Category: Web3

Infrastructure marketing has a specific dynamic most go-to-market playbooks ignore: your user is also your distribution channel.

If you have not checked in on Web3 since 2021 you would probably not recognise it. The noise is quieter. The pitches are duller. And the people actually building are harder to distinguish from the people running institutions than they used to be.

Vanity Discord member counts don’t equal community health. Here’s how to measure and build real engagement in Web3, with data from NNGroup, Re, and CryptoPunks.

Base proved marketing beats specs. Here is how to position an L2 for adoption when every other chain promises the same thing.

Most crypto whitepapers are too long and too vague. Here is how to write one that investors, developers, and community members will actually read.

Eighty-eight percent of airdropped tokens lose value within three months. Here is how to build a community that stays when the rewards stop.

Crypto editors receive 500 pitches a day and respond to 3%. Here is how to get coverage without paying a PR retainer.