Instead of traditional marketing, Higgsfield's go-to-market strategy focused on creators who teach others how to use AI tools. By positioning their product as the best tool for specific use cases these creators teach (like product placement), they generated powerful, organic distribution and initial customer acquisition.
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Instead of being intimidated by unfamiliar marketing tactics like creating animated GIFs, use AI platforms as on-demand tutors. Ask the AI to provide step-by-step instructions tailored to your specific software stack (e.g., MailChimp, HubSpot) and skill level, eliminating the "how-to" barrier for implementation.
The traditional B2B marketing mix of SEO, paid search, and content is no longer sufficient. Modern growth relies on activating word-of-mouth through a superior product, leveraging founder social presence for authenticity, and investing heavily in the creator economy (especially YouTube) to reach engaged B2B audiences.
Instead of being intimidated by technical tasks like creating animated GIFs, marketers can use AI platforms as an on-demand guide. Simply ask the AI to provide step-by-step instructions for a specific tool (e.g., MailChimp, Klaviyo) to overcome knowledge gaps without feeling inadequate or needing to ask colleagues.
Fal treats every new model launch on its platform as a full-fledged marketing event. Rather than just a technical update, each release becomes an opportunity to co-market with research labs, create social buzz, and provide sales with a fresh reason to engage prospects. This strategy turns the rapid pace of AI innovation into a predictable and repeatable growth engine.
Instead of spending big on trendy mega-influencers, Gamma found success by scaling relationships with thousands of micro-influencers in niche, high-trust "echo chambers" like education. These smaller, authentic voices spread like wildfire within their communities, driving more effective growth.
As AI and no-code tools make software easier to build, technological advantage is no longer a defensible moat. The most successful companies now win through unique distribution advantages, such as founder-led content or deep community building. Go-to-market strategy has surpassed product as the key differentiator.
Consumer tech is in a cyclical upswing driven by AI. Unlike the previous era dominated by paid acquisition, today's founders can win through product ambition alone. Massive organic consumer interest in AI means if you're not getting distribution, the problem is your product, not your marketing budget.
Cues achieved rapid growth by targeting overlooked markets (Taiwan, Hong Kong) on an underutilized social platform, Threads. They created hundreds of accounts managed by an 'intern army' to post use cases daily, exploiting the platform's generous organic reach before it became saturated or monetized.
