7. Go-To-Market Strategy: How Startups Get Customers and Scale

Welcome to the seventh episode of Starting a Technology Company. In this episode, we focus on one of the most important aspects of building a startup: how to actually get customers. A great product is only valuable if people discover it, trust it, and are willing to pay for it. We explore the fundamentals of go-to-market strategy, including customer acquisition channels, sales and marketing funnels, lead generation, and conversion. The episode also breaks down the differences between B2B and B2C go-to-market strategies and explains why customer behavior heavily influences how startups position and distribute their products. In addition, we discuss practical approaches such as founder-led outbound sales, social and video-driven marketing, content creation, partnerships, referral loops, SEO, and paid advertising. We also introduce concepts like lead scoring, customer acquisition cost (CAC), and conversion optimization. If you are trying to understand how startups move from building products to generating traction and revenue, this episode will help you build a clearer go-to-market strategy. In this episode, you’ll learn: What a go-to-market strategy actually is The difference between B2B and B2C customer acquisition How startups use channels to reach customers How sales and marketing funnels work Why messaging and positioning matter How startups measure acquisition and conversion performance Links & Resources Join the course/webinar: ⁠https://learn.1to100.com/webinar-regi... Official Website: https://1to100.com/