Every day, another startup homepage claims it’s “The AI platform for [category].” 

But what actually helps your new product stand out, feel credible, and drive interest?

Here’s a shortlist of what I’m seeing that has stayed the same (and what’s changed) for founders who are generating demand from scratch in an AI-first world.

I draw from my full article with Bessemer Venture Partners, A B2B Founder’s Guide to Generating Demand From Scratch. It’s a goldmine, so I encourage you to read the full guide!

WHAT’S THE SAME AS ALWAYS?

1) ICP Clarity Still Rules

You can’t go to market effectively without knowing who you’re selling to. Define your Ideal Customer Profile (ICP) and understand your buyer persona’s pains, goals, blockers, and motivators. As a start, talk to ten real ICP prospects to develop deeper empathy before building a marketing plan.

2) Messaging Drives Traction

Buyers connect with outcomes, not a list of features. Your messaging needs to clearly explain who your product is for, what problem it solves, and what results it delivers. Test your homepage: can a prospect say “That’s for me” and “That’s my challenge” within five seconds?
 

3) Mid-Funnel Content Wins

Create content that helps prospects evaluate your product and move from curiosity to conviction to buy. Customer stories, comparison guides, and webinars help explain “why now” and “why us.” Founders who turn their best sales talk tracks into content generate pipeline faster.

4) Choose the Right GTM Motion

Your GTM motion defines how you’ll scale beyond founder-led sales. Choose a model based on how you can best reach and engage your ideal buyers:

• Account-based marketing (ABM): Focused outreach to named accounts with tailored messaging.
• Outbound: Segmented outreach to high-fit accounts through email, calls, and intros.
• Inbound: Attract and convert leads through SEO, social, and content.
• Product-led (PLG): Let users experience value through trials or freemium access.
• Community-led: Build awareness and trust through peer networks and advocates.

Most early-stage founders start with outbound and layer on inbound or PLG as they grow. Pick one motion to get traction before adding complexity.

5) Proof Builds Credibility

The best messaging includes proof points and validation. Use data, customer quotes, and early advisor endorsements to show real impact. Social proof, in particular, overcomes objections and gives prospects the confidence to buy.

6) Experimentation is Essential

Strong demand generation engines are built through test–learn–refine loops. Treat GTM like product development: form hypotheses, run small tests, and double down on what converts.

WHAT’S DIFFERENT NOW IN AN AI-WORLD?

1) Iteration is a Superpower

Your product and positioning evolve fast. What captured attention a month ago might already be outdated. Review customer feedback often, capture insights from calls and usage data, and refresh your messaging as you learn. Founders who keep their story current will win faster.

2) One Product, Two Audiences

AI startups must win over executives and end users. Executives want ROI and efficiency (read: cost-cutting). End users want control and tools that make their work better (not just a mandate to do more with less). Create a narrative with “wraparound messaging” that speaks to both audiences.

3) Zero Click Discovery

Buyers research via AI-powered search and chat before they reach your site. You need content that helps build credibility with these engines. Structure your content so AI systems and humans can easily surface your answers and trust your expertise.

4) Proof Moves Upstream

AI hype has made buyers skeptical earlier. Case studies, data stories, and endorsements now belong at the top of your funnel, in ads, LinkedIn posts, and website headlines. Lead with validated outcomes, not just promises.

5) Focus Matters More Than Ever

Since you can build quickly, it’s tempting to chase multiple verticals or use cases early on. But focus drives clarity and traction. Start with one ICP wedge, find product–market fit, then expand. A clear audience builds momentum; breadth spreads you thin.

6) The Human Edge Still Wins

Even with AI acceleration, buyers still buy from people. Empathy, follow-up, and consistent storytelling turn early interest into trust. Founders who show up with credibility and curiosity build momentum faster than those hiding behind automation.

Founder’s Quick Start Checklist to Building Demand

If you are an early stage founder, start here:

• Define your ICP by talking to at least ten real prospects.
• Pick one GTM motion and focus your next quarter on building it out.
• Build a small content capsule for the mid-funnel: one case study, one comparison guide, and one webinar.
   

That is your foundation for repeatable demand generation. The tools and speed may be new, but the fundamentals have not changed.