Description
Book SynopsisTHE ESSENTIAL WEB3 MARKETING BOOK
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Web3 Marketing: A Handbook for the Next Internet Revolutionis the essential book for anyone looking to understand the next era of the internet and start building. Beyond the sensational hype and headlines around crypto and NFTs, a real revolution is taking place: new technologies for owning, moving, and organizing value spell the overdue end of an internet where a few huge companies hoard data and power, and open a new frontier for products, services, and applications in which ownership and control belongs to creators, builders, and users.
As former CMO of ConsenSys then Founder and CEO of top web3 marketing firm SerotoninAmanda Cassatt is in a unique position to tell this story, and delivers a remarkably clear, nontechnical guide to the history, key concepts, and still-evolving landscape of Web3. Cassatt explains how Web3 transforms time-tested appr
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Praise for Web3 Marketing
"As ConsenSys’ first CMO, Amanda’s sharp intuition and communications skills brought many people to the world of Ethereum. She 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. The lessons from this book will become increasingly important for students, professionals, entrepreneurs, creators, and investors seeking to understand how Web3 changes their own lives."
—Joseph Lubin, Co-Founder of Ethereum and founder & 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
“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. The experience with which she wrote this text can’t be faked, and readers will enjoy an authentic invitation into the future of consumer marketing in an open, borderless, user-owned economy.”
—Erik Voorhees, Founder of ShapeShift
“Amanda Cassatt’s book 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
“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
"Many great ideas are let down by their most enthusiastic advocates. 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
“This book should be required reading for any marketer entering the Web3 space. Cassatt has been able to create an accessible book about the origins of Web3 for anyone to understand without any kind of technical background.”
—Gmoney, Founder, 9dcc
“New technologies open opportunities to engage and transact in new ways. Since the early days of Web3, Cassatt and her team have been at the leading edge. Web3 Marketing is not only a handbook, but also an artifact documenting the early days of blockchain technology and crypto.”
—Christine Moy, Head of Digital Assets, Apollo
"Amanda is the original storyteller of crypto, having been there since the beginning. She has since helped many companies and founders find their voice to be the authors of their own history. Her contributions to the advent of Web3 continue to be tremendous.”
—Min Teo, Managing Partner, Ethereal Ventures
"With the advent of Web3 technology, the rules of the marketing game are changing yet again. Cassatt, who was arguably the first marketer in the space, provides a comprehensive guide that gives a terrific overview of the history of crypto, as well as offers explicit, actionable advice on how a marketer can capitalize on the new tools that are available and on the horizon."
—Josh Quittner, Founder and CEO of Decrypt
“Web3 may have been conceived by millennials but it’s really being built for Gen Z; for their culture of empowerment, digital identity, and their decentralized ambitions for the future. Amanda was there when Web3 took shape and within her book explains clearly how marketers need to shape Web3 value for this future generation who are about to inherit the earth. Compelling storytelling and practical directions, she has clearly already stepped on all the land mines for us and found the path for brands and business to follow.”
—Dickon Laws, Global Head of Innovation, Ogilvy
Table of ContentsPreface 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
