Selling Crypto in 2025: What Founders Get Wrong About Go-to-Market

Let’s Be Honest About GTM.

Most Crypto Founders Don’t Have a Go-to-Market Problem

They have a go-to-market delusion.

You’ve built the MVP. The chain’s live. The X thread is polished. And still – nobody cares.

Launching isn’t the hard part – surviving the silence after is. Getting attention, building trust, and turning that into active users is where 99% of projects fall flat.

I’ve worked with over 100 Web3 brands on their launch and growth strategy, and the patterns are painfully familiar.

So let’s break it down: what most teams get wrong, what actually works, and how to stop burning marketing dollars on tactics that don’t move the needle.

What Founders Keep Getting Wrong

Let’s call it out. The most common GTM mistakes I see – over and over again:

Launching Before Product-Market Fit Too many teams drop big media buys and Twitter threads before they even know who their user is. GTM without PMF is just noise.

Overbuilding, Under-Distributing You built great features. Cool. But where’s the distribution?

No audience, no user acquisition plan, no awareness strategy. This isn’t Field of Dreams.

No Funnel, No Follow-Through A one-off announcement with no landing page, no retargeting, no next step? That’s not GTM – that’s shouting into the void.

What Actually Drives Growth in 2025 (No Fluff)

Most projects overcomplicate growth.

They build before they test, shout before they listen, and dump tokens into “community” before they’ve even onboarded 100 real users.

Here’s what actually works – and what I tell founders every week:

Stop Starting with PR If your first instinct is press coverage, it probably shouldn’t be.

Your PR isn’t working because you sound like a whitepaper with a logo. No narrative, no hook, no reason for anyone to care.

Want results? Start with:

• A story your users actually relate to
• A clear why now moment
• A media plan that fits your stage (not your ego)

Pre-Launch Isn’t for Noise – It’s for Signal If you’re pre-product, use that time to learn.

Tell a story, run a waitlist, get DMs. Track who responds and why.

If no one bites, it’s not because “we need a banner” – it’s because your value prop isn’t clear.

Community ≠ Discord Server I’ve seen projects blow five figures on mods and bots with zero retention.

A community that doesn’t convert is a distraction.

Your early community should:

• Give you feedback
• Share your story
• Tell others why they trust you

If they aren’t doing that, you don’t have a community – you have a muted group chat.

Use Media to Show, Not Shout Let me give you a quick example.

I worked with a founder who ran a crypto recovery platform. Smart guy, great product, real traction. But he didn’t need traffic – he needed recognition and trust.

His first instinct? Blast PR and banners.

But after listening to his goals, I pitched something different: A video interview where he could speak directly to users, share real case studies, and even bring on a client.

We brought on one of his clients – someone for whom he had successfully recovered millions of dollars – and that client shared their story on camera. That moment wasn’t just impactful. It was proof. Emotional, verifiable, and deeply human.

We published that interview as part of a broader series that included names like Eric Trump and Justin Sun. That kind of lineup matters.

It tells the world: “I belong here.”

The result? New clients. Better positioning. Real momentum.

Lesson? Media isn’t about reach – it’s about context.

A focused campaign with credibility beats a bloated ad package every time.

(Reach didn’t matter, of course – but the post still hit a few hundred thousand views on X.)

Why Bitcoin.com Still Moves the Needle

When a new brand launches a media campaign on Bitcoin.com, they’re not just buying space. They’re buying three things:

1. Massive Trust Boost Bitcoin.com has been around since 2015. It’s one of the most recognized names in crypto.

Appearing here tells users: “We’re legit, we’re funded, and we’re serious.”

2. Reach out to Real Crypto Users 3.1M+ followers on X, a 5M+ newsletter, and strong SEO on high-intent keywords like “top crypto exchanges.”

Not bots. Not airdrop hunters. Just real traders, investors, and crypto-curious users.

3. Speed and Simplicity Campaigns go live in 24-48h, with editorial support, visuals, and optional translations into 24+ languages.

Plug-and-play distribution – ideal for lean teams or those without in-house content firepower.

Advice I Give Every Client

Crypto is still a small village.

People talk. Reputations compound. And how you go to market matters as much as what you’re selling.

My honest advice? Be like a doctor:

• Diagnose before prescribing
• Start small, scale what works
• Don’t buy huge packages if you’re not ready to use them

Every brand is different.

Even among the 20+ exchanges we support right now, each one uses media differently:

• Some want pure reach with PR
• Others are traffic-focused
• Some want to stand out as leaders through interviews and storytelling

The playbook isn’t fixed – you build it based on what your users respond to.

Your Go-To-Market Isn’t a Launch – It’s a System

Success in crypto isn’t about one post or one press release.

It’s about building a system that earns attention, turns that into trust, and turns trust into action.

Start there – and you’ll already be ahead of 90% of projects in the space.

About the Author

Alex Bondar is Sales Director at Bitcoin.com, where he’s helped 100+ Web3 projects craft high-impact go-to-market strategies through media, partnerships, and positioning.

**Connect with the author:**LinkedIn

Telegram