Web3 Marketing Strategies: Key Takeaways from Our B2B Webinar

Web3 marketing presents unique challenges and opportunities that differ significantly from traditional Web2 approaches. To help businesses navigate this evolving landscape, MetaCRM hosted a B2B webinar featuring industry leaders from various Web3 sectors. The discussion focused on actionable strategies for marketing in different Web3 verticals, as well as the tools and methodologies that drive success. Here’s a recap of the key insights shared during the event.

Tailoring Marketing Strategies for Different Web3 Verticals

Q1: How can Web3 projects tailor marketing strategies for their specific verticals?

Seung Hyun Lee (Coineasy): In DeFi, user education is critical because many users, particularly in South Korea, lack familiarity with essential concepts such as non-custodial wallets, asset bridging, and governance mechanisms. To successfully onboard users, projects must offer comprehensive educational resources, including guides, tutorials, and interactive sessions. A well-informed user base is more likely to engage with and adopt decentralized finance solutions. Moreover, step-by-step walkthroughs on liquidity provision, lending, and staking can help users gain confidence in DeFi protocols. Projects that prioritize educational initiatives will have an edge in attracting and retaining users in this highly competitive sector.

Tracy (TinTin): Developer-focused projects require a structured and community-driven approach. Unlike consumer-facing verticals, developer ecosystems thrive on technical engagement. Before launching in-depth courses, we focus on pre-engagement strategies such as AMAs, workshops, and live coding sessions. This helps create a solid foundation of interest and curiosity before developers commit to deeper training programs. For Layer 1 and Layer 2 projects, it’s crucial to provide early access to documentation, SDKs, and testnets. Hands-on engagement allows developers to experiment with the technology and fosters long-term loyalty. By nurturing developer communities and providing tangible value early on, projects can drive adoption and network expansion more effectively.

Andy Hung (Pacific Meta): Infrastructure projects like Layer 1 chains require highly specialized marketing approaches. Unlike consumer applications, these projects cater to builders, enterprises, and institutional users. For example, ICP focuses on decentralized cloud storage solutions, whereas Sui is more aligned with DeFi and gaming ecosystems. Understanding the nuances of each infrastructure project allows for better-targeted marketing. To engage developers, infrastructure projects should leverage hackathons, grants, and partnerships with universities and research institutions. Meanwhile, businesses require clear value propositions, showcasing how the technology can enhance efficiency, security, and scalability. Tailoring marketing efforts to each audience segment ensures that the right stakeholders are engaged in a meaningful way.

Zoe Liu (Arcade Galaxy): The GameFi sector has undergone significant evolution, with early Play-to-Earn models proving unsustainable. Many initial projects attracted users primarily interested in short-term financial gains rather than genuine gaming experiences. To build a successful Web3 game, developers must prioritize high-quality gameplay and user retention strategies. Partnering with Web2 gaming influencers on platforms like Twitch, YouTube, and gaming guilds can help projects tap into an authentic gaming audience. Unlike Web3-native users, Web2 gamers value immersive gameplay over token incentives. Onboarding Web2 users requires a seamless experience, such as integrating custodial wallets, fiat on-ramps, and user-friendly game mechanics. Web3 games that emphasize long-term playability and community-driven content creation will have a higher chance of success in this evolving space.

SJ (MetaCRM): Data-driven decision-making is the key to success in Web3 marketing. Many projects struggle because they rely too heavily on intuition rather than concrete data. By analyzing on-chain metrics, transaction patterns, and community engagement trends, projects can refine their marketing strategies in real time. Identifying the behaviors of high-value users and understanding their interactions within the ecosystem allows projects to optimize outreach efforts. Web3 marketers must move beyond superficial engagement metrics and focus on user activity, retention rates, and long-term conversion strategies to drive sustainable growth.

Leveraging Tools and Methodologies for Web3 Marketing

Q2: What are the most effective tools and methodologies for Web3 marketing?

Zoe Liu (Arcade Galaxy): KOL (Key Opinion Leader) marketing plays a significant role in Web3 marketing but must be approached strategically. Large influencers can provide massive exposure, but they don’t always translate into engaged users. In contrast, smaller, highly specialized influencers often yield better conversion rates. Before collaborating with KOLs, projects should evaluate past performance data, audience demographics, and engagement metrics. Additionally, projects should avoid artificial follower growth tactics, as platforms like Twitter actively detect and penalize inauthentic engagement. A balanced approach that combines high-profile endorsements with organic community engagement is the most effective way to leverage influencer marketing in Web3.

Seung Hyun Lee (Coineasy): Localization is crucial for Web3 marketing success. Different regions have distinct user behaviors and platform preferences. In South Korea, for instance, Naver and KakaoTalk are essential platforms for community engagement, whereas Western markets rely more heavily on Twitter and Discord. Understanding these regional preferences allows projects to tailor their marketing strategies accordingly. For projects aiming to expand internationally, partnering with local influencers, media outlets, and community leaders can facilitate smoother market entry and higher adoption rates.

Tracy (TinTin): Community engagement remains the backbone of Web3 marketing. While Twitter is a must-have for all projects, additional channels such as Discord, Telegram, and specialized forums offer deeper engagement opportunities. However, managing these communities requires careful planning. Discord, for instance, is highly effective for gaming projects, but its closed nature makes organic discovery challenging. Telegram, on the other hand, can be a great tool for direct communication, but without proper moderation, it can attract spam and low-quality engagement. Successful Web3 projects implement multi-tiered community strategies that balance accessibility, engagement, and security.

SJ (MetaCRM): Data is the most underutilized asset in Web3 marketing. Projects that leverage on-chain analytics, AI-driven engagement tools, and predictive modeling gain a significant advantage. By tracking user behavior across decentralized applications (DApps), social channels, and transaction networks, projects can gain deeper insights into their audience. Understanding which segments are most engaged, what drives conversions, and how users interact with Web3 products allows marketers to create hyper-personalized campaigns. Embracing a data-first approach ensures that resources are allocated efficiently and marketing efforts yield measurable results.

Q&A Session

1. Beyond Twitter, Discord, and Telegram, what other platforms are effective for Web3 marketing?

Zoe Liu (Arcade Galaxy): Web3 projects should leverage Instagram, TikTok, and Twitch to reach Web2 users, especially in gaming. YouTube Shorts and Instagram Reels are effective for spreading brand awareness and building an IP-driven ecosystem.

Seung Hyun Lee (Coineasy): In Korea, Telegram is key since KakaoTalk has strict censorship. Establishing a strong narrative on X can also help projects gain influence.

2. Are there platforms that provide vetted KOL lists for Web3 projects?

SJ (MetaCRM): MetaCRM is building a solution for this. However, projects should track post-campaign performance rather than relying solely on pre-vetted lists. KOL performance can vary depending on the project.

3. What’s the best way to collaborate on Twitter Spaces?

Andy Hung (Pacific Meta): Spaces are useful for networking and BD, but they aren’t always the best tool for gaming communities. Discord may be more effective for engaging hardcore players.

4. Should a project use Instagram if competitors don’t?

Zoe Liu (Arcade Galaxy): Marketing decisions should be goal-driven, not competitor-driven. If Instagram aligns with your audience and brand-building goals, it’s worth using.

Conclusion

The webinar highlighted the importance of tailoring marketing strategies for different Web3 verticals, fostering strong community engagement, and relying on data-driven decision-making. As Web3 continues to evolve, businesses must remain adaptable, blending both Web2 and Web3 techniques to build sustainable and impactful projects.

If you missed the live session, stay tuned for future events where we dive deeper into Web3 growth strategies. Follow MetaCRM on Twitter for updates and insights!

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