Why 95% of Your Audience Isn’t Buying — And How to Fix It

Marketing is complicated. There are a million different tools, hacks and trends to put your head in a spin. When I’m struggling with inspiration or don’t know where to start, I always return to my favourite fundamental philosophy of marketing… The Buyer Journey Pyramid.

The Buyer Journey Pyramid represents 100% of your target market, i.e. everyone who could buy from you. The Pyramid breaks down your market into four segments: those ready to buy now (2%), those gathering information (17%), those aware of their problem but not searching for a solution (20%), and those unaware they even have a problem (60%).

The majority of SaaS companies that I meet are only targeting the top two rows, totalling 20% of their target market. So they are overlooking 80%!

Imagine if you could expand your reach by creating content that speaks to the entire pyramid, not just the top 20%. You’d tap into a massive chunk of your target audience that’s currently being ignored. In this email, I’ll teach you how to build content for 100% of your potential customers, from those ready to buy to those who don’t even know they need your product yet.

Let’s break down the four layers of the pyramid and how you can use this strategy to unlock that hidden 80%.

🔝 Top of the Pyramid (3%) – Ready to Buy Now

This small group is ready to make a purchase. They’ve done the research, got the budget, and are looking for the final push to choose your product. To target these leads:

• Case Studies: Showcase the real-world success of your clients to prove your value.
• Testimonials: Nothing builds trust like hearing from satisfied customers.
• Landing Pages: Make your demo and free trial offers irresistible with clear, concise calls to action.

Why focus here? This group is already at the decision stage—give them the final nudge they need, and you’ll see conversions quickly.

📊 Second Row (17%) – Information Gathering

This group is in research mode. They’re aware of their problem, but they’re still weighing their options and comparing different solutions. To capture their attention:

• Competitor Comparison Pages: Show why you’re the best option with clear, honest comparisons.
• Product Webinars and Videos: Demonstrate your expertise and educate them on your solution.
• Interactive Demos: Let them test-drive your product virtually to see how it fits their needs.

Why focus here? They haven’t made a decision yet, but they’re close. With the right content, you can convince them to choose you over the competition.

🤔 Third Row (20%) – Problem Aware

This group represents 20% of your audience who know they have a problem but aren’t actively looking for a solution yet. They may be struggling with inefficiencies, time management issues, or outdated processes, but for various reasons—like lack of time, budget constraints, or other priorities—they haven’t started searching for a fix. Your goal with this audience is to create urgency and educate them on why their problem needs addressing sooner rather than later.

Example:

Let’s say your SaaS product is a project management tool. Many businesses in this row may be aware that their current project management process is inefficient—they’re constantly juggling emails, spreadsheets, and manual task tracking—but they haven’t actively searched for software to solve it yet because they think they can “get by.”

Content to Create:

• A blog post titled “How Inefficient Project Management is Costing You Time and Money” that explains how manual tracking is holding them back.
• A free guide called “5 Ways to Improve Project Workflow Without Adding More Work” that subtly highlights the pain points of manual management, while introducing how your software can simplify the process.
• A webinar called “Common Project Management Pitfalls and How to Overcome Them”, featuring an industry expert, that educates on common challenges while subtly introducing how your solution can make a difference.

Why focus here? This group is ripe for engagement. They know there’s a problem, but they need a push to realise it’s urgent—and you can provide that nudge through educational and solution-oriented content. By making their problem top-of-mind, you’ll move them closer to being sales-ready.

🔍 Bottom of the Pyramid (60%) – Problem Unaware

This group represents 60% of your audience who don’t realise they have a problem. They’re using outdated or inefficient methods (like spreadsheets or manual processes) and believe everything is working fine because “it’s the way things have always been done.” Your goal is to educate them and make them aware of the hidden inefficiencies or risks they haven’t yet identified.

Example:

Let’s say your SaaS product is a time-tracking tool. Many businesses in this group might still be using Excel spreadsheets or manual timesheets, assuming it’s efficient enough. They’re unaware of the time wasted, human errors, and compliance risks that come with these outdated methods.

Content to Create:

• A video titled “Why Your Excel Timesheets Are Costing You More Than You Think”, explaining how manual entry leads to errors, delays billing, and wastes time.
• A case study showcasing a business that moved from spreadsheets to your software, with clear improvements in time savings, accuracy, and financial outcomes.
• A guide called “The Hidden Costs of Manual Time Tracking”, educating them on inefficiencies, compliance risks, and why automation is crucial for future growth.

Why focus here? This group offers the greatest growth potential. By educating this audience on the limitations of their current processes, you can raise awareness and move them towards considering your solution, unlocking a huge part of the market.

Marketing doesn’t have to be a gamble. By aligning your strategy with the Buyer Journey Pyramid, you can transform your approach from chasing the same 20% of buyers as everyone else to unlocking the hidden 80% of your audience.

This isn’t about casting a wider net for the sake of it—it’s about creating smarter, more intentional content that meets people exactly where they are in their decision-making process. Whether they’re ready to buy today, researching solutions, vaguely aware of their pain points, or completely oblivious to them, your marketing can plant seeds that grow into lasting customer relationships.

Remember: great marketing isn’t just about selling—it’s about educating, inspiring, and building trust. When you focus on the whole pyramid, you’re not just creating content; you’re creating engagement that leads to opportunities.

So, take a step back, look at your content strategy, and ask yourself: are you targeting 100% of your market? If not, now’s the perfect time to start. The potential waiting at the bottom of that pyramid might just surprise you.

Get FREE SaaS marketing
strategies & campaign ideas in
your inbox every Thursday

By Ryan James

Founder @ Rocket SaaS