The crypto and blockchain industry, along with the wider Web3 space, has experienced rapid growth and transformation. What was once a niche market for fintech enthusiasts has now become an industry that regulators are looking to control, celebrities are endorsing, and major institutions are investing in. As the industry evolves, the challenge of telling its story to outsiders and selling its constantly evolving ideas becomes even more crucial.
Amanda Cassatt, the founder and CEO of Serotonin, a leading Web3 marketing company, shared her insights during an exclusive interview with Cointelegraph at Proof of Talk in Paris. Cassatt, who previously served as the chief marketing officer of Consensys, explained how she built a successful marketing empire by telling the stories of Web3.
Cassatt’s journey into the crypto space began in 2015 when she was a founder in New York looking for a payment solution. It was during one of the early Ethereum meetups that she realized the potential of Web3. However, she noticed that the concepts behind Ethereum were not well-explained in accessible ways for non-technical people at the time. This led her to join the industry and help bridge the gap between the technical aspects of Web3 and the general public.
In the early days of Consensys, Cassatt faced challenges in marketing the nascent space. Platforms like Mailchimp, Google Ads, and Facebook did not allow the use of words like crypto, Bitcoin, or Ethereum in paid advertisements. This forced her to focus on owned and earned marketing, rather than traditional paid advertising. However, she sees the increased use of paid growth marketing as a positive sign of the industry’s maturity.
One of the most effective tactics Cassatt employed at Consensys was building a network of meetup organizers. These organizers became ambassadors for Ethereum in their respective cities, and Consensys provided them with support and resources. This allowed for the creation of fresh and organic content and reduced the need for Consensys to organize every single meetup themselves.
Cassatt also emphasized the importance of startups viewing themselves as media companies. By creating content, such as newsletters, that cover developments in their industry, startups can establish themselves as trusted sources of information. This approach can be applied to the Web3 space as well as startups in general.
In terms of advice for the next generation of Web3 professionals, Cassatt highlighted the importance of finding product-market fit and testing ideas with the target audience. She emphasized the need for startups to iterate and gather feedback from early adopters before expanding to a wider audience.
Overall, Cassatt’s experiences in the Web3 space have taught her the importance of effective storytelling, community engagement, and adaptation to rapid changes. By embracing these principles, marketers and entrepreneurs can navigate the evolving landscape of Web3 and continue to drive its growth and adoption.