193717
Nina
@ninasuthers #193717
Marketing and narratives @variant
399 Follower 122 Following
We thought a few friends might swing by… 240+ builders applied to co-work with @variant. This community is not playing.
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If only Warpcast could capture the IRL energy!
@dwr.eth @v @fredwilson.eth @jessepollak were like 4 shots of espresso on Fri morning
@dwr.eth @v @fredwilson.eth @jessepollak were like 4 shots of espresso on Fri morning
Might get a new desk mate for a day! 👀
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Early crypto teams often ask us: how do we get marketing off the ground? Here’s how I think about agencies vs in-house.
Start by hiring in-house.
You need a marketing lead (not necessarily a CMO — think jack of all trades) who can set strategy, connect internal stakeholders, and tie everything back to business goals.
Look for someone who is:
• senior enough to lead
• scrappy enough to execute
• fluent in web3 culture and web2 best practices
Be clear on what you need: brand and growth are different skill sets.
This person will be hard to find. It can take 4–6 months. Don’t wait for applicants. Go after people you admire. Tap your investors for suggestions.
Use freelancers and agencies to execute.
Your marketing lead should manage them. Start with a single project to test for fit.
Big mistake: hiring an agency and expecting them to “own marketing.” They won’t.
Agencies give back what you put in.
An interim CMO = solid bridge
Sometimes it’s a temp fix. Sometimes they become permanent.
Start by hiring in-house.
You need a marketing lead (not necessarily a CMO — think jack of all trades) who can set strategy, connect internal stakeholders, and tie everything back to business goals.
Look for someone who is:
• senior enough to lead
• scrappy enough to execute
• fluent in web3 culture and web2 best practices
Be clear on what you need: brand and growth are different skill sets.
This person will be hard to find. It can take 4–6 months. Don’t wait for applicants. Go after people you admire. Tap your investors for suggestions.
Use freelancers and agencies to execute.
Your marketing lead should manage them. Start with a single project to test for fit.
Big mistake: hiring an agency and expecting them to “own marketing.” They won’t.
Agencies give back what you put in.
An interim CMO = solid bridge
Sometimes it’s a temp fix. Sometimes they become permanent.
Touched the grass. Scrambled the granite.
Founder-led marketing = narrating your journey
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A lot of early-stage founders want to do founder-led marketing but get stuck at “I don’t know what to cast/tweet.”
Some ideas to get you started:
– Insights from internal convos
– Questions you’re wrestling with (product, GTM, users)
– Ask the community for input
– Revisit old essays: repost, update, build on them
– Quick takes on trends or things you’re noticing
– Customer/user anecdotes (what surprised you?)
– A small product tweak you’re testing — and why
– A belief you’ve changed your mind on
– Something you learned from another founder
– A behind-the-scenes look at how you make decisions
You’re not doing content, you’re showing your thinking in real time.
That’s the whole point.
Some ideas to get you started:
– Insights from internal convos
– Questions you’re wrestling with (product, GTM, users)
– Ask the community for input
– Revisit old essays: repost, update, build on them
– Quick takes on trends or things you’re noticing
– Customer/user anecdotes (what surprised you?)
– A small product tweak you’re testing — and why
– A belief you’ve changed your mind on
– Something you learned from another founder
– A behind-the-scenes look at how you make decisions
You’re not doing content, you’re showing your thinking in real time.
That’s the whole point.
this
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Excuse me… apparently ChatGPT thinks everybody is a white male engineer…
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Yess! So good, right? Wild how often the clearest articulation is already sitting in someone’s internal notes.
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Every time I start spiraling on CT, I remind myself what’s actually good for me: contrast therapy and Warpcast. Reset the nervous system!
Founders talk about the "what" and "how", often skip the "why" — then wonder why no one gets what they’re building.
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Founders: “We’re not sure how to talk about our project.”
Also founders: never asked their investors for the memo that convinced them to invest.
That doc = your positioning cheat code. Market, problem, and why you're the chosen one. Polish it. Ship it.
Bonus: this is why you pick thoughtful investors, not just hype machines.
You're welcome!
Also founders: never asked their investors for the memo that convinced them to invest.
That doc = your positioning cheat code. Market, problem, and why you're the chosen one. Polish it. Ship it.
Bonus: this is why you pick thoughtful investors, not just hype machines.
You're welcome!
“Ghiblidoxxing” 🤣
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Same @variant newsletter. Different vibes.
X: Ghost town
Warpcast: Party time
Farcaster community clearly LOVES us more 💙
X: Ghost town
Warpcast: Party time
Farcaster community clearly LOVES us more 💙
This is going to be great (if I say so myself). Flying in to NYC for this goodness
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Where you can find me next week 👇 always good to see @bottodao in London 🇬🇧
https://x.com/verse_works/status/1789319106912542779?s=46&t=2Pa6Q7Nisqbjozi2kxf6mw
https://x.com/verse_works/status/1789319106912542779?s=46&t=2Pa6Q7Nisqbjozi2kxf6mw
One of the most rewarding parts of my job is helping our portfolio with marketing strategies. Currently seeking a Marketing Lead for a couple of exciting projects—ideal candidates will have expertise in brand marketing or growth/lead gen marketing. Interested? DC with a brief introduction of yourself!
🥚 🍳 🪺
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SF and LA builders, this is your chance 👇👇👇
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