Startup founders do not need viral social media campaigns to attract their first customers, according to executives from Gamma and Engine. Speaking at TechCrunch Disrupt 2026, Gamma CEO Grant Lee, Engine founder and CEO Elia Wallen, and Google Ventures general partner Crystal Huang discussed how startups can acquire customers through targeted marketing, direct sales and product engagement.
The discussion highlighted different approaches to customer acquisition, with Lee emphasizing influencer partnerships and Wallen advocating traditional outreach methods. Huang also stressed the importance of analyzing customer behavior to identify long-term users and encourage referrals.
Gamma CEO Recommends Targeted Influencer Marketing
Gamma, an AI-powered presentation platform, expanded its customer base through a social media strategy involving influencers under its Ambassador program, also known as Gambassadors. The company subsequently reached a multibillion-dollar valuation, demonstrating how creator partnerships contributed to its customer acquisition efforts.
However, Lee cautioned that hiring influencers does not automatically generate sales. He said startups should work with creators who understand their products and can communicate their benefits to specific customer segments.
For example, a presentation platform could engage different creators to reach consultants, marketing professionals and executives who use presentation software for different purposes. Lee recommended spending time educating influencers rather than treating partnerships as campaigns that require little involvement after launch.
“If they’re not able to understand how to articulate the value of your product, it doesn’t matter how much money you spend,” Lee said.
Engine CEO Highlights the Value of Traditional Sales
Wallen offered a different perspective, explaining how Engine, a corporate travel and lodging booking platform, generated $150 million in bookings before raising outside funding. The company achieved this without relying on a visible social media strategy, instead prioritizing direct customer outreach and industry events.
Wallen said telephone sales remain effective, particularly when targeting businesses that are less active on social media. He argued that companies overlooking traditional sales channels could miss potential customers who prefer direct communication.
“We did events and we smiled and dialed,” Wallen said, adding that many businesses underestimate the effectiveness of telephone outreach.
Engine also experimented with unconventional event marketing during its early years. Wallen recalled hiring a magician named David to entertain prospective customers and encourage them to visit the company’s exhibition booth.
Google Ventures Emphasizes Customer Retention
Crystal Huang, a general partner at Google Ventures, focused on what startups should measure after acquiring customers. She advised founders to examine usage patterns, including whether customers return regularly, increase their engagement or recommend products to others.
Huang said early retention data can help companies understand whether customers are finding continued value in their products. She also encouraged founders to identify enthusiastic users who voluntarily promote a company or express interest in working there.
According to Huang, cultivating these dedicated customers can support further adoption through personal recommendations and ongoing engagement.
Featured image credits: Gamma
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