan that provides the best balance of value and affordability.
• Offer a risk-free CTA. If you can, provide a free trial, money-back guarantee, or demo to lower hesitation.

Example from PandaDocs:

Section 3: Feature breakdown – show how it works

What it does: Helps prospects connect features to real-world use cases.

• Instead of a long list of features, highlight a few key use cases.
• Use visuals. Screenshots, GIFs, or interactive elements make complex features easier to understand.
• Include social proof. Show testimonials or case studies related to each feature to reinforce trust.

Example from Default:

Section 4: The objection handling section – address friction points

What it does: Eliminates concerns that stop prospects from converting.

• Common objections to address:
  • “Do you integrate with [tool]?”
  • “What happens if I need to upgrade/downgrade?”
  • “How does onboarding work?”

Example from Slack:

Section 5: The final CTA – give prospects a clear next step

What it does: Reinforces why they should take action now.

• Restate the core benefit. Why should they act today?
• Make the CTA clear and action-driven. Examples:
  • Start Your Free Trial
  • Book a Demo
  • Book a call
• Add more social proof. A testimonial near the CTA can push hesitant buyers to take action.

Example from Lyssna:

Fix your pricing page, increase your leads

Prospects don’t visit your pricing page just to check prices. They are looking for clarity, confidence, and proof of ROI before making a decision.

If you are only showing pricing and not explaining the value behind those numbers, you are losing potential customers.

Check your GA. How well is your pricing page converting right now? Then get to work on increasing that number.

In the highly competitive B2B cyber security space, standing out is challenging, especially with a marketing budget of £6,000 per month. To make the most of this budget, it’s essential to focus on cost-effective strategies that drive qualified leads into the funnel. Given the broad nature of cyber security, it’s key to create industry-specific funnels that help position the business as an expert in each core sector. Instead of simply competing in the broader cybersecurity space, I’d target key industries with tailored content, lead magnets, and targeted ads to make the business appear as a specialist in each area.

Here’s the scenario I’m dealing with:

The scenario

• Industry: B2B Cyber Security
• Company Headcount: 20–50 employees
• Marketing Budget: £6,000 per month
• Market Conditions: Highly competitive space with many players
• Challenges:
  • Saturated market with numerous similar offerings
  • Tight marketing budget
  • Difficulty standing out and capturing attention

Creating industry-specific funnels to drive engagement

Cyber security is a broad field, so it’s crucial to build tailored funnels for each of your key industries. By doing so, you’ll position the business as a specialist in each sector, addressing specific pain points and providing value that resonates with your audience. Each funnel will contain industry-specific content, lead magnets, and targeted ads to attract high-quality leads.

Step 1: Identify core industries and their pain points

The first step is to identify the core industries your company will target. Some examples could include finance, healthcare, manufacturing, or technology. For each of these industries, I would:

• Identify key pain points unique to each industry (e.g., data breaches in healthcare, and compliance issues in finance).
• Use this research to craft highly specific content that speaks directly to their challenges.

Step 2: Build industry-specific content

Each industry-specific funnel would include a mix of:

• Blogs: Industry-focused articles discussing the latest threats, best practices, and real-world challenges.
• Guides and eBooks: In-depth resources like “How to Protect Your Financial Data from Cyber Threats” or “Cyber Security in Healthcare: A Complete Guide”.
• Horror Stories and Case Studies: Real-world examples of cyber attacks within each industry, highlighting why cyber security matters and what businesses can do to protect themselves.
• Lead Magnets: Such as a free cyber security audit, DNS security scanner, or data security scanner, tailored for each sector.
• Use Cases: Industry-specific use cases that show how your solution has protected similar businesses.
• Landing Pages: Targeted pages for each funnel with messaging that speaks directly to the pain points of that industry.

Step 3: Targeted ads for each industry funnel

Using LinkedIn Ads and Google Ads, I would then target these specific industries. Ads would focus on solving problems for that industry and leading prospects to industry-tailored landing pages where they can access the lead magnets.

For example:

• Finance: “Are You Ready for a Data Breach? Find out with Our Free Cyber Security Audit for Financial Institutions.”
• Healthcare: “Protect Patient Data with Our Free Cyber Security Scan – No Obligation.”

The aim is to present your company as a specialist for each vertical, offering a solution that understands the unique challenges of that industry.

Creating lead magnets that attract and educate

Attracting leads in a competitive space requires offering valuable tools that solve immediate problems. Rather than focusing on immediate sales, I’d create lead magnets that engage prospects, educate them about the risks they face, and guide them through the sales funnel.

Step 1: Offer a free cyber security audit and action plan

One of the most effective ways to engage potential customers is by offering a free cybersecurity audit. This would allow businesses to understand their vulnerabilities right away, providing them with a detailed PDF report that includes an action plan to improve their cyber security score.

The audit would evaluate:

• Current vulnerabilities
• Actionable next steps to improve security posture
• Key areas that need immediate attention

This audit helps build trust while subtly highlighting the urgency of improving cyber security.

Step 2: Free DNS security scanner tool

A free DNS security scanner is another excellent tool to capture leads. This would allow businesses to scan their domain for DNS vulnerabilities and provide a quick overview of their current security level.

The scanner would:

• Allow users to input their domain name
• Check for common DNS vulnerabilities, like missing/incorrect DKIM or SPF
• Analyse their tech stack (using website metadata) and provide a security risk assessment based on the technologies they use

The results would be actionable and come with a CTA leading to a more detailed consultation or security audit.

Step 3: Horror stories and educational content

Instead of generic whitepapers, I’d focus on creating specific content that not only educates but also raises urgency. This would include:

• Horror stories detailing real-world cyber attacks in specific industries, demonstrating the consequences of poor security practices
• Case studies showing how businesses similar to the prospect’s have benefited from your service

For example:

• “How Healthcare Companies Are Losing Millions from Data Breaches, And How You Can Prevent It”
• “Why Finance Firms Are the Top Targets for Cyber Criminals: A Real-World Case Study”

This content would inform prospects while making the risks more tangible, building urgency to act now.

Using scaremongering tactics to raise urgency

While the focus is primarily on education, scaremongering can still be a highly effective tool when used appropriately. Highlighting real threats can increase urgency and prompt businesses to take action before they become the next victim of a cyber attack.

Step 1: Sharing real-life cyber security horror stories

Real-world cyber security horror stories are incredibly effective at demonstrating the severity of the risks businesses face. By sharing anonymised case studies or examples of companies suffering from data breaches, you show the consequences of not taking action.

These stories would be shared in:

• Blog posts
• LinkedIn posts
• Email newsletters

The goal is to make businesses realise that cyber threats are real and that taking action to secure their systems now is critical.

Step 2: Debunking cyber security myths

Many businesses think they’re immune to cyber threats because they’re small or they have basic protection in place. I’d create content addressing these misconceptions, such as:

• “Why Small Businesses Are Easy Targets for Cyber Criminals”
• “Your Current Cyber Security Might Not Be Enough—Here’s Why”

These pieces would challenge businesses’ assumptions and urge them to take their security seriously before it’s too late.

What success looks like after six months

By executing this strategy, here’s what I’d expect:

• Increased inbound leads from industry-specific funnels that target high-value prospects
• Lower CAC as we shift focus from broad ads to highly targeted, vertical-specific content and lead magnets
• Stronger brand authority in key industries through targeted content and scaremongering tactics
• Better-qualified leads entering the funnel, ready to engage in more meaningful discussions

With a strategic focus on industry-specific funnels, lead magnets, and organic educational content, the goal would be to build trust and engagement while generating a steady stream of qualified leads.

If this approach resonates with your business and you’re looking to scale your marketing in a highly competitive space, I’d be happy to discuss how Rocket SaaS can help. Start with a free, no-obligation SaaS marketing strategy call today!

Want to steal clients from your competitors but keep hearing, “We’re tied into a contract”?

Instead of waiting months (or years) for their existing deal to expire, remove the biggest objection standing in your way.

Here’s how…

Offer your service for free until their contract expires

If a prospect is interested but tells you, “Let’s reconnect in five months when our contract ends,” that is a clear buying signal, but their existing contract is stopping them from making the switch.

Instead of losing momentum, counter with this offer:

“Sign up now, and we’ll provide our service for free until your contract expires.”

This means they won’t have to pay double fees, eliminating their biggest reason for delay.

If your product is sticky, has high margins, and can deliver value quickly, this offer could be a game-changer for your sales and marketing.

Why this works

1. It removes friction
   The number one reason prospects stay with a subpar solution is cost duplication. Offering free service during the contract overlap eliminates this financial burden.
2. It speeds up sales cycles
   Normally, prospects would revisit the decision when their contract is up, but by then, they may have re-signed with their existing provider. This offer gets them to switch now.
3. It gives your marketing a competitive edge
   Turning competitor contracts into a campaign can generate inbound leads. Run targeted ads and create competitor-focused landing pages to attract businesses actively looking for a better solution.
4. It empowers sales with a structured offer
   Equip your sales team with a PDF brochure outlining the offer, including terms, benefits, and a comparison of your product vs competitors. This helps them present the offer clearly and persuasively.

How to execute this campaign

1. Identify competitor contracts
   • Train your sales team to ask prospects early on: “When does your current contract expire?”
   • Run a survey or offer an incentive for existing leads to share contract end dates.
2. Create a targeted offer
   • Craft messaging that speaks directly to contract-locked prospects: “Switch to [Your Product] today and use it for free until your current contract ends.”
3. Run a paid and organic campaign
   • Promote this offer via LinkedIn and Google Ads targeting competitor keywords.
   • Share case studies of customers who made the switch.
4. Structure your terms
   • Define the maximum contract overlap you are willing to cover.
   • Ensure the customer signs an agreement committing to full pricing once their existing contract ends.
5. Arm sales with a PDF brochure and script
   • Create a one-page PDF that explains the offer in a clear, compelling format.
   • Include a competitor comparison to reinforce why switching now makes sense.
   • Ensure every sales rep has this ready to send to prospects during calls and outreach.
   • Equip your sales team with email templates and call scripts to present the offer persuasively.

Final thought

If your product delivers strong value, you will win over customers while your competitors lock them into outdated contracts.

This strategy is not for every business, but if you run high margins, have a sticky product, and need a competitive edge, it can be a game-changer.

Need help creating a marketing campaign like this? This is precisely the type of marketing campaign that we at Rocket SaaS make for our clients.

Most SaaS companies fail at demand generation because they treat it as a marketing-only function.

In reality, demand generation is a company-wide strategy.

Your Marketing, Sales, and Leadership teams must work together in a continuous flywheel, reinforcing each other and compounding results over time.

Let me introduce to you…

The demand generation flywheel

When Marketing, Sales, and Leadership operate in silos, companies fall into common traps:

❌ Leadership remains invisible – Founders and execs have the expertise buyers trust, but they’re too busy to contribute to content.

❌ Marketing produces generic content – Without leadership insights or sales alignment, content lacks depth and fails to generate real demand.

❌ Sales struggles to start conversations – Without marketing-led demand, reps rely on cold outreach that fails to engage buyers.

❌ Content strategy is a guessing game – Companies create content based on assumptions rather than real buyer insights, leading to wasted effort.

The fix? A demand generation flywheel where all three functions fuel each other.

How the demand gen flywheel works

For demand generation to work, Marketing, Sales, and Leadership must operate as a continuous cycle rather than disconnected teams.

It starts with Leadership sharing industry insights and real-world expertise. Instead of keeping this knowledge internal, it’s transformed into content that educates and engages potential buyers.

Marketing then takes this content and amplifies it. Blog posts, LinkedIn insights, videos, and email campaigns spread the message across multiple channels, ensuring the right audience sees and absorbs the value.

When done right, prospects are already informed and engaged before they ever talk to sales.

Instead of cold outreach, Sales teams focus on converting high-intent buyers who are aware of the brand, understand the product, and trust the company’s expertise.

Data then feeds back into the system. By tracking engagement, analysing which content resonates most, and gathering insights from sales calls, Marketing and Leadership refine their strategy, creating an even more effective demand generation engine.

A real-world example

Imagine a SaaS company struggling to generate high-quality leads. Instead of relying solely on cold outreach and paid ads, they implement the Demand Generation Flywheel.

First, Marketing interviews Leadership, extracting expert insights into emerging industry trends. These insights are then transformed into video snippets, blog posts, and LinkedIn content, educating their target audience.

As the content gains traction, Sales tracks engaged prospects, noting who comments, downloads resources, and interacts with the brand. Instead of chasing cold leads, they focus their outreach on warm, high-intent buyers who have already shown interest.

Meanwhile, Marketing reviews engagement data, identifying which topics resonate most. Sales provide feedback on what prospects care about during calls. Leadership refines their messaging based on real-world insights.

Over time, this cycle strengthens. The brand becomes known as a trusted authority, more prospects engage, and sales cycles shorten because buyers already see the company as the best solution.

Demand generation that actually works

Most B2B SaaS companies struggle with demand generation because they treat it as a marketing-only function.

But real demand generation happens when Marketing, Sales, and Leadership work together.

• Marketing alone can’t create trust.
• Sales alone can’t generate enough demand.
• Leadership alone can’t scale their influence.

When these three functions align, the results compound over time. Buyers don’t feel like they’re being sold to. Instead, they feel like they’re making an informed decision – one they’ve been guided toward through consistent, valuable content and meaningful engagement.

SaaS brands that embrace this approach don’t just generate leads, they create long-term demand and position themselves as the go-to solution in their market.

Is your company running on a true Demand Generation Flywheel, or is it still relying on outdated tactics?

The answer to more leads is not more budget.

In this blog, I’m going to outline 10 areas that you should focus on improving BEFORE you increase your marketing budget.

Here are 10 inbound marketing tactics that will help you attract leads without breaking the bank.

1. Fix your messaging

If your website does not instantly explain what you do, who it is for, and why it matters, you are losing leads. Most SaaS messaging is too complex, vague, or stuffed with jargon. Clarity wins. If a visitor is confused, they leave.

I recommend reading Obviously Awesome by April Dunford. Then, work with your team and actual customers to refine your positioning.

2. Start blogging (even if no one reads it yet)

SEO takes time. Blogs might not drive leads instantly, but they set the foundation for future organic traffic, social shares, and authority-building. Even if traffic is low, write at least one blog per month because the real magic happens in point three…

3. Repurpose content everywhere

A single blog can fuel weeks of content by being repurposed into:

• Email newsletters
• Multiple LinkedIn posts
• Podcast topics
• Video scripts
• eBooks
• Webinar material

Instead of always creating, focus on repurposing. Use AI tools like ChatGPT to break long-form content into multiple assets.

4. Offer a lead magnet

Most SaaS websites rely on a Book a Demo button. That is not enough.

Give visitors a reason to engage earlier in their journey.

• Give away something for free, such as an audit, consultation or perhaps some kind of free data analysis
• Webinars work, particularly for high-ticket B2B SaaS
• ROI calculators make the value clear with cost savings
• Industry scorecards help prospects assess their current approach and see how to improve

5. Build a simple email nurturing sequence

Someone downloaded your lead magnet. Now what?

Most SaaS companies do not follow up properly. Set up an automated nurture sequence that:

• Provides more value with case studies, tips, and content
• Keeps your brand top of mind
• Gently moves prospects toward a demo

The goal is not to spam but to stay relevant.

6. Collaborate with industry peers

Not enough brand awareness? Partner with someone who already has it.

Find non-competing brands targeting your ideal customers. Run a co-hosted webinar, podcast, or guide and leverage their email list and social reach. This is a zero-cost way to reach a wider audience.

7. Use free LinkedIn outreach

If you are struggling with leads, ask yourself how many prospects you actually messaged this week.

Set a goal of five to ten high-quality LinkedIn messages per day. Not spam. Not automated bot sequences. Real conversations.

If you personalise your outreach by mentioning their company, role, or pain points, you will get responses.

8. Host roundtable discussions (not just webinars)

People engage more with real conversations than scripted sales pitches.

Invite three to five industry experts or customers for a roundtable discussion on an important topic. They will promote it to their audiences, expanding your reach for free.

Turn the discussion into blog posts, LinkedIn clips, and an evergreen resource.

9. Use customer stories to build trust

Case studies build credibility, but growth stories attract even more engagement.

Do not just write another boring case study. Instead, try something like:

📈 How [Customer] Grew From X to Y
📉 How [Customer] Cut Costs by 50% in Six Months

People love real success stories. Make them about growth, not just your product.

10. Retarget website visitors (even on a small budget)

Most website visitors leave and never come back.

Even if you cannot afford a huge paid ad budget, retargeting ads on LinkedIn and Meta are worth it.

A small £500 per month retargeting budget keeps your brand in front of warm prospects. Cold ads are expensive, warm ads convert.

Inbound marketing does not have to be expensive

Inbound marketing is a long-term investment. If you nail the above 10 recommendations, then fuel it all with ad spend, you’ll be flying!

Your website is the keystone of your marketing and lead gen.

You can have the best content, the best ads, and the best sales team – but if your website isn’t built for conversions, you’re leaking leads.

Here are 10 must-have features to turn your SaaS website into a conversion machine.

1. Animated product GIFs

Most SaaS websites display static screenshots of their product, which makes the product difficult to interpret and unappealing.

Instead, redesign your software screenshots purposely for your website. Then, turn them into animated GIFs that showcase how your product works. Highlight key features, simplify complex dashboards, and bring your UI to life. See how Slack does it – their product animations are clean, engaging, and easy to understand.

2. Interactive product demos

Don’t make visitors wait for a sales call to experience your product. Add an interactive demo that lets them click through your platform. Tools like Storylane make this easy and help users fall in love with your product before they book a demo.

3. ROI calculator

Price objections are one of the biggest deal blockers in SaaS. A well-designed ROI calculator shows prospects exactly how much time and money your product will save them, whether it’s automating tasks, reducing software costs, or cutting manual work. An ROI calculator makes the value clear.

4. Problem-focused messaging

Most SaaS websites jump straight into features. Instead, start with the problem.

What pain points do your users have? What’s frustrating them? If you talk about their pain first, they’ll feel like you truly understand them, before you even mention your product.

5. A clear, insightful ‘Book a Demo’ page

A ‘Book a Demo’ page with just a form isn’t enough. Sell the demo. Add bullet points on what prospects will learn, a smiling photo of your sales rep, testimonials, and even a calendar embed so they can book instantly. Reduce friction = increase conversions.

6. Competitor comparison pages

If your product is cheaper, faster, or better than a competitor, tell people. Create a ‘[Your Product] vs. [Competitor]’ page, showing exactly where you win. These pages work incredibly well for Google Ads and high-intent SEO searches.

7. Transparent, ungated pricing

Hiding your pricing behind a form kills demand generation. Buyers don’t want to book a call just to see numbers – they’ll simply go to a competitor who shows them upfront. If you believe in buyer-led sales, be transparent with your pricing.

8. A Resource hub full of content

Your SaaS website should be more than just a homepage. It should be a learning hub. Build a library of blogs, webinars, reports, and guides that keep prospects coming back. Educated buyers convert faster.

9. Dedicated landing pages for ads

Sending 100% of your ad traffic to your homepage is lazy. Build dedicated landing pages tailored to specific industries, job roles, and use cases. The more relevant the page, the higher your conversion rate.

10. Case studies, case studies, case studies!

Your website visitors need to trust you before they buy. Nothing builds trust faster than real customer success stories. Add detailed case studies that highlight the challenges, results, and ROI your product delivers.

Does your SaaS website have these 10 features?

Go through your site and check. If you’re missing any, you’re leaving money on the table.

If you don’t have the time and resources to create all this, book a call to discuss how Rocket SaaS can become your marketing partner to empower you to scale with content and ads.

Breaking into the AI space can be both exciting and challenging. When you’re working with a novel technology solution that no one has ever experienced before, explaining the value can be tough. Especially when the product operates in the background, making it hard to showcase visually, convincing potential customers can be a real challenge.

Before investing in marketing campaigns and driving traffic, getting the Go-To-Market (GTM) strategy right is essential. Crafting the right messaging, positioning, and content will determine how effectively you can generate awareness and attract qualified leads. Once the GTM strategy is established, we can then optimise the website and launch targeted marketing campaigns to drive conversions.

Here’s the hypothetical scenario I’m dealing with:

The scenario

• Industry: AI Startup
• Company Headcount: 5–20 employees
• Marketing Budget: $200k annually
• Sales: Founder-led so far
• Market Conditions: Highly competitive space with many players
• Challenges:
  • No one has used a solution like this before
  • The product does a lot in the background, making it hard to showcase visually
  • Struggling to differentiate in a busy and competitive market

If I were responsible for turning this around, my focus would be on crafting a compelling Go-To-Market strategy, creating engaging lead magnets, and positioning the founders as thought leaders to build awareness. I’d also ensure the website is optimised to convert visitors into leads before investing heavily in driving traffic.

Crafting a go-to-market strategy

Before any marketing campaigns or ads are launched, the Go-To-Market (GTM) strategy must be nailed down. The GTM strategy is what will guide all of our efforts to communicate the product’s value to the right audience in a competitive space. Here’s how I’d approach the GTM strategy:

Step 1: Clarify the product’s unique value proposition

Given that the product is novel, I’d begin by refining the value proposition. The messaging must clearly communicate how the product will solve a problem or improve efficiency. This has to be done in simple, non-technical language that resonates with the target audience.

The value proposition should answer:

• What problem does this AI product solve?
• How does it provide value to the customer in a way no other solution does?
• Why should customers care about the solution now?

This messaging will guide all content creation and marketing efforts moving forward.

Step 2: Target the right industries and personas

To narrow the focus in such a broad AI space, I would identify a few key industries where the AI solution will have the most immediate impact. For example:

• Finance: AI to automate data analysis and improve decision-making speed.
• Healthcare: AI for streamlining patient data management and predictive analysis.
• Retail: AI for inventory management and demand forecasting.

In each of these industries, I would identify the key personas (C-level executives, heads of IT, data scientists, etc.) and understand their pain points, goals, and how they approach AI adoption.

Step 3: Position the founders as disruptive innovators

The founders must be positioned as thought leaders and disruptors in the AI space. This can be achieved by:

• Hosting a webinar series where the founders discuss AI industry trends, the future of AI, and the impact of their product.
• Podcast appearances to showcase their expertise and vision for the future of AI.
• Guest blog posts on authoritative platforms, sharing insights and establishing credibility.

By positioning the founders as disruptive voices, the brand gains visibility and authority early on, which will build trust with potential customers.

Developing impactful visual assets and collateral

Once the GTM strategy is in place, it’s time to develop visual assets that can simplify complex AI concepts and make the product more tangible for potential customers.

Step 1: Create explainer videos and diagrams

Since the product works in the background and has little to show visually, explainer videos are a key asset. These should:

• Demonstrate how the product works in simple terms.
• Highlight real-world use cases and the business value it delivers.
• Use animations or simple graphics to illustrate the complex AI processes in an easy-to-digest way.

Alongside the video, I’d create diagrams and flowcharts to explain how the product integrates with existing systems and solves business problems.

Step 2: Focus on use cases over case studies

If the company doesn’t have case studies yet, I would focus on creating use cases. These would provide industry-specific examples of how the product can be used, showcasing the solution’s value in real-world scenarios.

For example:

• Retail Use Case: “How AI Can Improve Inventory Management and Reduce Wastage in Retail.”
• Finance Use Case: “How AI Helps Financial Firms Automate Risk Assessment and Improve Decision Making.”

This approach makes the product relevant and tangible for potential customers, especially when AI can feel broad and abstract.

Optimising the website for maximum conversion

Before investing in driving traffic, I would optimise the website for conversion. The website should act as a lead-generation machine, with a clear focus on guiding visitors through the funnel.

Step 1: Refine messaging and strong CTAs

The website’s messaging must speak directly to the pain points of the target industries and personas. Each page should have a clear headline that explains the value of the product in the simplest terms possible. The call-to-actions (CTAs) should be visible and encourage visitors to book a demo, download a free resource, or sign up for a free trial.

Step 2: Build trust with testimonials and early success stories

Since the product is new, building trust is critical. I’d include testimonials from early users or beta testers (if available) on the homepage and landing pages. If there are no testimonials yet, the website should focus on early customer feedback or industry endorsements to provide social proof and credibility.

Using LinkedIn ads to support sales efforts

With the website optimised and messaging in place, it’s time to drive traffic and generate leads. Instead of immediately pushing for direct sales, the goal should be to educate potential customers and raise awareness before sales outreach begins.

Step 1: LinkedIn ads for industry-specific funnels

Since AI applies to many industries, I’d create industry-specific funnels with targeted LinkedIn ads. These ads would direct potential leads to industry-focused landing pages where they can access valuable lead magnets (like the free cyber security audit or AI readiness assessment). Ads would be tailored to:

• Address the specific pain points of each industry (e.g., how AI can streamline operations in retail or improve financial risk analysis).
• Promote valuable lead magnets such as free AI assessments or use case-driven content.

Step 2: Aligning marketing and sales for account-based outreach

To maximise the effectiveness of marketing and sales, aligning the two teams is essential. This starts with sharing a target account list that both teams can work from. The idea is that marketing will serve these accounts with highly targeted ads, and once they’ve engaged with the content, sales can follow up directly.

Here’s how it works:

• Marketing targets key accounts: Using LinkedIn ads, content (like lead magnets, case studies, and use cases), marketing serves ads to the accounts on the target list. These ads will be tailored to address the specific pain points of each account and demonstrate the value of the product.
• Sales outreach: After engaging with the ads, prospects are more likely to recognise the brand when sales reaches out. The conversation then shifts from “Who are you?” to “I’ve heard of you” or “I saw your ad on LinkedIn.” This recognition makes the sales conversation smoother and more natural, building on the awareness already established by the targeted ads.

This strategy of creating familiarity before sales outreach significantly increases the likelihood of successful engagement. By integrating marketing with sales and aligning their efforts, we ensure that the outreach feels more personalised and less like cold calling, improving conversion rates and reducing friction in the sales process.

Step 3: Retargeting warm leads

For those who engage with the content but don’t convert, I’d implement retargeting ads. These would feature use case videos, testimonials, or case studies (if available), reminding them of the value the product provides and encouraging them to take the next step.

What success looks like after six months

By executing this strategy, here’s what I’d expect:

• Strong brand awareness, with the founders positioned as thought leaders and the company gaining credibility in the AI space.
• Over 500 MQLs in the funnel – Driven from Webinars, podcasts and other lead magnetsm
• 2-3% website conversion rate, thanks to optimised website conversion and targeted ads.

Before spending money on paid campaigns, optimising the website and developing a clear Go-To-Market strategy would be essential to creating a solid foundation for sustainable growth.

If this approach resonates with your AI startup, I’d be happy to discuss how Rocket SaaS can help execute this strategy and drive results. Start by booking a free, no-obligation SaaS marketing strategy call today.

Most small SaaS companies I meet feel frustrated by their slow growth. I’m not surprised when I find out how little they spend on marketing.

So, how much of your revenue should you spend on marketing?

In this short blog, I’ll break down the recommended marketing budgets, whether you are revenue-generating or backed by funding.

But before I get into that, I need to remind you of our upcoming SaaS marketing workshop that me and Jamie (ex-Cognism) are running.

You’re invited: How to create a SaaS demand gen campaign on a small budget – Workshop

Find more info and RESERVE YOUR SPOT here.

What you’ll learn:

✅ What is demand gen, and why is it so powerful for SaaS brands?
✅ How to create a demand generation strategy and implementation plan
✅ Example of real-world successful demand gen campaigns

📅 Date: Wed 5th Feb
⏰ Time: 2 pm BST (60 mins)
💰 Cost: £0

…Okay, back to this week’s tip about budgeting:

For revenue-generating SaaS businesses

If your SaaS business generates revenue, a standard marketing budget is 5%-10% of your annual turnover (based on research from SaaS Capital and Gartner).

Example:

• Annual turnover: £2,000,000
• Marketing budget: £100,000 to £200,000 per year

Where you fall in this range depends on your goals:

• Expanding into new markets or accelerating growth? Allocate closer to 10%.
• Focused on retention and steady growth? Stay around 5%.

This budget typically covers:

• Paid advertising (Google Ads, LinkedIn)
• Content creation (blogs, videos, case studies)
• SEO and marketing software
• External agency costs

💡 Note: This budget does not include salaries or costs for internal marketing hires.

For funded startups

If your business has secured funding and your product is already built, your focus should shift to growth. Marketing is critical for generating awareness, leads, and traction.

A common recommendation is to allocate 20%-40% of your funding to marketing.

Example:

• Total funding: £1,000,000
• Marketing budget: £200,000 to £400,000

Suggested breakdown of a £200,000 marketing budget:

1. Paid ads (Google, LinkedIn): £60,000
   Quickly generate awareness and leads through highly targeted ad campaigns.
2. Hire a full-service agency: £60,000
   Partner with an agency like Rocket SaaS to manage your entire marketing strategy. We’ll handle:
   •  Creating high-quality content like blogs, videos, and case studies
   •  Designing and launching lead magnets and landing pages
   •  Managing and optimising LinkedIn and Google ad campaigns
   At £5,000 per month (£60,000 annually), you’ll have a complete marketing solution without the cost of building an in-house team.
3. Partnerships & PR: £40,000
   Build credibility and visibility through strategic partnerships, influencer collaborations, and media outreach.
4. Exhibition budgeting: £40,000
   Exhibitions are a powerful way to generate leads and build brand awareness, with costs covering booth design, promotional materials, team travel, and essential follow-up activities to maximise ROI.

Plan your marketing budget for 2025

Investing in the right marketing strategy is essential for scaling your SaaS business. Whether you’re focused on rapid growth or steady expansion, aligning your budget with your goals is the first step to success.

If you want an expert team to handle everything from ads to content and lead generation, Rocket SaaS offers a complete marketing solution for the cost of a single hire.

Book a SaaS marketing strategy call with me, and let’s discuss how to scale your business in 2025.

What do most fast-scaling SaaS businesses have in common?

Consistent, high-quality content distributed in multiple places

My business, Rocket SaaS, hit £1,500,000 ARR in 2024, 100% from inbound leads. If you asked me to summarise the main reason for this growth, I’d tell you it was creating a high-quality content output engine.

I want to share how you can replicate this for your business.

Let’s dive in. Here’s how to build a Content Engine in 5 Steps

STEP 1 – Create a content calendar

Start with 12 high-level topics—one for each month. These should directly address your audience’s biggest pain points or aspirations. This is an example of a HR SaaS:

• January: The Ultimate Guide to Automating HR Processes in 2025
• February: How to Reduce Employee Turnover with Better Onboarding
• March: Building a Scalable Employee Onboarding Workflow for Growth

Break each topic into weekly subtopics. This not only simplifies your planning but ensures consistent output.

Pro Tip: Use tools like LinkedIn polls or direct customer feedback to validate your content ideas. This guarantees you’re creating what your audience wants to read or watch.

STEP 2 – Start with thought leader interviews

Before the start of each month, run an interview with a subject matter expert. This could be someone internal, external or yourself. This will fuel your content pipeline with genuine thought-leader content rather than generic rubbish.

• Record a 30-minute video interview, asking questions that dig deep into the monthly items from your content calendar.
• Use a call recording and transcribing tool like Fathom – this will allow you to repurpose the interview into various content forms. More on this later…

STEP 3 – Create a blog, then repurpose long-form content

Use ChatGPT to write your 4 blog posts for the month. Feed it with the transcript from the interview, and you will have a series of thought-leader blogs in seconds.

I hate generic ChatGPT content when you don’t give it enough content input. But if you feed it with a 4,000-word transcript from an interview, the output should be pretty damn good. Be sure to spend time reviewing and refining it, as the first draft may not be perfect.

Next up, repurpose your video and blog into other content forms. A 30-min video interview and 1,500-word blog post can be repurposed into:

• 3x LinkedIn posts sharing actionable tips or key quotes.
• 4-5 short videos for LinkedIn, YouTube, or Instagram. Use OpusClip to create video snippets.
• 1x Email newsletter to keep your audience engaged.
• 1x podcast script to hit your audience from a different medium.

STEP 4 – Create SOPs for efficiency

If you don’t use Standard Operating Procedures (SOPs) in your business, look it up on Google. They are the key to scaling any business. They certainly transformed mine.

A content engine needs processes to run smoothly. Document step-by-step workflows for:

• Running interviews
• Writing and editing blogs
• Designing and publishing social media posts
• Recording and editing videos
• etc

These SOPs will make it easy to outsource tasks without losing consistency. You can hire a low-cost Virtual Assistant (VA) from Upwork to run the bulk of your content engine.

STEP 5 – Be religiously consistent

Consistency is where most SaaS businesses falter. A content engine only works if you commit to showing up regularly.

• Schedule content creation and publishing ahead of time.
• Use tools like Asana, Trello, or Airtable to keep your content calendar organised.
• Block time weekly or monthly for interviews, content reviews, and planning.

Follow this guide, and by the end of 2025, you will have produced:

• 52 blogs
• 52 email newsletters
• 156 LinkedIn posts
• 108 short videos
• 12 in-depth guides or webinars

Imagine the brand awareness, engagement, and leads this kind of consistency can generate!

Why this works

Consistent, high-quality content positions your business as a trusted expert. It helps you attract an audience, nurture relationships, and convert leads.

Pair this with an ad budget to amplify your reach, and you’ll dominate your industry.

Need help?

Building a content engine takes time, effort, and expertise. If you’re not sure where to start—or simply don’t have the bandwidth—Rocket SaaS can build and manage it for you.

Here’s what we’ll do:

• Interview you to extract your thought leadership.
• Create blogs, videos, and email campaigns that align with your goals.
• Manage your LinkedIn and Google ads to drive leads.
• Build lead magnets and landing pages to maximise conversions.

Ready to scale in 2025?

Book a no-obligation SaaS marketing strategy call, and let’s discuss how we can help you create a content engine that drives growth.

Great B2B marketing is about creating content that speaks directly to the challenges that keep your target audience awake at night.

If you’re targeting founders, CEOs or senior management in B2B, what do they all want? Business growth.

Therefore, if you create inspiring business growth stories about their niche, you’re guaranteed to generate engagement.

The power of growth content

Consider a founder of a recruitment business aiming to grow from £500K to £2M ARR. They would be captivated by a story detailing how a similar recruitment company achieved their goal, for example, how they:

• Implemented effective sales strategies.
• Overcame operational challenges.
• Expanded their marketing reach.

This is exactly the type of content that this target audience wants to read.

Transforming case studies into engaging narratives

Traditional case studies often focus narrowly on the benefits of your solution, making it lower funnel content. Transforming case studies into business growth stories moves the campaign higher up the funnel, resulting in more engagement as it is less salesy.

Try rewriting some of your case studies into comprehensive stories that:

• Introduces the company’s initial challenges.
• Details the multifaceted strategies leading to growth, such as team expansion, sales and marketing functions, process optimisation, and market penetration.
• Towards the end of the growth story, mention your solution as a pivotal element in their success journey.

This approach offers a more genuine growth story, making the narrative more relatable and inspiring, as opposed to a case study, which is obviously trying to get the reader to buy something.

Webinars: The ideal platform for growth stories

Hosting webinars featuring client interviews allows for an in-depth exploration of their growth journey. Structure the webinar to:

1. Set the Stage: Discuss the client’s starting point and initial hurdles.
2. Outline the growth achievement. Where is the company now? How has the revenue and/or headcount grown?
3. Explore the Journey: Delve into strategies across hiring, sales, marketing, operations etc.
4. Highlight Your Solution: Let the client share how your product contributed to their success.

This format fosters authenticity and genuine value while gradually introducing your solution towards the end.

Examples of SaaS businesses excelling in this approach

HubSpot hosts webinars where customers share their experiences, focusing on overall growth and how HubSpot’s tools facilitated their journey.

Shopify showcases stories of entrepreneurs who have built successful online businesses, emphasising various aspects of growth and the role of Shopify’s platform.

Zapier offers webinars featuring customer stories highlighting automation’s role in scaling operations, with customers discussing their comprehensive growth strategies.

Sharing growth stories not only engages your audience but also positions your brand as an integral part of their potential success.

By focusing on the client’s journey and subtly integrating your solution, you create content that educates, inspires, and maximises engagement.