How to Level Up Your Gm: Growth Marketing from Web2 to Web3 | SheFi Summit Bangkok

Transcript

[Music] hello everyone uh my name is Rosalie Samuels I'm honored to be here today on what is already proving to be a great roster of women and non-binary speakers quick background on me uh I'm just over a year into working in web 3 uh and currently lead growth marketing at consensus uh prior to that I helped build out the growth team at venmo and worked in strategy and operations at door Dash so so a friend of mine uh recently gave me a call and was you know considering making a career move from web 2 to web 3 and asked me about that transition and you know I I was

reflecting on that and when you switch jobs uh in web 2 you may have to learn a new industry like going from fintech to healthtech uh you know pretty standard but when you switch jobs into web 3 not only are you learning a new industry you're building a new industry for one two you're you're learning a new language you know between terminology and acronyms and Technical jargon like it's no joke I I took a couple years of Mandarin in college and this is like up there with with learning a new language and three uh you know you're learning an entirely new culture that is forming around this new wave of Technology needless to say you know there's there's a steep learning curve as you make that

transition and so today uh with kind of one year behind me in the space I'd love to drill down on a few learnings regarding kind of web 2 growth principles that you know that apply in web 3 and where growth principles start to kind of diverge so let's start by touching on just two growth principles that are kind of equally vital in web 3 so at its core growth marketing is using experimentation to drive users through the funnel acquisition engagement and retention the most effective tactics I've seen in my career are those that meet users where they are provide clear education and present you know a simple way to take action so I have two examples here here's one from my time at

venmo and if you're not familiar with venmo it's kind of a popular payments app in the United States specifically if we noticed that a user was paying a stranger we would trigger kind of an inapp mobile an inapp kind of model in the app that would essentially introduce something we called payment protection which you know you would help a user if you know the payment went ay uh you know there was simply kind of not a more relevant moment to introduce that modal and to educate users on that feature and drive adoption of that feature it was tailor made for that particular use case compare that to like receiving a try out purchase protection marketing email totally out of the blue like then you're

showing up like this guy who's just meeting users at the wrong place the wrong time um so now an example from metamask a more recent example from my my current role we found that it's common for users to conduct research on how a token is trending you know sites like maybe coin gecko or ether Stan when you know they're considering buying it and since we've targeted uh or we've partnered with sites like those to essentially kind of sponsor a a buy CTA on those highly kind of or those High intent web pages so that you know if the research inspires the user to take action they're just like one click away from being able to kind of jump right

into our product and and do so if they if they choose the conversion rate of that compared to like a banner ad it's it's like it's night and day so there's there's no secret sauce here it's really just about showing up in a contextually relevant way it it shouldn't even feel like marketing it should feel like actually natural and helpful to a user and that's what ultimately will deliver results so regardless of web 2 or web 3 your most effective growth strategy will come from Gaining a deep understanding of your customers door Dash uh put this into practice like no other and if you're not familiar with door Dash it's like deliveroo and Uber and Uber Eats it's like a food delivery app and they'd

have all their employees actually have a quota to be the Dasher to be you know the person that delivered food uh so we had to you know set our delivery radius uh get to the restaurant in time to find parking find a service entrance if there was one and ultimately you know deliver that food to to our customers you know while it was still hot and and intact the best growth ideas came from getting out from behind our laptops and actually stepping into the shoes of our our Dashers and we built growth strategies around that at metamask uh you know we're building our TuneIn muscle uh you know upping our communication with key opinion leaders and users really super simple example here but we just built a

new web landing page and ran some basic user testing on it and like Let Me Tell You by speaking to five users and hearing their feedback on the page not only did we generate like a six-month experimentation road map to essentially improve conversion rate on that page but we gained such a you know deeper appreciation for those who would be landing on that and have questions about kind of next steps and what they need to do to to ultimately you know convert and and and on-ramp to to crypto so with all the day-to-day responsibilities of the job I will say it's easy to drift away from this principle but if you can do but if you do it's it can be a silent killer you know it it might be the reason behind kind of plateaus you're

seeing in your business metrics so we just touched on kind of two foundational pillars of growth that remain kind of equally vital in in web two and web 3 so what principles have kind of outsized impact in web three so to put it to put it you know bluntly there are uh constraints in growth marketing uh you know for web 3 that there aren't in web two take user data collection that's an easy one at venmo you know with the snap of a finger we could easily build just about any audience segment that you could think of down to whether someone was like a Virgo and used a hamburger Emoji in their last payment note like hyp specific and we relied heavily on

that data to personalize and optimize all of our marketing touch points as we know you know there's far more privacy constraints in web 3 you know we don't collect personal data from users in the capacity no names no email addresses the list goes on but these types of constraints have really sharpened our muscle around uh first principles thinking you know breaking down traditional growth Primitives like segmentation and attribution into their fundamental elements and rethinking and reassembling new solutions from the ground up the best growth hires uh I've come across kind of embrace this Challenge and you know love not just simply plugging and chugging the same growth Playbook that they've used at at

other companies now as a growth team at metamask you know we're focused on acquisition of new users and keeping our existing users engaged now our existing users are seasoned crypto folks like you know like many folks in this room so as a growth team you know we need to be well-versed on all the latest trends on crypto Twitter mcoins ecosystem news Etc to identify the night the right next wave of growth to jump on this audience might have kind of a mild allergy to traditional marketing um so pressures on to kind of come up with growth tactics that are authentic and you know not tone deaf and you know don't don't ruin the Vibes so you know stepping into the

mindset of this audience is already kind of no small task but then as growth marketers we need to kind of compartmentalize that put that aside and jump into the mindset of our second audience which is the millions of users who may have a seed of interest in web 3 but may have hesitations and uncertainty and it's our job to kind of determine the right growth tactics to ultimately help them navigate as they take kind of their first steps from sign up to on-ramp so let's actually just like take a quick moment to actually appreciate that that balancing act like that's two vastly different audience mindsets of core segments that make up our growth

strategy I'd like go out on a limb and say that there's a more challenging audience dichotomy of for a growth theme across like any industry they they are vastly different so with that um you know today we've touched on uh on what in the growth discipline does and doesn't translate from corporate know corporate environments into web 3 and I think like you know the challenges are what make this in my opinion the most exciting industry to to be a growth marketer um growth in web 3 isn't about following a template uh you know it's about redefining what growth means in kind of this next wave of tech and so I

think uh with that I'll I'll wrap it up with a quick uh note of appreciation for the shifi team and Community uh you all have created such a a comfortable landing pad for those of us entering the industry and I think I can speak for many of us in this room uh when I say you know you're the ultimate education on ramp so big thank you and looking forward to meeting many other folks in this room thank you so