119 • How to build offers that convert at every stage of the funnel

In this episode, Ryan is joined by Jamie, back in the studio to make the case that your offer matters more than your channel. For most B2B SaaS companies the offer is “book a demo” or “start a free trial”, which is exactly what every competitor is saying and no reason at all for anyone to act. Jamie and Ryan work through what a good offer looks like at the top, middle, and bottom of the funnel, the psychological principles that make people care, and the rule running underneath all of it: minimal time from them, maximum value in return.

Takeaways:

• An offer is anything of value you give in exchange for something – their time, their details or their money
• “Book a demo” and “start a free trial” are what every competitor offers, so they do nothing to set you apart
• At the top of the funnel, you are asking for time rather than money, so build in what makes people care: social proof and results, authority, and scarcity where you can manage it
• Specific beats generic. Be more specific about the offer rather than generalising around the topic that any other B2B SaaS company could talk about
• The middle of the funnel asks for more time, so the value has to be bigger. Live events, workshops and group consultations work because people come for the room as well as the content
• Rocket SaaS swapped “request a quotation” for a free marketing strategy call with the founder. It is still their number one offer, because it sits higher up the funnel where more people are still problem-solving
• At the bottom, sell the demo itself. Focus on how long it takes, who it is with, what they walk away with

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By Ryan James

Founder of Rocket SaaS