Insights, Marketing

How I’d Scale an AI SaaS Startup with a $200k Marketing Budget

by Ryan James

founder of Rocket SaaS



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.



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By Ryan James

Founder @ Rocket SaaS

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