Startups can win customers through tailored marketing and sales
Startup founders and an investor say companies can win and keep customers without going viral, and that marketing should suit the product and its audience. Their examples show that targeted creator partnerships and traditional sales can both work when founders invest time in explaining a product’s value.
Gamma used an ambassador programme to reach different customer groups, but its founder Grant Lee cautioned that simply paying influencers is not enough. Travel startup Engine built up $150 million in bookings before taking outside funding, relying on events and phone calls rather than a visible social media strategy. Engine’s founder Elia Wallen also described hiring a magician to draw prospective clients to the company’s event booth.
In short
- Startups do not need viral attention to gain customers.
- Gamma targeted creators to reach distinct customer groups.
- Engine reached $150 million in bookings through offline sales.
Explained simply
Startups are young companies trying to establish a product and find customers, often with limited money and staff. Marketing helps them explain what they offer, while sales involves speaking with prospective customers and persuading them to buy.
The right approach depends on the product and the people it is meant for. Some companies work with creators or ambassadors who can introduce a product to particular groups; others build relationships through events and direct conversations.
These examples matter because they show there is no single route to customer growth. Founders need to invest time in showing how a product is useful, and choose ways of reaching people that fit their business.
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Originally published by TechCrunch as “Startups don’t need to go viral to win customers”.