#012 - The Poor Man’s Go To Market Strategy
What to do when your GTM budget is $0
Every founder’s timeline has this moment: the product is ready, excitement is high, and the team stares at a blank launch plan.
You google "GTM strategy" and drown in advice made for Series B companies with full marketing teams and $500k launch budgets.
Welcome to reality.
As someone who has lived in the trenches launching B2B products for both scrappy startups and funded scale-ups, I can tell you -
Spending your way out of early-stage uncertainty never works.
What works is brutal prioritization.
Ruthless focus on what moves the needle.
Relentless action on things that compound.
This is what I call the Poor Man’s GTM (Branding credits to Scott :D)
A field-tested roadmap to get your B2B idea in front of real customers, with minimal cash and maximum learning.
My Experience From Product Dev to GTM
In my journey, I’ve had the privilege of working with dozens of startups and companies at every stage of the product lifecycle.
I’ve walked both paths - helping teams build their first prototypes and MVPs, and later stepping in to drive the go-to-market execution when the product was ready to face the real world.
From defining epics, user flows, and tech architecture to designing value propositions, shaping landing page strategies, running customer interviews, and leading initial content plays; I’ve worn every hat from product builder to GTM executor.
That unique combination is what inspired this Poor Man’s GTM framework.
It’s built from experience, not theory.
Every recommendation here comes from real-world application with founders, product teams, and early customers.
My role has always been to reduce noise, focus on what actually drives outcomes, and get startups across that painful zero-to-one chasm.
If you’re there now, I get it. I’ve been there too. Let’s get you through it.
The Mindset Behind Poor Man’s GTM
You are exchanging money for time. Cash is scarce. Your edge comes from:
Fast learning cycles
Saying no to 90% of distractions
Accepting imperfect early versions
Maximizing conversations with users over passive metrics
Your motto:
Stay ugly, Stay fast
3 important caveats
Before we dive into the tactical parts of this GTM strategy, we need to get one thing straight: this is a prioritization mindset, not a shortcut to hypergrowth.
Everything you're about to read assumes you're working with constraint - on time, budget, or both. And that’s okay.
Here’s how to mentally prepare:
1 - ROI Expectations
This approach emphasizes time and effort over cash.
It’s high-leverage, but don’t mistake it for high-speed. You’ll get clarity, conversations, and direction; not necessarily viral growth from Day 1.
Paid media and agency-level polish can help you scale faster, yes. But without a foundation, they only help you burn faster.
The Poor Man’s GTM is not anti-money.
It’s pro-sequence. Spend later - after you’ve proven your positioning.
2 - Leveraging Personal Branding
If you have an audience - use it. Ruthlessly. A founder with a strong personal brand can bypass 70% of this list by simply showing up online consistently and talking directly to their audience.
In that case:
Skip to the content strategy section.
Skip paid tools and customer outreach.
Just build in public, demo your stuff, and offer value.
For everyone else, this GTM exists so you can build your own gravity from scratch.
3 - A Starting Point, Not the End-All
This isn’t a VC-level GTM plan.
It’s your survival kit.
Something to get you from idea to traction without wondering, “Where do I start?”
Once this plan gives you signals, layer on brand, performance marketing, and sales. But don’t let the absence of perfect materials keep you from starting.
The Poor Man’s GTM is about:
Executing with constraints
Prioritizing ruthlessly
Staying uncomfortable and fast
That’s where real velocity comes from.
The common thread with all these caveats?
Don’t overthink.
Don’t wait for perfect. Don’t assume traction is guaranteed. Your only job is to build real feedback loops and momentum as quickly and cheaply as possible.
Where to Actually Spend Your Time (Not Your Money)
1. Figure out Your Value Prop
Why this matters: You can’t market what you can’t explain. Your GTM depends on clearly articulating who you help, what problem you solve, and how your solution creates value.
Why it’s high ROI: It prevents wasted time building unclear messaging or wrong features. It forms the foundation for product-market fit conversations, sales pitches, and every touchpoint that follows.
How to do this:
Schedule a 2-hour workshop with your co-founders or product team.
Use free Value Proposition Canvas templates - just google em.
Identify your primary and secondary customer segments.
List their jobs-to-be-done, pains, and desired gains.
Match your product’s features to alleviate pains and create gains.
Distill everything into a single clear value proposition statement.
2. Positioning and Copy for Your Landing Page
Why this matters: Your landing page is your pitch deck. It must answer: "What is this? Is it for me? Why should I care?"
Why it’s high ROI: A great landing page is the lowest-cost, highest-converting sales asset you can build. It works 24/7, generating leads without manual outreach.
How to do this:
Start with your value proposition as the foundation.
Write a clear headline addressing your customer’s biggest pain.
Follow up with a subheadline explaining your unique solution.
List 3–5 key benefits of your product.
Add one strong call-to-action (e.g., sign up, request demo).
Use a simple landing page builder like Carrd, Framer, or Webflow.
Test your draft with 3–5 non-customers and ask: “Would you sign up?”
Need more info? Read this:
3. Copy Done? Now actually Design and Dev the Page
Why this matters: You learn faster by launching a bad landing page than by endlessly polishing one.
Why it’s high ROI: A basic signup page tells you if anyone cares. You avoid months of design paralysis and know what resonates with your market.
How to do this:
Open Figma, Miro, or even use paper to sketch your landing page structure.
Structure it as Hero → Value Proposition → CTA → Signup Form.
Focus on simplicity: no more than one clear call-to-action.
Create the page using Carrd, Framer, or any simple builder.
Connect the signup form to a simple Google Sheet or email list.
Launch it publicly to your network and communities.
Track signups and feedback to iterate messaging.
4. SWOT and Competitor Analysis
Why this matters: Understanding your market landscape avoids founder delusion. It helps you spot your wedge.
Why it’s high ROI: It saves you from building "me-too" features and shows where your strengths can outshine the competition with minimal resources.
How to do this:
Identify your top 3–5 direct and indirect competitors.
Create a simple 2x2 SWOT matrix: Strengths, Weaknesses, Opportunities, Threats.
List your company’s internal strengths and weaknesses.
Identify external opportunities and threats in the market.
Repeat the exercise for key competitors.
Use the differences to define your market wedge and unique positioning.
5. Do Quick-and-Dirty Market Research
Why this matters: You don’t need expensive reports. You need actionable insights fast.
Why it’s high ROI: Talking to customers directly validates assumptions and uncovers unmet needs for free, massively reducing the risk of wasted development.
How to do this:
Make a list of 20-30 potential customers fitting your ideal user profile.
Reach out via email, LinkedIn, or mutual connections.
Set up 10–15 short discovery calls or video meetings.
Ask open-ended questions about their workflows, pain points, and current solutions.
Document the insights and identify recurring themes or patterns.
Use this data to refine your product positioning and feature priorities.
Learn everything about Market research here:
6. Create DIY Demo Videos for Each Segment
Why this matters: Customers want to see, not be told.
Why it’s high ROI: A simple demo video replaces hundreds of manual sales calls. It shortens sales cycles and acts as a scalable conversion tool.
How to do this:
Choose your core user segments and define the 2–3 main problems they face.
Create a simple slide deck or screen-share walkthrough.
Record your screen using Loom, Zoom, or any screen recording software.
Keep the demo 2–5 minutes long, focusing on problem, workflow, and outcome.
Add a call-to-action at the end (e.g., book a call, sign up, contact sales).
Upload and link the video from your website, emails, and social media channels.
7. Setup a Feedback Loop System
Why this matters: Unfiltered feedback early on prevents building the wrong product.
Why it’s high ROI: A simple feedback form or board creates continuous user-driven improvements without hiring expensive customer research teams.
How to do this:
Set up a simple feedback capture system (Google Form, Typeform, or Notion).
Embed feedback links inside your product or send via email after key customer interactions.
Create feedback categories: bugs, feature requests, general suggestions.
Set a recurring weekly or bi-weekly time to review all feedback.
Identify trends and prioritize issues that appear repeatedly.
Turn insights into actionable product improvements and communicate changes back to users.
8. Customer Interview Process
Why this matters: Nothing replaces hearing real customers explain their pains.
Why it’s high ROI: At nearly zero cost, you gain critical customer language and insights that guide everything from product development to marketing copy.
How to do this:
Create a list of potential customers across your target segments.
Reach out via email, LinkedIn, or mutual introductions to request short calls.
Prepare a lightweight discovery script with 8–10 open-ended questions.
Focus the conversation on problems, workflows, and current frustrations.
Listen 80% of the time; speak only to guide and clarify.
Record key customer quotes and themes to improve your product and messaging.
Conduct at least 10 interviews to see clear patterns before making decisions.
9. Build a Minimum Viable Content Strategy
Why this matters: Consistent content builds trust and positions you as an expert.
Why it’s high ROI: Free platforms like LinkedIn let you create valuable touchpoints at scale. A few thoughtful posts can create deal flow without ad spend.
How to do this:
Define your ICP (ideal customer profile) and focus your content on their key challenges.
Commit to posting 2–3 short, valuable LinkedIn posts per week.
Write 1 in-depth blog article or LinkedIn newsletter per month.
Focus each piece on helping your target audience solve a specific pain point.
Use simple language; prioritize clarity over style.
Repurpose content: turn posts into blog articles, or articles into LinkedIn carousels.
Engage with your audience consistently by responding to comments and messages.
10. Minimal Tracking + Analytics Setup
Why this matters: Early data gives clarity on what’s working and what’s not.
Why it’s high ROI: Free tools like Google Analytics and Hotjar deliver essential insights that guide decision-making before you invest in expensive analytics stacks.
How to do this:
Set up Google Analytics on your website to track basic traffic and behavior.
Add Hotjar or Microsoft Clarity for heatmaps and click tracking on your Product.
Use UTM parameters on all marketing links to track campaign effectiveness.
Regularly review traffic sources to see which channels drive signups.
Avoid overcomplicating: track only core KPIs.
Use free versions of tools until consistent traction justifies paid upgrades.
What You Should NOT Do (Yet)
Avoid looking impressive over being effective:
Fancy brand guidelines (2 colors + 1 font = enough)
Enterprise-level CRMs (start with Google Sheets or Notion)
Paid ads (until you have organic traction)
Perfect onboarding flows (iterate based on user pain)
Complex pitch decks or sales kits
The Poor Man’s GTM = raw, functional, lean.
Why This Approach Works
Most startups fail not because they built the wrong product - but because they ran out of time and money before they proved anyone wanted it.
This playbook isn’t for impressing VCs or winning design awards. It’s for learning faster than your cash burn rate.
Every week you delay testing your value proposition is a week closer to dying.
Build conversations.
Build learning.
Build actual demand.
Then scale. Not before.
Some Pro Tips -
Leverage Social Proof Early
Even a handful of testimonials or pilot user quotes build trust. Add quotes to your landing page, early case studies, or LinkedIn posts to signal momentum.
Network with Micro-Influencers
Focus on building real relationships in your niche. Ask for advice or feedback, not endorsements. When influencers believe in your product, advocacy will follow naturally.
Cost-Effective Digital Channels
Spend your time where your audience already hangs out. Engage authentically on LinkedIn, niche forums, Slack or Discord communities. Don't pitch, participate.
Referral Programs
Launch a simple “invite a friend” reward. Word-of-mouth referral loops can kickstart growth faster than paid ads.
Cold Outreach
Old-school still works. Cold calls, DMs, and personalized cold emails (done well) remain the most reliable ROI channel in early B2B sales.
Most B2B founders don’t fail from bad products.
They fail from slow feedback, burned cash, and no clear signal of what’s working.
The Poor Man’s GTM isn’t glamorous. But it’s what actually moves you forward - one email, one landing page, one user conversation at a time.
Recap: Here’s Your Zero-to-Signal Checklist
✅ Nail your value prop with customer jobs, pains, and gains
✅ Launch a fast landing page with clear positioning
✅ Test messaging with real users, not guesses
✅ Capture every feedback loop you can - manually
✅ Stack content, demos, and conversations for compounding trust
✅ Track only what you need to iterate, not what impresses
This isn’t a blueprint. It’s a bet.
And every bet you test is one step closer to traction.
With or without my help – I wish you the best.
As always, thanks for reading this edition of The Rift. If you have any feedback.
A comment below would be appreciated.