In this episode of Challenge Jamie, Ryan gives Jamie Skeels, Head of Demand Gen at Rocket SaaS, a tough brief: a B2B SaaS company with a decent budget, a competitive market, and a stalled growth curve. What would Jamie do? He outlines a bold but structured plan to reallocate budget, build a demand creation engine, and generate leads by reaching the 95% of the market that isn’t ready to buy yet. From choosing the right content topics to leveraging subject matter experts and putting proper paid distribution in place, this episode is a crash course in getting growth back on track.

Takeaways:

• If growth has plateaued, you’ve probably maxed out the 5% of in-market buyers.
• Use the 60/40 rule: 60% of your budget on demand creation, 40% on capture.
• Start with one key topic tied to the problem your product solves — and own it.
• Extract insights from subject matter experts to create content that cuts through.
• Build a content engine with multiple channels: podcasts, blogs, LinkedIn, email, YouTube.
• Organic reach on company pages is weak — amplify your content with paid ads.
• Guarantee distribution by putting paid budget behind your highest-value content.
• Ads aren’t just for lead gen — they’re crucial for getting your brand seen at scale.
• Focus on being remembered, not just clicked — demand creation is a long game.
• Test, prove value, and then scale — get early wins to bring leadership on board.

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

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