Rarestone Capital’s Jared Polites on the State of Blockchain Marketing in 2022

Jared Polites is a partner at Rarestone Capital, an active Web3 fund with a marketing arm (Rarestone Labs). Since 2020, Rarestone has been at the forefront of investing in and marketing DeFi protocols, NFT drops, and Web3 infrastructure plays. As the industry is ever-changing, we wanted to catch up with Jared to see what has changed since the last cycle and how projects can best position themselves for success when thinking about marketing. What are some tips you can offer to projects building out a marketing plan? Polites: Similar to traditional tech user acquisition, projects need to build an effective communications strategy that discusses what value they are providing and how it directly impacts their users and communities. First, the key is to be consistent. Going “stealth” is a wild card strategy that can be used early on to gain momentum, but should not be the focus as a roadmap progresses. Over-communicate vs. under-communicate is my advice. Especially since attention spans are decreasing and community members will take their interest elsewhere if they don’t know exactly what is happening and when. Second, make sure to have at least one marketer on your team. It sounds simple, but we find numerous dev-heavy teams that neglect marketing until the very last minute. In these situations, it is completely fine to outsource to agencies, but you need to have a point of contact internally to help coordinate and review each act...