Web3 Marketing

Conclusion

Marketing is happening all the time in Web3, but many of the most successful marketers in the space aren't formally trained and wouldn't identify themselves as marketers. They are simply the people working on Web3 projects who take responsibility for connecting their products with users. Without ever reading a book or taking a course on marketing, they intuit the need to understand one's audience first and foremost, figure out the channels where they live and the problems they care about solving, and craft messaging on those channels to motivate them to overcome their indifference. Over time, these instinctive marketers begin to observe a funnel of users that forms through discovery, leads to engagement, hopefully converts to use, and with enough care and commitment, results in long‐term retention. My friend Eva Beylin, who also works in Web3, tweeted something brilliant: “there's either building or trading, everything in between is marketing.”¹ In this book I have attempted to codify the “everything in between” in Web3: what works, what doesn't, and how to think about it.

Marketing isn't a limited set of predetermined practices; it's a repeatable process that starts with imagining what it's like to be someone else. In this way, Web3 marketing is no different from any other kind of marketing. What does make Web3 marketing different is that much of the marketer's job is intended to be temporary and eventually transfer to the community. Unlike Web2 companies that Meta ...