Web3 Marketing

Praise for Web3 Marketing "As ConsenSys' first CMO, Cassatt has long seen Web3 as a way for people to reclaim control of their digital identity and personal finance, and has deftly argued why a new power arrangement on the web is so critical to advancing the human condition." -Joseph Lubin, Co-Founder of Ethereum and Founder and CEO of ConsenSys "Web3 Marketing is accessible to students and professionals regardless of technical experience, who are interested in getting into Web3, opening up the intricate and sometimes complicated world of Web3 to vastly more people." -Yorke Rhodes, Co-Founder, Blockchain at Microsoft "The book I wish I had when creating Augur. This is the definitive book on Web3 marketing and an excellent intro to the blockchain space in general." -Joey Krug, Chief Investment Officer at Pantera Capital, Co-Founder at Eco, Co-Founder at Augur "Web3 Marketing is a crash course on the history of Bitcoin, and the rise of Ethereum and Web3-arming nontechnical marketers with the baseline knowledge needed to jump into the space." -Kim Milosevich, Chief Marketing Officer, a16z crypto "Cassatt's skill is in marketing, but in the crypto world, mission is fundamental, and she is that best kind of missionary: a clear and passionate advocate towards a better world. Readers will enjoy an authentic invitation into the future of consumer marketing in an open, borderless, user-owned economy." -Erik Voorhees, Founder of ShapeShift "Few people embody the spirit of the Web3 community better than Amanda Cassatt. Little surprise then that she's written the definitive book on marketing in Web3, which anyone working on building products and communities in the area should read." -Glen Weyl, Author, Radical Markets "This is a landmark book, in that it lays out in elegant, clear prose something which was previously an obsession for a small cadre of committed-and not always articulate-evangelists. Read this book, and whether or not you are convinced by Web3, you will at least-at last-have an informed opinion." -Rory Sutherland, Vice Chairman, Ogilvy

AMANDA CASSATT is the Founder and CEO of Serotonin, the world's leading Web3 marketing firm and product studio. She was the Chief Marketing Officer for ConsenSys between 2016 and 2019, bringing Ethereum to market and helping to grow it into one of the largest and most robust blockchain ecosystems. She regularly speaks at global events and is featured in news outlets around the world.

Preface xi Part 1 What Is Web3? 1 Chapter 1 The Evolution of Web1 and Web2 3 Chapter 2 The Evolution of Bitcoin and Ethereum 15 Chapter 3 The Evolution of Ethereum into Web3 25 Chapter 4 The Metaverse 59 Part 2 Web3 Marketing in Theory and Practice 67 Chapter 5 Inventing Web3 Marketing 69 Chapter 6 Know Your Product and Your Audience 83 Chapter 7 Build a Marketing Team 99 Chapter 8 Set Key Metrics 105 Part 3 The Web3 Marketing Funnel 111 Chapter 9 Introducing the Web3 Marketing Funnel 113 Chapter 10 Discovery 117 Chapter 11 Engagement and Use 151 Chapter 12 Retention 169 Part 4 Web3 Transformation and Web2.5 179 Chapter 13 Defining Web2.5 181 Conclusion 193 Notes 197 Acknowledgments 207 About the Author 209 Index 211