In this episode, Ryan sits down with Sam Gocher, Head of Content at Rocket SaaS, to make the case for top-of-funnel (TOFU) content: the kind that grows pipeline by reaching the 95% of your market who aren’t ready to buy yet. Ryan credits top-of-funnel content as arguably the single biggest reason Rocket SaaS scaled from $1 million to $7 million ARR in two years, and yet it’s the part of the funnel most businesses under-invest in.

Sam and Ryan break down where to start (your ICP and the problem that keeps them up at night), how to decide what you want to be known for, and how to find your topics by mining your own sales calls. If your growth relies too heavily on the 5% ready-to-buy-today audience, this episode shows you how to widen the top.

Takeaways:

• Top-of-funnel content targets the 95% of your market who aren’t in-market yet, so that when they are ready to buy, they already know you, like you and trust you.

• Ryan credits top-of-funnel content as arguably the biggest driver behind Rocket SaaS scaling to $7 million ARR in two years.

• It all starts with your ICP: if you don’t know who they are and the problems they’re facing, you can’t create content that resonates

• Decide what you want to be known for and tie it back to your offering, without ever pushing your product at the top of the funnel

• Build ‘big rock’ campaigns: one deeply-researched pillar asset and then repurpos it into video, social clips, blogs, events and posts that all link back

• Don’t gate your top-of-funnel content: gating drags it down to bottom-of-funnel. Top of funnel is about giving, not extracting

• Find your topics by mining demand: survey your audience, add top-of-funnel questions to sales calls, then use AI to transcribe and an LLM to surface the common themes

• A podcast is one of the best top-of-funnel investments you can make

• CEOs often resist top-of-funnel because it doesn’t attribute leads immediately, but a wide top of funnel is how you scale pipeline fast

In this episode, Ryan makes the case for content frequency over the one big campaign that you think makes an impact. He used to spend months building towards a single webinar, guide or exhibition, hoping it would deliver a wave of leads. Now he knows that it’s the weekly rhythm that makes those big campaigns work at all.

The simple saying of ‘consistency is key’ is a true testament to your marketing. Your content needs to be going out there everyday and help lead up to the one big campaign. Ryan walks through how to build that rhythm, from the six-month content calendar and the thought leaders who feed it, to the data that tells you what to double down on. Don’t just wait for the one big win. Compound your work every week and see constant results.

Takeaways:

• Frequency beats intensity. One brilliant session a month gets you nowhere, but showing up every week compounds.

• Quality will dip when you first raise the output, and that’s fine. Expect around ten run-throughs before it feels slick, and get your thought leader critiquing every piece

• Build a six-month content calendar rather than a twelve-month one. One main topic per month with four subtopics gives you a fresh topic to work with every week

• Find those topics in your sales calls transcripts, conversations with clients, feed them to an LLM and draw out the pain points.

• Assign a thought leader to each topic. It can be someone internal, a partner or even a paid influencer, but get their buy-in on the topics before you start

• Find your golden egg of content. Take that 15-minute interview, or podcast episode and turn it into various content pieces. Social clips and posts, blogs, newsletters.

• Let the data choose your big campaigns.Get your most popular podcast, turn it into a webinar, the best webinar into a guide, and the best guide into a live event

• Put ad budget behind it. Organic-only rarely works for B2B SaaS brands without a large following

In this episode, Ryan sits down with Director of Strategy, Jamie, to talk about website CRO’s, conversion rate optimization and how to get more leads from the traffic you already have, without a costly rebuild. Most B2B SaaS companies pour budget into the next campaign, the next funnel, the next ad, and completely overlook the shopfront every prospect actually lands on. Ryan and Jamie break down how to diagnose whether your site is a problem, the handful of pages that move the needle most, and the specifics that turn browsers into booked demos. If you’re getting the right traffic but not enough leads, this episode shows you where to start.

Takeaways:

• Don’t rebuild, optimise: unless your site is a genuine disaster, CRO beats a £20–30k, 4–5 month rebuild you probably don’t need
• Diagnose first: if you’re getting the right ICP traffic but few conversions, CRO is the fastest, most organic route to more leads (use Google Analytics, Lead Forensics and your LinkedIn ads data to check)
• Your hero headline is the most important real estate on the site: ten words or less covering who you are, what you do and the benefit — spend hours on it and test multiple versions
• Messaging beats design: cut the buzzwords and say plainly what you do, who it’s for and the problem you solve (frameworks like Fletcher’s or April Dunford’s help)
• Write headings that tell the whole story on their own, because people skim and read the headers first — validated with heat-mapping tools like Hotjar
• Make the product shine: don’t dump raw UI screenshots — strip out detail, enlarge the fonts and use short looping animations (Slack’s site is the gold standard)
• Social proof needs numbers: case studies with hard stats and percentages convert far better than vague testimonials
• Look beyond the home page: your pricing page (anchoring and tiering), mobile experience, niche use-case pages and book-a-demo page are all high-leverage CRO wins
• Rule of thumb: if your website CRO isn’t at least a 7/10, fix it before you spend a penny on ads