{"id":230593,"date":"2024-11-29T01:24:59","date_gmt":"2024-11-29T01:24:59","guid":{"rendered":"https:\/\/userpilot.com\/blog\/go-to-market-strategy-maja-voje\/"},"modified":"2026-04-07T11:24:27","modified_gmt":"2026-04-07T11:24:27","slug":"go-to-market-strategy-maja-voje","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/go-to-market-strategy-maja-voje\/","title":{"rendered":"What is the Go-to-Market Strategy for AI Products? by Maja Voje"},"content":{"rendered":"<p>Love it or hate it &#8211; AI is here to stay. Like every product, AI-first products need a go-to-market (GTM) strategy.<\/p>\n<p>Best-selling author and go-to-market veteran <a href=\"https:\/\/si.linkedin.com\/in\/majavoje\" target=\"_blank\" rel=\"nofollow noopener\">Maja Voje<\/a> has helped hundreds of companies, from big tech (e.g. Google) to small startups, to build and grow successful brands.<\/p>\n<p>In the just-concluded <a href=\"https:\/\/summit.productdrive.io\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product Drive Summit<\/a>, she explores the intricacies of building and marketing AI-first products, from identifying your ideal customer to crafting a compelling value proposition.<\/p>\n<figure class=\"video strchf-type-video regular strchf-size-regular strchf-align-center\">\n<div class=\"embed-container\">\n<div style=\"max-width: 100%; position: relative; height: 400px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;\" title=\"What is the Go-to-Market Strategy for AI products by Maja Voje\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/GqS2A-aToFo?feature=oembed\" width=\"200\" height=\"113\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div><figcaption>What is the Go-to-Market Strategy for AI Products by Maja Voje.<\/figcaption><\/figure>\n<h2 id=\"5leaa\">A brief overview of the AI landscape and key challenges<\/h2>\n<p>Artificial Intelligence (AI) is far from a new concept. In fact, it\u2019s been around since the 1950s (or earlier, depending on who you ask). Since the ChatGPT-induced revolution, however, thousands of AI-first consumer products have been released into the market.<\/p>\n<p>The reason is simple &#8211; this iteration of AI development is super accessible and enticing because you don\u2019t need to know how to code. You only need to write a prompt and experiment your way into a new product.<\/p>\n<p>Unfortunately, AI product development isn\u2019t without its challenges&#8230; A low barrier to entry means there\u2019s lots of competition for every market space. But that\u2019s only scratching the surface.<\/p>\n<p>As Maja Voje notes, most \u201ctop layer\u201d AI applications are built on foundational applications and models powered by big players like OpenAI, Anthropic, Google, etc. And, even these are powered by a handful of computing behemoths like Nvidia and AWS.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/gtm-strategy-ai-landscape_94c55a7da5dad2b14877fead75a24b07_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/gtm-strategy-ai-landscape_94c55a7da5dad2b14877fead75a24b07_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/gtm-strategy-ai-landscape_94c55a7da5dad2b14877fead75a24b07_800.jpg\" alt=\"AI Landscape for your go-to-market strategy by Maja Voje\" \/><\/picture><figcaption>The current AI landscape is lopsided.<\/figcaption><\/figure>\n<p>The result is a critical dependency problem that puts most of the profits and investments in the hands of a few companies, while most of the competition plays at the top layer.<\/p>\n<p>With this in mind, careful management of your go-to-market strategy is crucial to your success as an AI-first product developer.<\/p>\n<p><!-- Main container for the Go-To-Market Strategy for AI Products Quiz --><\/p>\n<div id=\"gtm-ai-quiz-container\">\n<div id=\"gtm-progress-container\"><\/div>\n<\/div>\n<h2 id=\"fqg21\">What is a GTM strategy in reality?<\/h2>\n<p>The go-to-market strategy is indeed a step-by-step plan that outlines how to bring a new product to its target market and drive its demand.<\/p>\n<p>While this may sound like marketing or <a href=\"https:\/\/userpilot.com\/blog\/saas-product-launch\/\" target=\"_blank\" rel=\"noopener noreferrer\">product launch<\/a>, it is so much more.<\/p>\n<p>According to Maja Voje, a <a href=\"https:\/\/userpilot.com\/blog\/product-go-to-market-strategy\/\">GTM strategy<\/a> includes target audience selection, <a href=\"https:\/\/userpilot.com\/blog\/marketing-research-methods\/\" target=\"_blank\" rel=\"noopener noreferrer\">market research<\/a>, <a href=\"https:\/\/userpilot.com\/blog\/product-positioning-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">positioning<\/a>, <a href=\"https:\/\/userpilot.com\/blog\/customer-acquisition-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing channel selection<\/a>, <a href=\"https:\/\/userpilot.com\/blog\/saas-pricing-models\/\" target=\"_blank\" rel=\"noopener noreferrer\">pricing<\/a>, and more.<\/p>\n<h2 id=\"crtj2\">4 Principles to guide your AI product<\/h2>\n<p>Thankfully, as complex as it sounds, creating a GTM strategy can be fairly straightforward. Maja Voje proposes four guiding principles to follow when creating a GTM strategy for an AI-first product:<\/p>\n<h3 id=\"ba7ju\">Proven ICP<\/h3>\n<blockquote><p><em>Your Ideal Customer Profile (ICP) is your actual target market, the early majority that will take you across the chasm and move you from the go-to-market stage to the growth stage. &#8211; Maja Voje<\/em><\/p><\/blockquote>\n<p>You may already be familiar with terms like <strong>target market<\/strong> and <strong><a href=\"https:\/\/userpilot.com\/blog\/user-persona-template-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">user personas<\/a><\/strong>. If you\u2019ve created any of these, you\u2019re on the right track. However, as Maja Voje explains, you must do more than <em>just<\/em> brainstorm who to target, you need proof.<\/p>\n<p>The ICP is essentially your empirically proven target market. These are the customers that the data identifies or supports as your target market.<\/p>\n<p>Therefore, to define your ICP, you need data&#8230; Lots of it.<\/p>\n<p>You can get this data by conducting interviews or surveys of your different customer segments. You can also get this data and validate your ICP using waitlists, <a href=\"https:\/\/userpilot.com\/blog\/concept-testing-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">prototyping (solution testing)<\/a>, marketing tests, and more.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-validate-icp_7257a52b8bdbb31301c02fad93297de7_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-validate-icp_7257a52b8bdbb31301c02fad93297de7_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-validate-icp_7257a52b8bdbb31301c02fad93297de7_800.png\" alt=\"tools for validating your ICP for your go-to-market strategy\" \/><\/picture><figcaption>Tools for validating your ICP for your go-to-market strategy.<\/figcaption><\/figure>\n<p>If your product has already gained some traction in the past, though, Maja Voje believes you can reverse-engineer your most successful user.<\/p>\n<p>She does this by ranking users based on their <a href=\"https:\/\/userpilot.com\/blog\/saas-metrics-101-ltv-lifetime-value\/\">customer lifetime value<\/a> (not <a href=\"https:\/\/userpilot.com\/blog\/new-user-activation-dashboard\/\" target=\"_blank\" rel=\"noopener noreferrer\">activation<\/a>, <a href=\"https:\/\/userpilot.com\/blog\/gross-retention-vs-net-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\">retention<\/a>, or other metrics). What are these users&#8217; common characteristics? What are their firmographic qualities?<\/p>\n<p>Once you\u2019ve identified these users, you can begin working to attract more customers that resemble their profile. You can even build a target list of companies matching their firmographic profile to pursue.<\/p>\n<h3 id=\"c51rk\">Differentiated positioning<\/h3>\n<p>Forget the hype, nobody <em>really <\/em>cares about AI.<\/p>\n<p>Think of it this way, no one buys a product simply because it uses some form of AI &#8211; generative or not.<\/p>\n<figure class=\"video strchf-type-video regular strchf-size-regular strchf-align-center\">\n<div class=\"embed-container\">\n<div style=\"max-width: 100%; position: relative; height: 400px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;\" title=\"How to win in the AI era - for product teams\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/8MWImvZrBn8?feature=oembed&amp;si=21fgr0JrlCime3Ev\" width=\"200\" height=\"113\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div>\n<\/figure>\n<p>At the end of the day, users only care for value. How can they benefit from your product? What results should they expect from it? Why is your solution the best for their problems?<\/p>\n<p>Maja Voje identifies three steps to follow when <a href=\"https:\/\/userpilot.com\/blog\/product-positioning\/\" target=\"_blank\" rel=\"noopener noreferrer\">defining your positioning<\/a>:<\/p>\n<ol type=\"1\">\n<li><strong>Score your competition<\/strong>: First, you need to find out which products are compared to yours. Next, rank them based on how well they address your ICP\u2019s needs and ambitions. <a href=\"https:\/\/userpilot.com\/blog\/analyze-customer-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">Any need that hasn\u2019t been properly addressed<\/a> will make for a good hunting ground.<\/li>\n<li><strong>Find your differentiator<\/strong>: What are your product\u2019s strengths, and why should users buy from you? To answer this question, you must first map all your assets. Then, identify those that are <strong><em>qualifiers<\/em><\/strong> (industry-standard expectations) and <strong><em>differentiators<\/em><\/strong> (assets no one else has).<\/li>\n<li><strong>Craft your value proposition<\/strong>: Choose a differentiated asset from step 2 and create a value proposition highlighting its achievements versus industry standards. Then, test this proposition with a few users to see if it resonates with them.<\/li>\n<\/ol>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-craft-a-value-prop_9d25a51e14dc78316f01d7e70ede42ab_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-craft-a-value-prop_9d25a51e14dc78316f01d7e70ede42ab_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-craft-a-value-prop_9d25a51e14dc78316f01d7e70ede42ab_800.png\" alt=\"Test your value prop with different assets and messages.\" \/><\/picture><figcaption>Test your value prop with different assets and messages.<\/figcaption><\/figure>\n<h3 id=\"fj01d\">Pricing<\/h3>\n<blockquote><p><em>If you\u2019re developing an AI app, you will have real costs with \u201cfree users\u201d beyond the marginal cost of web hosting services. &#8211; Maja Voje<\/em><\/p><\/blockquote>\n<p>Even if you get accepted for an inception program for AI models and get free credits to build, you\u2019ll eventually have to start paying to use your AI model.<\/p>\n<p>So, test your users\u2019 willingness to pay as soon as possible.<\/p>\n<p>If your users only love your product because it\u2019s free, you will go broke quickly.<\/p>\n<p>You can <a href=\"https:\/\/userpilot.com\/blog\/saas-pricing-models\/\" target=\"_blank\" rel=\"noopener noreferrer\">find your ideal price range<\/a> by tracking the competition. Ask yourself&#8230;<\/p>\n<ul>\n<li>How are they priced?<\/li>\n<li>What value do they offer at those prices?<\/li>\n<li>Where does your product\u2019s current value rank in that pricing spectrum?<\/li>\n<\/ul>\n<h3 id=\"72jg3\">GTM Motions<\/h3>\n<p>Maja Voje refers to GTM motions as predictable and scalable ways of getting customers into your product.<\/p>\n<p>GTM motions are repeatable blueprints for going to market. For a small team just starting out, identifying your ideal GTM motion ensures you\u2019re able to push your product over and over again.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/go-to-market-motions_48ab9b104304d2fee7afb76c48f820ec_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/go-to-market-motions_48ab9b104304d2fee7afb76c48f820ec_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/go-to-market-motions_48ab9b104304d2fee7afb76c48f820ec_800.png\" alt=\"go-to-market motions by Maja Voje\" \/><\/picture><figcaption>Identify your GTM motion superpowers and zoom in on them.<\/figcaption><\/figure>\n<p>Now, most small teams can\u2019t handle more than 1-3 GTM motions, so it\u2019s important you find your ideal motion quickly.<\/p>\n<p>To do this, you\u2019ll need to learn how customers search for solutions, identify the motions your competitors are already using, and analyze how your existing strengths and skills can help you stand out.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-choose-gtm-motions_bc6e4987cbe2930f539bd68861ea1287_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-choose-gtm-motions_bc6e4987cbe2930f539bd68861ea1287_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-choose-gtm-motions_bc6e4987cbe2930f539bd68861ea1287_800.jpg\" alt=\"how to choose the right GTM motions\" \/><\/picture><figcaption>Choosing the right GTM motion requires careful practice.<\/figcaption><\/figure>\n<h2 id=\"7lchp\">How to develop a GTM strategy for AI: A case study with Post Rewriter<\/h2>\n<p><a href=\"https:\/\/postrewriter.com\/\" target=\"_blank\" rel=\"nofollow noopener\">Post Rewriter<\/a> is an AI tool for creating viral LinkedIn posts created by Tim Berce. Trained on over 60,000 viral LinkedIn posts, it was designed to help copywriters create viral posts in much less time than normal.<\/p>\n<p>As a passion project, Tim and Maja set a goal of reaching the first 1,000 users without spending a penny. This formed the base of their go-to-market strategy.<\/p>\n<p>So, to get initial traction, Tim shared his tool with friends and offered free access to users on LinkedIn &#8211; in exchange for their feedback.<\/p>\n<p>As the product gained traction, he noticed it had drawn in 4 main early customer profiles (ECPs). These will form the original target market during the product launch.<\/p>\n<p>In preparation for the launch, Maja and Tim identified three free GTM motions &#8211; Facebook communities, Inbound + PLG Marketing, and Outbound marketing (LinkedIn DMs and outreach).<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/post-rewriter-gtm-strategy_e879c7e3a9032eb7feb2d519154fb9b2_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/post-rewriter-gtm-strategy_e879c7e3a9032eb7feb2d519154fb9b2_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/post-rewriter-gtm-strategy_e879c7e3a9032eb7feb2d519154fb9b2_800.png\" alt=\"zero budget gtm plan for post rewriter\" \/><\/picture><figcaption>How to get paying customers at no cost.<\/figcaption><\/figure>\n<p>Following the launch, the plan is to reverse-engineer data on activated users in order to identify the product\u2019s ICPs. There\u2019s also a rough pricing structure in mind based on the product\u2019s current standing, which will be tested out as more users adopt the product.<\/p>\n<h2 id=\"1miv3\">3 Things you should not mess up when you launch an AI app<\/h2>\n<p>You don\u2019t need to spend so much to successfully launch an AI-first product. In fact, you can do it on a $0 budget like Tim and Maja. To do that, though, you must keep three things in mind:<\/p>\n<ol type=\"1\">\n<li><strong>Never skip the beta phase<\/strong>: The first iteration of your product will suck. By bringing <a href=\"https:\/\/userpilot.com\/blog\/ideal-beta-tester\/\" target=\"_blank\" rel=\"noopener noreferrer\">passionate and patient users<\/a> into your beta phase, you can get feedback that\u2019ll help you improve.<\/li>\n<li><strong>AI is NOT a differentiator<\/strong>: As mentioned earlier, users don\u2019t care how your product works, they care about the value it brings them. So, think about your product\u2019s features, advantages, and benefits and craft your value prop based on those.<\/li>\n<li><strong>Never forget AI costs<\/strong>: Indeed, AI has considerable costs that stack up as your product gains traction. So, avoid getting stuck in the free phase. Move quickly, test your users\u2019 willingness to pay, make revisions if needed, and land your paying customers soon.<\/li>\n<\/ol>\n<h2 id=\"a9t2h\">FAQs<\/h2>\n<h3 id=\"7rqmq\">What is a beachhead approach and when can it be useful?<\/h3>\n<p>The beachhead market segment is a section of your target market that you\u2019ve purposely selected to attract first. It\u2019s a narrow user segment with a high pain point, an urgency to react now, healthy growth potential, and a willingness to pay.<\/p>\n<p>The beachhead approach is most useful when your product can serve a vast marketplace. By focusing your small resources on a narrow beachhead, you increase your chances of winning the market quickly.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/beachhead-strategy_190ce2581a5cc3c4f2f989f3c333eef8_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/beachhead-strategy_190ce2581a5cc3c4f2f989f3c333eef8_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/beachhead-strategy_190ce2581a5cc3c4f2f989f3c333eef8_800.jpg\" alt=\"the beachhead approach - go-to-market strategy\" \/><\/picture><figcaption>The beachhead strategy by Maja Voje.<\/figcaption><\/figure>\n<h3 id=\"f09k8\"><strong>How to sell your AI product?<\/strong><\/h3>\n<p>Consider a four-step process to move your product from the ideation to the growth stage quickly:<\/p>\n<ol type=\"1\">\n<li>Build your MVP as soon as possible.<\/li>\n<li>Acquire passionate users as beta testers for your product and get their feedback.<\/li>\n<li>Refine your product based on the feedback and launch.<\/li>\n<li>Check your <a href=\"https:\/\/userpilot.com\/blog\/retention-rate-formula\/\">retention rate for<\/a> signs of success (10-20% retention in a week is a good sign!).<\/li>\n<li>Get paying customers as soon as possible.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>How do you ensure your AI product not only survives but thrives in this competitive market? A well-crafted go-to-market strategy could be your secret weapon.  Best-selling author and go-to-market advisor Maja Voje has helped hundreds of companies, including Google and Rocket Internet, build and grow successful products. In an upcoming talk, she&#8217;ll take a deep dive into the specifics of launching AI-first products.<\/p>\n","protected":false},"author":24,"featured_media":230594,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[214],"tags":[6900,5105,808],"class_list":["post-230593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-management","tag-ai-products","tag-go-to-market-strategy","tag-gtmstrategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is the Go-to-Market Strategy for AI Products? by Maja Voje<\/title>\n<meta name=\"description\" content=\"A go-to-market strategy helps your product succeed in new markets. Learn how to get it right for your AI SaaS with GTM veteran, Maja Voje.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/go-to-market-strategy-maja-voje\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is the Go-to-Market Strategy for AI Products? by Maja Voje\" \/>\n<meta property=\"og:description\" content=\"A go-to-market strategy helps your product succeed in new markets. 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