In this episode, Ryan is joined by Jamie Skeels and Joe McLaughlin to discuss a critical issue many B2B SaaS companies face: sales and marketing misalignment. They dive into the challenges of separate silos for sales and marketing teams and how aligning them with ABM Lite can drive more meaningful conversations and higher conversions. From understanding intent signals to leveraging data, they share their journey at RocketSaaS of implementing ABM Lite to bridge this gap and optimize efforts on both sides. This episode also covers the tools and strategies you can use to align sales and marketing teams, ensuring everyone is working towards the same goals.

Takeaways:

• Sales and marketing misalignment is a common problem in B2B SaaS, leading to missed opportunities and wasted resources
• ABM Lite helps you align sales and marketing without the complexity of traditional ABM
• The key to success is using intent data from website visits, content engagement, and external signals (e.g., funding, hiring)
• Sales reps should focus on prospects who have shown active interest in your content or brand, not just cold calls
• Tools like Clay and Albercross enable teams to gather intent signals and act on them faster
• Using CRM data (HubSpot, etc.) helps sales teams target the right companies at the right time
• Aligning marketing content with sales outreach ensures targeted, meaningful conversations with high potential leads
• Real-life example: The RocketSaaS breakfast event successfully attracted warm leads who had already engaged with the brand
• In the next episode, the focus will be on SDR strategies and how to use intent data to optimize messaging and improve conversions

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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

In this controversial episode, Ryan and Jamie discuss the realities of Account-Based Marketing (ABM) for startups and small businesses. Jamie, with his experience at Cognizant, explains why traditional ABM methods may be out of reach for smaller teams with limited resources. Instead of trying to copy big enterprise ABM strategies, he argues for a simpler, more sustainable approach. They break down the challenges of ABM, the importance of focusing on scalable tactics, and how small businesses can still use account-based targeting without breaking the bank.

Takeaways:

• ABM isn’t always right for small businesses — it’s resource-intensive and often impractical
• If you’re a small team, don’t focus on pure ABM with one-to-one, one-to-few strategies
• Startups can use ABM Lite: a simpler version with fewer resources but the same targeted approach
• Focus on a larger account list to scale your efforts, not a handful of accounts
• Use intent data to build relevant workflows and trigger sales outreach
• Small businesses need to balance intent data with traditional marketing to avoid wasted effort
• Don’t rely on “random” ABM — focus on qualified intent signals to narrow down your target list
• ABM Lite helps you build sustainable pipelines without huge budgets or a dedicated marketing ops team

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 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.

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