gm. Welcome to another issue of The Web3 Marketing Newsletter, your bi-weekly blast of Web3 marketing juice, straight from the Coinbound crew.

This issue is all about go-to-market: why product validation is a must, how smart teams are approaching it, and what the numbers say about the state of the market. Plus, campaigns worth studying, KOL tips, and upcoming events to keep on your radar.

Let’s get into it!

GTM Redefined

Why GTM Starts with Product Work

Justin from Safary shared a thread that reframes how we think about go-to-market in Web3.

His point is simple but powerful:

GTM is product work first.

Many Web3 projects skip the validation stage, building something before understanding if anyone really needs it. Marketers are then left trying to generate demand that was never there. Justin gives a clear example using a Pokémon card marketplace:

Step 1: Group Your Users. Split them up.

Imagine you’re launching a marketplace for Pokémon cards. Not everyone who uses it wants the same thing. To make your project succeed, you need to figure out who your users are and group them based on their goals.

• Collectors: Buy for fun (Web2 loves physical cards, Web3 loves digital NFTs).

• Resellers: Sell for profit (Web2 uses eBay, Web3 chases crypto gains).

Step 2: Pick One Group. Start small.

• Web2 resellers who are frustrated with platforms like eBay and StockX's high fees and slow shipping.

Step 3: Solve Their Problem.

• Tokenize cards so they can be traded instantly

• Lower transaction fees.

• Only ship when someone wants the physical card.

It’s a reminder that GTM doesn’t start with ads or content; it starts with solving a real problem for a specific user group. Marketing amplifies that solution. It doesn’t replace it.

Campaigns Worth Studying

@mia_unhashed put together a list of 12 strong Web3 marketing campaigns that stand out for their storytelling, branding, and onboarding.

Highlights include:

• Coinbase, with cinematic trailers that introduce complex concepts simply.

• Thirdweb, using community-first messaging.

• Phantom making product education feel natural and relatable.

These campaigns show that great Web3 marketing isn’t just about being early or loud: it’s about clarity, trust, and strong positioning.

📖 Read Mia’s thread for the full list and examples.

Industry Insights & Deep Dives

The Era of Dead Coins: 1.8M Projects Gone in Q1 Alone 💀

A new CoinGecko report shows that 1.8 million crypto projects have already failed this year. That’s nearly 50% of all token failures in the last five years—wiped out in just three months.

Most of these projects were launched in 2024–2025, when tools like pump.fun made it extremely easy to launch tokens. But ease of launch didn’t mean better outcomes. Many of these tokens had no clear purpose or strategy.

For teams building in today’s market, the lesson is clear:

• Clarity over chaos

• Purpose over pump

• Strategy over spam

If you are building in this climate, the bar is higher. Users have seen too many rugs, too many zeros. You need proof of value before you even think about “going viral.”

Web3 Marketing Events & Highlights

KOLs, Influencers, and What Actually Works

At Token2049 Dubai, Cookie3 hosted the Marketers’ House; a main event panel focused on how to work with KOLs (key opinion leaders) more effectively. Here’s what they shared:

• Misalignment kills campaigns. If a project’s tone or product doesn’t match the KOL’s audience, it doesn’t work.

• Guidance is good. Micromanagement isn’t. KOLs are open to using drafts or AI-generated content if it fits their voice.

• Cash is preferred, but token deals work only if there’s trust.

• Build relationships before pitching. Cold DMs often lead to inflated rates—or no response at all.

If influencer marketing is on your roadmap this quarter, this session offered clear, practical advice.

📖 Read the full recap.

Upcoming Web3 Events in May 2025

A few highlights from Coinbound’s latest events roundup:

• Blockchain Futurist Conference – May 13, Toronto

• Consensus 2025 – May 14–16, Toronto

• Canada Crypto Week – May 11–17, across Canadian cities

• Bitcoin 2025 – May 27–29, Las Vegas

📌 Full list and details on our blog.

MOTW (Meme of the Week)

Founders chasing for virality like it’s the only metric that matters… 😂😂😂

That’s a wrap for this issue. Hope you picked up something useful. If you’re not subscribed yet, hit that button so you don’t miss the next drop.

See you in two weeks. 👋