Description

In this milestone 50th episode, Ryan shares exactly how to start a podcast that helps your B2B business grow. He walks through the real-world impact SaaS Marketing Weekly has had on Rocket SaaS — including four sales and £20k MRR — and breaks down how you can do the same. Whether you’re looking to build pipeline through ABM or scale top-of-funnel content for demand generation, this episode covers naming your show, choosing topics, getting guests, software, setup, and how to repurpose each episode into a full content engine.

Takeaways:

• Generated 4 sales and £20k MRR from the podcast
• Use it for ABM (invite prospects) or demand gen (educational content)
• Don’t name your podcast after your company
• Make it about solving your audience’s problems
• Plan 20+ topics in advance from blogs, FAQs, and sales calls
• Start solo, then bring on guests to grow reach
• Find guests via referrals, LinkedIn, or tools like MatchMaker.fm
• Tools: Riverside (recording), Buzzsprout (hosting), Shure mic, Sony ZV-1 camera
• Repurpose episodes into blogs, LinkedIn posts, webinars, and more
• Boost content with ads to scale reach and impact

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

In this episode of Challenge Jamie, Ryan gives Jamie Skeels, Head of Demand Gen at Rocket SaaS, a tough brief: a B2B SaaS company with a decent budget, a competitive market, and a stalled growth curve. What would Jamie do? He outlines a bold but structured plan to reallocate budget, build a demand creation engine, and generate leads by reaching the 95% of the market that isn’t ready to buy yet. From choosing the right content topics to leveraging subject matter experts and putting proper paid distribution in place, this episode is a crash course in getting growth back on track.

Takeaways:

• If growth has plateaued, you’ve probably maxed out the 5% of in-market buyers.
• Use the 60/40 rule: 60% of your budget on demand creation, 40% on capture.
• Start with one key topic tied to the problem your product solves — and own it.
• Extract insights from subject matter experts to create content that cuts through.
• Build a content engine with multiple channels: podcasts, blogs, LinkedIn, email, YouTube.
• Organic reach on company pages is weak — amplify your content with paid ads.
• Guarantee distribution by putting paid budget behind your highest-value content.
• Ads aren’t just for lead gen — they’re crucial for getting your brand seen at scale.
• Focus on being remembered, not just clicked — demand creation is a long game.
• Test, prove value, and then scale — get early wins to bring leadership on board.

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 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.

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