The State of Marketing @EthCC 🇧🇪

Welcome to all our new subscribers who joined us after EthCC! The goal of Growth Stories is to bring you the latest updates on web3 marketing every week.

From on-chain campaigns and new features launched by MarketingFi companies, to case studies of successful marketing strategies like the Mint a Penny campaign we discussed recently, we’ve got you covered.

First off, let’s talk about EthCC and the current state of web3 marketing through the lens of the event.

The market is picking up, leading to more job openings with attractive salaries and a return to the $100k average salary range.

People are eager to learn more and are aware of the onchain saga, but many are still unsure whether to fully commit. That's why Laura and I decided to go all in with our onchain newsletter, instead of choosing behiiv as a distribution platform.

In fact, we’re launching a dedicated 4-week series on growing your onchain presence with topics including:

• Growth Avenues on Farcaster: Exploring the main strategies for growth.

• The Rise of Channels: Why channels are the next big thing in marketing.

• Guerilla Marketing with Timely Product Support: How frames can enhance your campaigns.

• Why Phaver Matters: Understanding its importance in the ecosystem as the go-to mobile experience for cross-posting across Lens & Farcaster.

We're also building our community on Farcaster in the /web3growth channel. If you’re not there yet, join us as we aim to bring together all growth minds onchain.

The audience at EthCC felt more genuine, with less shilling and more confidence about where the space can be in a few years.

We’re particularly bullish on targeted marketing campaigns onchain, and we’ll continue to showcase why in our weekly protocol deep dives. If you want to be featured, reach out to us @growth_beast or @lauraananda on Telegram.

We’re currently in the golden era of side events, but some might argue that we won't be seeing as many in the coming years.

With more token supply flooding the market and fewer incentives to spend on smaller side events, consolidation seems inevitable. Partners from the same sector are more likely to pool their resources to attract a larger, more engaged audience in a single place, rather than being spread thin across multiple simultaneous events.

Ultimately, the quality of speakers and panels can't be maintained across hundreds of side events, and the availability of cool venues and good catering is limited. It's only a matter of time until more marketers realize this scarcity and start actively questioning the ROI of these events, pushing for a more consolidated approach to event planning.

Besides, with so many side events, is anyone still attending the main event?

This being said, our first Web3 Marketing Lounge at EthCC was an absolute success, and we couldn't thank you enough for spreading the word and joining us! Over 100 marketers from all corners of the space came to mingle and share their pain points and growth strategies.

However, during discussions with fellow marketers, we realized something important. To be an effective marketer in web3, you need to actively use the products. Here are a few dilemmas we noticed:

• Lack of a Mobile Wallet: Many attendees didn't have a mobile wallet on their phone, otherwise useful for minting a POAP or a limited-edition NFT on the spot.

• Limited Multi-Chain Usage: Some weren't actively using multiple chains— i.e. a significant portion didn't use Base or have ETH on Base, despite its rising popularity from the Farcaster craze.

• Knowledge Gaps in Bridging: Many marketers didn't know how to bridge assets across chains, highlighting issues of siloed knowledge due to intense workloads and continuously poor UX.

• Limited Engagement with Web3 Social: Many were also not active on web3 social platforms or still had doubts on launching campaigns on platforms like Lens, Farcaster, or Paragraph.

These gaps underscore the need for us marketers to immerse ourselves in the products and ecosystems we promote to stay relevant and effective.

*The Web3 Marketing Lounge was organized by Alex H. & Chiara Munaretto.

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The latest in Web3 Growth Startups

🍄 Bello introduced Blueprint, its new 4-week accelerator designed to help creators go viral onchain. Applications for Cohort 1 are now open!

👣 Footprint Analytics updated their Ethereum Layer 2 Overview dashboard, now featuring more chains and additional view options.

🤑 AdEx announced a 30% cashback for early users on every $10k spent on ads with AdEx.

🪄 MetaCRM boasts three new product features: Ticket Analysis for Service, the Magic Wand, and updated Role Settings.

🌠 Galxe revealed that the GAL token is being migrated to Gravity (G) to unify and optimize the user experience across both ecosystems.

🤙 Huddle01 launched Huddle01 Meet, enabling users to hang out with communities, brainstorm with teams, or host streams.

📊 Multibase 2.0 is now live, allowing web3 teams to create a single control panel with multiple charts and custom queries for real-time blockchain monitoring and detailed web analytics.

📱 Console released their iPhone and Android apps, promising faster community growth compared to Discord and Telegram.

We are launching our growth consultancy tackling full GTM strategies, brand positioning, content marketing, and token-launch LBP strategies (Growth on Farcaster included).

DM us on Farcaster or Telegram & let’s jumpstart your growth!