Barth Capital / Aaron Leibowitz

Web3 product marketing.Narrative, positioning and 0 to 1 GTM, built for your buyer.

Translating complex technical products into value buyers understand. Helping the market see the need, then making the product the obvious answer.

aaron@barthcap.io See the work

Aartoo

Community tooling

From fan rewards to a CRM for community teams.

Fuzzland

On-chain penetration testing

From a one-time check to 24/7 coverage every DeFi protocol needs.

Redefine

DeFi risk management

From a security add-on to part of the treasury stack.

0x10 / What we do

Everything your product needs to go from great tech to adoption.

Narrative and positioning

Find the buyer, the need and the story that makes the product required.

Primary research and customer interviews
Competitive analysis
ICP definition
Category design
Positioning and messaging frameworks
Pricing and packaging

Go to market

Take the story to market with a launch that has an audience, a channel and a date.

Launch strategy and plans
Website copy
Pitch and investor decks
Brand refreshes
PR and content calendars
Partner announcements

Sales enablement

Give the sales team one way to explain the product, and the material to back it.

Sales decks and one-pagers
Email templates and sequences
Sales training
Customer onboarding and feature announcements

Proof and co-marketing

Turn customers and partners into evidence the next buyer trusts.

Case studies
Partner campaigns and co-branded content
AMAs and live streams
Developer programs and CTFs
Conference side events
Blogs and thought leadership

0x20 / Engagements

Selected work.

Three Barth Capital clients. Each one sold a technical product to crypto-native teams.

Case study / Community platform

Building product-market fit and demand in a new category.

Client: Aartoo
Role: Acting marketing lead
Category: Community intelligence

Where it started

Aartoo began as Open Format, a platform for rewarding fans. The bigger opportunity was the community manager: stuck between contributors who wanted recognition and founders who wanted reporting, working across Discord, Telegram, X and GitHub with spreadsheets and gut feel.

The repositioning

Built the messaging framework that moved the product from fan rewards into the community manager's daily workflow: first an AI sidekick for community teams, then a coordination layer across every channel. It landed as Aartoo: a CRM for community teams that tracks sentiment, surfaces real contributions, automates rewards and hands leadership the reporting it asks for, so decisions run on data instead of vibes. Built the ICP and pricing tiers, and set roadmap priorities from user feedback.

The launch and the result

Ran the go-to-market launch as acting marketing lead. Directed contractors and agencies across brand identity, website and sales enablement, and built the pitch deck, PR calendar, partner announcements and a recurring AMA series. Closed the first paying customers, including Avalanche and World of Women, signed 10 launch partners including Fogo, and ran a trial with Uniswap. Wrote the customer case studies that proved it in production, including CoinEasy running 15+ client communities on Aartoo. All of it landed in a hard window: during the launch, many large Web3 projects cut their community programs, Discord especially.

Avalanche + World of Womenamong the first paying customers

10launch partners, including Fogo

Fan rewards → CRMrepositioned from a rewards tool to the system of record for community teams

Case studies written by AaronFigures are client results

Case study Aartoo × Turbo

How Turbo increased engagement intensity by 43% without increasing noise

43%increase in meaningful engagement for Turbo

Case study Aartoo × CoinEasy

How CoinEasy runs a multi-client Web3 community agency on Aartoo

A Korea-based Web3 agency running one Aartoo workflow across 15+ client communities, without adding headcount.

30 to 40%less manual moderation time per week

1.5 to 2×more community activity supported by the same team

Case study / On-chain security

Turning on-chain security from a one-time check into an always-on requirement.

Client: Fuzzland
Product: Blaz+ suite
Outcome: Acquired by Solayer
Category: On-chain security

Where it started

Fuzzland built Blaz+, a suite for real-time, on-chain penetration testing. DeFi teams treated security as a box checked before launch, while contract upgrades and new deployments kept creating new risk after it.

The repositioning

Reframed penetration testing as continuous coverage every DeFi protocol needs. Built the Blaz+ messaging frameworks around real-time, 24/7 protection and positioned the suite as the security standard for DeFi.

The proof and the result

Backed the claim with evidence: case studies on funds saved, co-branded partner content and a steady content pipeline. Created BlazCTF, a hands-on security competition that put developers inside the problem, and hosted side events at major conferences. Fuzzland was later acquired by Solayer.

Blaz+positioned as the security standard for DeFi

BlazCTFdeveloper security competition, created and run

24/7on-chain penetration testing, reframed as a requirement

Case studies written by AaronFigures are client results

Case study Fuzzland

How Fuzzland used $100 to save $6.5 million

Case study Fuzzland

How Fuzzland saved $2.8 million from hackers

Case study / DeFi risk management

One story for customers and investors, then distribution through partners.

Client: Redefine
Category: DeFi risk management

Where it started

Redefine built real-time risk management for DeFi: protection that flags a dangerous transaction before it is signed. The tech was excellent. The story was chaotic. There was no cohesive marketing, no solid sales deck, no one-pagers, and an investor pitch that did not add up to a story.

The rebuild

Built the marketing from the ground up around one story. Created the sales deck and one-pagers, unified how the sales team told it, rebuilt the website and turned the investor pitch into a story investors could buy. Wrote the sales process emails for feedback, feature announcements and client communication, and published security research on live exploits, including reentrancy and the Ledger Connect Kit attack.

The partnerships

Took the story to partners with larger audiences. Launched partnerships with Safe, the smart account standard with $54B+ in assets under self-custody, and SwissBorg, a crypto app with 500K+ users. Wrote both launch stories and ran a live-streamed AMA program with Safe and Kleros.

$54B+in assets under self-custody at Safe, launched as a Redefine partner

500K+SwissBorg users, with $650M+ in managed assets, at partnership launch

0 → full kitsales deck, one-pagers, website and investor pitch, built on one story

Case studies, posts and events

Case study

SwissBorg streamlines DeFi trading with Redefine's risk management solution

Case study

Redefine partners with Safe for treasury deployment protection

Live AMA with Aaron Leibowitz and speakers from Safe, Kleros and Redefine

AMA Live stream

Live AMA with Safe and Kleros

Blog

Navigating the reentrancy attack with Redefine

Blog

The Ledger Connect Kit exploit and the role of Redefine in user protection

0x30 / Experience

Aaron Leibowitz

Crypto-native since 2013. Founder of Barth Capital.

Before Barth Capital: product marketing at BitGo and CertiK, and co-founder of Novo Protocol. Each one sold a technical product to buyers who had not yet decided it was required.

Product Marketing Manager

Managed partnerships with 15 token foundations, bringing in $300M+ in new custody assets.
Focused on DeFi and moved existing clients' holdings into BitGo custody.
Ran sales training for new token launches, contributed to the website overhaul and set the executive thought-leadership content strategy.

Launch

Launching support for Solana

Launch

Launching support for Polkadot

Announcement

Nike chooses BitGo wallets to power .SWOOSH

Webinar

NFTs: The Next Creative Renaissance

Product Marketing Manager
Employee #18

Moved smart contract audits from nice-to-have to must-have. Built the market narrative that made the case across DeFi.
Unified messaging across business units and ran sales training for globally distributed teams.
Grew ShentuShield token protection 2x. The collateral pool went from $1M to $3.7M.

Report

The State of DeFi Security 2021

Aaron Leibowitz hosting CertiK Security Leaderboard LIVE with the EverRise team

Live show

Security Leaderboard LIVE with EverRise

Explainer

What is a phishing attack? Tips on how to protect yourself

Explainer

What is decentralization?

Co-Founder, Product Manager

Co-founded a decentralized data marketplace, a Dun & Bradstreet Latin America venture.
Led product strategy and marketing. Owned the product narrative, go-to-market positioning and all written collateral from concept through pre-launch.
Wrote the white paper: staking mechanisms, verification models and governance.
Designed the tokenomics for the NOVO utility token, a sybil-resistant incentive model built for adoption.

Founder, Tulane chapter

Founded one of the first chapters of what became the Blockchain Education Network, at Tulane.
Ran monthly sessions on blockchain and crypto for students, educators and the local community.

0x40 / Also from Barth Capital

Barth Reach

Barth Capital's local marketing practice. Helps businesses in Palm Beach County get found in search and AI answers.

barthreach.com ↗

0x50 / Contact

Email is the fastest way to reach Aaron.

For product marketing roles and engagements, write to aaron@barthcap.io.

aaron@barthcap.io LinkedIn