Startups & SMEs: automate your go-to-market strategy to quickly succeed in your prospecting & customer acquisition!
- LANE Digital
- May 21
- 4 min read
Why do so many startups fail to validate their market? The answer is often simple: they spend too much time developing a strategy and not enough time executing it. In an ultra-competitive environment, speed of execution is essential for survival. And that's where automation comes in.
Automating your go-to-market strategy means transforming your ideas into concrete actions to generate real, measurable traction. Whether it's for your customer acquisition, your first partnerships, or your fundraising, every interaction counts.
At LANE Digital , we regularly support Swiss and European startups in implementing automated, intelligent, and, above all, effective campaigns. Here's how you can do the same.
Understanding what a “go-to-market” strategy is
The go-to-market (GTM) strategy refers to the set of actions implemented to launch a product or service on a market. It includes: target definition, positioning, distribution channels, and, of course, sales prospecting.
For startups, the stakes are high: if your strategy is poorly thought out, it will slow down your customer acquisition and waste valuable time.
Goal: Generate traction quickly
A good GTM strategy allows you to quickly validate that your offering meets a real need, with a well-defined audience. It's a roadmap for going from idea to first sale.
Why automation is becoming essential
Automation allows you to:
Drastically reduce the time needed for prospecting.
Run tests in parallel (channels, messages, segments).
Reduce acquisition costs and maximize your ROI.
Identify your target audiences accurately
Start with your priority personas
Every customer acquisition strategy begins with a simple question: who are we targeting?
Create typical profiles (or personae) based on your segmentation:
End customers (by sector, company size, function, etc.)
Strategic partners (distributors, integrators, etc.)
Investors or mentors
Classic mistakes to avoid
Aiming too broadly: trying to reach everyone means reaching no one.
Not prioritizing targets based on their potential.
Underestimate the decision-making time of the interlocutors.
Recommended tools
LinkedIn Sales Navigator: Refine your searches with powerful filters.
Apollo.io : access to enriched email databases.
Crunchbase: Identify startups, investors, and growing companies.
Questions to qualify a target
What is the targeted sector of activity?
What size company are you targeting?
What function does the decision take?
What problems do you have that they might want to solve?
Have they already tested a competing solution?
Automate your prospecting intelligently
Choosing the right tools
Here are some solutions we recommend and use at LANE Digital:
Waalaxy : Send personalized LinkedIn sequences. Get one free month via this link !
Lemlist : to create engaging email campaigns.
Instantly : ideal for multi-channel and managing multiple inboxes.
Phantombuster : to automate data collection on the web.
Create impactful messages
Your response rate depends on:
The relevance of the message (adapted to the target).
The clarity of your promise.
The tone used (direct, human, without unnecessary jargon).
Example of structure:
Personalized intro.
Problem identified.
Solution provided.
Very light call to action.
Automation Best Practices
Systematically test your messages (A/B testing).
Limit automations to 50-100 messages per day.
Personalize at least 2 elements per message (first name, company, sector).
Do not raise more than 2 times without a return.
Analyze KPIs: opening rates, response rates, appointment rates.
Examples of successful go-to-market campaigns
At LANE Digital, we have supported several Swiss and international startups in implementing automated and effective go-to-market strategies. Here are some concrete examples of recent projects:
Acquisition of first B2B customers
A Lausanne-based deeptech startup specializing in AI applied to logistics needed to structure its prospecting to land its first pilot contracts. Thanks to a strategy combining lead enrichment via LinkedIn Sales Navigator and automated personalized emails, it secured 17 qualified meetings in less than four weeks with Swiss and German logistics players.
Validation of a strategic partnership
A young greentech company wanted to approach industrial partners to co-develop its solution. LANE implemented a targeted campaign to contact R&D and innovation directors, with messages tailored to each persona. The result: three exploratory partnerships signed in six weeks.
Investor and mentor approach
A Geneva-based founder was preparing a pre-seed fundraising round. We helped him define a multi-channel approach strategy (LinkedIn, email, AngelList), adapting the message according to the type of investor (corporate, BA, fund). Several interviews were held with business angels in French-speaking Switzerland, including one who joined the adventure as a mentor.
What we offer in Switzerland, Europe and worldwide
Automating your go-to-market strategy doesn't mean dehumanizing it. At LANE Digital, we combine the power of data with a tailored approach, adapted to your stage of development, resources, and goals.
1:1 support for:
Identify your B2B targets using data
We help you build highly qualified contact bases based on your market, your ICP (ideal customer profile) and your objectives.
Create your automated multi-channel sequences (LinkedIn + Email)
We design timed, personalized, and tested campaigns to maximize your response and conversion rates.
Write the right messages according to the target
No more generic messages: we work on your positioning and refine your hooks according to each persona (client, partner, investor, etc.).
Define a clear strategy for each objective
Whether you are looking to sell , raise funds , or sign a strategic partnership , each sequence follows a specific objective, with transparent reporting.
Access our ready-to-use templates and tools
Save valuable time with our field-tested templates: scripts, sequences, management tools, tracking tables.
Expected results
In less than 30 days, you can:
Get your first qualified appointments.
Validate or adjust your positioning.
Create a replicable prospecting machine.
Demonstrate your traction for an investor pitch.
A good start to customer acquisition is often what makes the difference between a promising idea and a viable startup.
Are you a Swiss startup or SME and want to acquire your first customers?
At LANE Digital, we offer our field expertise to ambitious startups. Whether you're just starting out or looking to gain traction, we help you structure an automated, targeted, and measurable approach to maximize your chances of success.
