Building Go-to-Market from Zero
Established go-to-market infrastructure for an early-stage B2B SaaS AI startup, from zero ICP to first outbound campaign.
The Problem
Early-stage startup with no GTM foundation: no clear ICP, no outbound infrastructure, no systematic way to reach customers. Leadership needed a repeatable system to validate product-market fit.
What I Did
My Role
Product Marketing Intern (GTM Builder)
Built the go-to-market capabilities from scratch, covering ideal customer profile identification, outreach infrastructure, first campaign launch, and a playbook for future execution. Took the project from zero to a repeatable system ready to scale.
Ideal Customer Profiles to Marketing Messaging Strategy
 copy, outbound sequences, and sales materials.](/_next/image?url=%2Fimages%2Fprojects%2Fgrowth-signals-3_icp.png&w=3840&q=75)
Synthesized customer discoveries into three Ideal Customer Profiles to anchor go-to-market strategy. Aligned cross-functional stakeholders on segment definitions and pain points, then developed the core messaging pillars that cascaded into website copy, outbound sequences, and sales materials.
Company's First Outbound Execution
Built a segment-driven outbound system grounded in ICP research. Defined the target company universe, created a scalable content production workflow for tailored demo assets and collateral, and executed the first outbound campaign.
Example Asset: Personalized Demo Assets
Designed a company-type classification system across 30 segments to guide the creation of personalized outbound collateral, including an industry-specific interactive demo and an 8-page PDF concept output, delivered at scale to break prospect hesitation and drive demo bookings.
Results & Impact
Provided foundation for startup's first systematic outbound campaign, transforming ad-hoc outreach into a scalable, data-driven motion.
What I Learned
- •Kill your darlings early. I've tried to hyper-personalize outreach at the individual level using AI tools, but the output never felt sharp enough to justify the effort. Letting go of that idea made room for a better one: customizing collateral by company type instead. That pivot produced 30 tailored demos that actually scaled, something per-prospect personalization never could have.
- •Dare to lead up. Working alongside a leadership team with decades of experience, the instinct as an intern is to defer. But for this project, I often held the deepest context. Leaning into that, and guiding leadership through my research and findings rather than waiting to be guided, was how I created real value.
- •Building GTM from 0-1 is both strategy and execution. Building a pipeline from scratch requires you to be strategic about what goes into the zero-to-one process, while also being the one who makes it operational. For example, converting segment definitions into an actionable prospect universe. The strategic and the executional have to happen together.