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Please Read This and Let’s Discuss
I’ve worked with both Web3 and Web2 projects in marketing and sales, and honestly, one thing keeps standing out to me there’s a huge gap between how both worlds handle marketing and sales.
Yes, they’re different, but there should still be a meeting point somewhere.
To understand this better, I had conversations with ten Web3 founders, people actually building real use-case projects, not meme coins or NFT hype. And what I discovered shocked me. There’s a big disconnect between their marketing and their sales. That gap is affecting their conversions.
Most of these projects focus on hype, visibility, and shilling on X (Twitter). But that doesn’t always lead to real onboarding or user retention.
In Web2, things are different. After building visibility, they make sure to step into the real world. They use different onboarding systems to convert all that awareness into actual users. That’s what sales should be.
This was something Binance understood well in the early days of 2020 to 2021 when we worked with them on P2P onboarding. It’s also what sets many Web2 companies apart. For example, even with all its success, Uber still goes into the streets to onboard people. YouTube, closer to 2024, was still driving branded buses across cities just to onboard more creators. Crazy, right? But it works.
Now let’s talk about Web3. Many projects think hiring KOLs and ambassadors is enough. But let’s be honest, most venture capitalists don’t care about your number of followers. They care about traction and value.
Because traction proves that the problem you are solving actually exists within the community.
I’ve seen projects like @cipherowl, @shield_xyz, @Glue_AI, @dakota_xyz, and @datahiveai raise over 3 million dollars each, yet they don’t even have up to 5,000 followers. That alone shows that followers and engagement don’t always convert. It doesn’t mean VCs will want to support you.
In fact, when your project has poor onboarding and user retention, venture capitalists will likely want a higher percentage in your company. Your onboarding strength determines how strong you’ll stand at the negotiation table.
That’s one of the reasons I started @Web3Brandrep, a community that helps projects go beyond just marketing, to actually onboard and retain users who believe in what you’re building.
If you’ve done your onboarding well and you’re looking for the right venture capital partners, check out @PanteraCapital, @FactionVC, @lightspeedvp, @recvcx, and @CryptomeriaCap. These ones value traction over noise.
I’m also open to speaking with any project founder or individual who wants to understand this better. Let’s talk about it. Web3 can do better, and it starts with understanding this gap.
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