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Maja Voje is the author of Go-To-Market Strategist and founder of Growth Lab, both of which build on her experience with 400+ launches across hundreds of companies.

Here’s some of my takeaways from this week’s episode…

1/ Early Customer Profile > Ideal Customer Profile• Your first 50 customers won’t be your ideal ones – and that’s OK• Focus on finding customers with: burning pain points, willingness to pay now, adjacency to ideal customers, and low barriers to entry• Start with segments you can actually access and understand, then move upmarket2/ Test, Don’t Guess• Run actual experiments instead of endless analysis• Use ads to test messaging even before website traffic• Test one variable at a time (positioning, pricing, etc.)• When in doubt, talk to 5-10 customers3/ Price for Value, Not Competition• Capture 20-30% of the value you create• Start with competitor benchmarking if needed• For AI products, benchmark against human alternatives• Don’t waste time finding the “perfect” price before having customers4/ Social Proof is Your Best Bet• Real customer testimonials matter more than ever in the AI era• Record testimonials at events when possible• Focus on showing authentic enthusiasm and results• Use this as your first major testing variable5/ Seven Go-to-Market Motions• Inbound (content, organic)• Paid acquisition• Outreach/sales• Community building• Account-based marketing• Product-led growth• Events/partnerships6/ Cold Outreach Still Works• Use data enrichment for mass personalization• Reference specific details about prospects• Start with warm outreach on LinkedIn• Focus on adding value before pitching7/ Make Products “Perfect Enough”• For AI products, go beyond bare MVP• Focus on core value delivery• Ensure first impression drives retention• Test with high-touch onboarding initially8/ When to Add New Channels• When seeing diminishing returns in primary channel• When introducing new products/price points• When entering new market segments• Consider hiring experts vs learning yourself

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Where to find Maja Voje:

* Maja’s free GTM checklist: https://gtmstrategist.com/gtm-checklist

* LinkedIn: https://www.linkedin.com/in/majavoje/

* X: https://x.com/majavoje

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In this episode, we cover:

00:00 Introduction to Go-To-Market Strategies 01:39 Shifts in Go-To-Market Approaches 07:14 Identifying Product-Market Fit 12:16 Understanding Customer Profiles 16:54 Case Study: Loom’s Customer Profile 23:17 Overcoming Analysis Paralysis 31:13 The Power of Cold Outreach 42:19 Pricing Strategies for Startups 47:13 Proof of Product-Market Fit 53:06 Handling Failure and Learning 56:38 Structuring Experiments for Results 01:01:32 When to Level Up Growth Strategies 01:05:12 Lightning Round: Quick Decisions

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Obligatory disclaimer: I’ve worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them.

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