SaaS Marketing Weekly

In this episode, Ryan sits down with Daisy, Rocket SaaS's new Head of SEO and AI Search, to tackle one of the biggest shifts happening in marketing right now. Organic traffic from Google is declining. 95% of B2B buyers are now using LLMs as part of their buying journey. And most SaaS brands are not appearing in any of it. This episode covers what AI search actually is, how it differs from traditional SEO, and the specific things you can do to start showing up where your buyers are looking. Whether you have heard it called GEO, AEO or AI search, the principles are the same and Daisy breaks them down clearly.Takeaways:95% of B2B buyers are now using LLMs as part of their buying journey, and if you are not appearing in those results you are potentially not making the shortlistAI search operates higher up the funnel than Google: people use LLMs to solve problems, not just find productsClear, specific messaging matters more than ever. Buzzword-heavy websites will not get cited because LLMs do not use those termsOver 80% of LLM citations come from third-party websites, not your own domainYouTube is one of the most highly cited sources in AI search and is significantly underused by most SaaS brandsPodcast transcripts, press mentions and thought leadership published across multiple channels all feed into LLM citationOriginal proprietary data and research is favoured by LLMs because it gives them information outside their training dataThe brands that win at AI search are creating genuine problem-solving thought leadership consistently, not those chasing shortcuts

Episode 100. We're marking the milestone by doing something a little different. Ryan takes a step back to reflect on what building a weekly B2B SaaS marketing podcast from scratch actually looks like — the numbers, the lessons, the content strategy behind it, and why it's become one of the best business decisions Rocket SaaS has made.Ryan breaks down the top episodes by downloads and what the data tells you about what SaaS founders actually care about, the biggest marketing lessons distilled from 100 episodes of conversations, what's changed in the SaaS marketing landscape since episode one, and why a consistent content engine — built around a sub-brand — is one of the highest ROI moves any SaaS business can make.Whether you've been here since episode one or you're just discovering the pod, this is a good one.Takeaways:A sub-branded podcast removes the sales intent barrier that kills engagement on company-branded content — give your content its own identityThe pod became the seed of everything: newsletters, blogs, LinkedIn posts, webinars, breakfast events, and a pipeline that keeps growingYour top performing content will cluster around 2–3 themes — find the pattern and double down instead of chasing variety95% of your audience isn't ready to buy yet. If your marketing only speaks to the bottom of the funnel, you're invisible to most of your marketHelp-first CTAs consistently outperform transactional ones — switching to a free strategy call tripled Rocket SaaS conversionsConsistency beats perfection. 100 weekly episodes, never missed. The compounding effect on brand awareness and pipeline is realThe content calendar is already in your sales calls — most SaaS founders just haven't gone looking for it yet

In this episode, Ryan sits down with Jamie to share exactly how Rocket SaaS grew from $5M to $7M ARR in the space of three months. Three things drove it: a pricing restructure, a serious focus on reducing churn, and an 18-month process that culminated in landing a million dollar deal. This is not a theory episode. Ryan and Jamie walk through the specific decisions they made, why they made them, and what other SaaS companies and agencies can take from each one. Honest, specific and genuinely useful for any founder or marketer trying to scale a recurring revenue business.Takeaways:If your close rate is above 30%, you are probably underpricing. At 48%, Rocket SaaS raised prices and revenue jumped without close rate droppingDeleting your lowest pricing tier can force customers into more profitable packages and drive you upmarket almost overnightA weekly traffic light dashboard tracking client happiness scores lets senior leaders act on churn risk before it becomes a cancellationProactive, structured client communication reduces churn more reliably than reactive responses to problemsRecording every customer call and feeding it into AI reveals patterns in what your clients actually want, which becomes marketing goldStrategic hiring from brands you admire elevates your business in every sales conversation, even before the hire joinsPartnerships work best when you give away a lot upfront with no guarantee of return. Vague referral agreements almost never workClients who move companies often take their preferred suppliers with them. Relationships and results compound over time

In this episode, Ryan sits down with Sam Gocher, Head of Content at Rocket SaaS, for a deep dive into what it actually takes to make content work for a SaaS brand. Drawing on Sam's experience at Cognism, one of B2B SaaS's most admired demand generation brands, they cover how to create content that cuts through, entertains, and converts, even when your product feels dry on the surface. Whether you're a solo marketer, a founder doing it all yourself, or building out a content team, this episode is full of practical takeaways you can apply immediately.Takeaways:Start with a deep understanding of your ICP including their age, not just job titleEntertaining top-of-funnel content generates pipeline by influencing end users and decision makersJumping on trends is the most reliable way to create humorous content without forcing itBottom-of-funnel video works best when you hook the viewer before revealing the productRepurposing content across formats increases time on page and grows your YouTube channelSelfie-style video often outperforms polished production, so just startConsistency and rhythm matter more than quality, especially early onYour product's niche is your greatest content asset

In this episode, Ryan dives deep into where your audience actually hangs out and how to tap into those hidden goldmines. From podcast appearances and newsletters to Slack communities and industry events, Ryan shares his strategy for getting in front of your ICP without spending a fortune on LinkedIn or Google Ads. He walks you through the research process, how to build relationships in niche communities, and how to use partnerships and co-promotions to amplify your reach. This episode is packed with actionable ideas for SaaS marketers looking to build real relationships and scale faster.Takeaways:Podcasts are a goldmine - start by getting on smaller shows before moving to big namesUse newsletters and contribute value, not just sales pitchesDon’t underestimate LinkedIn groups and Slack communities - they’re full of your ideal customersPiggyback on other brands’ networks by co-hosting webinars or joint eventsShow up where your ICP is - it’s about relationships, not just salesBuild your personal brand to get noticed and gain trustContribute value in communities - the sales will come naturallyLeverage conferences and industry events for organic connectionsThe right content strategy (original research or a book) can get you on the best podcasts and webinarsJoin 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: [email protected]