Ryan puts Jess Chillman to the test with a real-world SaaS marketing challenge: How do you create demand and generate leads on a modest £10k monthly budget for a new SaaS company in an undefined niche with low search volume and minimal existing customers? Jess shares a step-by-step approach covering messaging, founder-led content, targeted paid ads, leveraging early customers, and building trust through storytelling. This short but insightful episode is packed with practical strategies for early-stage SaaS startups facing tough lead generation hurdles.

Takeaways:

• Nail your messaging first by speaking to prospects and shaping a clear narrative around the problem you solve.
• Use your founder’s personal brand to create authentic, low-budget content like podcasts, case studies, and LinkedIn posts.
• Tap your network and customers for introductions to expand your prospect list and build credibility.
• Test one or two paid channels (LinkedIn and Meta ads) with a small portion of your budget to identify early intent signals.
• Invest in a professional, clear website that explains your product with strong messaging, design, and social proof.
• Use customer stories and case studies to build trust and demonstrate value in a niche market.
• Start a founder-led newsletter to share your product journey, educate the market, and nurture early adopters.
• Mix organic educational content with paid demand generation for a balanced growth approach in low-search markets.

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 Jess Chillman, Head of Growth at Rocket SaaS, to talk about the real impact of founder-led marketing on LinkedIn. They break down when and how to start building your personal brand, why it's especially important in the age of AI, and how to go beyond just sharing company updates. From content ideas to profile optimisation and thought leader ads, this episode is packed with practical tips to help SaaS founders and marketers use LinkedIn to attract leads, talent, and long-term advocates.

Takeaways

• AI is making businesses feel more faceless — your personal brand is your unfair advantage.
• Founder-led content builds trust and credibility at a time when buyers crave authenticity.
• The best time to start posting on LinkedIn was five years ago. The second best time is today.
• Don’t start personal branding too early — wait until you’ve got product-market fit, a clear ICP, and a story to tell.
• Great content solves real problems, not just promotes your product.
• Sales calls, internal meetings and client wins are goldmines for content ideas — jot them down daily.
• Posting 2–3 times a week is enough if it’s purposeful and speaks to your audience.
• Engaging with others on LinkedIn is just as important as posting your own content.
• Optimise your profile: banner, headline, featured content, and lead magnets all matter.
• LinkedIn thought leader ads offer a low-cost, high-impact way to scale your reach and drive conversions.

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 interviews landing page expert Tas Bober. They discuss the essential elements of effective landing pages, the importance of understanding buyer behaviour, and the shift in strategy regarding navigation and conversion optimisation. Tas emphasises the need for marketers to focus on consumption signals rather than just conversion rates, and she shares insights on structuring landing pages like business cases to better serve potential customers. The conversation concludes with practical tips for creating impactful landing pages that resonate with users.

Takeaways

• A landing page is not just any webpage; it is a targeted experience designed for a specific campaign.
• Google's recent changes require landing pages to have navigational elements to improve user experience.
• Conversions should be viewed as a lagging signal, with a focus on engagement and consumption leading up to them.
• Buyers today require multiple touchpoints before making a purchase decision, regardless of the product's price point.
• Landing pages should be structured like business cases, addressing problems, solutions, and providing relevant information upfront.
• Testimonials and social proof should be specific to the product being offered on the landing page.

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