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boundary=75efecfd2f972e94e58bc89eb8b427a43a62ecece41fa5506cd3b56c3d21 Date: Mon, 18 Nov 2024 23:10:35 +0000 (UTC) From: Ryan Allis Mime-Version: 1.0 Message-ID: Subject: Building Your B2B Content Machine Reply-To: Ryan Allis List-Unsubscribe: =?us-ascii?Q?=3Cmailto=3A8a46fb20-5b78-45e0-ae38-2525b17867ca+1d17dc26-c1df-44e?= =?us-ascii?Q?0-812a-883b6ad5b6bc+e48df5ce-8949-436f-?= =?us-ascii?Q?b2b6-b924a655cb18=40unsub=2Ebeehiiv=2Ecom=3E=2C?= =?us-ascii?Q?_=3Chttps=3A=2F=2Fsaasrise=2Ebeehiiv=2Ecom=2Funsubscribe=2FeyJ0eXAiOiJKV1QiLCJh?= =?us-ascii?Q?bGciOiJIUzI1NiJ9=2EeyJzdWJzY3JpYmVyX2lkIj?= =?us-ascii?Q?oiMWQxN2RjMjYtYzFkZi00NGUwLTgxMmEtODgzY?= =?us-ascii?Q?jZhZDViNmJjIiwicG9zdF9pZCI6ImU0OGRmNWNl?= =?us-ascii?Q?LTg5NDktNDM2Zi1iMmI2LWI5MjRhNjU1Y2IxOCI?= =?us-ascii?Q?sImxhc3RfcmVzb3VyY2VfZ3VpZCI6IlBvc3Q6ZT?= =?us-ascii?Q?Q4ZGY1Y2UtODk0OS00MzZmLWIyYjYtYjkyNGE2N?= =?us-ascii?Q?TVjYjE4In0=2EsoQrK4acfr2k7c2qSDeyIIxC=5F4Wt?= =?us-ascii?Q?-GonIx-LAtO-Qns=3E?= x-beehiiv-type: newsletter x-beehiiv-ids: =?us-ascii?Q?{=22account=5Fname=22=3A=22https=3A=2F=2Fsaasrise=2Ebeehiiv=2Ecom=2F=22=2C=22campaign=5Fid=22=3A?= =?us-ascii?Q?=22e48df5ce-8949-436f-b2b6-b924a655cb18=22=2C?= =?us-ascii?Q?=22category=22=3A=22newsletter=22=2C=22email=5Fgenerate?= =?us-ascii?Q?d=5Fat=22=3A1731971417=2C=22user=5Fid=22=3A=228a46fb20-5b?= =?us-ascii?Q?78-45e0-ae38-2525b17867ca=22}?= x-newsletter: https://saasrise.beehiiv.com/p/building-your-b2b-content-machine x-newsletter-signup: https://saasrise.beehiiv.com/subscribe Feedback-ID: =?us-ascii?Q?e48df5ce-8949-436f-b2b6-b924a655cb18=3Anewsletter=3A8a46fb20-5b78-?= =?us-ascii?Q?45e0-ae38-2525b17867ca=3Acfa52acda08d1fe?= sId: 8a46fb20-5b78-45e0-ae38-2525b17867ca x-list-id: 8a46fb20-5b78-45e0-ae38-2525b17867ca x-newsletter-id: https://saasrise.beehiiv.com/ List-Unsubscribe-Post: List-Unsubscribe=One-Click x-list-owner: X-SG-EID: =?us-ascii?Q?u001=2Esr+Zi4HchtZiAIrGLItAkqAJLamgo33aet=2FuqlkyaJPf=2Fx4cfuqMKIwYl?= =?us-ascii?Q?dAofkCR68C2a3749fFAiIGPJkwLFeY+RhoBigiH?= =?us-ascii?Q?ezwWMfv6X0GL6eOpjXy76aoEIgcUUcoYN5SWmLA?= =?us-ascii?Q?3e6gMETi0tLvSny8pDG9Aed7424smmbMRmpZV=2FY?= =?us-ascii?Q?uBYK2Crzl5QxsLgVUqREerDcbeXJNgAhsfOx6Ty?= =?us-ascii?Q?7+7S9kbbI6iW6YLD=2FjNYOcRNf+powHh46eZd1Q6?= =?us-ascii?Q?jf2Gec5c4kbR=2FEqy2YFadyHkwQ=3D=3D?= X-SG-ID: =?us-ascii?Q?u001=2ESdBcvi+Evd=2FbQef8eZF3BpTL9BgbK5wfSJMJGMsmprAVgeiC8iaV7rEmQ?= =?us-ascii?Q?+cYi2k74QbmlsvmIH7=2FmH84UbJ6WbFNEn1guNnq?= =?us-ascii?Q?Lm7qD=2FHTWwjR3mFFt51smW=2FCxVE2e1eh5DLpxNt?= =?us-ascii?Q?I7I3kgp3oPvnPHWy01E=2FSsreWPAgjVmRwzxwvJD?= =?us-ascii?Q?7UwbH7mt9sQnd1xW6u+zR8EkhiEd0=2FtM5JdzFhp?= =?us-ascii?Q?bFIr6Cq+eeOaCK5bWwGzcQiwvs9RpFgfjD9Z9jG?= =?us-ascii?Q?YTtZprL09lrsXLwV4PMLy4AxmQ=3D=3D?= To: "andrew@sterlingcal.com" X-Entity-ID: u001.sWV69YT6CipfOgvvxr5vQg== X-Spam-Status: No, score=-3.3 X-Spam-Score: -32 X-Spam-Bar: --- X-Spam-Flag: NO --75efecfd2f972e94e58bc89eb8b427a43a62ecece41fa5506cd3b56c3d21 Content-Transfer-Encoding: quoted-printable Content-Type: text/plain; charset=utf-8 Mime-Version: 1.0 View image: (https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,forma= t=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/file/c8d34c01-cd64-4= edc-a7df-0de0ea4a87f3/community_header-01.png?t=3D1708914966) Follow image link: (https://www.saasrise.com) Caption:=20 Today I have a brand new article for you called _**Building Your B2B Conten= t Machine**_**.** Below I share how we created a system that gets 1.27 million content impres= sions per month within our target market from digital ads, warm email, and = outbound prospecting. If you like data-driven, fresh growth content likes and this you=E2=80=99re= not yet a [SaasRise](https://saasrise.com/) member, [apply to join us here= ](https://saasrise.com/). We welcome all SaaS founders and CEOs with $1M-$1= 00M in ARR to join our SaaS growth mastermind community.=20 Apply to Join SaasRise Here =F0=9F=94=A5 (https://www.saasrise.com) Video: Building Your B2B Content Machine =F0=9F=8E=A5 (https://www.loom.com= /share/a33906dbd27c43f888a921c2693f990f) Now, let=E2=80=99s jump right in to the good stuff=E2=80=A6 View image: (https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,forma= t=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/file/7b036726-214e-4= 1f0-95ea-7bee99fa3928/Screenshot_2024-11-18_at_6.51.24_PM.png?t=3D173197049= 9) Follow image link: (https://www.saasrise.com) Caption:=20 =E2=80=9C**About the Author: **Ryan Allis is the founder of [SaasRise](http= s://saasrise.com/), the community for SaaS CEOs & founders with $1M-$100M i= n ARR. Ryan founded and grew iContact as CEO from $0 to $50M ARR, sold it f= or $169M, and then earned his MBA from Harvard Business School. Today, Ryan= coaches SaaS CEOs in rapidly scaling up revenue, building their teams, and= preparing for and executing on $100M+ exits. If you are looking for guidan= ce scaling up your customer acquisition you can [reach out to our team here= ](https://saasrise.com/growth-consulting) and [apply to join the SaasRise c= ommunity here](https://saasrise.com/).=E2=80=9C =E2=80=94=20 # **Building Your B2B Content Machine** Want to know the B2B marketing strategy we used to bootstrap [SaasRise](htt= ps://saasrise.com/) from $0 to $3M in ARR over the last 12 months? It=E2=80=99s all about _creating quality content_ =E2=80=93 and distributin= g it to the people in our target market (SaaS Founders and CEOs) using ads = and email.=C2=A0 We don=E2=80=99t do affiliate programs, SEO, tradeshows, events, or anythin= g else (yet).=C2=A0 Just lots of content creation + ads + outbound email.=C2=A0 I measure our success by **two critical KPIs**=E2=80=A6 1. _Content Impressions Per Month_ 2. _New Members Acquired Per Month (aka customers)_ I=E2=80=99ve found that the more high quality, data-driven, actionable cont= ent I produce and distribute to our target market, the faster we grow.=C2= =A0 I spend three hours per week writing/creating great content (Mondays 10am t= o 1pm) and then my team distributes it via email, ads, and LinkedIn.=C2=A0 Today I wrote this article =E2=80=94 and now it=E2=80=99s in the hands of o= ur 280,000 newsletter subscribers. Because of the content machine we=E2=80=99ve built over the last year, we= =E2=80=99re now adding 40 new members per month for [SaasRise](https://saas= rise.com/) and are up to 400 members total (all CEOs/Founders of $1M-$100M = revenue software firms). You can create a similar content machine inside your company. The below vid= eo and detailed written explanation will share how=E2=80=A6 ## **Video: How to Create Your B2B Content Machine** View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXfIawr1ZQVb-wn= 5fwbvwBbkCmBEavMJJuHWL5rwftKVwnszjVMls3ssZfi1RRdBree8dy3HqNnjsqxR28l9EXD41N= tmOMVbsjqYz9ooAXSlcyU-0lApYWv7cqTkOULLc9tSxjbjpA?key=3D79u5IBXXYg71ZsyE7XMs= rg) Follow image link: (https://www.loom.com/share/a33906dbd27c43f888a921c2693f= 990f) Caption: Watch the 25 min Loom video here ## **Our Actual Content Machine Results for October 2024** Each month, I track the total number of marketing impressions we get within= our target market. Here=E2=80=99s [our actual content KPI sheet tracker](h= ttps://docs.google.com/spreadsheets/d/1z1dgDmTgUuL072_nevQ-sb4wbTKRPBsg6HnE= x0Hxhv8/edit?gid=3D541752308#gid=3D541752308). View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXc8q6z7qqXP3-t= qrl_dPzlrNsJn9jMvi5cQJuy2_qGBHN0a3dDMWbsL6Q72MwqutqIVdwi-sRZZr2Xuz5KGlrbwLi= DDTK6V4Wn8mGuRbRw0lnbcArTtNiJCEhGapsGW-ZaECy5Ztg?key=3D79u5IBXXYg71ZsyE7XMs= rg) Caption: [Our actual content KPI sheet tracker](https://docs.google.com/spr= eadsheets/d/1z1dgDmTgUuL072_nevQ-sb4wbTKRPBsg6HnEx0Hxhv8/edit?gid=3D5417523= 08#gid=3D541752308) In October 2024 (last month) we had **1,269,988 content impressions **withi= n our target market of SaaS CEOs and Founders (there are about 500,000 peop= le globally in our TAM, so many people in our TAM are seeing our content mu= ltiple times). Start by tracking your total content impressions each month. Here=E2=80=99s how we=E2=80=99ve grown our total content impressions per mo= nth over the last six months. We now have a** Content Marketing Machine **t= hat is driving 1.27M impressions per month and growing. View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXc_LJ-ksj02fPP= DGChX-_1tGAyalcrddEZLE-Aps20CJ0dmMEfmSb-DLxVvFK7tY9vuEE-DUiYnvCnKOjrDPXstsq= ZfMSWTL_bz9H5Zt5XiJUBFiWGuJsMwXyFRD5GKeySF38Qx?key=3D79u5IBXXYg71ZsyE7XMsrg= ) Follow image link: (https://www.saasrise.com) Caption: We=E2=80=99re on track for 1.5 million content impressions in Nove= mber 2024 To get total content impressions, we simply add together the number of ad i= mpressions, email impressions (aka opens), LinkedIn Impressions, and websit= e impressions (aka views) + video impressions.=C2=A0 How many content impressions did you get last month? Take a moment and calc= ulate it now. Of late, we=E2=80=99ve been putting more of a focus on creating more email = content (2x per week) and driving video views of our SaaS Growth Course (wh= ich we send out free samples of via our email newsletter). Since we moved from a 1x a 2x per week email frequency, we=E2=80=99ve incre= ased our new members added per month from 25 to 40. The key lesson: you need to create a system that sends out great content to= your list every 3 days (not every 30 days like most companies do!). =E2=80=9CThe key lesson: You need to create a system that sends out great c= ontent to your list every 3 days (not every 30 days like most companies do!= ).=E2=80=9C =E2=80=94 - Ryan Allis Because of this **content machine**, we=E2=80=99ll add over 40 new SaasRise= members during November 2024 and pass 400 total SaasRise community members= this month. ### **How We Get These Results** How did we achieve this level of content distribution only 14 months after = launching? We have three secrets that allow us to create lots of content AND distribut= e it to lots of people in our TAM. 1. My first secret is that I spend **3 hours per week **(Mondays 10am to 1p= m) creating content =E2=80=93 and then my team distributes it throughout th= e week on all the channels (email, ads, LinkedIn, etc.).=20 2. We have four people on our team =E2=80=93 and 3 of them help with conten= t creation or distributon=E2=80=A6 Ryan (CEO) - Writes the content David (Head of Growth) - creates ads promoting the content and optimizes th= em Lee (Head of Sales) - posts the content on LinkedIn 3. My third secret is that we invested a lot (about $40k so far) in getting= good quality lead data for our TAM and building our ABM list =E2=80=93 get= ting the contact info for every one of the 500,000 SaaS CEOs and Founders i= n the world using Instantly, ListKit, Apollo, Seamless, and many others too= ls =E2=80=93 and then sending value-add cold outbound campaigns to them usi= ng Instantly. Creating lots of great content without ALSO building a BIG li= st of people to distribute it to doesn=E2=80=99t make sense. We built an Account Based Marketing lead list using[ Instantly](https://ins= tantly.ai/?via=3Dsaasrise),[ Apollo](https://apollo.partnerlinks.io/kh651ul= 7c3pw),[ ListKit](http://listkit.io/?ref=3Dsaasrise), and [Seamless](https:= //get.seamless.ai/5w9ycfl3hwz1)=C2=A0 =E2=80=93 and then ran email and digi= tal ad campaigns to our exact target audience =E2=80=93 making our brand om= nipresent within our ICP =E2=80=93 and using our own SaaS Growth System pro= cess (that we often talk about within the SaasRise community). View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXfuVjWzlBpRUeq= yE4sN1V-hZ1CpWNmXvRNeZUFdyXnC7rZbsFV56Dex7q0gkIcSTHTWgPWnS6u0-fYYT4ofi0tI0r= 8jgjdLVhhp1UKRRhCE13H_o8eWSP5QkwJ7Px8onIFr9zAwFw?key=3D79u5IBXXYg71ZsyE7XMs= rg) Follow image link: (https://docs.google.com/presentation/d/1XKE2lJ2DQip9gJJ= A1p5_BVpfbCofB2easMkhwI5lvgk/edit) Caption: See our massive 1,350 slide SaaS Growth System Course Deck Our guiding philosophy behind our marketing? There=E2=80=99s no sense in si= mply waiting for your target audience to find you. Go out and find them =E2= =80=93 and then start building trust with your audience by sending high val= ue content. Want to learn more? Let=E2=80=99s break down how we=E2=80=99ve done it =E2= =80=93 channel by channel.=C2=A0 ## **How We Scaled Our Ad Impressions** For ads we do retargeting ads, matched audience ads, search ads, lookalike = ads, and boosted posts. For an overview of the ad types we like to use, see= [this blog post on making ads profitable](https://saasrise.beehiiv.com/p/p= rofitable-ad-scaling). Let=E2=80=99s break down our 605,628 ad impressions during October 2024 by = type: * Retargeting Impressions: 355,021 impressions * Matched Audience Impressions: 180,540 impressions * Boosted Post Impressions: 62,580 impressions * Lookalike Impressions: 6,543 impressions * Paid Search Impressions: 1,327 impressions And we can further breakdown our October 2024 ad impressions by ad network: * Meta - 383,673 impressions * Google Display - 96,064 impressions * Google Search - 1,327 impressions * LinkedIn - 63,992 impressions * Adroll - 60,572 impressions As you can see, most of our impressions are on Meta, followed by Google, Li= nkedIn, and Adroll. You can see [our full weekly ad results tracker here](h= ttps://docs.google.com/spreadsheets/d/1jxyr6CcbZTYV5QOjNhnmaMBXD5X_V3vxzaC7= Ce2c2gE/edit?gid=3D0#gid=3D0) (Yes, we open source nearly everything). Most people don=E2=80=99t realize that Meta works great for B2B marketing = =E2=80=93 but it does (for retargeting, lookalike, and matched audience ads= ) and clicks/leads are much lower cost than on LinkedIn. Overall, we spent $10,054 last month to get those 605k ad impressions, work= ing out to a $16.60 CPM and $2.47 per click. Not bad! We create various types of ads, including: 1. Testimonial Ads - Go to your standard landing page 2. Blog Content Ads - Go to a written piece of content that has a CTA withi= n it 3. Case Study Download Ads - Go to a page where user can download a case st= udy 4. Free Trial Ad - Go to a page where users can start a free account or fre= e trial 5. Demo Ads - Go to a page where users can book a demo or sales call 6. PDF Report Ads - Go to a page where users can download a valuable PDF re= port 7. Founder Video Ads - Go to your standard landing page View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXd4ztUTRTYpG2R= AmErMySFTOldYAOWjsSYTNzAGv9seLZ651vx_clRWQIjctLH1SGSdjtxuS2ZKqErQOC6-NFR4rP= Ss8OGC1J9IGhAsaJ69arsSupxHVPGFJ1_WYMitfnUAFiZf1Q?key=3D79u5IBXXYg71ZsyE7XMs= rg) Caption:=20 You can see more of the ads we run in the [Meta Ads Library](https://www.fa= cebook.com/ads/library/?active_status=3Dactive&ad_type=3Dall&country=3DUS&m= edia_type=3Dall&search_type=3Dpage&view_all_page_id=3D184656741397158), [Li= nkedIn Ads Library](https://www.linkedin.com/ad-library/search?accountOwner= =3DSaasRise), and [Google Ads Library](https://adstransparency.google.com/?= region=3DUS&domain=3Dsaasrise.com).=C2=A0 ## **How We Scaled Our Email Opens** We use two different types of email to generate applications for SaasRise = =E2=80=93 warm email and cold email. We use [BeeHiiv](https://www.beehiiv.c= om/?via=3Dsaasrise) for warm email and [Instantly](https://instantly.ai/?vi= a=3Dsaasrise) for cold prospecting email.=C2=A0 Here=E2=80=99s a breakdown of how many warm vs. cold email opens we sent in= October 2024. * Warm Newsletter Opens (BeeHiiv) - 538,527 (out of 1.54M sent, a 35% open = rate) * Cold Sequence Opens (Instantly) - 10,100 (out of 27,200 sent, a 37% open = rate) View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXcjZlukOwhx0cO= Yko1nbbJi6d-Sh8wJwLgqtKXL0cCLgebJeglj4MI396GeFL4LzuRsNdR_noUaKP_6TU-kWH_6g3= ruJ0D-pi8HF0hQPNpPqdWtAgE_CQpycW_qLTrw_AhAaSfnKw?key=3D79u5IBXXYg71ZsyE7XMs= rg) Caption: Our actual stats from BeeHiiv for Oct 2024 We have a warm BeeHiiv email list of 281,000 subscribers and sent to them 6= x in October. We=E2=80=99re moving now to a 8x per month frequency. As long= as the content is GREAT and valuable, the more sending the better.=C2=A0 We=E2=80=99ve also found that B2B outbound prospecting (aka cold emails) ha= s been very effective for engaging new leads at the top of our funnel and s= caling up the warm email list (those who engage with the content and open o= ur reports/PDFs become warm leads). Here=E2=80=99s [a good tutorial on how = to do cold prospecting emails](https://saasrise.beehiiv.com/p/outbound-emai= l-tutorial).=C2=A0 You can use [this process map slide](https://docs.google.com/presentation/d= /1XKE2lJ2DQip9gJJA1p5_BVpfbCofB2easMkhwI5lvgk/edit#slide=3Did.g21bfa29ed9e_= 1_475) below to turn cold leads into warm leads. In essence, you get your c= old leads from Instantly, Apollo, ListKit, etc. and then send them valuable= content and if the lead engages with the content repeatedly, they become a= warm lead and can go into your CRM tool / Marketing Automation for additio= nal follow-up.=C2=A0 View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXfYGO0_OxF4bLm= pzTAFrZAvaXu3oT6N2ykpd5nGxn1VK3LhlsKJqe8LqLUmmEOaoudNIbnX1jWACwVx_djCTYu20o= lBurZS2CTzYzF7WSQ76c0WZThvQTY8foXOW0LK57V3g_dEhg?key=3D79u5IBXXYg71ZsyE7XMs= rg) Caption:=20 ## **How We Scaled Our LinkedIn Impressions=C2=A0** We=E2=80=99re in the early stages of building up our LinkedIn content machi= ne.=C2=A0 We post 2-3x per week and spend $35 per day boosting these posts to our mat= ched audience of SaaS CEOs/Founders. You can see below we=E2=80=99ve gotten= 257,960 impressions in the last 90 days, reaching 47,512 members in our TA= M.=C2=A0 View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXc5_gengjn6cd1= X4GxSwCDpkqxCANe0Ilsp6PMz_8ZioSvi8i9YmSWyYwMN6cZ0HLUCNe2TsRqdAyvW6vGId_gYgf= 9434S1hqcDQ9hIuksZCgnJV2qzS5McsurF4JVg9rDZ0aw-Wg?key=3D79u5IBXXYg71ZsyE7XMs= rg) Caption: Our actual content impressions per day on LinkedIn For examples, you can [see the ads and boosted posts we do on LinkedIn here= ](https://www.linkedin.com/ad-library/search?accountOwner=3DSaasRise). We also have a LinkedIn newsletter called [SaaS Growth Weekly](https://www.= linkedin.com/newsletters/7259243520425701379/) that is published weekly to = our 1,350 subscribers and is generating around 2,300 impressions per month. View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXf9l7nkTgwoHJJ= gXZxdfiyxvhSHRF2vP9U1HBSt55baPB2wIAALO6SE8iGfvBwSio4SQHF6xQBEzF31Qu6eYf_XSc= qKRUr-ePcvBPBH-1oW1VgEPTmBe4Apms0GdAkHQU_iEA20QQ?key=3D79u5IBXXYg71ZsyE7XMs= rg) Follow image link: (https://www.linkedin.com/newsletters/725924352042570137= 9/) Caption:=20 ## **In Conclusion: How to Create Your Content Machine** So to recap =E2=80=93 here=E2=80=99s how to create a content machine within= your company that generates continual high quality B2B leads.=C2=A0 1. Build a list of everyone in your target audience (using the tools above = or any lead prospecting platform) 2. Send automated outbound email sequences (we use Instantly for that) and = then show matched audiences ads on Meta, LinkedIn, Google, and Adroll to th= ose same people. 3. Layer on search ads, retargeting ads, lookalike ads, and review site ads= . 4. Spend 2-3 hours per week creating either video content or written conten= t (whichever is easier for you). If it=E2=80=99s video =E2=80=93 get it tra= nscribed and turned into written content as well. 5. Have your team distribute your content on every channel (ads, LinkedIn, = warm email, cold email, etc.). Within 2-3 months =E2=80=93 if you actually produce great content that=E2= =80=99s worth watching and reading (that=E2=80=99s the key!) =E2=80=93 ever= yone in your target market will know your brand and understand the problem = your software solves.=C2=A0 Between our targeted ads, emails, and LinkedIn posts we=E2=80=99re now gett= ing about 1.2 million impressions per month within our target market =E2=80= =93 all for $16,711 per month in sales and marketing spend ($10k on ad spen= d, $3k for the outbound system, and $3k for an SDR to follow-up on new memb= er applications). Yes, doing tradeshows, SEO, PLG, and affiliate marketing helps =E2=80=93 bu= t NOTHING replaces actually going out and **proactively educating and build= ing trust with your target market with great content** (videos, case studie= s, PDFs, webinars, articles, etc.) and then AFTER you=E2=80=99ve built trus= t, inviting that audience to your main CTA of a trial, freemium, free consu= ltation, audit, discovery call, demo, etc.=C2=A0 Building your outbound content marketing system first (leads list + email s= equence + ads) to supercharge your growth within 90 days =E2=80=93 and _the= n_ work on the slower and longer payback investments like inbound marketing= . I hope you enjoyed this post! See you next week with more great content. -Ryan P.S. - If you liked this post, our full 26 module =E2=80=9CSaaS Growth Cour= se=E2=80=9D is free for SaasRise members inside the community. You can [ap= ply to join us here](https://saasrise.com/) and then start a two-week free = trial. Once you=E2=80=99re in =E2=80=94 it=E2=80=99s free for SaasRise memb= ers.=20 View image: (https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,forma= t=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/file/45bd398a-88fb-4= 880-a2fb-076ac4041e7d/Screenshot_2024-11-13_at_3.55.57_PM.png?t=3D173152779= 9) Caption: The SaaS Growth Course, free for SaasRise members =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ## **Join Our Community of SaaS CEOs & Founders** Thanks for reading. We hope this tutorial has been helpful to you. Please t= ake a moment to learn more about [SaasRise](https://saasrise.com/), our com= munity for SaaS CEOs and Founders. We welcome all CEOs and Founders with $1= M-$100M in ARR to join us. We hold three masterminds each week for our memb= ers and provide an in-depth library of SaaS growth, fundraising, and exit r= esources. You can [apply here](https://www.saasrise.com/). View image: (https://lh7-us.googleusercontent.com/hfBs593YmI4BmWtDAy-IYLfUy= zxsIZtkXekvhMxE6scbeaw3ols42QrNCpn0QBmwa5wAjDC_JrJiDJVB9XomoREPGh1MbycbrrYC= wFLQIpZsQ8yVSDEFSo4kypr8or0iCFJBG9_umJx5QX6vufzCXSM) Caption: We=E2=80=99re now up to 392 members in SaasRise, representing over= $2.5B in ARR Apply to Join SaasRise Here =F0=9F=94=A5 (https://saasrise.com/) =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 Thanks for reading! If you liked this article, join the SaasRise community = at [www.saasrise.com](http://www.saasrise.com) for even more helpful growth= content and weekly SaaS CEO masterminds.=20 ### _**About The Author**_ View image: (https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,forma= t=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/file/95ce4977-1eff-4= 123-99fd-29b7974424a0/Ryan_Allis_Headshot_.jpg) Caption:=20 =E2=80=9C_Ryan Allis is the founder of _[SaasRise](https://www.saasrise.com= )_, the mastermind community for growth-focused SaaS CEOs with $1M-$100M in= ARR. He is a three time INC 500 CEO. He was previously CEO of iContact and= grew the firm as founder/CEO to 70,000 customers, 1 million users, 300 emp= loyees, $50M per year in sales, and an exit for $169M to Vocus (NASDAQ:VOCS= ). _ _Since the sale of iContact, Ryan has been the CEO coach to high-growth Saa= S firms including Instantly, Tatango, Seamless.ai, Pipeline, Datalyse, Gree= n Packet, Revenue Accelerator, Galleon, Clearstream, YouCanBookMe, Retreave= r, and EventMobi. Ryan has been part of the EO and Summit Series communitie= s._ _He holds an MBA from Harvard Business School, where he was Co-President of= the Social Enterprise Club and a member of the Harvard Graduate School Lea= dership Institute. He=E2=80=99s passionate about helping recurring revenue = software companies grow and exit._=E2=80=9C =E2=80=94=20 _We=E2=80=99ll see you next time with more great SaaS growth and scaling co= ntent!_ =E2=80=94=E2=80=94=E2=80=94 You are reading a plain text version of this post. For the best experience,= copy and paste this link in your browser to view the post online: https://saasrise.beehiiv.com/p/building-your-b2b-content-machine --75efecfd2f972e94e58bc89eb8b427a43a62ecece41fa5506cd3b56c3d21 Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset=utf-8 Mime-Version: 1.0 Building Your B2B Content Machine
How to build your B2B content machine and generate over 1 millio= n impressions per month within your target market through digital ads, outb= ound email, and warm email  ‌ ‌ ‌ = 204; ‌ ‌ ‌ ‌ ‌ = ‌ ‌ ‌ ‌ ‌ ‌= 60;‌ ‌ ‌ ‌ ‌ ‌=  ‌ ‌ ‌ ‌ ‌ R= 04; ‌ ‌ ‌ ‌ ‌ &= #8204; ‌ ‌ ‌ ‌ ‌= 0;‌ ‌ ‌ ‌ ‌ ‌&= #160;‌ ‌ ‌ ‌ ‌ ̴= 4; ‌ ‌ ‌ ‌ ‌ &#= 8204; ‌ ‌ ‌ ‌ ‌ = ;‌ ‌ ‌ ‌ ‌ ‌&#= 160;‌ ‌ ‌ ‌ ‌ ‌= ; ‌ ‌ ‌ ‌ ‌ = 204; ‌ ‌ ‌ ‌ ‌ = ‌ ‌ ‌ ‌ ‌ ‌= 60;‌ ‌ ‌ ‌ ‌ ‌=  ‌ ‌ ‌ ‌ ‌ R= 04; ‌ ‌ ‌ ‌ ‌ &= #8204; ‌ ‌ ‌ ‌ ‌= 0;‌ ‌ ‌ ‌ ‌ ‌&= #160;‌ ‌ ‌ ‌ ‌ ̴= 4; ‌ ‌ ‌ ‌ ‌ &#= 8204; ‌ ‌ ‌ ‌ ‌ = ;‌ ‌ ‌ ‌ ‌ ‌&#= 160;‌ ‌ ‌ ‌ ‌ ‌= ; ‌ ‌ ‌ ‌ ‌ = 204; ‌ ‌ ‌ ‌ ‌ = ‌ ‌ ‌ ‌ ‌ ‌= 60;‌ ‌ ‌ ‌ ‌ ‌=  ‌ ‌ ‌ ‌ ‌ R= 04; ‌ ‌ ‌ ‌ ‌ &= #8204; ‌ ‌ ‌ ‌ ‌= 0;‌ ‌ ‌ ‌ ‌ ‌&= #160;‌ ‌ ‌ ‌ ‌ ̴= 4;

N= ovember 18, 2024   |   Read Online

= Building Your B2B Content Machine

How to build your B2B content mach= ine and generate over 1 million impressions per month within your target ma= rket through digital ads, outbound email, and warm email

=3D""
<= tr>
= 3D""

Today I have a brand new article for you ca= lled Building Your B2B Content Machine.

Below I share how we creat= ed a system that gets 1.27 million content impressions per month within our= target market from digital ads, warm email, and outbound prospecting.

=

If you like dat= a-driven, fresh growth content likes and this you=E2=80=99re not yet a SaasRise member, apply to join us here. We welcome all SaaS founders and CEOs with $1M-$100M in ARR to j= oin our SaaS growth mastermind community.

Video: Building Your B2= B Content Machine =F0=9F=8E=A5

Now, let=E2=80=99s jump right in to t= he good stuff=E2=80=A6

3D""
<= /tr><= td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;wo= rd-break:break-word;">

I=E2=80=99ve found that the mo= re high quality, data-driven, actionable content I produce and distribute t= o our target market, the faster we grow.=C2=A0

= =

In October 2024 (last month) we= had 1,269,988 content impressions within ou= r target market of SaaS CEOs and Founders (there are about 500,000 people g= lobally in our TAM, so many people in our TAM are seeing our content multip= le times).

= <= tr>

Overall, we spent $10,054 last m= onth to get those 605k ad impressions, working out to a $16.60 CPM and $2.4= 7 per click. Not bad!

  1. Testimonial Ads - Go to your stan= dard landing page

  2. Blog Content Ads - Go to a w= ritten piece of content that has a CTA within it

  3. Case Study Download Ads - Go to a page where user can download a case st= udy

  4. Free Trial Ad - Go to a page where users c= an start a free account or free trial

  5. Demo Ads= - Go to a page where users can book a demo or sales call

  6. PDF Report Ads - Go to a page where users can download a valuab= le PDF report

  7. Founder Video Ads - Go to your s= tandard landing page

About the Au= thor: Ryan Allis is the founder = of SaasRise, the community for SaaS CEOs & founders with $1M-$100M in ARR. Ryan= founded and grew iContact as CEO from $0 to $50M ARR, sold it for $169M, a= nd then earned his MBA from Harvard Business School. Today, Ryan coaches Sa= aS CEOs in rapidly scaling up revenue, building their teams, and preparing = for and executing on $100M+ exits. If you are looking for guidance scaling = up your customer acquisition you can <= span>reach out to our team here and apply to join = the SaasRise community here

Building Your B2B= Content Machine

Want to know the B2B marketing strategy we used to bootstrap SaasRise from $0 to $3M in ARR over the last 12 month= s?

It=E2=80= =99s all about = creating quality content =E2=80=93 and distributing it to the= people in our target market (SaaS Founders and CEOs) using ads and email.= =C2=A0

We d= on=E2=80=99t do affiliate programs, SEO, tradeshows, events, or anything el= se (yet).=C2=A0

Just lots of content creation + ads + outbound email.=C2=A0

I measure our success= by two critical KPIs=E2=80=A6

  1. Content Impressions Per Month<= /i>

  2. New Members Acqui= red Per Month (aka customers)

I spend three hours per week writing/c= reating great content (Mondays 10am to 1pm) and then my team distributes it= via email, ads, and LinkedIn.=C2=A0

Today I wrote this article =E2=80=94 and now it= =E2=80=99s in the hands of our 280,000 newsletter subscribers.

Because of the content = machine we=E2=80=99ve built over the last year, we=E2=80=99re now adding 40= new members per month for SaasRise and are up to= 400 members total (all CEOs/Founders of $1M-$100M revenue software firms).=

You can cr= eate a similar content machine inside your company. The below video and det= ailed written explanation will share how=E2=80=A6

Video: How to Create Your B2B Content Machine

3D""

Watch the 25 min Loom video here

= Our Actual Content Machine Results for October 2024=

Eac= h month, I track the total number of marketing impressions we get within ou= r target market. Here=E2=80=99s our actual content KPI sheet tracker. <= /p>

Our actual= content KPI sheet tracker

3D""

= Start by tracking your total content impressions each month.

Here=E2=80=99s how we=E2= =80=99ve grown our total content impressions per month over the last six mo= nths. We now have a Content Marketing Machine that is driving 1.27M impressions per month and growing.

3D""

We=E2=80=99re on track for 1.5 million content impressions in Nov= ember 2024

To get total content impressions, we simply add together t= he number of ad impressions, email impressions (aka opens), LinkedIn Impres= sions, and website impressions (aka views) + video impressions.=C2=A0

<= /td>

How many content= impressions did you get last month? Take a moment and calculate it now.

Of late, we= =E2=80=99ve been putting more of a focus on creating more email content (2x= per week) and driving video views of our SaaS Growth Course (which we send= out free samples of via our email newsletter).

Since we moved from a 1x a 2x per week= email frequency, we=E2=80=99ve increased our new members added per month f= rom 25 to 40.

=E2=9D=9D
 
=

The key lesson: You need to crea= te a system that sends out great content to your list every 3 days (not eve= ry 30 days like most companies do!).

 
- Ryan Allis

Because of this content machine, we= =E2=80=99ll add over 40 new SaasRise members during November 2024 and pass = 400 total SaasRise community members this month.

=

How We = Get These Results

How did we achieve this level of content distribution onl= y 14 months after launching?

We have three secrets that allow us to create lots of con= tent AND distribute it to lots of people in our TAM.

  1. My first secret is that I spend 3 hours per week (Mondays 10am to 1pm) creatin= g content =E2=80=93 and then my team distributes it throughout the week on = all the channels (email, ads, LinkedIn, etc.).

  2. We have four people on our team =E2=80=93 and 3 of them help with cont= ent creation or distributon=E2=80=A6

Ryan (CEO) - Writes the contentDavid (Head of Growth) - creates ads promoting the content and optimizes = them
Lee (Head of Sales) - posts the content on LinkedIn

  1. My third secret is that we = invested a lot (about $40k so far) in getting good quality lead data for ou= r TAM and building our ABM list =E2=80=93 getting the contact info for ever= y one of the 500,000 SaaS CEOs and Founders in the world using Instantly, L= istKit, Apollo, Seamless, and many others tools =E2=80=93 and then sending = value-add cold outbound campaigns to them using Instantly. Creating lots of= great content without ALSO building a BIG list of people to distribute it = to doesn=E2=80=99t make sense.

We built an Account Based Marketing le= ad list using Instantly, Apollo, ListKit, and Seamless=C2=A0 =E2=80=93 and th= en ran email and digital ad campaigns to our exact target audience =E2=80= =93 making our brand omnipresent within our ICP =E2=80=93 and using our own= SaaS Growth System process (that we often talk about within the SaasRise c= ommunity).

3D""

See our massive 1,350 slide = SaaS Growth System Course Deck

Our guiding philosophy behind our = marketing? There=E2=80=99s no sense in simply waiting for your target audie= nce to find you. Go out and find them =E2=80=93 and then start building tru= st with your audience by sending high value content.

Want to learn m= ore? Let=E2=80=99s break down how we=E2=80=99ve done it =E2=80=93 channel b= y channel.=C2=A0

How We Scaled Our Ad Impressions<= /b>

= For ads we do retargeting ads, matched audience ads, search ads, lookalike = ads, and boosted posts. For an overview of the ad types we like to use, see= this blog post on making ads = profitable.

Let=E2=80=99s break down our 605,628 ad impressions during Octo= ber 2024 by type:

  • Retarge= ting Impressions: 355,021 impressions

  • Matched = Audience Impressions: 180,540 impressions

  • Boos= ted Post Impressions: 62,580 impressions

  • Looka= like Impressions: 6,543 impressions

  • =

    Paid Searc= h Impressions: 1,327 impressions

And we can further breakdown our Octo= ber 2024 ad impressions by ad network:

  • Meta - 383,673 impressions

  • Google = Display - 96,064 impressions

  • Google Search - 1= ,327 impressions

  • LinkedIn - 63,992 impressions=

  • Adroll - 60,572 impressions

As you can s= ee, most of our impressions are on Meta, followed by Google, LinkedIn, and = Adroll. You can see our full= weekly ad results tracker here (Yes, we open source nearly ever= ything).

Mo= st people don=E2=80=99t realize that Meta works great for B2B marketing =E2= =80=93 but it does (for retargeting, lookalike, and matched audience ads) a= nd clicks/leads are much lower cost than on LinkedIn.

We create various types of ads, including:

3D""
You can see more of the ads we run in the Meta Ads Library, LinkedIn Ads Library, and Google Ads Library.=C2= =A0

How We Scaled Our Email Opens

We use two differen= t types of email to generate applications for SaasRise =E2=80=93 warm email= and cold email. We use BeeHiiv= for warm email and Instantly for cold prosp= ecting email.=C2=A0

Here=E2=80=99s a breakdown of how many warm vs. cold email opens w= e sent in October 2024.

  • War= m Newsletter Opens (BeeHiiv) - 538,527 (out of 1.54M sent, a 35% open rate)=

  • Cold Sequence Opens (Instantly) - 10,100 (out= of 27,200 sent, a 37% open rate)

3D""

Our actual stats from BeeHi= iv for Oct 2024

We have a warm BeeHiiv email list of 281,000 subscr= ibers and sent to them 6x in October. We=E2=80=99re moving now to a 8x per = month frequency. As long as the content is GREAT and valuable, the more sen= ding the better.=C2=A0

We=E2=80=99ve also found that B2B outbound prospecting (aka col= d emails) has been very effective for engaging new leads at the top of our = funnel and scaling up the warm email list (those who engage with the conten= t and open our reports/PDFs become warm leads). Here=E2=80=99s a good tutorial on how to do cold prospect= ing emails.=C2=A0

You can use this process map slide below to turn cold= leads into warm leads. In essence, you get your cold leads from Instantly,= Apollo, ListKit, etc. and then send them valuable content and if the lead = engages with the content repeatedly, they become a warm lead and can go int= o your CRM tool / Marketing Automation for additional follow-up.=C2=A0

=
3D""
<= /td>

How We Scaled Our LinkedIn Impressions=C2=A0

We=E2= =80=99re in the early stages of building up our LinkedIn content machine.= =C2=A0

We p= ost 2-3x per week and spend $35 per day boosting these posts to our matched= audience of SaaS CEOs/Founders. You can see below we=E2=80=99ve gotten 257= ,960 impressions in the last 90 days, reaching 47,512 members in our TAM.= =C2=A0

<= td id=3D"join-our-community-of-saa-s-ce-os-f" class=3D"dd" align=3D"left" v= align=3D"top" style=3D"color:#2A2A2A;font-weight:normal;padding:0px 15px;te= xt-align:left;">

Join Our Community of SaaS CEOs & Founders

=
3D""

Our actual content impressions per day on LinkedIn

For examples,= you can see the = ads and boosted posts we do on LinkedIn here.

We also hav= e a LinkedIn newsletter called SaaS Growth Weekly that is published weekly to our= 1,350 subscribers and is generating around 2,300 impressions per month.

3D""
<= /td>

In Conclusion: How to Create Your Content Machine

So= to recap =E2=80=93 here=E2=80=99s how to create a content machine within y= our company that generates continual high quality B2B leads.=C2=A0

  1. Build a list of ev= eryone in your target audience (using the tools above or any lead prospecti= ng platform)

  2. Send automated outbound email seq= uences (we use Instantly for that) and then show matched audiences ads on M= eta, LinkedIn, Google, and Adroll to those same people.

  3. Layer on search ads, retargeting ads, lookalike ads, and review = site ads.

  4. Spend 2-3 hours per week creating ei= ther video content or written content (whichever is easier for you). If it= =E2=80=99s video =E2=80=93 get it transcribed and turned into written conte= nt as well.

  5. Have your team distribute your con= tent on every channel (ads, LinkedIn, warm email, cold email, etc.).

W= ithin 2-3 months =E2=80=93 if you actually produce great content that=E2=80= =99s worth watching and reading (that=E2=80=99s the key!) =E2=80=93 everyon= e in your target market will know your brand and understand the problem you= r software solves.=C2=A0

Between our targeted ads, emails, and LinkedIn posts we=E2= =80=99re now getting about 1.2 million impressions per month within our tar= get market =E2=80=93 all for $16,711 per month in sales and marketing spend= ($10k on ad spend, $3k for the outbound system, and $3k for an SDR to foll= ow-up on new member applications).

Yes, doing tradeshows, SEO, PLG, and affiliate mark= eting helps =E2=80=93 but NOTHING replaces actually going out and proactively educating and building trust with your target market= with great content (videos, case studies, PDFs, webinars, artic= les, etc.) and then AFTER you=E2=80=99ve built trust, inviting that audienc= e to your main CTA of a trial, freemium, free consultation, audit, discover= y call, demo, etc.=C2=A0

Building your outbound content marketing system first (leads= list + email sequence + ads) to supercharge your growth within 90 days =E2= =80=93 and then work on the slower and longe= r payback investments like inbound marketing.

I hope you enjoyed this post! See you = next week with more great content.

-Ryan

P.S. - If you liked this post, our full 26 module =E2=80= =9CSaaS Growth Course=E2=80=9D is free for SaasRise members inside the comm= unity. You can apply to join us here and then sta= rt a two-week free trial. Once you=E2=80=99re in =E2=80=94 it=E2=80=99s fre= e for SaasRise members.

3D=

The SaaS Growth Course, free for SaasRise members

<= /td>
 

Thanks for reading. We = hope this tutorial has been helpful to you. Please take a moment to learn m= ore about SaasRise, our community for SaaS CEOs a= nd Founders. We welcome all CEOs and Founders with $1M-$100M in ARR to join= us. We hold three masterminds each week for our members and provide an in-= depth library of SaaS growth, fundraising, and exit resources. You can apply here.

=
3D""

We=E2=80=99re now up to 392 members in SaasRise, representing over = $2.5B in ARR

Apply to Join SaasRise Here =F0=9F=94=A5
 

Thanks for reading! If you liked this = article, join the SaasRise community at www.saasrise.com for even more helpful growth content and weekly SaaS CEO mastermind= s.

About The Author

3D""=

Ryan Allis is the founder of SaasRise, the mastermind community for growth-focused = SaaS CEOs with $1M-$100M in ARR. He is a three time INC 500 CEO. He was pre= viously CEO of iContact and grew the firm as founder/CEO to 70,000 customer= s, 1 million users, 300 employees, $50M per year in sales, and an exit for = $169M to Vocus (NASDAQ:VOCS).

Since the sale of iContact, Ryan has been the CEO coach to high-grow= th SaaS firms including Instantly, Tatango, Seamless.ai, Pipeline, Datalyse= , Green Packet, Revenue Accelerator, Galleon, Clearstream, YouCanBookMe, Re= treaver, and EventMobi. Ryan has been part of the EO and Summit Series comm= unities.

He holds an MBA= from Harvard Business School, where he was Co-President of the Social Ente= rprise Club and a member of the Harvard Graduate School Leadership Institut= e. He=E2=80=99s passionate about helping recurring revenue software compani= es grow and exit.

We=E2=80=99ll see you next = time with more great SaaS growth and scaling content!

 

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