BABs is an agency that specializes in providing marketing, strategy, and community-building solutions for Web3 projects, with a focus on creating a more diverse and inclusive ecosystem. Pulse 2.0 interviewed BABS founder and CEO Catie Romero-Finger to learn more.
Catie Romero-Finger’s Background
Could you tell me more about your background? Romero-Finger said:
“I’ve worked in tech for 20 years, from sustainability to SAAS consulting. In 2019, I got into helping a project that was using blockchain technology to help products increase node speed for transactions. It was fascinating to me, and I wanted to dig deeper, so I read a lot. And, indeed, found ways to work with more and more projects by helping them with messaging and PR.”
“In 2021, an APAC-focused crypto agency approached me to lead the company as they were looking to expand into the West. It was a great opportunity and learning experience. My COO and I worked really well together and decided to build our own company. Initially, it was supposed to be an NFT project, and then it turned into a full-service agency as innovation in emerging technologies grew abundantly, from wallets and exchanges to RWA’s, quantum computing, VC’s, ETF’s, gaming, and AI crypto projects. This is how BABs was born.”
“My background is mainly strategy consulting. However, as a founder, you have to do a little of everything, so I have had to learn new skills and dive deeper into projects than I did in my previous life. And, I do like it a lot!”
“I am in charge of both being the face of the company and developing strategic client relationships. Along with that, I manage any issues that might arise with clients or external partners, and ensure people know who we are and what we stand for. Essentially, I keep the engine running — both internally and externally.”
Favorite Memory
What has been your favorite memory working for the company so far? Romero-Finger reflected:
“In 2022, we realized that only 30% of the speakers at NFT.NY was women, and in just 3 weeks before the conference, we decided to put together a full day event that would feature only women. The crux was that we would not talk about women in web3, but instead profile strong women leaders in the space, talking about what they do best – build, create, strategize, raise capital, etc. We called it websh3 and were able to get Consensys on board as our partner. People still remember it!”
Core Products
What are the company’s core products and features? Romero-Finger explained:
“We give project leaders the data they need to make business decisions. We are a data-driven agency, which means that we empower business leaders with data to create growth campaigns and brand initiatives that can have true ROI. Gone are the days of vanity metrics; it is all data to prove spend and growth impact.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Romero-Finger acknowledged:
“I think there are always challenges, or ups and downs, in the crypto industry because of how volatile the market can be. As an agency, you are up against 2 challenges: one, other tier 1 agencies that have built a brand name but not offering anything truly innovative like data such as us, and two, the several other very cheap agencies that do “questionable” strategies, which means we are up against these two narratives and that can be a challenge as we grow.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Romero-Finger noted:
“When we launched, we were doing web3 marketing that was built around community building, — there wasn’t real tech built, and now we have several data tools and data engines that we use, plus our own tool that we are building. It is indeed night and day what we did to what we can do now! Marrying onchain data with offchain data and tying token price to engagement, and building VIP communities where we can see their actual onchain wealth value.”
“So yes, it’s a massive shift!”
Significant Milestones
What have been some of the company’s most significant milestones? Romero-Finger cited:
“Moving into the data-driven space. This has been huge. What we are able to do for clients with different budgets is truly a massive milestone for us.”
Customer Success Stories
Can you share any specific customer success stories? Romero-Finger highlighted:
“Absolutely. We recently launched a utility NFT for our client, RAAC, an RWA project. The NFT provides access to a VIP community and exclusive benefits. Within one week of launch, it appreciated 12x in value and continues to grow. The on-chain wealth value of that community is now estimated at around $300 million. This was possible, thanks to the strength and precision of our data-led targeting and community strategies.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Romero-Finger assessed that it is valued at about $100 million.
Differentiation From The Competition
What differentiates the company from its competition? Romero-Finger affirmed:
“Our clear differentiator is data. We do NOT do vanity metrics. We know that data is where you should be. Our proprietary tools and data systems allow us to deliver high growth business outcomes, visibility, and accountability. Simply put, we have the best data — and that means the best results.”
Future Company Goals
What are some of the company’s future goals? Romero-Finger emphasized:
“One of the goals is to launch our proprietary data product and make it an industry standard. We want every KOL and even agencies to use it to validate performance and make smarter, data driven decisions.”
Additional Thoughts
Any other topics you would like to discuss? Romero-Finger concluded:
“Yes, two things, one, the BABs team has been together for close to 3-4 years. Meaning most people have been on the team from the start. We find that to be a real accomplishment. We have very little turnover. We believe in finding good talent and then promoting them. In most crypto agencies, there is a lot of turnover, which is not something you will see with BABs. People are both loyal and very knowledgeable!”
