"Before launching, I try to find someone in the press who has a lot of followers on social media and get that person interested in the product and to review it, either electronically or on paper. That's the recipe we always use when we're launching products."

Benjamin Sarrazin Founder, Yuba Bicycles (consumer products and services)
No. 2,776 2016 Inc. 5000 rank
126% 3-year growth
$2.5 million 2015 revenue


"To approach or attract new customers, use the acronym WIIFM: What's in it for me? That 'me' is the customer. Make sure you have working and tangible solutions for them that are also different from what's already in the marketplace. We recently helped a company launch a new energy drink, and it wanted to reach fitness-app users. Instead of running annoying pop-up banner ads on the app, the company worked with us so that when users completed a workout, a message from the new energy drink congratulated and rewarded them on the app with a free add-on or some sort of premium bonus tied to the app that they would have had to pay for otherwise."

Ari Brandt Co-founder and CEO, MediaBrix (advertising and marketing)
No. 3,429 2016 Inc. 5000 rank
95% 3-year growth
$23.5 million 2015 revenue


"Advertise through Facebook, and use its Lookalike Audiences feature. Take the things you know about your potential customer -- where they live, what kind of business they're in, their age. Facebook can look across a variety of these data points and come back with, say, 50 customers that look like the one you have in mind. It's a way to reach new people who are likely to be interested in your business. I've seen it work well on the B2B side."

Josh McCarter Co-founder and CEO, Booker (software)
No. 1,748 2016 Inc. 5000 rank
213% 3-year growth
$22.6 million 2015 revenue


"Our primary distribution is through benefits brokers and consultants. Before launch, sometimes I called them and said I was a secretary and my boss was hosting a VIP extravaganza. I'd ask, 'Who should I send the invitation to?' Knowing they were getting invited was enough to get their name. Then I knew who to target."

Danna Korn Co-founder and CEO, Sonic Boom Wellness (health)
No. 2,839 2016 Inc. 5000 Rank
123% 3-year growth
$5.5 million 2015 revenue


FROM THE FEBRUARY 2017 ISSUE OF INC. MAGAZINE