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Bridging the Marketing Gap between Web2 and Web3
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My guest today is Diana Richter (https://twitter.com/dianarichterh), Head of Marketing and Brand at ConsenSys Mesh (https://twitter.com/consensysmesh), the original organization created to proliferate ETH and the broader blockchain ecosystem. Diana takes us through her 15 year career as a marketer, and the experiences building partnerships and communities that landed her in Web3. We get a masterclass on the current state of Web3 marketing, and the importance of the balance between maxi’s and mass adoption.
We Discuss...
The building blocks that lead Diana to be a successful head of marketing in Web3
- Understanding use cases for countries outside US
- partnerships, partnerships, partnerships starting at William Morris
- Understanding consumers through venture backed D2C brands
3 Goals for Partnerships
- Credibility and Trust
- Adoption and Customer Acquisition
- Revenue
Diana’s Favorite NFT Brands
- Artblocks
- Doodles
From art history major to consulting on an NFT project for Mesh
Why ConsensysMesh and why Web3?
- No more physical product
- Exhausted by VC expectations diluting brands because of emphasis on top line growth
- Wanted to promote awareness and education, without geographic borders
- Intellectual stimulation and expansion required
- Extending beyond Weekly or Daily Revenue Metrics
- Consulting gig as dating, to get to know each other
- Mesh was a place surrounded by buildooors
Current State Web3 Marketing
- Overarching theme is immaturity
- From a complete lack of knowledge on how to work with marketing team to how to set a marketing budget to team structure
- Time + Resources + Effort = Goals of Company?
- Performance Marketing (Growth) vs. Brand Marketing (Partnerships + Community)
- Tunnel vision creating too much brand similarity
- Events+Content OVER Partnerships
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