#71: Build a lean SaaS marketing strategy on £3k/month, with Jamie Skeels

Ryan and Jamie map out a fast, lean marketing strategy for early-stage B2B SaaS teams with ~20–30 customers and a modest budget. They cover how to segment your ICP using real customer data, build a pipeline model that works back from revenue targets and CAC, and pick channels based on how (and why) your buyers actually purchase. From founder-led content and partnerships to when Google Ads makes sense, they show how to turn insight into action in weeks—not months—and bundle it into a clear TOFU/MOFU/BOFU plan you can execute immediately.

Takeaways

• Stop “random acts of marketing”; build a lean strategy you can execute fast and iterate.
• Segment your ICP from customer data, then enrich (e.g., in Clay) to see patterns you missed.
• Model your pipeline backwards from revenue → customers → opps → SQLs → MQLs → budget/CAC.
• Use sales calls and reviews to learn how/why buyers purchase; let that drive messaging and channels.
• Choose channels by buyer behaviour (e.g., LinkedIn thought leadership, webinars, long-form, etc.).
• If the founder is willing, go heavy on founder-led content; if not, lean on written assets or another spokesperson.
• Validate Google Ads with search volume and your model—don’t assume it will move the numbers.
• Partnerships (co-hosted webinars/breakfasts) borrow reach cheaply when your brand is still unknown.
• Map a TOFU/MOFU/BOFU system: education → proof/lead magnets → CRO’d site, product visuals, and landing pages.
• Build your account list and retarget on LinkedIn to stay front-of-mind as you ship new content. 

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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