Amanda Cassatt, Your Guide to Decoding Web3
Amanda Cassat has an exceptional talent for telling captivating stories in a digital world that is constantly changing. In her speeches, she builds bridges between different worlds and makes it easier for people to comprehend complex topics.
Many marketers have difficulties understanding the ins and outs of web3 projects while trying to find the right mix to appeal to their target audience. I had the pleasure of listening to Amanda speaking on this topic, and was captivated by her words as she illustrated the current status of web3 and how projects can productively market themselves.
According to her personal web page, Amanda serves as CEO of Serotonin and President of Mojito. She was included on both the Forbes and Inc. 30 under 30 lists in 2016, and speaks at events such as TechCrunch Disrupt, WEF, SALT, and Web Summit. Her work on Ethereum and NFTs has been covered in Vogue, The New York Times, The New Yorker, and Rolling Stone.
Born in Washington, D.C., Amanda Cassatt graduated magna cum laude in English from Columbia University. She embarked on a journalism career as the special projects editor for Huffington Post from 2013, covering various topics and working directly with Arianna Huffington. Two years later Amanda co-founded Slant, a publishing platform and media outlet.
In 2016, she became the Chief Marketing Officer at ConsenSys, contributing to the company and Ethereum blockchain's narrative and growth until July 2019. During her time there Amanda participated in over 30 successful product launches, token sales and fundraisers. Recognising the need for specialised marketing in the Web3 space, Amanda founded Serotonin, a leading web3 professional services firm known for taking products and brands to market with brand positioning, visual design, content, PR, community, growth, events, and more.
Amanda has written an inspiring book, "Web3 Marketing: A Handbook for the Next Internet Revolution" to help spread her passion of Web3. Perfect for both students and experienced professionals, this practical guide will help any reader understand the past, present, and future of this revolutionary technology. The book serves as a crash course on the history of Bitcoin, Ethereum's rise, and the broader web3 movement. She values community engagement and believes in the power of token-gated communities. With the purchase of her book, readers can claim an NFT that grants them access to a token-gated community on Telegram. This community allows members to directly contact Amanda, access exclusive content, get questions answered, and connect with other Web3 enthusiasts. For a deeper dive, there are also interviews and articles that discuss the book in more detail.
At a16zcrypto's workshop, Amanda Cassatt gave a compelling talk on the switch from Web 2 to Web 3 marketing, and how promotional strategies have to be flexible to meet the decentralized and user-driven vibe of Web 3 projects. Blockchain technology is key to incentivisation and engagement.
As a marketer, the highlights of the talk might help you to shape your services and offerings to clients:
It's vital to have a set of minimum viable product (MVP) marketing assets like a well-defined brand, key message, website, and content before embarking on promotional activities. A structured marketing funnel is necessary to direct visitors from discovery to engagement and action. The website should be designed as a storefront to guide visitors towards taking desired actions.
Early community members are the foundation of any successful project, thus it is important to engage with them and carefully vet their interests.
Token launches are often successful when tokens are retroactively distributed as rewards for early users and contributors. Having a page to explain the tokenomics of a project can help keep user interactions and token-related discussions separate.
B2B marketing requires targeting decision-makers within businesses, and budgeting for marketing activities should be relative to the market fit identified. Cost-effective strategies such as local events, virtual interactions, and community ambassadors are beneficial.
It is essential to ensure that both internal teams and external stakeholders are knowledgeable about web3 technology in order to maximize engagement and understanding. Additionally, it is important to maintain a shared messaging between internal and external channels, especially when implementing decentralized organisation structures.
Using visual design to convey legitimacy and trustworthiness, even for new entrants in the market; creating editorially relevant content around the subject matter of the project to build and engage a community before the product launch.
Utilise web3 technology to create incentive structures that encourage community growth and engagement.
Amanda believes that beyond the buzzwords and headlines surrounding crypto and NFTs, a genuine revolution is unfolding. New technologies are emerging that challenge the traditional internet model, where a few massive corporations hoard data and power. Instead, Web3 offers a new frontier for products, services, and applications where ownership and control can be in the hands of creators, builders, and users. Amanda's journey underscores the importance of vision, adaptability, and authentic communication. In the ever-evolving digital landscape, these qualities are invaluable.
Eager to embark on your Web3 journey? Let Amanda's path inspire you.
Dive into resources, ask questions, and be the architect of your digital destiny.
Here are some resources to get you started:
Starting out on the Web3 quest and feeling a bit confused? Let's explore this thrilling new world together! I'm here to help, support, and encourage you along every step. Let's make your Web3 aspirations a reality. Contact me, and let's get this journey started!