🚀 Web3 Growth Marketer

See how the skill guides you through a complete marketing health check

👤 User

Hey, I'm the co-founder of NexLayer. We're a modular rollup-as-a-service platform on Ethereum. Launched about 3 months ago, got around 2K Twitter followers, $800K TVL. We just launched our token last month. I want to know where we stand marketing-wise.

🤖 Growth Marketer

Great — NexLayer sounds like a solid infra play. Before I dig in, one quick question:

What's your goal right now?

  • A) Full audit — Complete marketing health check across all 13 dimensions with recommendations
  • B) Quick audit — Diagnostic + top 3 gaps only (faster)
  • C) Build growth strategy — Plan channels, budget, and initiatives from scratch
  • D) Plan my launch/TGE — Token launch strategy (though sounds like you already launched)
  • E) Optimize my spend — Cut waste, reallocate budget, improve ROI
  • F) Quick question — Specific topic
👤 User

Full audit, let's do A.

🤖 Growth Marketer

Perfect — let's run the full diagnostic. I need to understand your setup across a few areas. Here are my questions:

  1. What's your one-liner? How do you describe NexLayer to someone who's never heard of it?
  2. Links? Drop me your website URL and Twitter handle.
  3. On-chain status: You said $800K TVL — how many unique holders does your token have?
  4. Token details: What's the ticker? Where can I find your tokenomics?
  5. Team visibility: Is your team public (doxxed)? Has your code been audited?
  6. Media & KOLs: Have you gotten any press coverage or crypto KOL mentions?
  7. Community: Where does your community live — Discord, Telegram, both? How active is it?
  8. Budget? What's your monthly marketing budget? Even a rough range helps me prioritize what's realistic.
👤 User
  1. "NexLayer lets any dev deploy a custom rollup in under 10 minutes — no infra team needed."
  2. nexlayer.io / @nexlayer_io
  3. Around 1,200 holders
  4. $NXL, tokenomics are on our docs at docs.nexlayer.io/tokenomics
  5. Team is semi-public — CTO is doxxed, I'm pseudonymous. Code audited by Hacken.
  6. We got one CoinDesk mention when we launched, and a couple mid-tier KOLs posted about us. Nothing major since.
  7. Discord mainly, about 3K members but honestly it's pretty quiet most days. Maybe 20-30 people chatting daily.
  8. Around $3-5K/month right now.
🤖 Growth Marketer

🩺 Marketing Health Report: NexLayer

Overall Grade: C+ (61/100)

# Dimension Score Status
1 Narrative Clarity 8/10 ✅ Strong
2 Twitter/X Presence 4/10 ❌ Weak
3 Website & Messaging 6/10 ⚠️ OK
4 PR & Earned Media 3/10 ❌ Weak
5 SEO & Organic 4/10 ❌ Weak
6 Trust & Safety 7/10 ✅ Solid
7 KOL Strategy 3/10 ❌ Weak
8 Community Health 4/10 ❌ Weak
9 On-Chain Signals 5/10 ⚠️ OK
10 Tokenomics Signal 6/10 ⚠️ OK
11 GTM & Launch 5/10 ⚠️ OK
12 Competitive Position 5/10 ⚠️ OK
13 Token Chart 5/10 ⚠️ OK
Top 3 Strengths
  • ✅ Narrative clarity (8/10) — Clean one-liner, solves real problem, obvious value prop
  • ✅ Trust & safety (7/10) — Hacken audit + partial doxx is above average for infra projects
  • ✅ Tokenomics transparency (6/10) — Public docs, accessible
Top 3 Gaps
  • ❌ PR & Earned Media (3/10) — One CoinDesk mention at launch, nothing since. No organic press engine.
  • ❌ KOL Strategy (3/10) — Couple paid posts, no authentic advocacy. No ongoing relationships.
  • ❌ Twitter/X Presence (4/10) — 2K followers for a 3-month-old infra project is low. Engagement likely <1%.

I found 5 dimensions scoring ≤5. Want me to go deep on all 5, or focus on your top 3 priorities first?

👤 User

Let's do the top 3 — PR, KOL, and Twitter.

🤖 Growth Marketer

Got it — starting with your biggest gap.

Gap 1: PR & Earned Media (3/10)

The problem: You had a launch moment (CoinDesk) but no sustained press engine. In Web3 infra, credibility compounds through consistent earned media — one article doesn't build authority.

Prescriptions:

  1. Co-marketing partnerships — Partner with 2-3 protocols building ON your rollups. Joint announcements = both teams amplify. Use the 4-week sprint format:
    • Week 1: Identify 5 targets, reach out to BD/marketing leads
    • Week 2: Align on co-marketing scope (joint blog, Twitter spaces, case study)
    • Week 3: Execute content + cross-promotion
    • Week 4: Measure + decide: kill or extend
  2. Earned media angle: Your pitch isn't "we're a rollup provider." It's "we just made rollups a commodity — here's what that means for every dev still wasting 6 weeks on infra before writing a single line of app logic." Contrarian angle = press magnet. Example: "We deployed 50 rollups in 90 days. Here's what broke and what most RaaS platforms won't tell you."
  3. Dev-focused press: Target The Block (requires a data angle — TVL growth, deployment numbers), Blockworks Research (need a warm intro — find their writers on X), and Week in Ethereum (has a submission form — easiest entry point). Infra stories land better in dev-audience outlets than consumer crypto media.

That's your PR plan. Next up: KOL Strategy.

Gap 2: KOL Strategy (3/10)

The problem: A couple paid KOL posts is the Web3 equivalent of burning money. Paid KOLs in infra rarely convert — their audiences want token alpha, not developer tools.

Prescriptions:

  1. Founder-led content over KOL spend. Your CTO is doxxed — that's your asset. Weekly technical threads (build-in-public style) attract the RIGHT audience: devs who might actually deploy rollups.
  2. Micro-KOL relationships, not campaigns. Find 5-10 Ethereum infra voices (5K-50K followers) who genuinely care about modular architecture. Engage with their content for 2 weeks, THEN propose collaboration. Authentic > transactional.
  3. Developer advocates as KOLs. The best "influencers" for infra are devs who build on you and talk about it. Incentivize early deployers to share their experience. One genuine dev thread > 10 paid shills.
    Example: Offer early deployers $500 in gas credits in exchange for a Twitter thread documenting their experience.
  4. Anti-pattern warning: Do NOT spend >$5K on any single KOL. Largest waste category in Web3 marketing. Test micro-tier only, measure wallet conversions not impressions.

That's your KOL plan. One more gap to go: Twitter/X Presence.

Gap 3: Twitter/X Presence (4/10)

The problem: 2K followers at 3 months post-launch with a token is underweight. More importantly, engagement rate and audience quality matter more than count. If your followers are mostly bots or airdrop hunters, the number is meaningless.

Prescriptions:

  1. Content cadence: Minimum 5x/week posting. Mix:
    • 2x technical threads (rollup performance, architecture decisions)
      First thread idea: "Why we built NexLayer and what we learned deploying 50 rollups. Thread 🧵"
    • 1x ecosystem highlight (projects building on NexLayer)
    • 1x market/narrative commentary (modular thesis, L2 landscape takes)
    • 1x community/culture (memes, team moments, milestones)
  2. Engagement > broadcasting: Spend 20 min/day replying to ETH infra conversations. Quote-tweet ecosystem news with NexLayer's angle. Your CTO replying to Vitalik or L2 debates = organic discovery.
  3. Twitter Spaces (guest appearances): Get invited as a guest on BIGGER projects' Spaces - Celestia ecosystem calls, Ethereum infra panels, L2 community discussions. 100-500 listeners who already care about your category > hosting your own Space to 30 people. Cost: zero. ROI: disproportionate exposure.
  4. Audit your followers: If you can check Safary or similar tools, assess what % are real, engaged, and in your target audience (devs, DeFi builders). Prune bot followers if needed.

That covers all 3 gaps. Now let me pull everything together into your prioritized action plan.

🤖 Growth Marketer

Now I'm going to prioritize everything into your 30/60/90 roadmap.

📋 NexLayer Growth Roadmap
RICE-Prioritized Tactics
Priority Tactic Reach Impact Confidence Effort RICE Score
1 CTO build-in-public threads (2x/week) 8 7 9 2 252
2 Co-marketing partnerships (2-3 protocols) 6 8 7 4 84
3 Daily Twitter engagement (20 min/day) 5 6 8 2 120
4 Micro-KOL relationship building 4 7 6 3 56
5 Dev advocate program 5 8 5 5 40
6 Earned media pitching 3 8 5 4 30
7 Twitter Spaces (bi-weekly) 3 5 7 3 35

30-Day Sprint (Top 3 Priorities)

  1. CTO starts posting threads — 2x/week minimum. First thread: "Why we built NexLayer and what we learned deploying 50 rollups." This is your highest-ROI move.
  2. Daily engagement habit — 20 min/day replying to ETH infra conversations. Not promotional — genuine participation.
  3. Identify 3 co-marketing partners — protocols already deploying on NexLayer or in adjacent infra. Reach out to marketing leads.

60-Day Plan

  1. Launch micro-KOL program — 5 authentic ETH infra voices. Engage first, pitch second.
  2. First co-marketing execution — joint blog + Twitter Spaces with partner #1.
  3. Pitch 3 earned media outlets — The Block, Blockworks, Week in Ethereum. Use the "rollups are now a commodity" angle.

90-Day Plan

  1. Dev advocate program live — incentivize early deployers to share their NexLayer experience publicly.
  2. Measure and double down - Track which 30-day tactics drove actual deployments (not just impressions). Kill anything that didn't convert. 2x budget on winners.
  3. Bi-weekly Spaces cadence — established rhythm with recurring partner lineup.

That's your complete growth plan. A few things we can do from here:

  1. Deep-dive into any specific tactic — want me to build out the co-marketing outreach templates or CTO content calendar?
  2. Adjust priorities based on your team capacity — if you're a 2-person marketing team vs. just the founder, the cadence changes
  3. Build out a specific channel playbook — e.g., full Twitter growth playbook or partnership sprint plan

What would be most useful?

🗺️ What's Coming

v0.1 (Current)

One-Shot Growth Audit

13 dimensions, framework-backed prescriptions, RICE-prioritized roadmap. Works in OpenClaw + Claude Pro.

v0.2 (Next)

Return Visits & Re-Scoring

The skill remembers your project, tracks progress over time, compares before/after scores.

v0.3

Protocol-Type Adapted Benchmarks

DeFi vs NFT vs L2 vs gaming — different scoring baselines because a DEX and an L2 shouldn't be graded the same way.

v1.0

Fractional CMO Mode

Ongoing strategic partner that monitors your channels, flags issues, suggests optimizations weekly. Not just an audit — a growth team member.

Want to test v0.1?

DM @Doomzy on X