The 21 GTM Channels to Grow Your Startup

Haris Burney
May 6
8 min read

You don't need more channels. You need the right channels — executed well.

Startups don't fail because they lack features. They fail because nobody buys. 💯

As an early-stage SaaS founder, the pressure is real. You've built something powerful, but the market's not showing up. You've tried a few GTM tactics — maybe content, maybe a couple of cold emails — and now you're wondering: what's missing?

This guide breaks down the 21 high-impact GTM channels for SaaS startups — not just as a menu, but as a map. A map rooted in experience from real companies we've worked with at Phi Consulting: Seed to Series C, FreightTech to Fintech.

Rethinking GTM Channels for SaaS

Most blogs give you a laundry list of tactics. That's noise.

The best founders think in systems — how GTM channels interact, how one unlocks another, and how to layer effort over time. We've seen this firsthand working with companies like TruckX, where we helped scale from $2M to $16M ARR by architecting these interconnected systems.

We group go-to-market strategies into two core types:

Direct channels → You control the message and touch the buyer directly.
Indirect channels → You reach buyers through partnerships, platforms, or third parties.

And within direct, we split further:

Inbound → Letting buyers find you.
Outbound → You go first.

Let's dive into the full list.

Direct GTM Channels for Startup Founders

Inbound Channels: Let Buyers Come to You

1. Founder-Led Social (LinkedIn, X, TikTok)

Posting as a founder isn't just personal branding. It's scalable sales momentum. We've seen founders triple their pipeline just by showing up consistently on social.

Execution Tip: Post about real customer problems. Use polls and carousels to boost reach. Turn DMs into calls. Be authentic – this can't be outsourced easily.
Tools to Use: Taplio, AuthoredUp, Hypefury.
Real Example: A FreightTech founder we worked with generated over $500K in pipeline from a single LinkedIn post showing the actual ROI calculation from their platform.

2. Owned Content (Blog, Tools, Webinars)

Your site, your rules. But that doesn't mean "just write blogs." Content without strategy is just words on a page.

Execution Tip: Tie each blog to a lead magnet (ROI calculator, checklist, case study). Add intent-based CTAs.
Distribution Tactics: Syndicate via communities and newsletters. Post snippets on social.
Pro Move: Create content that speaks directly to your buyer's pain points based on actual customer conversations.

3. SEO (Product-Led + Programmatic)

SEO isn't dead. It's just competitive. We've witnessed startups capture 70%+ of their leads through organic search with the right approach.

Execution Tip: Use tools like Clearscope, Google Keyword Planner, Surfer SEO, or Ahrefs to find underserved long-tail keywords.
Tactic: Create high-converting landing pages that rank (feature pages, integration pages, etc.).
Real-World Win: One of our SaaS clients ranked #1 for their category term in 6 months with just 15 strategic content pieces.

4. Paid Ads (Search, Social, Retargeting)

Don't burn cash on "brand awareness." This is a CAC optimization game.

Execution Tip: Test 3 pain point angles. Launch small-budget A/B tests before scaling.
Tools to Use: Google Ads, LinkedIn Campaign Manager, Revealbot.
Budget Guidelines: Set a clear CAC threshold and hold your campaigns to it. We helped one client reduce CAC by 47% by optimizing their paid strategy based on conversion data.

5. Communities (Slack, Reddit, IndieHackers)

Be where your buyers ask questions — not just where they hang out. This approach has delivered some of the highest-intent leads for our clients.

Execution Tip: Set up alerts (via GummySearch, RedditSearch) for keywords relevant to your SaaS.
Playbook: Engage 10x before promoting. Build relationships first, sell second.
Success Story: A FinTech startup we advised generated their first 50 customers almost entirely through strategic Slack community engagement.

6. Build in Public

Build trust by showing the why and how, not just the finished product. This approach creates customer evangelists before you even launch.

Execution Tip: Create milestone threads. Openly share roadmap struggles, feature launches, and revenue updates.
Tools: X, Ghost, Beehiiv.
Caution: Balance transparency with strategic narrative. Not every internal challenge needs public visibility.

7. Public Relations (PR & Earned Media)

It's about being where your buyer reads. Strategic media placements create credibility that cold outreach can't match.

Execution Tip: Target B2B newsletters and niche podcasts. Craft pitches with data + insight.
Tactic: Write your own guest post and pitch it. Make it substantive, not promotional.
Reality Check: PR works best when layered with other channels. We've seen startups get featured in TechCrunch and still miss their pipeline goals without proper follow-through.

8. Public Speaking (Panels, AMAs, Firesides)

Speaking builds authority and warms leads. Your physical presence creates trust that content alone can't match.

Execution Tip: Create signature slides or frameworks you can reuse. Include QR codes linking to landing pages.
Tactic: Record everything → repurpose into clips and content.
Amplification: Share insights on LinkedIn to extend your reach beyond those physically present.

9. Events & Trade Shows

Don't rent a booth. Rent time. Events are about conversations, not logo placement.

Execution Tip: Pre-book 10 meetings via cold email + LinkedIn before the event.
Tools: Clay, Instantly, Meet Alfred.
ROI Magnifier: Host a small dinner or gathering adjacent to the main event. We helped a Series A client close $400K from a single dinner they hosted during a major industry conference.

10. Referrals & Word of Mouth

The best leads come from happy customers. This channel often delivers the highest conversion rates and lowest CAC.

Execution Tip: Include referral asks in every onboarding and support flow. Make it part of your customer success DNA.
Tactic: Create a simple Notion doc or Airtable form for tracking.
Incentive Structure: Consider non-monetary rewards that align with your brand values. One client offered premium feature access instead of cash rewards and saw 3x higher participation.

11. Product-Led Growth (Freemium, Viral Features)

You can be sales-led and product-powered. The best GTM strategies blend both approaches.

Execution Tip: Build collaboration features that invite others (comments, shared workspaces).
Playbook: Use built-in triggers for prompts: "Invite a teammate to unlock XYZ."
Metric to Watch: Track your "aha moment" conversion rate religiously. We helped a client restructure their onboarding flow to reach the value moment 67% faster.

Outbound Channels: You Go First

12. Cold Calling

Cold calls aren't dead. They're just misunderstood. For high-ACV B2B products, this remains a cornerstone channel.

Execution Tip: Use intent + context (site visits, job changes) to time calls.
Tools: Apollo, PhoneBurner, Aircall.
Script Evolution: Test frameworks, not scripts. We've helped clients double their connect rates by adjusting their opening patterns based on data.

13. Cold Email

It's message testing at scale. When done right, this remains one of the most cost-effective channels for early validation.

Execution Tip: Write 3 pain-point variations. Send <100 per test. Use plain text.
Tools: Instantly, Smartlead, Maildoso.
Avoid Common Mistakes: Too many startups make critical errors in their B2B outreach. Focus on problem-solution fit, not features.

14. LinkedIn DMs

Everyone's pitching. Few are connecting. The difference is personalization and timing.

Execution Tip: Start with a comment. Then send a voice note or Loom.
Tools: Loom, Heyreach.
Pattern Interrupt: Use voice messages instead of text. A client of ours achieved 3X higher response rates with voice DMs compared to text.

15. Physical Mail

Send something that feels like effort. In a digital world, physical touchpoints stand out dramatically.

Execution Tip: Personalize with industry jokes, stats, or visuals. Include your best 1-liner.
Vendors: Sendoso, Postal.io, Reachdesk.
ROI Example: One founder we work with sends hand-written notes to every new customer. Their retention is 22% above industry average.

16. Walk-Ins (For Retail or Field SaaS)

Offline works — for the bold. This approach can be especially effective for location-based SaaS.

Execution Tip: Bring printed case studies + calculator sheets. Show up with insight, not a sales script.
Tactic: Follow up digitally within 24 hours.
Success Story: A logistics SaaS founder we advised closed their first 5 enterprise clients by showing up at shipping yards with an iPad demo.

17. Warm Outreach (Inbound-Led Outbound)

Strike while intent is hot. Timing is everything in your GTM execution.

Execution Tip: Stack: Website visit → email open → LinkedIn profile view → outbound.
Tools: Clearbit Reveal, Factors.ai, Albacross.
Response Window: Data shows you have ~72 hours from intent signal to optimal response rate. Build systems that can activate quickly.

Partner-Driven and Marketplace GTM Channels

18. Marketplaces (App Stores, Integrations)

Free distribution, if you position right. This strategy works particularly well for tools that enhance existing platforms.

Execution Tip: Optimize titles, tags, and descriptions for long-tail discovery.
Examples: Zapier, Salesforce, Shopify, HubSpot, Chrome Store.
Distribution Hack: Create micro-integrations that solve specific workflow problems. We've seen clients generate 40%+ of their leads from marketplace listings.

19. Review Sites (G2, Capterra, OMR)

Trust accelerators. These platforms can dramatically reduce friction in your buyer journey.

Execution Tip: Create a review campaign post-onboarding. Highlight one use case per review.
Bonus: Add review snippets to your site for social proof.
Measurement: Track the influence of reviews on your conversion rate. One client saw a 32% lift in demo conversions after implementing a strategic review campaign.

20. Partnerships (Strategic, Co-Marketing, Resellers)

Unlock compound credibility. The right partnerships can catapult your credibility and distribution.

Execution Tip: Start with joint webinars, lead swaps, or newsletter cross-promotions.
Tools: PartnerStack, Kiflo, Reveal.
Partner Selection: Focus on complementary solutions, not competitors. We helped a client engineer an account-based GTM strategy with partners that quadrupled their enterprise pipeline.

21. Affiliates & Influencers

Modern distribution through trust. This channel works across price points when structured correctly.

Execution Tip: Partner with micro-creators in your vertical. Equip them with talking points + exclusive offers.
Tools: FirstPromoter, Rewardful, Lemon.io.
Evolution: The line between creator and influencer is blurring. We've helped B2B startups succeed with TikTok creators who speak directly to niche professional audiences.

How to Choose the Right GTM Channels for Your SaaS

Trying to activate all 21 channels at once is a recipe for dilution. Instead, anchor your strategy on 3 core channels that reflect your startup's current stage, product type, and team strengths.

Here's a decision matrix to guide your selection:

1. ACV (Annual Contract Value)

Your average deal size shapes your CAC strategy. This fundamental principle impacts every component of your B2B GTM strategy.

Low ACV (< $2K/year): Use scalable, low-cost channels:

SEO and programmatic content
PLG with freemium and user invites
Paid social ads to test pain-point messaging

High ACV ($10K+): Focus on high-trust, consultative channels:

Cold outbound (email, calls, LinkedIn)
Events, demos, and strategic partnerships
Personalized lead nurturing with intent data

2. Product Complexity

How much education does your buyer need? Complex products require more touch points.

Complex products:

Email-based storytelling
Founder-led content (videos, webinars)
Consultative sales and onboarding

Simple products:

Marketplaces and App Stores
In-product invites, shareable assets
Viral loops and free tools

3. Market Maturity

Do people search for solutions like yours? This dramatically impacts your channel selection.

Mature markets:

Review platforms, paid search, affiliate sites
Comparison guides ("X vs Y")

New categories:

Outbound to educate
Founder content and community thought leadership
Strategic evangelism (via podcasts, LinkedIn posts)

4. Founder Strengths (and Bandwidth)

Early GTM is founder-led. Play to your edge. We've seen successful GTM motions fail when the founder couldn't authentically execute them.

Writer? → Blogs, newsletters, SEO
Talker? → Podcasts, webinars, community speaking
Seller? → Cold outbound, demo loops
Builder? → Tools, integrations, viral product features

Build your go-to-market system around what you can actually execute well. This is one of the 10 laws of GTM strategy success we've documented from working with dozens of high-growth startups.

Execute GTM Channels with Focus and Feedback Loops

The best go-to-market strategy isn't about doing more. It's about:

Message-market match - Does your language resonate with real customer pain?
Channel-user fit - Are you showing up where buyers actually make decisions?
Execution consistency - Can you maintain quality and cadence for 90+ days?

You'll never scale with hacks. But you can scale with repeatable GTM systems. We've helped startups like DataTruck scale to $1M ARR while reducing CAC by 97% by implementing these principles.

The AI Evolution in GTM Channels

A critical trend reshaping these channels is AI-powered GTM execution. Modern founders are leveraging AI to:

Personalize at scale - Generate custom outreach based on prospect data
Optimize timing - Predict the best moments for engagement
Analyze conversations - Extract patterns from successful sales interactions

We're seeing the emergence of AI SDRs and GTM Engineers who can execute these channels with unprecedented efficiency.

Want Help Putting This Into Action?

At Phi Consulting, we don't just advise — we execute.

From cold-start outbound to full-funnel execution, we help early-stage startups build plug-and-play GTM systems that actually convert. Whether you're launching your first campaign or rebuilding a broken sales motion, our managed GTM pods are trained to deliver results fast.

Let's turn your GTM chaos into pipeline clarity.

→ Book a Free GTM Strategy Call With Phi