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Marketing 101 for Startups: Token Launches, Memes, Reaching Devs & More
@ a16z crypto
05/30/25
Takeaways
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a16z crypto Cast
05/30/25
@ a16z crypto
To understand my audience and where developers are landing, I need to be fully integrated with developer relations.
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a16z crypto Cast
05/30/25
@ a16z crypto
In crypto, developer relations is evolving into a public-facing role, where content creators need to address the many problems with developer tooling that hinder value creation in the industry.
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a16z crypto Cast
05/30/25
@ a16z crypto
It's crucial for projects to promote and elevate the developers building on their chains, as this helps foster a sense of community and belonging.
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a16z crypto Cast
05/30/25
@ a16z crypto
Marketers in crypto should not only lift developer stories but also facilitate communication between developers and product managers to improve product development.
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a16z crypto Cast
05/30/25
@ a16z crypto
When preparing for a token launch, understanding the token's structure and economics is essential, as it dictates the marketing strategy and approach to building momentum.
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a16z crypto Cast
05/30/25
@ a16z crypto
Understanding the different markets where tokens are used is crucial for a successful global launch, as it requires knowledge of local contexts and user behaviors.
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a16z crypto Cast
05/30/25
@ a16z crypto
The day a token is launched marks the beginning of a new phase of work, where the team must be prepared for the pressures and dynamics that come with a global community.
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a16z crypto Cast
05/30/25
@ a16z crypto
After launching a token, it's important to view it as day one of ongoing work, not the end point, as the dynamics of community and market perception will significantly impact the project.
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a16z crypto Cast
05/30/25
@ a16z crypto
In the crypto space, it's important to focus on the right audience for feedback, as there is a lot of noise from bots and non-genuine accounts.
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a16z crypto Cast
05/30/25
@ a16z crypto
To effectively manage feedback after a token launch, it's vital to have well-structured communication channels, such as Discord, and to engage with the community through regular calls.
AT
Amanda Tyler
05/30/25
@ a16z crypto
My advice to founders is to build your profile as a domain expert rather than as a brand shiller, which can come off as cringe-worthy.
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Amanda Tyler
05/30/25
@ a16z crypto
It's important to highlight the problems in the ecosystem from your domain expertise and build in public to establish credibility without directly promoting the product.
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a16z crypto Cast
05/30/25
@ a16z crypto
When founders from Optimism speak, they are heard because they share insights from their domain expertise, which is rare and valuable.
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Amanda Tyler
05/30/25
@ a16z crypto
Founders should communicate in the easiest way for them, whether that's through podcasts, casual conversations, or writing, to reduce friction in sharing their ideas.
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Amanda Tyler
05/30/25
@ a16z crypto
If giving big keynotes drains your energy, consider alternative ways to engage that excite you and align with your strengths.
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a16z crypto Cast
05/30/25
@ a16z crypto
A successful marketer must have a direct relationship with the founder to effectively convey the heart and soul of the organization in the crypto space.
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a16z crypto Cast
05/30/25
@ a16z crypto
The right time to hire a full-time marketing person is no later than six months before the product launch to avoid promoting something that doesn't exist yet.
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a16z crypto Cast
05/30/25
@ a16z crypto
It's often more effective to hire a generalist who can handle multiple roles rather than specialists, especially in early-stage startups.
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a16z crypto Cast
05/30/25
@ a16z crypto
When hiring, consider the specific needs of your project and look for candidates who have relevant experience in that area, even if they aren't crypto-native.
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a16z crypto Cast
05/30/25
@ a16z crypto
Building an editorial content operation is crucial, but it requires a clear strategy and support from the team to be effective.
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a16z crypto Cast
05/30/25
@ a16z crypto
Events in crypto should be targeted and focused on building relationships and business rather than just brand awareness.
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a16z crypto Cast
05/30/25
@ a16z crypto
Memes can be a powerful tool in crypto marketing, serving both as a storytelling device and a way to connect with the audience.
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a16z crypto Cast
05/30/25
@ a16z crypto
Allowing social media managers to have fun and be creative with memes can enhance their work and energize the team.