48 • The secret to scaling? Attack the 95% of people who are not yet looking to buy. With Jamie Skeels

Ryan is joined by Jamie Skeels, Head of Demand Gen at Rocket SaaS, to unpack the art of demand creation — how to reach and influence the 95% of your market who aren’t actively looking for your solution. They explain the difference between demand capture and demand creation, the types of content that work best for long-term growth, and how to build an always-on engine using subject matter experts, newsletters, ungated content, and smart repurposing. Jamie also shares behind-the-scenes examples from Cognism’s rise and Rocket SaaS’ own playbook.

Takeaways:

• Only 5% of your market is in buying mode — demand creation targets the other 95%.
• Long-term content builds trust, affinity, and brand recall for when prospects are ready to buy.
• Start with content that solves your audience’s problems without pushing your product.
• Use subject matter experts to create insightful, original content — and repurpose it everywhere.
• Don’t force founders on camera too soon — start with written interviews and scale up.
• Ungated content performs better in demand creation — the goal is consumption, not contact forms.
• Anchor your brand to a topic your product naturally supports — like Cognism did with cold calling.
• Track and optimise for reach, relevance, and recall — not just short-term conversions.
• Demand creation makes sales calls easier and drastically improves close rates.
• Without it, you’re stuck competing on price and timing instead of trust and expertise.

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By Ryan James

Founder of Rocket SaaS