It depend on the type of he tokem/coin you are talking about. If you are a creator of a coin or a token with valuable mission and vision, you need marketing to push it but how they grow depend on how valuable the project is to people. If you create something that is unique and demanding, you don't even need to spend money on marketing that much, what you need is more adoption and partnerships with other projects that are already in the game, if you have something valuable they can gain, they will grow with you.

However, if you are the type of token the crypto environment has turned into, I mean the meme tokens, then I don't know what to say, just continue the lies as you started from the beginning because they don't have anything special to offer other than to lie to their followers and promised kinds of impossible things and once their bags are pump, they dump their bags and move to the next one.