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Marketing doesn’t fail in Web3 because people “don’t get crypto”. It fails because teams treat distribution like a one-time stunt, then wonder why the world forgets them 24 hours later. We sit down with Jack Haldorsson, Managing Partner and Co-Founder at Lunar Strategy, to map a smarter approach: build an always-on social baseline first, then run marketing in deliberate seasons that compound momentum over time.

We get specific about what that looks like in a real go-to-market strategy. Jack walks through starting at the top with the “why”, defining the actual target user (not “everyone in crypto”), and turning that into a messaging framework before choosing channels. From there, we talk sequencing: teasers, waitlists, countdowns, beta launches, and product launches as separate campaigns that create a clear user journey and real business outcomes, not vanity metrics.

We also dig into modern growth realities: AI agents that can automate research, admin, decks, and landing pages, and why the winning edge is still human taste, judgment, and knowing what to remove. On the market side, we discuss institutional adoption, stablecoins moving into mainstream rails, and why grabbing influencer and creator mindshare now can put you in pole position when retail momentum returns.

This episode was recorded through a Descript call on May 6, 2026. Read the blog article and show notes here: https://webdrie.net/the-web3-go-to-market-playbook-from-baseline-to-launch-momentum

If you care about Web3 marketing, community building, product-market fit, and AI-powered growth engines that do not destroy trust, you’ll leave with a playbook you can apply immediately. Subscribe, share this with a founder or marketer who needs a better launch plan, and leave a review so more people can find the show.

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