SaaS Marketing Weekly30 Sep 2025

#64: LinkedIn Ads Part 2: Using Clay, targeting tools & intent signals, with Jamie Skeels

In part two of the LinkedIn Ads mini-series, Ryan and Jamie dive into how to get your ads in front of the right people. They cover how to use your CRM data to define your ICP, the limitations of LinkedIn’s native targeting filters, and how to supercharge campaigns with intent signals and third-party data tools like Clay, Apollo, and Crunchbase. They also break down how to structure retargeting audiences for maximum impact — including segmenting by pages visited and recency. If you’re wasting ad spend on the wrong audience, this episode shows you how to fix it.

Takeaways:

Don’t decide targeting in a vacuum — use customer and opportunity data from your CRM
Break down data by firmographics: industry, company size, department, region, job title
LinkedIn’s filters are good, but not perfect — industries in particular can be messy
Build account lists with tools like Clay, Apollo, or Cognism for greater accuracy
Enrich lists with intent signals: funding rounds, hiring patterns, leadership changes, M&A
Upload these lists into LinkedIn for laser-focused campaigns with tailored messaging
Retargeting is essential — don’t rely only on cold ads
Segment retargeting audiences by page visited (pricing/demo) and recency (14, 30, 90 days)
LinkedIn Insight Tag lets you retarget all website traffic, not just LinkedIn clicks
Retargeting makes smaller SaaS brands appear bigger, more credible, and front-of-mind

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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

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Episoder(103)

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#101: AI search uncovered: how to get your SaaS brand cited by ChatGPT, Claude and Gemini

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#100: The Greatest Hits

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#99: How Rocket SaaS flew from $5M to $7M ARR in 90 days

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#98: Broke freelancer to multi-million $ business. Personal brand and why fundamentals beat AI hacks

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#97: Content audit revealed: what we're changing at Rocket SaaS

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#96: 10 ways to find out what your ICP actually wants

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