Startups can grow customers without going viral, say TechCrunch Disrupt speakers

At TechCrunch Disrupt last week, startup founders and a venture capitalist shared insights on gaining and keeping customers in a challenging business environment, according to TechCrunch.

They emphasized that while social media and influencer marketing can help build early audiences, startups do not need to go viral to succeed. Instead, a strategic approach to marketing is essential.

Grant Lee, CEO of Gamma, explained how his company scaled by targeting influencers to reach different customer segments, noting that simply giving influencers a platform does not guarantee sales.

Lee highlighted the importance of matching creators with specific product use cases to effectively engage diverse audiences, such as consultants versus marketing professionals.

The discussion underscored that influencer marketing requires ongoing management rather than a 'set it and forget it' approach to maintain customer growth and retention.