From magic‑bullet TikTok tricks to old‑school phone calls, founders at Disrupt 2026 revealed the playbook for landing and keeping early customers.

At this year’s TechCrunch Disrupt, Engine’s Elia Wallen, Gamma’s Grant Lee, and GV partner Crystal Huang shared hard‑won tactics that prove you don’t need a viral moment to build a sustainable customer base. Their advice spans influencer programs, relentless outbound sales, and data‑driven evangelism—tools any bootstrapped founder can deploy today.

The influencer paradox

“If creators can’t articulate your value, money spent will fall flat,” warned Grant Lee, who grew Gamma’s AI‑presentation platform from a niche tool to a multi‑billion‑dollar valuation.

Lee explained that influencer marketing works only when it mirrors the diversity of a product’s use cases. Rather than a one‑size‑fits‑all campaign, Gamma launched a “Gambassador” program that matched creators to specific buyer personas—consultants, CMOs, and freelance designers alike. The result was a cascade of niche‑focused content that resonated with each segment, turning social buzz into qualified pipelines.

• Identify distinct customer personas before recruiting creators.
• Equip ambassadors with clear value‑proposition scripts.
• Measure conversion, not just impressions, for each micro‑campaign.

When the phone still rings

Elia Wallen’s Engine proved that old‑fashioned outreach can outshine any TikTok trend. Bootstrapped to $150 million in bookings without a single social post, Engine relied on:

• Live events – face‑to‑face demos that let prospects see the product in action.
• Cold calling – disciplined dialing that kept the sales funnel full.
• Memorable experiences – hiring a magician to wow event attendees and drive booth traffic.

“The phone still works,” Wallen said, noting that many investors overlook the “offline client base” that prefers personal interaction over algorithmic feeds.

Turning users into evangelists

GV’s Crystal Huang shifted the conversation from acquisition to retention. She urged founders to mine usage data for early signs of loyalty and to nurture “super‑fans” who become organic promoters.

“Look for recurring usage, referral spikes, and customers who want to work for you—that’s the goldmine of evangelism,” Huang emphasized.

Her checklist for building a fan‑first community includes:

1. Track product stickiness – daily/weekly active users, churn rates.
2. Reward referrals – tiered incentives that grow with each successful invite.
3. Invite power users into product roadmaps – co‑creation deepens attachment.

Practical takeaways for founders

• Blend channels – combine targeted influencer bursts with relentless outbound outreach.
• Invest in creator education – spend time teaching ambassadors how to speak your language.
• Leverage data early – use analytics to spot evangelists before they self‑select.
• Don’t dismiss the phone – a well‑timed call can close deals that a meme cannot.

The consensus at Disrupt was clear: viral hype is optional, but strategic, multi‑channel engagement is mandatory. Whether you’re a solo founder with a modest budget or a fast‑growing startup courting Series A, the playbook shared by Wallen, Lee, and Huang offers a roadmap that balances modern buzz with timeless sales discipline.