Startups Can Win Customers Without Going Viral, Experts Say

For early-stage companies, attracting customers is rarely as simple as building a product and waiting for online attention to follow. While viral campaigns can generate rapid visibility, startup leaders are increasingly emphasising a more fundamental question: how can businesses turn initial interest into lasting commercial relationships?

That challenge was at the centre of a discussion at TechCrunch Disrupt in October 2026, where entrepreneurs and an investor explored different approaches to customer acquisition and retention. Their experiences suggest that successful growth depends less on a single marketing formula than on understanding target audiences, selecting the right sales channels and delivering value that encourages customers to return.

The discussion brought together Grant Lee, chief executive of AI presentation platform Gamma; Elia Wallen, chief executive of corporate travel startup Engine; and Crystal Huang, a general partner at Google Ventures.

Influencer Marketing Requires a Clear Strategy

Gamma illustrates how social media can become a powerful growth channel when it is deployed with a defined commercial objective. The company, which develops AI-powered presentation software, expanded its reach through an ambassador programme that enlisted content creators to introduce its product to potential users.

However, broad online exposure does not automatically translate into paying customers. Lee argued that companies must identify creators whose audiences match the different markets they want to reach.

A product used by consultants, for example, may require a different promotional approach from one aimed at corporate marketing teams. Understanding these distinctions allows startups to communicate specific benefits rather than relying on generic brand promotion.

Lee also stressed the importance of working closely with creators to ensure they understand the product and can explain its practical value. Without that preparation, even a substantial marketing budget may produce limited commercial results.

For startups operating with restricted resources, the lesson is to treat influencer partnerships as an ongoing relationship rather than a campaign that can be launched and left unattended.

Traditional Sales Still Deliver Results

Engine offers a contrasting example of how a startup can build substantial commercial activity without depending on a prominent social media presence.

The company, which manages accommodation and travel bookings for medium-sized businesses, reached $150 million in bookings before accepting external investment, according to Wallen. Its early growth relied on direct outreach, networking events and telephone sales rather than a visible online influence strategy.

Wallen argued that businesses risk overlooking potential customers when they dismiss traditional sales methods as outdated. Direct conversations can help companies explain complex services, address objections and establish trust with prospective clients.

Engine also experimented with unconventional in-person marketing. In its early days, the company hired a magician to attract visitors to its booth at events, creating an opportunity for the team to introduce its services to potential customers.

The example highlights a broader principle: customer acquisition does not necessarily require the newest marketing technology. For some business models, personal contact and carefully targeted outreach may offer a more direct route to commercial opportunities.

Customer Retention Matters as Much as Acquisition

Winning a first customer is only part of the challenge. Startups must also establish whether people continue using their products and whether those products become sufficiently valuable to generate repeat business.

Huang highlighted customer behaviour as an important source of evidence. Companies can examine usage patterns to determine whether engagement is recurring, whether activity is increasing and whether existing users recommend the product to others.

These indicators can help founders distinguish temporary curiosity from genuine demand. A surge in registrations may look encouraging, but sustained usage and customer retention offer more meaningful signals about a product’s place in the market.

Huang also pointed to highly engaged customers who voluntarily promote a company, identify with its brand or express an interest in joining the business. Such users can become valuable advocates, helping startups build credibility through recommendations and authentic enthusiasm.

Developing these relationships requires companies to understand what customers appreciate about their products and create reasons for them to remain engaged.

Choosing the Right Growth Model

The experiences shared at TechCrunch Disrupt point to a central challenge for startup founders: deciding where limited time and money will have the greatest impact.

Influencer campaigns can help companies reach carefully defined audiences, while direct sales can be effective for businesses serving customers who value personal relationships. Product analytics, meanwhile, can reveal whether acquisition efforts are generating lasting engagement.

These approaches are not mutually exclusive. A startup may combine online promotion with direct outreach and use customer data to refine both strategies over time.

The key is to match each channel to the product, the target market and the buying process rather than copying the marketing tactics of companies operating in different circumstances.

Sustainable Growth Starts With Customer Value

The pursuit of viral attention can make startup growth appear dependent on visibility and rapid audience expansion. Yet the experiences of Gamma and Engine demonstrate that companies can pursue different routes to market, while Huang’s advice underscores the importance of retaining the customers they attract.

For founders, the more durable objective is to build a business in which marketing reaches the right people, sales conversations create meaningful opportunities and product performance encourages continued use.

Online popularity may accelerate that process, but it is not a prerequisite for commercial success. Ultimately, a startup’s ability to understand its customers and consistently meet their needs can matter more than the number of people who see its name on social media.