A crypto go-to-market strategy is the plan for how a project reaches new users and holders. Lunar Strategy builds this plan with founders and their teams, before or after a TGE.
The lack of a battle-tested crypto go-to-market strategy is why founding teams burn through budgets without seeing real traction. This is where structured crypto consulting replaces guesswork with clarity, alignment, and measurable outcomes.
Most crypto projects launch with scattered messaging, unclear positioning, and channels that feel disconnected.
Teams pull in different directions, campaigns lack focus, and measuring progress becomes impossible. Without a structured GTM crypto approach, you're hoping something sticks rather than building toward measurable outcomes.
Our services align product, brand, and token strategies into a single growth system.
As part of your crypto go-to-market strategy, we define your competitive positioning, segment your audiences, develop your narrative framework, and structure how your story gets told across social media, PR, and community channels. This approach ensures every element of your launch works together, from initial positioning through post-launch growth.
A crypto go-to-market strategy from Lunar Strategy covers your product, brand, marketing, token and growth. Research comes first, then the positioning and the narrative, then a plan for every channel. At the end, you get the documents and a report with the next steps.
Social, community, creators and PR start in that order, and each channel is tracked against the plan.
We engineer every stage of your marketing funnel, and we track the KPIs of each stage to keep improving it.
Attention in
Get seen by the right audience
Turn attention into trust
Turn believers into users, holders and TVL
Keep your users and holders after the launch
Value out: users, holders, TVL
Retention Keep your users and holders after the launch
KPIs: returning members, holder retention and weekly actives
We refreshed the DualMint brand identity, made the visual creatives and wrote the messaging. Then creators and socials carried the $PLAY presale, and it closed oversubscribed.
3.51M impressions
1,310 creator posts from 525 participants
$284,164 125% of the cap
134 depositors
+190%
replies in a 3-month campaign
GMTrade, formerly GMXSOL, needed a clear direction before its TGE. We built the go-to-market strategy, the positioning and a new brand identity. Bookmarks grew 154%, and smart followers grew from 125 to 167.
$10M
raised in a community sale
XMAQUINA needed to stand out in a crowded market and drive its community sales. We built the humanoid narrative, the leaderboard mechanics and a brand around a mascot, and we added staking.
Before a launch
You build toward a TGE, but the positioning, the message or the order of the launch is not clear yet.
A big product launch
The product is ready. You need to know which audiences come first and how to keep interest after the first spike.
After a launch
The first attention faded. We clear up the positioning and the story, and plan the way forward.
A rebrand
The project grew past its first positioning. We plan the new positioning, the identity and the messages, and bring your community along.
Budget without clear results
You spend on marketing but cannot see what works. We set clear goals and metrics, so every dollar has a purpose.
Early stage
You still build. We set the positioning, the audience research and the story now, so the strategy is ready when you launch.
A crypto go-to-market strategy, or Web3 GTM strategy, is the plan for how a project reaches its users. It covers the positioning, the audiences, the narrative and the order of the rollout. Lunar Strategy builds it with your team, and every channel then follows it.
Our crypto consulting covers your product, brand, marketing, token and growth. You get a competitor analysis, a brand audit, audience segments and a content calendar. You also get a rollout plan, with plans for KOLs, paid ads and PR. On the token side, we audit your utility, points and airdrop mechanics, and we plan for sell pressure.
Ideally 3 to 6 months before a big launch. Then there is time for research, the strategy, the content and an ordered rollout. We also work with projects after a launch that need a new direction.
No. We plan before a launch, before a TGE, after a launch, for a big product launch, and for projects that lost momentum. The deliverables follow your situation.
A traditional GTM plan assumes slower sales cycles and central marketing channels. Crypto launches run on short timelines with global, always-on communities, and creators carry most of the reach. Token incentives shape what users do, and your first users are often also your investors and your loudest voices.
We set the KPIs with you in the strategy phase. They follow your goals and the phase you are in. For GMTrade, the results were replies, bookmarks and smart followers. After a launch, the KPIs can be returning members, holder retention and weekly actives.
Markets move and products change. When the data shows a better direction, we change the plan with you.
Yes. Lunar Strategy runs the channels of the plan through its programs: Crypto marketing department, Token launch marketing, and Token sale and presale marketing. Your own team can also run the plan, because you get every document in a form it can use.
We have worked only in crypto since 2019, with 400+ crypto teams. We have planned launches across several market cycles, and we work on product, brand and token together. Every document goes into the work: the positioning guides the content, and the timelines coordinate the teams.
Pick a time. A partner looks at your project and your goals with you, and you leave with a first plan.
Lunar Strategy
What you get
Rated 4.9/5 on Clutch
You're in good company
Cointelegraph
CoinDesk
Decrypt
The Block
