Web3 Marketing & GTM Skill
A structured playbook for AI agents to produce professional, execution-ready Web3 marketing assets from a minimal project brief. No human hand-holding required — this skill handles strategy, content, and sequencing end-to-end.
Input: Project Brief
The minimum required input is:
Project Name: <name>
Chain: <e.g. Avalanche, Base, Solana, Ethereum>
Product Type: <e.g. DeFi protocol, NFT collection, GameFi, payments app, oracle, social dApp>
Optional enrichers (use if provided):
- Target audience (e.g. degens, retail users, developers, DAOs)
- Key differentiator or value prop
- Existing community size / metrics
- Launch date or timeline
- Token: yes/no, TGE planned
If any required field is missing, ask for it before proceeding. Do not hallucinate chain or product type.
Output Suite
From a single brief, produce all four deliverables in sequence:
- GTM Launch Plan → See
references/gtm-plan.md - Campaign Calendar → See
references/campaign-calendar.md - Community Engagement Scripts → See
references/community-scripts.md - On-Chain Retention Strategy → See
references/onchain-retention.md
Each reference file contains the full template, logic, and formatting rules for that deliverable.
Execution Flow
RECEIVE brief
│
▼
VALIDATE inputs (name, chain, product type present?)
│ if missing → ASK
▼
INFER defaults (see Defaults section below)
│
▼
PRODUCE deliverables in order:
1. GTM Launch Plan
2. Campaign Calendar
3. Community Scripts
4. On-Chain Retention Strategy
│
▼
OUTPUT as structured markdown document
Always produce all four deliverables unless the user explicitly requests fewer. Label each section clearly.
Defaults & Inference Rules
When optional fields are missing, apply these defaults:
| Missing Field | Default Assumption |
|---|---|
| Target audience | Crypto-native users (18–35, active on X and Discord) |
| Differentiator | Derive from product type (e.g. DeFi → yield/efficiency angle) |
| Community size | Assume 0 (greenfield launch) |
| Launch timeline | Assume 4-week runway from today |
| Token | No token; focus on product-native incentives |
Tone & Voice Rules for All Content
Web3 marketing content produced by this skill must follow these principles:
- No hype language: avoid "revolutionary", "game-changing", "to the moon", "LFG" in strategy docs
- Education first: lead with what the product does and why it matters
- Specificity over vagueness: use real timelines, real metrics targets, real actions
- Community-native: Discord = conversational, X = punchy/informational, Telegram = direct/update-focused
- Selling never: content informs and invites, it does not pitch or pressure
Reference Files
Read the relevant reference file when producing each deliverable:
| Deliverable | File | When to Read |
|---|---|---|
| GTM Launch Plan | references/gtm-plan.md | Always — read first |
| Campaign Calendar | references/campaign-calendar.md | Always — read second |
| Community Scripts | references/community-scripts.md | Always — read third |
| On-Chain Retention Strategy | references/onchain-retention.md | Always — read fourth |
Read all four before producing output. Do not skip reference files.
Quality Checklist
Before finalizing output, verify:
- All four deliverables are present and labeled
- No placeholder text remains (e.g. "[INSERT HERE]")
- Chain-specific details are accurate (e.g. AVAX ≠ ETH gas model)
- Tone is consistent: no hype, no vagueness
- Campaign calendar has specific dates/weeks, not just "Week 1"
- Scripts are platform-appropriate (length, tone, format)
- Retention strategy references on-chain actions, not just social metrics