Field notes from the desk.
Operating lessons from running community, KOL, ambassador, quest, GTM, IRL events and crypto PR for Web3 founders across three continents. One brief per Monday, written by the people actually running the work.
- GTM StrategyJune 20266 min read
Mid-Year Read-Out: The Channels That Worked While the Market Did Not
The first half of 2026 rewarded operators who chased liquidity and utility, not hype. Here are the channels that actually worked.
Federico WalterCo-founder, ELD Marketing - GTM StrategyMay 20266 min read
Your Next Community Member Will Ask ChatGPT First. Are You in the Answer?
Answer Engine Optimization is the new top of funnel for Web3, and it rewards what good operators already do: clear claims, named numbers, structured pages.
Eugenio García de la TorreCo-founder, ELD Marketing - Community BuildingApril 20266 min read
Stop Measuring Your Community in Impressions. Measure It in Holders.
A community is a balance sheet, not a billboard. The only metrics that survive a cycle are holders, retained actives and TVL.
Eugenio García de la TorreCo-founder, ELD Marketing - InfoFiMarch 20266 min read
Kaito Killed Yaps. What That Means for Your KOL Budget.
InfoFi proved attention is measurable, and that mindshare does not equal protocol interest. Treat it as a signal, not a KPI you buy.
Federico WalterCo-founder, ELD Marketing - Ambassador ProgramsFebruary 20266 min read
Distributed Growth: What 400 Ambassadors Across 25 Markets Taught Us
An ambassador program is distributed growth infrastructure, not a swag giveaway. The ones that compound are tiered, native and paid for impact.
Eugenio García de la TorreCo-founder, ELD Marketing - Quest CampaignsJanuary 20266 min read
Airdrop Farming Is Dead. Quests Are Not. Here Is the Difference.
Quests still work, but the goal flipped from registration to retention. Anti-sybil is now the product, not a filter.
Eugenio García de la TorreCo-founder, ELD Marketing - KOL CampaignsDecember 20256 min read
We Deployed 980 KOLs. Here Is What Actually Moved the Needle.
Reach is the cheapest thing a KOL sells and the least valuable. Sequencing, regional fit and attribution are what convert.
Federico WalterCo-founder, ELD Marketing - IRL EventsNovember 20256 min read
Why We Ran Three Rooms During Devconnect Buenos Aires (and What Happened After)
Attendance is a vanity number. What the room produces in the four weeks after is the real metric.
Eugenio García de la TorreCo-founder, ELD Marketing