In this episode, Ryan sits down with Sam Gocher, Head of Content at Rocket SaaS, to pull back the curtain on the full content audit Sam carried out when he joined the business. From digging into self-reported attribution data to discovering that nearly 100 blogs had generated just 300 visitors, this episode covers what was working, what was not, and the strategy now in place to fix it. Whether you are a founder still doing content yourself, a marketer trying to work out where to focus, or thinking about hiring your first content specialist, this is a rare and honest look inside a real content engine being rebuilt from the ground up.

Takeaways:

• Self-reported attribution is the simplest way to find out which content is actually driving pipeline
• Most businesses are producing blogs that nobody is reading, and the data will tell you that quickly
• When something is working, the move is to double down on it rather than spread effort across more channels
• Poor-quality video clips are one of the most common things holding back an otherwise strong podcast
• Implementing hooks on short-form clips is one of the highest-impact changes you can make to your repurposing strategy
• YouTube shorts and long-form content should be treated as two completely separate channels with different audiences
• Expanding personal brands beyond the founder multiplies your content reach and builds trust at scale
• Getting senior leaders posting consistently is about removing friction, not just asking them to do it

In this episode, Ryan flies solo to walk through one of the most underused, undervalued and quietly powerful things in marketing: market research. He shares the survey that reshaped Rocket SaaS's entire upmarket strategy, and then runs through 10 different ways to find out what your ICP actually wants, from the expensive and rigorous to the free and scrappy. If you are about to launch a campaign, shift your ICP, change your pricing, or you are pouring budget into ads that just are not converting, this episode will tell you exactly what to do before you spend another pound.

Takeaways:

• Most founders and marketers skip market research because they think they already know what their ICP wants, and that assumption is the fastest way to walk down the wrong path
• Wynter is the gold standard for surveying senior buyers, and the spend pays for itself the moment it stops you launching the wrong campaign
• Pollfish is a cheaper alternative for broad market validation, but you get what you pay for and it is less reliable for upmarket ICPs
• Customer interviews, closed-lost calls and churn exit interviews are sat right there in your CRM, and most teams never run them
• Negative G2 and Capterra reviews of your competitors are where the real gold lives, both for product gaps and messaging angles
• The LinkedIn ads library is free competitive intelligence, and it will tell you exactly what narrative your competitors are leading with
• Cheap Meta ad tests are the fastest way to pressure-test hooks, headlines and webinar ideas before you commit real budget behind them
• Recording every sales call and running the transcripts through an LLM will surface the objections, language and pain points your prospects actually care about
• If your ads are not driving leads, the answer is rarely more ad spend, it is pausing for a month and reinvesting that budget into research
• Market research is boring, but the alternative is burning months of time and hundreds of thousands of pounds walking down the wrong path

In this episode, Ryan sits down with Jamie, Rocket SaaS's Head of Strategy, to share everything they have learned from working with many construction SaaS clients. From the ad platforms that actually work to the content formats that convert, this is the Rocket SaaS construction marketing playbook laid bare. If you run, found, or market a construction SaaS business and you are not getting the pipeline results you want, this episode will tell you exactly why and what to do about it.

Takeaways:

• Meta consistently outperforms LinkedIn for reaching construction audiences, and the reasons why are simpler than you think
• Leading with the problem rather than your features or your AI capabilities is the single biggest lever in construction SaaS marketing
• Construction buyers are sceptical by nature, and user-generated content from real construction professionals is the fastest way to build trust
• Short selfie-style videos from happy customers on site will outperform polished brand content almost every time
• Avoid SaaS language entirely and learn how construction people actually describe their own problems
• Competitive comparison campaigns work particularly well in construction, and being bold about naming the big incumbent pays off
• Planning application data is a powerful and underused intent signal that can tell you exactly when a company is about to need your platform
• Construction SaaS translates well internationally, but nail one market first before expanding