Justin Vogel 🦁

You can’t build for users you don’t understand DeFi moves too fast, and teams are often making decisions in the dark This is a story about @max_apy's growth journey They're the most advanced DeFi optimizer, automating cross-chain farming across 700+ strategies, 70+ protocols, and 9+ chains with a single deposit Yet they found themselves flying blind when it came to growth They needed to connect the dots between marketing spend and deposits So they integrated Safary to bring attribution, behavior tracking, & user intelligence into one unified dashboard “Before Safary, it felt like we were flying blind” said Alvaro Bonnelly, Sr. Marketing Manager at maxAPY That's because attribution in web3 is notoriously messy: User journeys span web2 and web3 with campaign links, wallets, and onchain actions Without the right foundation, you’re stuck connecting dots manually "Safary helps us track the direct impact of marketing efforts on our KPIs like wallet connects and deposits" Today, they know what converts: Which messages land Which influencers actually deliver results Which wallets are sitting on idle stables—ready to be activated Beyond marketing, Safary also powers their BD motion maxAPY exports behavioral data through Safary’s API into their own tooling—layering it with onchain activity and user profiles "That’s how we identify where users drop off, what protocols they’ve used, and how we can personalize our outreach" says @berniBZS, BD Lead at maxAPY They enrich wallets with ENS names, social handles, even check for @xmtp_ messaging availability “We built pipelines to scan for ENS names, socials, and even XMTP for onchain messaging. Safary’s data is the foundation that powers all of that" Now Berni can actually reach users with hyper personalized messaging maxAPY works closely with the Safary team, co-developing features and dashboards tailored to their growth goals "The Safary product is constantly evolving, and we love being part of that process. Safary gives us a level of visibility that’s essential in today’s web3 world. Whether it’s tracking funnel drop-offs, enriching wallet data, or understanding social sentiment, it’s become a core piece of our growth stack," says @berniBZS So what are the key takeaways for DeFi growth teams? - Build and measure around your KPIs - Don’t just integrate tools; assemble your stack - Use wallet data to drive personalized BD and retention - Track the full user journey: from campaign click to onchain action DeFi moves at lightspeed. If you’re not tracking every move, you’ll be lost in the jungle

Marketing For Founders "You wouldn't outsource smart contract security to Fiverr, so why treat growth that way?" The "Marketing for Founders" panel at Safary's Growth Summit unpacks the most common missteps crypto startups make—and the frameworks that keep growth strategy on track The session is led by @IreneWu27 and features: - @DianaRichterH, head of marketing @ConsensysMesh - @CJ_Huntzinger, head of platform @galaxyhq - @julie_mo, head of marketing @coinfund The conversation begins by debunking the idea that marketing is a “last‑mile” expense, arguing instead that it belongs in the earliest product and corporate strategy discussions Panelists stress ruthless audience focus: define the single business goal for the next 30, 60, and 90 days, then pick only the channels and metrics that move that goal They contrast mindshare and market share, noting that having people talk about you is useless if the narrative is off—or if your real buyers don’t live on crypto Twitter A deep dive on token‑launch timing warns founders not to “ring the bell” before the product, community, and internal ops are ready, because a token can only launch once The session closes with hiring advice: avoid patch‑worked freelancers; instead invest in one mid‑level, high‑ownership marketer who can execute now and scale later—treating that role with the same rigor as a core smart‑contract engineer Episode Timeline - 00:00 Introductions & why marketing is a strategic—not last‑mile—function - 02:30 Debunking common founder misconceptions about “growth later” - 05:10 Audience focus: narrowing goals to the next 30‑90 days - 08:15 Mind‑share vs. market‑share—matching narrative to real traction - 11:00 Channel selection: when “vibes” events help—and when they don’t - 14:20 Token‑launch timing: why you only get one shot - 17:45 Customer relationships as the controllable growth lever - 19:30 Hiring the first marketer: one high‑ownership role vs. contractor patchwork - 23:00 Interview tactics & defining success metrics for marketing hires - 26:10 Final takeaways