The Marketing Truth of a Crypto Project: Don't Be Fooled by Institutions, Real Marketing Relies on Oneself

By: blockbeats|2025/02/12 14:15:03
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原文标题:There Are No Good Marketing Agencies
原文作者:Damian,aori_io 传播负责人
原文编译:Ashley,BlockBeats

编者按:加密行业的营销机构常被视为提升品牌影响力的捷径,但现实并非如此。本文指出,大多数机构难以真正理解项目核心,适合短期执行而非品牌塑造。相比之下,优秀的内部营销人才更具长期价值,能深入行业、主动学习并建立真实的行业联系。最终,营销的成败取决于项目本身的主动性,而非机构的承诺。

以下为原文内容(为便于阅读理解,原内容有所整编):

The Marketing Truth of a Crypto Project: Don't Be Fooled by Institutions, Real Marketing Relies on Oneself

最近,我在匈牙利的一个小镇上和一位朋友共进晚餐,聊到了加密行业的营销。和同行交流时,很难不聊到加密,因为我的家人和老朋友根本不理解这个行业——相信许多人都能感同身受。

这位朋友向我讲述了他与一家加密原生营销机构(名字就不提了)合作时的惨痛经历。我一方面苦笑,另一方面认真倾听他的烦恼,因为他毕竟不是一个营销人。我为他的团队浪费了时间和资金而感到惋惜,于是我提醒他:「我早就跟你说过,别雇营销机构,因为根本没有『好』的营销机构。」

我接着向他解释,指望营销机构主动为你产出高质量的内容,这种期待本身就是错误的。他们不会帮你定义品牌,不会理解你项目的独特性,也不会有足够的创意驱动力——毕竟他们的精力分散在多个客户之间。

作为一个初创公司,残酷的现实是,你的项目的优先级很可能低于那些大客户,因为他们对营销机构来说更有价值,这不仅仅是因为长期合作协议。在加密行业,网站上的 LOGO 和行业影响力是一种通用货币,留住最有价值的客户,是营销机构维持自身业务运转的核心策略之一。

营销机构真的没用吗?

其实也不是。我知道,大多数营销机构的员工每天都在做满 8-10 小时的工作,为多个客户提供交付物。他们的客户能获得价值,是因为他们本身已经清楚自己的叙事方向,或至少知道自己想要塑造的品牌形象。营销机构的作用,应该仅限于在需要大规模内容生产或特定营销活动时,提高短期或中期的产出能力。

「麦当劳式」营销困境

营销机构只是一个工具,它们只是帮助达成目标的手段,而不是那个能凭空让你的营销变得出色的「X 因素」。营销机构通常会宣传自己在品牌建设和技术概念上的专业能力,给小型项目一种错觉,以为它们能帮你站稳脚跟。但请别被营销机构网站上的那些「LOGO x LOGO」合作案例迷惑——你怎么知道他们是不是仅仅合作了一个月就终止了协议?

一个真正优秀的加密行业「营销人」,至少要具备比 DevRel(开发者关系)稍逊一筹的技术理解力。然而,这些营销机构的员工很难有动力在本就低薪的 8 小时工作时间之外,再去深入学习链上技术。

试想一下,如果你拿着麦当劳店长的薪资,但却要掌握预言机、数据库、零知识证明、MEV、AI、借贷、质押、再质押等复杂概念,你愿意干这份工作吗?

在营销机构的层级结构下,或许有一些优秀的高级经理,但他们大多数时候不会直接与客户对接,而是忙于团队管理和基于客户反馈制定策略。有些管理者甚至要同时负责 7-8 个客户账户。而糟糕的管理者呢?他们可能一天到晚啥都没干,整天泡在无休止的电话会议里。

另一方面,机构内部的低级员工,虽然薪资微薄,却可能对这个行业充满热情,愿意投入精力去了解客户的项目并构建真正有价值的叙事。但他们往往被中层管理者挡住了去路——这些管理者更关心 KPI,更看重数量而非质量。如果每个客户都要求全面的营销策略,机构就必须在时间投入上做出取舍,而这些取舍通常不是基于市场需求,而是基于机构自身的商业利益。

这并不意味着营销机构模式本身是完全失败的,问题在于管理者缺乏担当,无法对客户设定合理的期望。

高级管理层当然不想失去客户,也不愿意与客户发生冲突,但从长远来看,为了机构的生存,也为了客户自身的利益,管理者必须学会对客户说「不」。同时,项目方也需要意识到,没有任何营销机构能替代一个优秀的内部营销人员。

内部营销才是王道

那些在加密行业里真正厉害的营销人,都是靠自己的主动学习、积极参与和行业连接成长起来的。他们最终成为了优秀的社区经理(@thisisfin_)、增长负责人(@0xMista)、营销主管(@lou3ee)、叙事负责人(@kramnotmark)。他们之所以比营销机构强大,就是因为他们真正融入了这个行业。

我的观点是,要么你深入行业,要么你只能在边缘徘徊。如果你不理解这个领域、不和你的受众沟通,那你就很难找到营销创意。换句话说——这可是营销(Marketing),市场调研(Market Research)本应该是你的基本功。

营销的「可提取价值」(MEV)

如果你的项目正在考虑聘请营销支持,那就直接招聘一个营销人员吧。雇佣你的第一个优秀营销人员,就像任命一个新军团的首席将军。他将负责领导整个营销战线,决定是继续扩张团队,还是借助外部营销机构。

如果你一定要雇佣营销机构,那至少要确保你的内部营销负责人有一个明确的战略。他们应该能够制定清晰的任务,并传达给营销机构,以确保最大化地利用机构的执行能力。

比如,你的营销负责人需要每月发布四篇博客文章。他可以让营销机构帮忙写一半,甚至全部内容——前提是他必须提供所有必要的资源和指引。如果营销负责人能制定出色的策略,合理分配任务,并最终推动业务增长,那么他就是一个优秀的营销人。而如果营销机构能够高效执行这些任务,他们才算是一家「合格」的机构。

但本质上,营销机构的价值依赖于客户本身的素质。如果你的项目本身毫无亮点、没有找到产品市场契合点(PMF),再好的营销机构也救不了你。如果你的项目有很多值得讲的故事,但不知道如何表达,那营销机构也帮不上忙。

不过,如果你的项目清楚自己想要达成的目标,仅仅需要执行者,那营销机构可能是个不错的选择——前提是你能像管理内部团队一样管理他们,提供定期的更新、指导和反馈。因此,一条经验法则是:永远不要让营销机构成为你的第一个营销雇员。

那些承诺自己比内部营销人员强 4 倍的营销机构,简直是胡扯——这甚至可以算是营销机构自己的「劣质营销案例」。实际上,他们能提供的价值其实很简单(甚至有点无聊):如果你需要额外的执行人手,并且他们有一定的行业人脉,那他们或许适合你。但相比之下,内部团队更好,因为你可以让员工有足够的时间去学习和成长,而当他们真正融入行业后,就没有理由做不好营销工作了。

失败的沟通

说到底,营销机构和项目方都有一个共同的问题:沟通能力太烂,甚至可以说是「狗屎级别」的。

营销机构的工作本质上就是沟通,但他们却往往夸大其词,导致客户的期望值被无限放大。而项目方则接受了这些虚假承诺,期待机构能提供远超现实的价值,却又没有主动去管理外部团队。这往往导致双输局面。

没有天生的赢家,也没有「好」的营销机构。无论你是否选择营销机构,最终决定营销成败的,只有你自己。

原文链接

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China's Central Bank and Eight Other Departments' Latest Regulatory Focus: Key Attention to RWA Tokenized Asset Risk


Foreword: Today, the People's Bank of China's website published the "Notice of the People's Bank of China, National Development and Reform Commission, Ministry of Industry and Information Technology, Ministry of Public Security, State Administration for Market Regulation, China Banking and Insurance Regulatory Commission, China Securities Regulatory Commission, State Administration of Foreign Exchange on Further Preventing and Dealing with Risks Related to Virtual Currency and Others (Yinfa [2026] No. 42)", the latest regulatory requirements from the eight departments including the central bank, which are basically consistent with the regulatory requirements of recent years. The main focus of the regulation is on speculative activities such as virtual currency trading, exchanges, ICOs, overseas platform services, and this time, regulatory oversight of RWA has been added, explicitly prohibiting RWA tokenization, stablecoins (especially those pegged to the RMB). The following is the full text:


To the people's governments of all provinces, autonomous regions, and municipalities directly under the Central Government, the Xinjiang Production and Construction Corps:


  Recently, there have been speculative activities related to virtual currency and Real-World Assets (RWA) tokenization, disrupting the economic and financial order and jeopardizing the property security of the people. In order to further prevent and address the risks related to virtual currency and Real-World Assets tokenization, effectively safeguard national security and social stability, in accordance with the "Law of the People's Republic of China on the People's Bank of China," "Law of the People's Republic of China on Commercial Banks," "Securities Law of the People's Republic of China," "Law of the People's Republic of China on Securities Investment Funds," "Law of the People's Republic of China on Futures and Derivatives," "Cybersecurity Law of the People's Republic of China," "Regulations of the People's Republic of China on the Administration of Renminbi," "Regulations on Prevention and Disposal of Illegal Fundraising," "Regulations of the People's Republic of China on Foreign Exchange Administration," "Telecommunications Regulations of the People's Republic of China," and other provisions, after reaching consensus with the Cyberspace Administration of China, the Supreme People's Court, and the Supreme People's Procuratorate, and with the approval of the State Council, the relevant matters are notified as follows:


  I. Clarify the essential attributes of virtual currency, Real-World Assets tokenization, and related business activities


  (I) Virtual currency does not possess the legal status equivalent to fiat currency. Virtual currencies such as Bitcoin, Ether, Tether, etc., have the main characteristics of being issued by non-monetary authorities, using encryption technology and distributed ledger or similar technology, existing in digital form, etc. They do not have legal tender status, should not and cannot be circulated and used as currency in the market.


  The business activities related to virtual currency are classified as illegal financial activities. The exchange of fiat currency and virtual currency within the territory, exchange of virtual currencies, acting as a central counterparty in buying and selling virtual currencies, providing information intermediary and pricing services for virtual currency transactions, token issuance financing, and trading of virtual currency-related financial products, etc., fall under illegal financial activities, such as suspected illegal issuance of token vouchers, unauthorized public issuance of securities, illegal operation of securities and futures business, illegal fundraising, etc., are strictly prohibited across the board and resolutely banned in accordance with the law. Overseas entities and individuals are not allowed to provide virtual currency-related services to domestic entities in any form.


  A stablecoin pegged to a fiat currency indirectly fulfills some functions of the fiat currency in circulation. Without the consent of relevant authorities in accordance with the law and regulations, any domestic or foreign entity or individual is not allowed to issue a RMB-pegged stablecoin overseas.


(II)Tokenization of Real-World Assets refers to the use of encryption technology and distributed ledger or similar technologies to transform ownership rights, income rights, etc., of assets into tokens (tokens) or other interests or bond certificates with token (token) characteristics, and carry out issuance and trading activities.


  Engaging in the tokenization of real-world assets domestically, as well as providing related intermediary, information technology services, etc., which are suspected of illegal issuance of token vouchers, unauthorized public offering of securities, illegal operation of securities and futures business, illegal fundraising, and other illegal financial activities, shall be prohibited; except for relevant business activities carried out with the approval of the competent authorities in accordance with the law and regulations and relying on specific financial infrastructures. Overseas entities and individuals are not allowed to illegally provide services related to the tokenization of real-world assets to domestic entities in any form.


  II. Sound Work Mechanism


  (III) Inter-agency Coordination. The People's Bank of China, together with the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Public Security, the State Administration for Market Regulation, the China Banking and Insurance Regulatory Commission, the China Securities Regulatory Commission, the State Administration of Foreign Exchange, and other departments, will improve the work mechanism, strengthen coordination with the Cyberspace Administration of China, the Supreme People's Court, and the Supreme People's Procuratorate, coordinate efforts, and overall guide regions to carry out risk prevention and disposal of virtual currency-related illegal financial activities.


  The China Securities Regulatory Commission, together with the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Public Security, the People's Bank of China, the State Administration for Market Regulation, the China Banking and Insurance Regulatory Commission, the State Administration of Foreign Exchange, and other departments, will improve the work mechanism, strengthen coordination with the Cyberspace Administration of China, the Supreme People's Court, and the Supreme People's Procuratorate, coordinate efforts, and overall guide regions to carry out risk prevention and disposal of illegal financial activities related to the tokenization of real-world assets.


  (IV) Strengthening Local Implementation. The people's governments at the provincial level are overall responsible for the prevention and disposal of risks related to virtual currencies and the tokenization of real-world assets in their respective administrative regions. The specific leading department is the local financial regulatory department, with participation from branches and dispatched institutions of the State Council's financial regulatory department, telecommunications regulators, public security, market supervision, and other departments, in coordination with cyberspace departments, courts, and procuratorates, to improve the normalization of the work mechanism, effectively connect with the relevant work mechanisms of central departments, form a cooperative and coordinated working pattern between central and local governments, effectively prevent and properly handle risks related to virtual currencies and the tokenization of real-world assets, and maintain economic and financial order and social stability.


  III. Strengthened Risk Monitoring, Prevention, and Disposal


  (5) Enhanced Risk Monitoring. The People's Bank of China, China Securities Regulatory Commission, National Development and Reform Commission, Ministry of Industry and Information Technology, Ministry of Public Security, State Administration of Foreign Exchange, Cyberspace Administration of China, and other departments continue to improve monitoring techniques and system support, enhance cross-departmental data analysis and sharing, establish sound information sharing and cross-validation mechanisms, promptly grasp the risk situation of activities related to virtual currency and real-world asset tokenization. Local governments at all levels give full play to the role of local monitoring and early warning mechanisms. Local financial regulatory authorities, together with branches and agencies of the State Council's financial regulatory authorities, as well as departments of cyberspace and public security, ensure effective connection between online monitoring, offline investigation, and fund tracking, efficiently and accurately identify activities related to virtual currency and real-world asset tokenization, promptly share risk information, improve early warning information dissemination, verification, and rapid response mechanisms.


  (6) Strengthened Oversight of Financial Institutions, Intermediaries, and Technology Service Providers. Financial institutions (including non-bank payment institutions) are prohibited from providing account opening, fund transfer, and clearing services for virtual currency-related business activities, issuing and selling financial products related to virtual currency, including virtual currency and related financial products in the scope of collateral, conducting insurance business related to virtual currency, or including virtual currency in the scope of insurance liability. Financial institutions (including non-bank payment institutions) are prohibited from providing custody, clearing, and settlement services for unauthorized real-world asset tokenization-related business and related financial products. Relevant intermediary institutions and information technology service providers are prohibited from providing intermediary, technical, or other services for unauthorized real-world asset tokenization-related businesses and related financial products.


  (7) Enhanced Management of Internet Information Content and Access. Internet enterprises are prohibited from providing online business venues, commercial displays, marketing, advertising, or paid traffic diversion services for virtual currency and real-world asset tokenization-related business activities. Upon discovering clues of illegal activities, they should promptly report to relevant departments and provide technical support and assistance for related investigations and inquiries. Based on the clues transferred by the financial regulatory authorities, the cyberspace administration, telecommunications authorities, and public security departments should promptly close and deal with websites, mobile applications (including mini-programs), and public accounts engaged in virtual currency and real-world asset tokenization-related business activities in accordance with the law.


  (8) Strengthened Entity Registration and Advertisement Management. Market supervision departments strengthen entity registration and management, and enterprise and individual business registrations must not contain terms such as "virtual currency," "virtual asset," "cryptocurrency," "crypto asset," "stablecoin," "real-world asset tokenization," or "RWA" in their names or business scopes. Market supervision departments, together with financial regulatory authorities, legally enhance the supervision of advertisements related to virtual currency and real-world asset tokenization, promptly investigating and handling relevant illegal advertisements.


  (IX) Continued Rectification of Virtual Currency Mining Activities. The National Development and Reform Commission, together with relevant departments, strictly controls virtual currency mining activities, continuously promotes the rectification of virtual currency mining activities. The people's governments of various provinces take overall responsibility for the rectification of "mining" within their respective administrative regions. In accordance with the requirements of the National Development and Reform Commission and other departments in the "Notice on the Rectification of Virtual Currency Mining Activities" (NDRC Energy-saving Building [2021] No. 1283) and the provisions of the "Guidance Catalog for Industrial Structure Adjustment (2024 Edition)," a comprehensive review, investigation, and closure of existing virtual currency mining projects are conducted, new mining projects are strictly prohibited, and mining machine production enterprises are strictly prohibited from providing mining machine sales and other services within the country.


  (X) Severe Crackdown on Related Illegal Financial Activities. Upon discovering clues to illegal financial activities related to virtual currency and the tokenization of real-world assets, local financial regulatory authorities, branches of the State Council's financial regulatory authorities, and other relevant departments promptly investigate, determine, and properly handle the issues in accordance with the law, and seriously hold the relevant entities and individuals legally responsible. Those suspected of crimes are transferred to the judicial authorities for processing according to the law.


 (XI) Severe Crackdown on Related Illegal and Criminal Activities. The Ministry of Public Security, the People's Bank of China, the State Administration for Market Regulation, the China Banking and Insurance Regulatory Commission, the China Securities Regulatory Commission, as well as judicial and procuratorial organs, in accordance with their respective responsibilities, rigorously crack down on illegal and criminal activities related to virtual currency, the tokenization of real-world assets, such as fraud, money laundering, illegal business operations, pyramid schemes, illegal fundraising, and other illegal and criminal activities carried out under the guise of virtual currency, the tokenization of real-world assets, etc.


  (XII) Strengthen Industry Self-discipline. Relevant industry associations should enhance membership management and policy advocacy, based on their own responsibilities, advocate and urge member units to resist illegal financial activities related to virtual currency and the tokenization of real-world assets. Member units that violate regulatory policies and industry self-discipline rules are to be disciplined in accordance with relevant self-regulatory management regulations. By leveraging various industry infrastructure, conduct risk monitoring related to virtual currency, the tokenization of real-world assets, and promptly transfer issue clues to relevant departments.


  IV. Strict Supervision of Domestic Entities Engaging in Overseas Business Activities


(XIII) Without the approval of relevant departments in accordance with the law and regulations, domestic entities and foreign entities controlled by them may not issue virtual currency overseas.


  (XIV) Domestic entities engaging directly or indirectly in overseas external debt-based tokenization of real-world assets, or conducting asset securitization activities abroad based on domestic ownership rights, income rights, etc. (hereinafter referred to as domestic equity), should be strictly regulated in accordance with the principles of "same business, same risk, same rules." The National Development and Reform Commission, the China Securities Regulatory Commission, the State Administration of Foreign Exchange, and other relevant departments regulate it according to their respective responsibilities. For other forms of overseas real-world asset tokenization activities based on domestic equity by domestic entities, the China Securities Regulatory Commission, together with relevant departments, supervise according to their division of responsibilities. Without the consent and filing of relevant departments, no unit or individual may engage in the above-mentioned business.


  (15) Overseas subsidiaries and branches of domestic financial institutions providing Real World Asset Tokenization-related services overseas shall do so legally and prudently. They shall have professional personnel and systems in place to effectively mitigate business risks, strictly implement customer onboarding, suitability management, anti-money laundering requirements, and incorporate them into the domestic financial institutions' compliance and risk management system. Intermediaries and information technology service providers offering Real World Asset Tokenization services abroad based on domestic equity or conducting Real World Asset Tokenization business in the form of overseas debt for domestic entities directly or indirectly venturing abroad must strictly comply with relevant laws and regulations. They should establish and improve relevant compliance and internal control systems in accordance with relevant normative requirements, strengthen business and risk control, and report the business developments to the relevant regulatory authorities for approval or filing.


  V. Strengthen Organizational Implementation


  (16) Strengthen organizational leadership and overall coordination. All departments and regions should attach great importance to the prevention of risks related to virtual currencies and Real World Asset Tokenization, strengthen organizational leadership, clarify work responsibilities, form a long-term effective working mechanism with centralized coordination, local implementation, and shared responsibilities, maintain high pressure, dynamically monitor risks, effectively prevent and mitigate risks in an orderly and efficient manner, legally protect the property security of the people, and make every effort to maintain economic and financial order and social stability.


  (17) Widely carry out publicity and education. All departments, regions, and industry associations should make full use of various media and other communication channels to disseminate information through legal and policy interpretation, analysis of typical cases, and education on investment risks, etc. They should promote the illegality and harm of virtual currencies and Real World Asset Tokenization-related businesses and their manifestations, fully alert to potential risks and hidden dangers, and enhance public awareness and identification capabilities for risk prevention.


  VI. Legal Responsibility


  (18) Engaging in illegal financial activities related to virtual currencies and Real World Asset Tokenization in violation of this notice, as well as providing services for virtual currencies and Real World Asset Tokenization-related businesses, shall be punished in accordance with relevant regulations. If it constitutes a crime, criminal liability shall be pursued according to the law. For domestic entities and individuals who knowingly or should have known that overseas entities illegally provided virtual currency or Real World Asset Tokenization-related services to domestic entities and still assisted them, relevant responsibilities shall be pursued according to the law. If it constitutes a crime, criminal liability shall be pursued according to the law.


  (19) If any unit or individual invests in virtual currencies, Real World Asset Tokens, and related financial products against public order and good customs, the relevant civil legal actions shall be invalid, and any resulting losses shall be borne by them. If there are suspicions of disrupting financial order and jeopardizing financial security, the relevant departments shall deal with them according to the law.


  This notice shall enter into force upon the date of its issuance. The People's Bank of China and ten other departments' "Notice on Further Preventing and Dealing with the Risks of Virtual Currency Trading Speculation" (Yinfa [2021] No. 237) is hereby repealed.


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