In an industry that moves at the speed of code, trust remains the one thing that can’t be faked or rushed. This was the core message that echoed through the recent BeInCrypto x ICP Hubs webinar, where Alevtina Labyuk, Chief Strategic Partnerships Officer of BeInCrypto and a jury member at ICP Hubs, led a deep dive into what it truly means to build a Web3 brand that lasts.
Held as part of BeInCrypto’s ongoing partnership with ICP Hubs, the session brought together founders, builders, and marketers to explore the strategic layers of reputation, visibility, and storytelling, three pillars that, according to Labyuk, separate projects that fade after launch from those that define ecosystems.
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Visibility Is the First Layer of Trust
Alevtina began by addressing the foundation of credibility, visibility. It’s not enough, she said, to have a Twitter account, a Discord channel, or a few influencer mentions. True visibility means being discoverable in trusted environments, across Google, large language models, and high-reputation media.
This, she argued, is one of the biggest hidden losses in crypto marketing. Teams often measure ad performance but not the trust gap that exists when users seek validation and find nothing.
She emphasized that trust must be established before any major campaign begins. That means investing in articles, interviews, and reviews on safe, credible platforms, those that don’t host casino ads, scam tokens, or misleading promotions.
360-degree Approach
One of Web3’s favorite illusions is that there’s a single channel or tactic that can drive sustainable growth. “There is no magic tool,” she said. “Every channel has its role, the smart part is knowing how to combine them.”
She outlined what she called a 360-degree approach to marketing in decentralized ecosystems:
- Reputation built through trusted outlets like BeInCrypto, Bloomberg, and Forbes.
- Reach through display ads and KOL collaborations.
- Conversions via airdrops, quests, or gamified engagement.
- Retention through CRM, retargeting, and ongoing community touchpoints.
Time as a Strategic Asset
Perhaps the most sobering point came in the third segment, brand building takes time.
Depending on project nature and the backers list, the efficient timeline starts from three to six months before a token generation event (TGE), showcasing activity through hackathons, partnerships, community collaborations, and public engagement. Compressing everything into a few days often leads to “marketing blindness”.
This long-term vision also requires humility. “Founders need to see marketing not as hype building but as education,” she added. “You’re teaching people why you exist and why you matter. That’s not something you can do overnight.”
Speaking also as a jury member for ICP Hubs, Alevtina shared observations from evaluating dozens of early-stage projects. Many of them have impressive technology but struggle to tell a story that resonates.
The best teams, she noted, are those that can articulate their mission in a single, human sentence “not jargon, not buzzwords, but meaning.”
Where Trust Meets Quality
Beyond visibility, the goal is to build ecosystems of credibility, where quality media coverage reinforces authentic projects, and authentic projects enrich the industry’s trust landscape.
In an era where algorithms can amplify anything, what still matters most is reliability. And in the blockchain world, where transparency is code, credibility might just be the strongest currency of all.
BeInCrypto helped many Web3 teams apply this multi-layer visibility strategy successfully. To explore case studies and real examples, you can contact BeInCrypto partnership team here.
Source: https://beincrypto.com/beincrypto-icp-marketing-webinar/
