When I speak with early-stage AI and ML founders in Europe, the conversation usually starts with the product. “We’ve developed something really innovative,” they say. “Now we just need to find customers.”
This is where things get tricky. The reality? Building great technology is only half the battle.
The other half is getting someone—anyone—to care.
At Bird Incubator, I mentor startups across industries, but I see the same pattern time and again with AI and ML ventures: A team of brilliant engineers builds a powerful solution, but struggles to attract their first clients. And without clients, you don’t have a business—you have a project.
So, how do you resolve this issue?
Let’s talk about marketing. But not the big-budget, PR-heavy, “let’s run Facebook ads” kind.
We’re talking about real-world, early-stage marketing that works for AI and ML startups trying to crack the European market.
Here’s how to do it.
Marketing at the Early Stage: It’s Not What You Think
Forget the glossy brochures and catchy taglines for now. In the beginning, marketing is not about scale. It’s about starting conversations, building trust, and positioning yourself as the expert who solves real problems.
Your first clients won’t come from polished campaigns. They’ll come from relationships you build through showing up, teaching, and listening.
The good news? You don’t need a massive budget to do this. You just need consistency, curiosity, and a willingness to engage.
Here’s a tactical playbook I often recommend to AI and ML startups at this stage/
1. Host Webinars That Solve Real Problems
Don’t pitch your product. Teach your market something valuable.For example, if you’re building predictive analytics for logistics companies, run a webinar titled:
“How to Reduce Supply Chain Delays Using Machine Learning (Without Hiring a Data Science Team)”
This approach does three things:
- Attracts the right people to your ecosystem
- Positions you as a trusted expert
- Builds a list of leads you can follow up with
Make the webinar interactive. Take questions. Follow up personally with attendees after the event. Relationships start here.
A webinar can easily become a good blog post content, or even a short YouTube explanatory video. With every content, you think about how you can repurpose that content.
2. Organise Meetups or Micro-Events
People buy from people they know. Hosting small, focused meetups (virtual or in-person) can give you the edge.
For example:
- A breakfast roundtable for retail tech leaders in Berlin
- A virtual meetup for manufacturing CTOs in the Nordics
- A co-hosted event with a university AI lab in Prague
These events aren’t about selling—they’re about creating conversations and becoming part of the local tech ecosystem.
3. Build a 5-Day Email Course
AI and ML can be intimidating to the non-technical decision-maker. An email mini-course helps simplify your message and build trust over time.
Example:
“5 Days to Smarter Marketing Decisions with AI: A Crash Course for CMOs”
Each day, send one short, actionable lesson. No jargon. No fluff. Just value. This keeps you top-of-mind and gently leads potential clients toward wanting more.
4. Use LinkedIn (But Actually Engage)
Most founders treat LinkedIn like a billboard. They post product updates no one reads, and wonder why nothing happens.
Instead, use LinkedIn to:
- Share lessons from the trenches
- Post about common AI/ML mistakes you see in the market
- Comment meaningfully on other people’s posts
- Start real conversations in the DMs (but not spam)
This builds visibility and credibility in the European tech scene.
5. Turn Customer Development Into Marketing
The early-stage founder’s superpower? Talking to people.
Customer development interviews are not just for product feedback. They’re a chance to:
- Understand pain points
- Test your messaging
- Identify the language your market actually uses
Often, the people you interview will become your first beta clients—or at least refer you to someone who will.
Avoid These Common Mistakes
A few pitfalls I often see:
- Trying to scale too soon. Focus on relationships, not volume.
- Talking about tech, not problems. Your clients don’t care about your algorithms. They care about their results.
- Ignoring local context. The European market is fragmented. What works in France might not land in Poland. Tailor your message.
Final Thoughts: Marketing is Relationship Building
If you take away one thing from this article, let it be this:
Marketing at the early stage isn’t about leads—it’s about relationships.
Your job is to show up, solve problems, and build trust. Do that consistently, and the clients will come. Don’t wait until you have a “marketing team” to start.
You are the marketing team—for now.
If you’re an AI or ML founder in Europe, start now, start small, and start realconversations. That’s how you’ll find your first customers—and eventually, your market. And reach out to Bird Incubator.
