Practical Approaches to Marketing and Growth in LATAM Crypto
The best marketing strategy in crypto right now is reading the market honestly.
When I joined Base, the primary use case we were building around was DeFi and developer ecosystem growth. By the time I left, the market had shifted: trading was the dominant behavior, and payments infrastructure was the emerging story underneath. The teams that struggled most were the ones that kept pushing the original thesis past its expiration date, hoping the market would catch up to their narrative.
Adapting isn't giving up on your vision. It's respecting what users are actually doing and finding your role within that reality.
Segment honestly
Creators, builders, traders, and fintechs are not the same audience. They don't respond to the same content, use the same jargon, or care about the same problems. A campaign designed for all of them will land with none of them. Know who you are actually talking to before you say anything.
Make events real
Not conference booths. Real gatherings with people who have something in common beyond proximity. Breakfast with 8 focused founders beats a panel of 5 speakers talking at 200 people, every time. The relationships that move things forward almost never happen on main stages.
Treat content as infrastructure
The video, the thread, the short analysis: this is not decoration. It is what makes people feel something about you before they've met you in person. If your content doesn't exist, you don't exist to the people who haven't already encountered you offline.
Follow the money, not the hype
Where is actual transaction volume growing? Where are real integrations happening? That's where to build presence. Right now in LATAM, that means payments and stablecoins, not NFTs, not governance tokens, not whatever the current conference theme is.
The trading cycle is ending. The payments infrastructure cycle is starting. The builders who understand this are already repositioning. Are you building for where the market is going, or for where it was?
If you're building growth strategy for a LATAM crypto project and want a thought partner, I'm available. Let's talk.