Dear friends,
In case you missed it, SheCrypto went live across social platforms for a global conversation on one of the most misunderstood topics in Web3 ~ go-to-market strategy that actually works.
Co-hosted by Laura Suárez León, livestreaming from the Dominican Republic, and Kelly Ann Collins, founder of SheCrypto, Women In Blockchain and Unstoppable Future Corporation in Washington, D.C., the episode featured Maryna Barysheva, CEO of LKI Consulting, joining from Dubai.
Maryna has been in crypto since 2016 ~ long before it was trendy ~ founding one of Europe’s first crypto marketing agencies and helping 260+ Web3 projects acquire real users, launch tokens, and scale. She’s worked with industry leaders including Binance and Bybit, and she’s seen every market cycle up close.
Her message was clear ~ the hype era is over ~ execution wins now.
Web3 Marketing Has Grown Up
In earlier cycles, projects could survive on narratives and speculation. “Build it and they will come” sometimes worked. Today, it doesn’t.
According to Maryna, founders now need to think like real operators ~ validate demand, build toward product-market fit, and invest in distribution ~ not just token launches. Tokens are tools, not proof of success.
The First Red Flag Isn’t Marketing ~ It’s the Team
When Maryna evaluates a project, she looks at the team first, not the pitch deck.
Strong teams move fast, trust experts, and make decisions without endless revisions. Many Web3 founders, she explained, are great builders ~ but weak operators. Without execution, no amount of marketing can save a project.
Stop Chasing Narratives ~ Focus on Utility
One of Maryna’s strongest points: narratives don’t last like they used to. What once played out over years now burns out in months.
Instead of trend-hopping, she recommends focusing on real utility ~ especially where Web3 intersects with institutional needs. Areas like payments, stablecoins, digital asset infrastructure, and real-world assets are gaining traction because they solve actual problems.
A simple test she shared ~ if your own team can’t explain in 60 seconds why your project needs a token, AI, or RWA, the market won’t believe you, either.
Token Launches ~ Know Your Audience (All Three of Them)
Maryna emphasized that founders often fail because they treat their audience as one group. In reality, there are three:
~ Followers ~ consume updates and narratives
~ Users ~ care about product and utility
~ Traders ~ care about price and liquidity
Successful launches plan for all three separately. Treating them as one “community” leads to misaligned expectations ~ and bad launches.
People Will Always Sell ~ Plan for It
One hard truth Maryna shared ~ you can’t stop people from selling.
What you can do is build a strong post-Token Generation Event (TGE) strategy ~ clear product updates, partnerships, and milestones that give holders confidence. In Web3, she said, there’s no better marketing than a green candle ~ but it has to be backed by real progress.
Community Isn’t About Numbers ~ It’s About Belonging
Web3 loves vanity metrics, but Maryna challenged founders to stop chasing massive user counts with no engagement.
People don’t stay because of quests or payouts. They stay because they feel aligned, understood, and valued. Community isn’t a growth hack ~ it’s a trust relationship.
Advice for Women Building in Web3
As a woman leading a major Web3 agency, Maryna’s advice was refreshingly direct ~ focus on becoming exceptional at what you do.
Invest in your personal brand, build long-term relationships, give before you take, and stop comparing yourself to others. The space is big enough ~ and strong work still speaks loudest.
Key Takeaways
This episode was a reminder that sustainable Web3 success looks a lot like real business building ~ clear products, strong teams, thoughtful GTM strategy, and long-term vision.
No shortcuts. No hype-only plays. Just execution.
Want more? Watch or listen to the full episode now!
Learn more.
- SheCrypto’s mission
- About Kelly Ann Collins
- DYOR and read the disclaimer
Want to connect?
💌 Email: kac@shecrypto.org
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