Startups don’t need to go viral to win customers

Securing early customers remains a grueling challenge for early-stage companies, even as online platforms make it easier to build large initial audiences. Panelists at the TechCrunch Disrupt conference discussed various strategies for attracting and retaining clients without relying solely on viral internet attention. Grant Lee, CEO of AI presentation software maker Gamma, noted that social media can scale a business effectively when used with purpose.

Gamma deployed an influencer program that targeted different product use cases across various market segments. However, Lee cautioned that founders cannot simply hand creators a platform and walk away. Creators must deeply understand how to articulate a product's value, or the marketing campaign will fail. Other leaders emphasized that traditional offline methods can prove equally powerful.

Elia Wallen, CEO of the travel startup Engine, grew his company to $150 million in bookings without outside funding or a visible social strategy. Instead, Engine relied heavily on phone outreach, live events, and even hiring a magician to draw prospective clients to trade show booths. Google Ventures general partner Crystal Huang added that startups should examine usage data to track retention and identify superfans who are willing to promote the brand.