CoinDesk Podcast Network IOTA’s Karen O'Brien on The $35 Trillion Bet on Industrial Blockchain
Jan 27, 2026
Karen O'Brien, CMO of IOTA and former Avalanche marketer, leads marketing for a blockchain focused on supply chain and IoT. She outlines IOTA’s plan to replace paper-based global trade systems and capture a $35 trillion opportunity. She discusses marketing to enterprises and governments, trust-building over hype, narrative work like manifestos, and the evolving role of the CMO in crypto.
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Big Opportunity In Global Trade
- IOTA targets the $35 trillion global trade and supply chain industry stuck on paper and email.
- Karen O'Brien sees this as a blue-ocean opportunity for blockchain infrastructure.
Infrastructure Over Consumer Hype
- IOTA positions itself as infrastructure — the backbone for global trade and machines, not just people.
- Marketing must shift from hype to precise, provable, trust-building for enterprises and governments.
Market Thirst For Authentic Builders
- The retail crypto audience is shifting toward authenticity and builders focused on long-term value.
- Karen O'Brien notes a market reset away from hype toward sustainable projects.