GTM (Go-To-Market) Strategies are all the rage in crypto inner circles circa 2025. But what does it really mean? You can check out what Harvard has to say about GTM strategies, and it's a pretty good foundational piece on where to get started. what Harvard has to say about GTM However, crypto amplifies everything to eleven; Harvard's GTM strategies can be considered obsolete in the context of web3. So where does that leave us? What can marketers do to give their products the best chance of getting noticed in a sea of shitcoins? Today, we asked Breez to give us a peek into their Bitcoin-GTM strategy. Q1: Thanks for being a part of this HackerNoon series. We understand that a GTM Strategy requires truly isolating your value proposition. Could you walk us through the key market differentiators of Breez? Thanks for having me! The Breez SDK is a best-in-class solution for developers integrating self-custodial Lightning into their apps and services. What sets us apart is our vision: we’re not building for “payments,” we’re enabling value transfer inside the apps people already use. It’s a radical shift from an industry still focused on payment silos. Think of how we use cash: simple, direct, and you’re in control. Breez brings that experience online, without intermediaries. Breez SDK Q2: Let's Dive Deeper into this chicken-and-egg problem. Did your primary product positioning come first, or did the feedback loops reveal it? Can you provide a memorable example of this journey? Breez started as a self-custodial Lightning wallet. That was our way of proving product-market fit for the technology. Once we saw it worked, the question became how to get it into every app worldwide. That feedback loop, watching users interact and learning where friction lived, led us to building the SDK! Q3: Competitive Analysis plays a massive role in GTM Strategy development. Can you shout out the tools, surveys, analyses, and insights that helped you analyze the Bitcoin landscape? We’re creating a new vertical, one that doesn’t exist yet. When you look at the landscape, you see trends like stablecoins, and it’s worth understanding why builders turn to them. The challenge is showing what they’re missing. Stablecoins are an analog asset in a digital wrapper. Bitcoin is digital from the ground up, with no third parties involved. That’s what we’re building for. Q4: Who do you consider your competitors in the Bitcoin industry? Can you tell us about some players that came before you and some newcomers you're excited about? We don’t have direct competition for what we’re building. We’re first movers creating something new. Of course, there are large fintech players with deep pockets, all incentivized to maintain the status quo. Our focus is on the innovators and believers, the ones building the next generation of apps with value transfer at the center. value transfer Q5: Crypto-Marketing needs to be more adaptable and malleable than gold. Amirite? Similarly, crypto GTM strategies need to adapt quickly to market changes. Can you share a memorable incident where you had to adjust your strategy quickly? Everything in tech evolves. That’s not new. For us, adaptability isn’t about chasing the next thing. It’s about knowing what matters. Our SDK comes from that mindset. Steady progress that developers can rely on. Q6: Distribution and Dissemination of information is the connective tissue between your product and users. Let's have a hot take on various social media platforms. Which ones are mostly noise, and what are some underrated platforms that did the magic for you? I don’t think any channel is mostly noise. Each has its purpose. X is for sharing what’s happening, LinkedIn connects business leaders, Telegram builds community. The only thing that matters is adding value. If you’re not doing that, you’re the noise. Q7: The rise of AI-Slop in content creation is seen as a tricky beast by veteran marketers. Where do crypto and developer publications like HackerNoon fit into your strategy? Is long-form content still king or is short-form attention enough to drive user action? Value is what matters. Offer it and you’ll build a connection. If you don’t, AI or not, nothing sticks. That’s the core of marketing. Publications like HackerNoon work because they speak directly to their niche. In a fragmented world, it’s not enough to talk to one audience. You have to talk to many, and you have to do it often. Q8: Money and Lambos are why we do this. Right? How does Breez make money, and do traditional revenue forecasting methods make sense to plebs? The Breez SDK is free to use. Any developer can request an API key and start building, from the biggest tech giants to the solo builder. Breez earns small routing fees on payments and that model aligns incentives. We only succeed when builders and users do. Q9: Even the rugpulls and hacks are onchain and no one is immune. How does that factor into your GTM Strategy? Tell us a bit about your bug bounty programs, user protection, audits, and their relevance in 2025, as we've seen that several audited protocols have been hacked. The Breez SDK is self-custodial by design. We don’t hold user data or keys, and we never take control of funds. Builders integrate it knowing their users stay in charge. That’s the way it should be. Q10: If you had a $1M/year marketing budget, how would you spend it? What if the markets dried up and you're now only allowed to spend $10k/month? How would that change your strategy? How would you choose what to cut? The key to good marketing is connecting with your audience. If you don’t connect, it doesn’t matter how much you spend, it won’t work. A lot of marketers hide behind acronyms, but the job is simple. Get more people using your product today than yesterday. The tools we have now make that possible for small teams. Whether you have a $1 million or $10k budget, it comes down to creativity and consistency. Thanks for answering all of our questions. Hopefully, they'll help crypto-marketers implement better GTM Strategies in 2025 and beyond. About Breez: Breez is bringing bitcoin to every app globally with the free and open-source Breez SDK. The Breez SDK is the best-in-class solution for developers integrating self-custodial Lightning into their apps and services, removing third-party dependencies and enabling value to move as easily as information. Follow Breez: Website: https://breez.technology/ https://breez.technology/ Twitter: https://x.com/Breez_Tech https://x.com/Breez_Tech Telegram: https://t.me/breez_lightning https://t.me/breez_lightning SDK Documentation: https://sdk-doc-spark.breez.technology/ https://sdk-doc-spark.breez.technology/

Between Two Computer Monitors: This story includes an interview between the writer and guest/interviewee. 

HackerNoon

GTM Strategies for Bitcoin Infra in 2025: An Interview with Breez

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