The Full Guide to Strategic Fundraising with KOLs in the Crypto Space

How Technology Changed Marketing

10 min read
Jun 21, 2021

Picture that your marketing campaign would result in a million dollar contract for your SaaS company. What would a campaign like that contain? Would it consist of outdoor ads, postcard campaigns, TV commercials and magazine partnerships? And a thoroughly developed campaign message from an established marketing agency?

OR would the success factor be a nerdy engineer with a twitter account, a passion for the company’s objectives and a willingness to share information (both positive and negative) with the world?

To all old-school marketers disappointment, the latter is true for SpaceX when they won a heavy deal contract for NASA’s new lunar lander. The billion dollar competitors Blue Origin and Dynetics persisted with traditional marketing strategies that failed. SpaceX proved that the new world has less to do with marketing channels and more to do with a holistic approach to marketing, business development, experience and transparency. In other words, marketing has become more genuine.

New landscape, New marketing

The shift of marketing has been monumental. It is a result of the emerging technologies which have enabled social media, email marketing, remote meetings and online advertising. But it goes deeper than that.

For many years, ‘digital marketing’ simply meant using the specific online platforms for ads and promotion - but the SaaS industry is starting to realize that failing to succeed at “digital marketing” is synonymous with not really marketing at all.

As a small reminder, it's highly important to keep up-to-date about the different SaaS Marketing Strategies you can use to grow your business.

To clarify, traditional offline marketing is not gone or even less significant than earlier. But the times of separating offline and online marketing apart are over. Today, a holistic strategy taking both aspects of marketing into account is essential to succeed. The tricky part with this strategy is that each marketing method has its own unique “language” that must be communicated in a genuine voice. Otherwise, the messages will either be avoided or ridiculed as they do not resonate with the audience found through each channel. For example, the tone of voice between LinkedIn, Instagram, and Website varies due to the different characteristics between the targeted segments.

Just like other industries have had to adapt to the new landscape, the complexity of marketing has increased and modern marketers must enforce ways to evolve with it. In this article, we examine how you can create an integrated marketing strategy that serves both online and offline marketing.

Lessons learned from the last 20 years

To understand how the current environment appeared, we will look into several pivotal events that have occurred since the year 2000. These moments have shaped the marketing landscape, business models, and enabled new industries, professions, and companies. The explanation to this transition can be found in four major developments:

  1. Tech monetization
  2. Internet speed and accessibility
  3. Remote working and live streaming
  4. Editorialization of marketing

Tech monetization

In 2007, Facebook Ads was launched and the new service was presented as a completely new way of advertising online. It took a few years to become established, but marketers quickly realized that this feature would enable new levels of demographic and visitor details - a key tool when pursuing a marketing strategy.

Although paid online ads have been around for a while, several large businesses have not yet implemented them into their strategies. This results in missing out on the many advantages of using online advertising via Google, Facebook, and Instagram, etc.

Many people still find it hard to believe that a website developed by some college students to plan parties (Facebook) has changed the landscape of business fundamentally, but it has! Advertising on social media has altered the landscape from one dedicated to the sharing of organic content to a controlled, monitored, and increasingly targeted environment of promotional information.

Internet speed and accessibility

It is no surprise that speed matters when it comes to marketing. A lot of marketing features are completely dependent on how quickly they load online and luckily that speed has been increasing sharply. With higher speed comes improved graphics and faster loading videos, resulting in a richer experience for the users.

Digital marketing is highly associated with speed and accessibility as they affect the performance of the methods of pay-per-click (PPC) advertising, paid search advertising, Search Engine Optimization, paid social media ads, social media marketing in general, content marketing, and email marketing.

The customers are more than ever encouraged to interact with the multiple platforms through interactive quizzes, infographics, surveys, polls, calculations, ebooks, email, and webinars.

Remote Working and Live Streaming

Due to several factors, a larger number of people now recognize that remote working has changed the workplace but only a few have truly understood how it has affected life in general. From saving in travel time to decreases in office space costs to the reduction of in-person conferences, remote working has made a great impact on most lives. New business ideas and marketing trends are expected to occur from these changes - have you already figured it out?

Remote working was strongly increasing already before Covid-19, the trend of telecommuting increased by 159% between 2005 and 2017.

Editorialization of marketing

Everyone has heard the phrase “content is king” for quite some time now, but you can notice that most marketers are starting to take it seriously now. Content is a great tool to support marketing campaigns as it can communicate messages to consumers through indirect and informative content instead of using aggressive promotional marketing efforts which can be perceived as offensive. A company or organization that is failing to establish a knowledge database on informative information that is relevant to their potential customers are falling further and further behind.

Customers in today’s marketing landscape

So has this transformation shaped the customers of today? Yes to a great extent - but not in the way that many believed. Customers are being bombarded with ads. People are online a lot. Since 2011, the time spent online has increased from 75 minutes (43 minutes on desktops and 32 minutes on mobile devices) to 192 minutes Today (37 minutes on desktops and 155 minutes on mobile devices). With this sharp increase in time spent online, it only makes sense that we are more than ever exposed to ads online.

What does Marketing mean Today?

Now that we understand how we got here and where the trends are pointing, it’s time to highlight the SpaceX example again. There are 3 ways that SpaceX managed to carry out the most successful version of “marketing” that we will see again in the 2020s.

  1. Holistic approach to marketing

With information being more connected than ever before, so should your marketing strategy be too. In order to create a complete, integrated marketing approach that includes online and offline methods, you should stop separating online and offline into different categories. The previous way of integrating all methods (online/offline) was constructed like this: hook a user offline, then direct them online for successful conversion. A holistic approach does not separate between the two and aims to incorporate both into each step of the conversion process.

SpaceX managed to integrate online and offline product development events and updates, public relations, brand partnerships and traditional online and offline ads into a cohesive approach. For example, the launch of a Tesla Roadster into space using a Falcon 9 Heavy rocket managed to showcase both SpaceX and Tesla. Cohesive press coverage both online and offline, with in-person interviews by magazines and live streamed YouTube-videos. This resulted in thousands of blog posts, videos, articles, press releases and pictures that were shared online.

  1. Transparent Business Development

Since the internet has made all information more public than before, people seems to have become more forgiving than they used to be. Combine that with companies sharing a lot of details online to all sorts of stakeholders, there is no reason to hide failures in today’s marketing landscape. SpaceX has experienced multiple failures over time and has decided to share that publicly with its audience.

So rather than hiding your developments until the end service or product is 100% finished, share the steps along the way with your audiences. The benefits from showing vulnerability and ongoing development are:
- significant content generation without additional resources
- genuine connection with viewers who can become involved in your projects
- Ongoing feedback from industry experts that want to help out
- Free advertising through media exposure and coverage

  1. Community Interaction and Engagement

It is more than ever important to get fans involved with your brand, not only to increase direct sales but also as many consumers today share their product/service choices with their audiences. Building up a “bonus community” of fans that rave for your brand is invaluable. For SpaceX, this bonus community reached out to millions of subscribers without SpaceX having to pay for any partnerships or collaborations.

Of course some businesses may be reluctant to this sort of coverage as they cannot control the narrative, but a modern marketer must be brave enough to invite the community to shape the brand together. Elon Musk has participated in multiple interviews with raving fans that are way out of his comfort zone, but still his popularity has increased.

Here are some tips on how you can develop a community engagement:

  • Interaction with fans by top-level executives via social media
  • Invitations and interviews for high-level fans
  • Free sharing of product details via website and downloadable materials

To Conclude

Now you may be thinking that this strategy only suits a cool and billion-dollar valued company. But the beauty of today’s marketing is that most methods are available to any company and most are fully scalable. It requires skills to execute these methods, but price-wise it is not more costly than your traditional marketing strategy.

Reach out to us at Lunar Strategy to gain further knowledge on the marketing tactics of the 2020s and how you can grow by employing them.


Tim Haldorsson
CEO of crypto and Web3 marketing agency Lunar Strategy, involved in the crypto scene since 2017. Provides forward-thinking Web3 marketing insight as a contributor to Cointelegraph, Rolling Stone, Daily Coin, NFT Plazas, and Finance Magnates.
Jack Haldorsson
CMO at Lunar Strategy. Been in the crypto space since 2017. Jack leverages his know-how of the blockchain ecosystems and strong KOL relationships to execute result-focused strategies that amplify brand storytelling, drive awareness and grow the project sustainably with the help of Influencer relations.
Adam Westerén
Head of Sales
Adam's passion is to create self-sustainable communities in the Web3 world. He enjoys when you create a Web3 community that can grow by itself. This is what he does in his current role as Head of sales.
William Rejström
As a Community Manager at Lunar Strategy, I'm passionate about finding new ways to connect people, add value and build strong community relationships.
Shann Holmberg
As head of growth at Lunar Strategy, I understand the significant shift away from traditional marketing strategies that Web3 projects require.
Nick Ballanutsa
Crypto Content Creator
Crypto Content Creator, Nick is creating engaging Twitter threads & posts for leading crypto & NFT companies.
Vide Haldorsson
Influencer Manager
Influencer Manager at Lunar Strategy.
Johnny Pedro
Head of Partnerships
Head of Partnerships at Lunar Strategy, creating win-win solutions for Web3 companies. You might have heard his music on Tomorrowland from his previous ventures in the music industry.
Jarrod Frankel
Head of Community
Jarrod is responsible for the teams that provide both engaging social media content and enticing and informative articles for our clients.
Tayler McCracken
Editor at Coin Bureau
Tayler McCracken is the Editor-in-Chief of the Coin Bureau, a leading publication that provides cryptocurrency education.
Vineet Nair
As a web3 storyteller, Vineet brings a wealth of experience in content, journalism, and management, with hands-on knowledge of metaverses, NFTs, AI, and finance.
Hassan Shafiq
Lunar Strategy
Lunar Strategy.
Mairead Finlay
British writer specialising in NFTs, luxury lifestyle & travel based in Portugal. Previous publications include Business Insider, LoveEXPLORING, The Guardian and My French Country Home Magazine. Previously the SEO Editor of tech & startup website TechRound.
Sandra Vukovic
Content & Marketing Specialist
Content & Marketing Specialist at Lunar Strategy.
David Kevin Jeppesen
Lunar Strategy
Raised in the spring of technology, solving problems and finding simple digital solutions is part of my nature. I’m a teachable individual who is always eager to learn and develop as a person.
Julieta Ose
Crypto Content Creator
Crypto Content Creator at Lunar Strategy.
Gino De Graaf
Google Ads Specialist
Google Ads Specialist at Lunar Strategy.
Sam Runge
Media Manager
Lunar Strategy.
Node Sales - 2024's Freshest Crypto Fundraising Narrative 
Node Sales - 2024's Freshest Crypto Fundraising Narrative 
YouTube SEO For Businesses - 12 tips to rank higher
YouTube SEO For Businesses - 12 tips to rank higher
Why You Should Optimize Your Google Ads Shopping Campaign
Why You Should Optimize Your Google Ads Shopping Campaign
Read Also
Jul 17, 2024
Top Crypto AI Conferences To Attend In 2024
We've shortlisted a list of industry-leading AI Crypto Conferences that are a must attend this year! This list includes Crypto AI in Lisbon, AI Crypto Summit Korea, and the Blockchain Expo (Virtual). These events are essential for anyone looking to understand and leverage the intersection of these transformative technologies.
Jul 5, 2024
The Lunar Strategy Approach To OTC Deals
Discover Lunar Strategy's expert approach to handling Over-the-Counter (OTC) deals in the crypto space. Learn how they ensure secure, efficient, and profitable large-scale transactions for institutional investors and high-net-worth individuals.
Jun 7, 2024
Node Sales - 2024's Freshest Crypto Fundraising Narrative 
Dive into the world of node sales, 2024's freshest crypto fundraising narrative. This comprehensive guide explains the concept of nodes, the mechanics of node sales, and the potential benefits for investors, such as earning passive income and contributing to network decentralization. Explore the advantages of participating in node sales, the technical aspects of running a node, and important considerations for investors.
May 31, 2024
Lunar Strategy’s CMO & Head of Influencer Marketing Dives Deep into KOL Fundraising
Dive deep into the realm of KOL fundraising in crypto with this insightful article featuring Lunar Strategy's CMO, Jack Haldorsson. Understand the current fundraising landscape, the significance of influencers, and the challenges and opportunities startups face. Learn about Lunar Strategy's approach to strategic partnerships, investor relations, and the impact of regulatory frameworks. Discover the innovative technologies and methods that will shape the future of crypto fundraising, and find valuable guidance for your own fundraising journey.
May 21, 2024
Mastering DePIN Marketing: A Complete Guide for 2024
Discover the essential strategies for mastering DePIN marketing in 2024. This comprehensive guide covers influencer marketing techniques, PR best practices, social media optimization on X (formerly Twitter), and community building tactics. Learn how to identify the right influencers, craft strategic narratives, execute impactful PR campaigns, and create a thriving community around your DePIN project. By implementing these strategies, you can position your project at the forefront of the DePIN revolution.
May 10, 2024
How To Use Crypto Public Relation Strategies After Launching Your Token‍
This article explores essential strategies for successful post-token launch crypto PR and marketing. Key topics include defining PR goals, crafting compelling narratives, leveraging media relations, building thought leadership, engaging communities, managing crises, and measuring success. By implementing these tactics, projects can boost brand awareness, foster loyalty, and drive adoption.
May 6, 2024
What Running A Crypto Influencer Marketing Agency Looks Like: Lunar Strategy Insights
In this article, we share valuable insights on managing influencers, working with clients, and creating synergy between KOLs and brands in the fast-paced world of crypto.
May 2, 2024
5 Crypto Startups You Need To Know In 2024
This article highlights five noteworthy crypto startups in 2024 that are bringing fresh ideas to areas like AI-powered e-commerce, cloud computing, Layer 2 solutions, Bitcoin development, and decentralized exchanges. Find out what sets these companies apart.
Apr 29, 2024
Lunar Capital’s Strategic Crypto Fundraising Guide: A Brief Overview
Lunar Capital's "Full Guide to Strategic Fundraising with KOLs in the Crypto Space" is a comprehensive resource for navigating the post-halving crypto landscape. Learn about fundraising stages, KOL partnerships, crafting the perfect pitch, and vesting strategies to ensure long-term success in the ever-evolving world of web3.
Apr 25, 2024
Top 5 AI Projects On The Blockchain In 2024
Uncover the transformative potential of five cutting-edge crypto startups in 2024. This article delves into their unique offerings, technological innovations, and impact on industries, showcasing their role in shaping the future of web3 and decentralized solutions.
Apr 5, 2024
Top 5 Crypto Publications To Follow In 2024
This article highlights five leading web3 publications that are essential for staying informed and ahead in the rapidly evolving crypto space. These outlets, including Cointelegraph, The Block, Decrypt, CryptoSlate, and BeInCrypto, offer reliable news, insightful analysis, educational resources, and innovative products to guide readers through the complexities of web3.
Apr 3, 2024
Top 10 European Crypto VC Investment Firms
This article explores how European venture capital firms are leading the charge in shaping the web3 and crypto landscape. It highlights ten top firms, their notable investments, and how they support innovative startups through funding, expertise, and global networks to revolutionize digital interactions and financial management.