Ryan is joined by Jamie Skeels, Head of Demand Gen at Rocket SaaS, to unpack the art of demand creation — how to reach and influence the 95% of your market who aren’t actively looking for your solution. They explain the difference between demand capture and demand creation, the types of content that work best for long-term growth, and how to build an always-on engine using subject matter experts, newsletters, ungated content, and smart repurposing. Jamie also shares behind-the-scenes examples from Cognism’s rise and Rocket SaaS’ own playbook.

Takeaways:

• Only 5% of your market is in buying mode — demand creation targets the other 95%.
• Long-term content builds trust, affinity, and brand recall for when prospects are ready to buy.
• Start with content that solves your audience’s problems without pushing your product.
• Use subject matter experts to create insightful, original content — and repurpose it everywhere.
• Don’t force founders on camera too soon — start with written interviews and scale up.
• Ungated content performs better in demand creation — the goal is consumption, not contact forms.
• Anchor your brand to a topic your product naturally supports — like Cognism did with cold calling.
• Track and optimise for reach, relevance, and recall — not just short-term conversions.
• Demand creation makes sales calls easier and drastically improves close rates.
• Without it, you’re stuck competing on price and timing instead of trust and expertise.

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/ 

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