IAM Podcast for Startups · Stories of innovators, startup founders and entrepreneurs around the world

S2 EP49 How Startups Get their First Client in New Markets | Maya Kaufman, Growth Engine

·36 min·2 clips

The US, UK, and Israel each need different sales tones and different proof points.

1. IAM Podcast for Startups speaks with Maya Kaufman about how B2B startups get their first client in new markets. 2. Maya Kaufman is the CEO of Growth Engine, and Mariah hosts the conversation because the company works with startups in Israel, the US, and other markets. 3. The episode asks how founders can build outbound, choose channels, and adapt messaging so the first client does not depend on guesswork. 4. Maya says Growth Engine began as a “Corona baby” consulting venture that helped startups in Israel, Europe, and the US. 5. She says the company grew from advising founders on go-to-market basics into executing outbound inside clients’ CRM systems. 6. Maya explains that many early-stage teams ask basic questions such as whether to start with email, LinkedIn, or calls, and which data tools they should use. 7. She says the first step is defining the persona with specifics like industry, title, company size, internal team makeup, and budget. 8. She gives an example of targeting a VP sales at a company that has no BDRs and a specific funding level. 9. She says channel choice depends on the persona, and tech buyers may want technical case studies or white papers, while creative buyers may respond to video. 10. Maya names email, LinkedIn, and cold calling as the main outbound channels, and says the right mix depends on where the target audience actually spends time. 11. She says no single channel should be used alone because multiple touches produce better results than one message. 12. She says Growth Engine watches for engagement on one channel and then uses another channel, such as a call after an email reply. 13. Maya says building the list matters before outreach, and she names ZoomInfo, Demand Science, and Lucia as tools in the market. 14. She says data tools are not enough because a list can still contain the wrong titles unless someone manually filters for ideal-buy criteria. 15. Maya says list accuracy can change results by 40% or 50%, which makes the research stage materially important. 16. She says outbound can generate results within the first month, while inbound usually takes a couple of months to create traction. 17. Maya says CRM use matters because teams need one place to store outreach data, leads, and follow-up opportunities. 18. She says the same CRM data can later support remarketing, newsletters, and re-engagement after a person fails to convert the first time. 19. The conversation is practical and instructional, with Maya giving examples from startup sales, content, and international expansion rather than abstract theory. 20. Startups building first revenue in new markets would likely benefit most, while listeners wanting theory without tactics might skip it.

As heard by us

A practical look at how B2B startups win first customers in new markets.

This episode looks at how B2B startups land a first customer when they move into a new market. Maya Kaufman makes a practical point: the product can stay the same, but the way you speak, write, and even show up has to shift across Israel, the US, and the UK.

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Need an outbound playbook that shifts by market?

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