The £450k Marketing Funnel: Our Most Successful SaaS Marketing Strategy Yet

At Rocket SaaS, we’re known for delivering successful marketing campaigns to SaaS clients. But today, we’re pulling back the curtain on one of our own marketing strategies for a change!

Using a simple yet powerful marketing funnel technique, our team recently brought in an impressive £450,000. And the best part? The whole process consisted of 95% marketing and just 5% sales.

Having our founder Ryan already given an insight into the technique over on LinkedIn, we’re here to expand a little more on how exactly we’re turning prospects into high-value SasS customers.

Here are 10 steps your SaaS business can take to move forward.

Firstly, what is a marketing funnel?

A marketing funnel essentially describes your customer’s journey with you. Not to be confused with a sales funnel, which mainly focuses on closing deals and generating revenue, a marketing funnel covers a wider range of activities.

These activities leverage marketing techniques to:

• Build awareness
• Promote engagement
• Establish trust and long-term customer loyalty
• Support the final conversion

But, how exactly do you build an effective marketing funnel?

1. Understand Your Prospect’s Problems

Whether you opt for traditional marketing methods or a more innovative approach, understanding your prospect’s issues is still the foundation of most successful marketing strategies. But, while many marketers like to jump straight into solving these problems based on loose research or relationships with existing customers, at Rocket Saas, we’re taking a fresh approach.

Digging a little deeper than the average SaaS marketing agency, our marketing team wants to make sure that the resources we’re investing align with each of our audience segments.

Here’s how we do it:

• Conduct in-depth interviews: Where possible, our marketing and sales team like to talk directly to prospects. This gives us a valuable insight into their most urgent pain points and needs.
• Use surveys and questionnaires: By collecting direct feedback from prospects through surveys and questionnaires, we can gather additional insights that prospects may not always offer face-to-face.
• Perform comprehensive online research: We dive deep into online platforms, leveraging social listening exercises and other research tools to find out where our prospects spend their time and to hear what they’re saying.
• Monitor and analyse engagement: We like to keep a close eye on user behaviour and engagement on our website and content. This data-driven approach helps us refine our strategy depending on who we’re targeting.

2. Create Targeted Content

Once you have a clear understanding of your prospect’s pain points, it’s essential to develop content that illustrates how your SaaS product or service can meet those needs.

At Rocket SaaS, we know that many of our prospects enjoy video content due to its ‘short but impactful’ nature. But we also recognise that various content formats cater to a wider array of customers.

Whether it’s short-form insights or comprehensive educational content, it’s important to tailor your content to suit your potential customers.

In addition to video, we recommend exploring:

• Blog posts
• Infographics
• Case studies & white papers
• Email campaigns
• Carousel posts
• E-books
• Webinars
• Podcasts

Tip: Don’t forget to use Search Engine Optimisation (SEO) as part of your content marketing strategy.

3. Promote Your Content

Creating outstanding content is just the beginning. To ensure your prospects see your content and engage with it, you’ll need a solid promotion strategy.

In our case, spending around £200 on LinkedIn Ads can enable us to reach 25,000 people with a single video. For us, it’s a matter of knowing that our content is quality, and that it’s being targeted at the right people.

So, before you even consider paying to promote your content, we recommend that you:

• Further analyse your target market (yes, even more!): Knowing your target audience isn’t just about creating customer personas anymore. It’s essential to have in-depth knowledge of your audience’s demographics, interests, and even upcoming trends that might influence their buying decisions.
• Spend time where your prospects are: As we mentioned, listening to what your prospects are saying on social media and other online platforms can help you pinpoint their preferences and interests. Plus, it allows you to see what they’re saying about your competitors, giving you valuable insights to further refine your strategies.
• Engage on social media: It’s one thing to listen to your audience, and another to approach them on their level. Active engagement with your audience on platforms like LinkedIn, X (formerly known as Twitter), and Facebook can further inform your content and amplify its reach.

4. Maintain Momentum

To keep prospects engaged and moving through your marketing funnel, it’s key to keep up your momentum.

For instance, if the initial content you’ve released proves successful, seize the opportunity to follow up with content that includes a persuasive ‘book a strategy call’ or other relevant call-to-action (CTA).

The goal is not only to capture their attention, but also to nurture their interest and encourage them to take the next steps. Remember, a well-timed follow-up can make all the difference in keeping the customer journey moving forward.

Here are some additional ways to sustain momentum:

• Release follow-up content of the same type: If your previous content was a hit with prospects, staying consistent can be a wise move. In our experience, promptly following up one successful video with another has proven effective for maintaining engagement and continuing the conversation.
• Offer downloadable resources: Consider providing valuable resources like e-books, checklists, or templates to nurture prospects and showcase a deeper commitment to your industry.
• Drip email campaigns: Create automated email sequences that bolster leads and guide them through the sales journey. Just be sure to personalise your content to resonate more effectively!
• Share industry insights: Regularly share relevant news and insights from your industry to keep prospects engaged, informed, and in tune with your status as an industry leader.

5. Use What You Know

Understanding your prospect’s behaviour and interests is a powerful tool for further investments. It also helps ensure that your customer acquisition cost doesn’t go to waste.

In our case, if we know that 25,000 people have viewed an initial marketing video, we know it’s a good idea to invest an additional £300 on retargeting our next piece of content to this segment.

This is why as part of any marketing strategy, it’s important to consistently:

• Track analytics
• Run A/B tests
• Monitor conversion paths
• Explore other retargeting options (e.g. email campaigns, influencer marketing, etc.)

6. Be Ready to Take Action

In a well-executed marketing funnel, acting fast has always been vital for success.

For example, after our team receives an inquiry, we need to be ready to jump into action as quickly as possible!

To do this, we’ll do a little bit of research into the prospect, assign the most suitable member of staff to engage with them, and schedule a strategy call at their earliest convenience.

The aim of this strategy call is to present our value proposition for that prospect’s exact needs and reiterate everything our marketing content up to this point has promised.

Here are some tips for running a successful strategy call:

• Understand the prospect’s business needs: Conduct research ahead of the call so you can tailor your approach to address the prospect’s specific business challenges and goals.
• Offer tailored solutions: Provide personalised recommendations and solutions that align with their unique requirements.
• Provide actionable insights: Share practical, actionable insights and advice to demonstrate your expertise and immediate value.
• Ask open-ended questions: Encourage discussion by asking open-ended questions that invite the prospect to share their thoughts and concerns.
• Highlight your unique value proposition: Emphasise your unique strengths and the benefits of choosing your product or service.
• Establish trust and rapport: Building trust and rapport with the prospect at this point is key for creating a positive and productive relationship.

7. Reinforce Your Value Proposition

To further reinforce your value proposition, especially when you’re the owner or founder of a SaaS company, we always recommend adding the prospect on LinkedIn.

This step allows prospects to see how engaged and active you are in their industry, and also serves as verification of your professional status and credentials.

To ensure your prospects get the best first impression:

• Consistently post relevant industry updates: Regularly share industry news, trends, and updates on your LinkedIn profile to showcase your industry expertise.
• Share success stories: Highlight case studies and success stories to demonstrate the impact of your brand.
• Engage with connections: Actively engage with your connections by commenting on their posts and sharing valuable content with them.

8. Ensure the Prospect Has All the Information

Once prospects are engaged, it’s crucial that they have all the information they need to reach out and convert.

At Rocket SaaS, after connecting with a prospect on LinkedIn, we want to provide the most streamlined customer experience possible to prospects ready to take the next steps.

We do this by:

• Maintaining a transparent pricing structure: Ensure that your website clearly outlines your pricing structure, making it easy for prospects to understand the costs involved. Plus, being open with new clients from the start can also help with customer retention.
• Clearly outlining our services: Provide a clear overview of the services you offer on your SaaS (or other!) website, giving prospects a comprehensive understanding of your offerings.
• Facilitate easy contact: Make it simple for prospects to reach out with their inquiries by providing clear contact information.

9. Present a Proposal

Even when prospects are eager to convert, at Rocket SaaS, we still like to present a proposal as a courtesy. At this point, the deal is virtually sealed, but it’s an opportunity to reaffirm our commitment and understanding of a prospective client’s brand.

Our advice is to:

• Personalise your proposal: Tailor your proposal to the prospect’s specific needs, demonstrating your understanding of their unique requirements.
• Highlight your track record: Emphasise your history of success and client satisfaction, using case studies and testimonials to highlight what lies ahead for your new client.

10. Know When to Seek Support

Our £450k funnel is a testament to the power of a well-planned marketing strategy. This highly efficient approach can work wonders for SaaS companies and more general brands looking to stabilise or scale their monthly recurring revenue.

But, not all SaaS businesses have the time to put into SaaS marketing strategies at this level. If this sounds like you, don’t hesitate to get in touch with Rocket SaaS to book a FREE strategy call.

Whether you’re a SaaS startup or an established brand, there’s always room for growth, and a finely-tuned marketing funnel can be the key to your success!

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By Ryan James

Founder @ Rocket SaaS