The buyer journey pyramid divides audiences into four stages: buying now (3%), information gathering (17%), problem aware (20%), and not problem aware (60%). Most companies target only the top two, missing 80% of potential customers. To reach all stages, create tailored content: case studies for buyers, comparisons for info gatherers, educational content for the problem-aware

Takeaways

• The buyer journey pyramid divides the target audience into four sections: buying now, information gathering, problem aware, and not problem aware.
• Most companies only target the top two sections, missing out on 80% of their target audience.
• To effectively target all four sections, create tailored content for each stage of the buyer journey.
• For those buying now, focus on case studies and demos. For information gathering, use competitor comparison campaigns. For problem aware, educate them on the problem and provide solutions. For not problem aware, create content that highlights the problem and introduces your solution.

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

Description

Ryan discusses the pros and cons of hiring a marketing person in-house versus hiring an external marketing agency for SaaS companies. He highlights key factors to consider, including cost, training, time to hit the ground running, expertise, and additional expenses.

Takeaways

• Hiring a marketing person in-house will result in salaries ranging from £47,000 to £80,000 per year, while agency costs vary widely.
• Issues with training in-house hires.
• Time to acclimate to the company culture and develop new processes.
• Taxes, holiday pay, and sick pay.

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

Description

Ryan shares a clever hack to book an extra 10 sales calls per month. He explains the importance of tapping into the prospect's mindset at the right time to increase conversions. Ryan provides a step-by-step breakdown of the math behind this hack.

Takeaways

• Tapping into the prospect's mindset at the right time can significantly increase conversions.
• Why this funnel is more effective in generating sales calls than marketing the sales call directly
• An example conversion count from a $1500 ad spend

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

Description

In this episode, Ryan discusses the importance of testimonials and how to use them effectively in marketing to turn them into lead-generating assets rather than just “nice to have” content. Ryan provides tips on acquiring testimonials, including giving clients a structure to follow. He also emphasises the need for both long and short versions of testimonials and suggests various places to use them. Ryan concludes by showcasing a company that uses testimonials exceptionally well.

Takeaways

• Common mistakes with testimonials include being too broad or generic and not using them enough.
• When acquiring testimonials, provide clients with a structure to follow and offer to write the testimonial for them.
• Create both long and short versions of testimonials for different marketing purposes.
• An example of a company that uses testimonials brilliantly.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

When SaaS companies don’t get leads from their ad campaigns, they usually blame the ads or targeting. However, the most common issue is often the landing page. In this episode of SaaS Marketing Weekly, Ryan outlines the key elements to make a high-converting SaaS landing page: navigation, design, structure, messaging, and what tech to use.

Takeaways

• Should you keep or remove the navigation?
• How do you create a hero banner and header that grabs attention?
• What sections you must include in your landing page?
• How to create messaging to keep people scrolling
• How Slack display their software on their landing pages

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

Ryan discusses the importance of messaging for B2B SaaS startups. He highlights the main problems he sees with SaaS companies' messaging and provides strategies to fix them.

Takeaways

• Messaging is a critical aspect of B2B SaaS marketing and can make or break a startup.
• Avoid talking about yourself too much and focus on the customer and their benefits.
• Break down large paragraphs of text into bite-sized chunks using bullet points and icons.
• Be specific and clear in your messaging, avoiding vague and unspecific statements.
• Create a messaging matrix to align pain points, solutions, and messages.
• Use effective hooks, such as benefits-driven, question-based, statistic-based, and social proof hooks, to engage the audience.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

Ryan outlines the 5 steps to creating the ultimate competitor comparison campaign to win new clients or steal them from your competitors.

He explores the different levels of aggressiveness in these campaigns and provides examples of brands that have successfully implemented them. He also shares tips on what to include in competitor comparison campaigns, such as comparing customer service, pricing, features, and leveraging negative reviews.

Ryan concludes by discussing various marketing strategies on how and where to find your competitor's customers and how to promote these campaigns, including Google Ads, social media ads, LinkedIn DMs, and cold email campaigns.

Takeaways

• Competitor comparison campaigns can be a great way to target audiences who are not using any provider or are unhappy with their current provider.
• The level of aggressiveness in these campaigns can vary, from not mentioning competitors at all to directly comparing and criticising them.
• Specifically what content you need to create in your comparison campaigns.
• How to find competitor’s customers.
• Marketing strategies for promoting these campaigns include Google Ads, social media ads, LinkedIn DMs, and cold email campaigns.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

Ryan emphasises that meta ads should not be dismissed and that retargeting ads on meta can be beneficial for all types of B2B brands.

Takeaways

• Meta ads should not be dismissed for B2B SaaS brands and can be effective for retargeting.
• The work-from-home boom has increased the usage of Facebook and Instagram during working hours.
• Meta ads are more cost-effective than LinkedIn ads, making them a better option for startups and small budgets.
• Meta ads can be used for click-through rate checking and A/B testing, allowing for effective optimisation.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io