Marketing 101 for Startups: Token Launches, Memes, Reaching Devs & More

with @kimbatronic @amandatylerj @clairekart

Welcome to web3 with a16z. Since our show covers both tech trends and company building, today’s topic is all about marketing — including differences between marketing in crypto and traditional tech.

The conversation shares a candid look at what works — and what doesn’t — when it comes to building reputation and community, attracting developers, hiring teams and agencies, launching tokens, raising founder profiles, and more.

Our experts are:

... Amanda Tyler, who was most recently Head of Marketing at the Optimism Foundation (and was formerly at Polygon, Coinbase, and Google);

... Claire Kart, Chief Marketing Officer at Aztec (who previously was at Risc Zero and SoFi);

... in conversation with Kim Milosevich, CMO at a16z crypto (who was formerly VP of Comms at Coinbase, and who has spent decades in tech at a16z, Skype, Yahoo, and elsewhere).

Timestamps

(0:00) Introduction
(1:41) The Role of Marketers
(4:52) Tech Marketing vs. Crypto Marketing
(6:34) Understanding the Core Audience
(10:56) Marketing for Ethereum and Layer 2 Projects
(16:09) The Role of Community Managers and Developer Relations
(25:21) Token Launch Strategies
(34:42) Building Founders' Profiles (Without Being Cringe)
(38:53) How to Support Founders
(40:55) When to Hire 
(43:05) Consultants vs. Agencies
(46:08) Structuring a Marketing Team
(48:27) Finding and Hiring Talent
(50:36) Building an Editorial Content Operation
(53:39) International Marketing Strategies
(56:41) The Role of Events
(1:01:48) Memes and Crypto Culture 
(1:04:57) Conclusion

As a reminder, none of the content should be taken as investment, business, legal, or tax advice; please see a16z.com/disclosures for more important information, including a link to a list of our investments.