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Hey babes,
Hot take: Crypto marketing is stuck in 2010.
Degens love to talk about how “revolutionary” this space is. But when it comes to marketing and BD? We’re basically living in the dark ages discussing stuff like the basics of PMF and if founders need marketers.
All while Web2 brands are out here running laps around us.
At this point, we have to stop pretending that “community” alone is a marketing strategy. Web2 marketers are out here tracking customer journeys, measuring ROI, running sophisticated A/B tests, doing SEO (our personal nightmare), and optimizing ad spend down to the cent.
Meanwhile, half of crypto’s “marketing strategy” is hoping a tweet goes viral, farming engagement with ‘gm’ posts, and airdrops.
I mean don’t get us wrong, we’re all for the funsies and the giggles, but It’s time to evolve. We don’t need to reinvent marketing, we just need to catch up.
Today’s lunch:
Crypto’s Biggest Marketing Problem: Zero Data Driven Strategy
Web2 brands make every marketing decision based on data.
Every ad campaign, every content pivot, every rebrand, it’s all optimized based on user behavior, A/B testing, and conversion tracking.
Amazon knows you want a neon leash by tomorrow (for you or your cat we don’t judge).
Netflix knows you’ll cry at season 3 of Bridgerton (guilty as charged).
Meanwhile, crypto’s big brain move? ”Hey fam, let’s start doing team marketing.”
Great first step, love that for us, now we’re up the timeline; 2011.
They did the homework, we’re skipping class.
The problem? We’re allergic to data.
Crypto’s playbook:
”LFG!!”
”DevS DoN’T nEeD MaRKeteRs” (babes sit your ass back down)
SEO? A/B Testing? Tracking user behavior? LOL, We’ve Got ‘HODL’ and Prayers. And it’s giving ✨delulu✨.
You’re telling me we’ve got public, immutable ledgers tracking every wallet interaction… and we’re still doing nothing with it? That’s like having a crystal ball and using it as a doorstop.
How Web2 Would Run a Crypto Project
They’d stalk your wallet.
Track which NFTs you collect, which DeFi pools you ape into, which DAOs you vote in.
Use that data to personalize drops (”Hey, degenerate degen, here’s a leverage farming tool you’ll FOMO into”).
They’d A/B test everything.
Mint page CTAs? Test “Claim Your Future” vs. “Rugproof, Trust Me Bro.”
Discord roles? “Based Holder” vs. “Diamond Handed Ape” ; see which one boosts engagement.
They’d build real retention. Not another POAP. Actual perks: ”You held our NFT for 90 days? Here’s a gas fee rebate.”
Use token gating to segment users: whales get VIP AMAs, normies get meme contests.
They’d care about outcomes, not hype. Measure CAC (Cost to Acquire a C*oiners) vs. LTV (Lifetime Value of a Holder).
If your “viral” campaign costs $100K and only mints 10 NFTs, maybe… don’t?
The Crypto Marketing Glow Up We Need
Step 1: Ditch the “If We Mint, They Will Come” Mentality
Hype is a sugar rush. Data is protein. Start using tools like Cookie3 (if we may pop in a little promo) to track:
Where your holders came from; Discord? Twitter? A viral TikTok of a raccoon trading NFTs?
What makes them stay; utility? clout? pure sunk cost fallacy?
Step 2: Personalize or Perish
Crypto’s not anonymous; it’s pseudonymous. Use that:
Wallet history = your new BFF. If someone’s into gaming NFTs, hit them with your P2E collab.
Dynamic token-gated experiences: ”You own a Bored Ape? Unlock this exclusive merch drop.”
Step 3: Build Communities, Not Cults
Web2’s secret? They make customers feel valued, not used.
Reward long-term holders with IRL perks (conference passes, collab voting rights).
Use DAO proposals to ask what users want, don’t just demand their ETH.
Step 4: Embrace the B-Word: Brand
Crypto Pepes had their moment. Now? Be a lifestyle, not a meme.
Partner with Web2 brands for hybrid utility (e.g., NFT holders get Spotify Premium discounts).
Create content that educates, not just “ape now” tweets.
TL;DR : 5 steps to be data driven
🔹 Start measuring actual ROI. If you’re spending on KOLs, track their real impact. If you’re running campaigns, monitor conversions. Engagement for the sake of engagement means nothing.
🔹 Refine audience targeting. Web2 brands segment their audiences down to hyper-specific demographics. Web3 still markets to “crypto people” like it’s one monolithic group. Not all traders, NFT collectors, or DAO contributors have the same interests. Use data to personalize outreach.
🔹 Track user behavior across multiple platforms. A Twitter follow means nothing if that user never actually interacts with your ecosystem. Use analytics to bridge the gap between social engagement and onchain actions.
🔹 Get serious about retention. The biggest brands don’t just focus on acquisition, they master long-term retention. In crypto, most projects see massive drop off post airdrop because they don’t have sustainable engagement strategies.
🔹 Leverage real tools. Platforms like KOL Intelligence, sentiment tracking, and Cookie3 onchain explorer exist for a reason. If you’re not using them, you’re marketing blind.
What is that you ask?
If only there was an app that can help us track the full onchain and offchain user journey ?
Oh wait…
Got questions? Feedback? You know where to find us 📞—we’re here to help you get organized, even if we’re still figuring out our own lives.
Until next week,
stay cookish. 🍪