Every trader knows that trading his expectations, not the market conditions, will liquidate his positions. If only crypto companies could follow the same logic and stop hiring marketers who go against the marketing fundamentals with 100X leveraged expectations that they know better.

I’ve met dozens of marketers who think crypto marketing is a different beast. It’s easy to buy into this misconception, given that the industry is flashy, fast-paced, and often feels like the Wild West of finance. Compounding this issue are the trailblazing founders of new crypto companies who believe their industry and products are unique, require a unique approach, and consequently hire specialists who know crypto more than they know marketing.

This has resulted in a surge of untrained crypto marketers concocting quirky and inefficient solutions on how to scale their businesses. By blindly following the industry trends, marketing departments often become a liability to crypto companies.

So, if you have a marketing team that is constantly missing the mark and is about to get liquidated—follow me on this one.

How to spot a lame marketer?
1. Your marketer does not go beyond leads. In crypto marketing, lead generation is like the bread and butter, giving marketers a clear ROI attribution and impressive results that make everyone nod in approval during board meetings. But let’s face it, relying on leads alone is like putting all your Bitcoin in one wallet.

Do you know those tense internal meetings where we realize we’re losing prospects somewhere along the line, and your lead-to-revenue rate starts going south? Yeah, that’s the tipping point. Some marketers call it a plateau and blame the market; others try to fix it with ABM or shake up business processes. Surprisingly, this problem comes from a basic marketing constant that untrained marketers often ignore. They do not know how to apply funnels and work with them. Follow me on the next one, where it gets clearer.

2. Your marketer messes up the funnels. Imagine you are a startup with a new cutting-edge, hacker-proof crypto wallet. I bet your marketer is shouting about the wallet’s ultra-secure features, believing it to be the ticket to success. But if you are a startup and no one knows your brand exists, he’s essentially yelling into the void. Just like an influencer without followers, his messages won’t land where they need to.