1. Audience Targeting

“If you don’t define your audience properly, you’re just throwing money at a wall and hoping something sticks.” – Jake

SaaS startups often go too broad, trying to target “B2B decision-makers” instead of real people with specific problems. That’s a mistake.

How to Define Your Audience

Early-Stage Startups:

• Google Analytics Affinity Interests → Who’s already visiting your site?

• LinkedIn Sales Navigator → Pull lists of prospects that match your ICP.

• Competitor Analysis → See where your competitors’ customers hang out (SparkToro).

• Direct Outreach → If you don’t know exactly who you’re targeting, you’re not ready for ads.

Scaling SaaS Companies:

• CRM Segmentation → Who converts best? Double down on them.

• Retargeting Based on Behavior → Pricing page visitors > Blog readers.

• Vertical-Specific Messaging → If one industry converts better, tailor your campaigns.

Action Step: Find the one audience insight you’ve been ignoring and use it to refine your next campaign.

2. Marketing Channels

Spreading budget across too many channels kills efficiency. The smartest companies focus on high-intent, high-ROI channels first.

How Different Channels Perform for SaaS

Channel Pros Cons

1. Google Ads High-intent traffic, measurable ROI Expensive, needs ongoing optimization

2. LinkedIn Ads Best for B2B, great for lead generation Costly, works best with strong organic presence

3. SEO Long-term, sustainable growth Takes time, needs consistency

4. Reddit Ads Cheap, great for niche audiences Requires deep understanding of platform

5. Cold Email Direct access to decision-makers Spam risk, must be highly personalized

6. Organic LinkedIn Free, builds authority, attracts inbound leads Time-intensive, needs strong positioning

“Reddit is still underutilized in B2B. If you do it right, you can drive high-intent traffic for a fraction of what LinkedIn costs.” – Jake

What Works Best at Different Stages

If you’re a startup:

• Cold email + LinkedIn outreach → Best for high-ticket SaaS.

• SEO + Reddit → Works if your niche has an active community.

• Google Search Ads → Ideal if people are already searching for your solution.

If you’re scaling:

• Multi-channel paid strategy → Google, LinkedIn, Meta, Reddit.

• Retargeting & demand gen → Capture mid-funnel leads.

• Automated nurture sequences → Convert cold leads over time.

Action Step: Drop one underperforming channel and reinvest in what’s working.

3. CRO: Making Every Click Count

Traffic without conversion is wasted money. Most SaaS landing pages fail for obvious reasons.

The Biggest Landing Page Mistakes SaaS Companies Make

• Sending traffic to a homepage instead of a dedicated landing page.

• Weak CTA (call-to-action).

• Slow page speed killing conversions.

• Generic, feature-driven messaging.

  
  

“You might use Google Ads to drive traffic to a landing page, but if your website is slow, they’re not going to hang around.” – Jake

How to Fix Your Landing Page

• A/B Test Small Changes → Headlines, CTAs, button placement.

• Use Social Proof → Case studies, testimonials, data points.

• Speed Matters → A 1-second delay can reduce conversions by 7%.

• Prioritize Clarity Over Cleverness → If people don’t instantly “get it,” they leave.

Action Step: Run an A/B test on one critical page element this week.

4. Marketing Budgets for SaaS: What’s Realistic?

How much should you spend on marketing? The answer depends on your stage of growth.

What’s Possible at Different Budget Levels

£0 - £500/month

• Free channels (LinkedIn, Reddit, Product Hunt).

• Cold outreach & community engagement.

• Basic SEO efforts (technical & content-focused).

£500 - £2,000/month

• Google Ads & LinkedIn retargeting.

• Landing page optimization & A/B testing.

• Social media content & thought leadership.

£2,000 - £10,000/month

• Multi-channel paid campaigns.

• Automated lead nurturing & email marketing.

• Advanced CRO & conversion tracking.

“If you’re spending over £10,000/month, your strategy needs to be airtight—or you’re just burning cash.” – Jake

Action Step: Look at your marketing spend. Where’s the biggest waste? Cut it.

5. Hiring In-House vs. Working With an Agency

At some point, SaaS founders ask: Should we hire a full-time marketer or work with an agency?

In-House vs. Agency: The Real Trade-offs

• In-House → Best for well-funded companies with a £100K+ annual marketing budget.

• Agency → More cost-effective, immediate access to specialists across multiple channels.

“When you’re working with a large agency, you’re speaking to an account manager. That account manager is speaking to a specialist. The specialist is delegating to a team. And by the time anything happens, you’ve spent half your budget on overhead.” – Jake

Action Step: If you’re considering an in-house hire, start with consulting calls first.

Final Takeaways: Scaling SaaS the Smart Way

• Know your audience before spending a single penny on ads.

• Choose the right channels—traffic is useless without intent.

• CRO is non-negotiable—optimize or waste money.

• Your budget dictates strategy, but smart spending always wins.

SaaS growth isn’t about hacks. It’s about building a system that drives sustainable revenue.

Get that right, and scale follows.