Web3 Marketing

9Introducing the Web3 Marketing Funnel

The activities that constitute Web3 marketing are fundamentally different from Web2. Imagine a marketing campaign in Web2 for a piece of software or a consumer packaged good. The campaign probably consists of paid ads using the Business Suite on Facebook, Instagram, Google Ads, and maybe Twitter. The marketing team uploads the creative (that is, the visual elements of the ad), writes the copy, funds the campaign with a credit card, and selects audiences they want to reach. They probably start small, testing several combinations of creative and copy to see which converts users best off the social media platform to the product's website. They A/B test to optimize the website to send visitors to the cash register, then scale up spend (marketerese for “the amount of money invested”) with the best‐performing creative on the highest ROI channels. With a Facebook or Google pixel—a tiny image, usually as small as one pixel tall by one pixel wide, hence the name—on a website that can be used to track user activity on the website, they can easily gather data on their target audience and retarget visitors. Using Google Analytics and other platforms such as Mixpanel, they constantly monitor each step of the process, addressing any blockages.

When I started hiring a marketing team at ConsenSys, most of the traditional marketers I met had precisely this skill set. They were obsessed with testing and optimizing paid campaigns. They spoke in numbers and ...