Web3 CMO Stories

Send us a textWhat if the best model for Web3 community building isn't found in crypto at all, but in places like Taylor Swift fandom or Buffalo Bills tailgates? This thought-provoking insight from Catherine Daly, CMO at Space and Time, challenges how we approach marketing in blockchain technology.Catherine takes us behind the scenes of marketing ZK-proven data infrastructure – perhaps one of the most technically complex offerings in the Web3 space. Rather than getting lost in technical jargon, she reveals her strategic approach to audience segmentation, explaining how the same technology solves fundamentally different problems for developers versus enterprise clients. This clarity of purpose allows Space and Time to communicate effectively across channels from crypto-native Twitter to enterprise-focused LinkedIn.The conversation turns refreshingly honest when discussing trust-building in an industry scarred by broken promises. "The simplest solution is really just to tell the truth," Catherine states, noting how their recent Microsoft Fabric integration generated massive attention precisely because it delivered on long-promised real-world utility rather than manufactured hype. This philosophy extends to her community-building approach, where she advocates focusing on shared values rather than financial incentives.For marketers entering Web3, Catherine offers practical wisdom gained from her journey: embrace being a generalist, don't fear looking back and cringing at past work (it means you're growing), and above all - be reliable. "If people know they can hand you work and it's going to get done well and in a timely manner, you're proving your value long before you have any real hard skills on paper."Whether you're marketing complex technology, building community, or exploring how AI tools like DreamSpace are democratizing blockchain development, this episode delivers actionable insights for navigating the evolving Web3 landscape with authenticity and purpose.This episode was recorded through a Descript call on July 29, 2025. Read the blog article and show notes here: https://webdrie.net/building-trust-in-web3-with-catherine-daly/

Send us a textWhat happens when artificial intelligence makes it increasingly simple to create thousands of fake identities? In the world of Web3, this isn't a theoretical question. It's a pressing challenge that threatens to undermine the fair distribution of resources and community governance.Yan Ketelers, CMO at Holonym (the foundation behind human.tech), joins us to discuss how the proliferation of bot activity and Sybil attacks is diluting value that should flow to actual humans. "A single entity can collect a thousand times the airdrop they should be entitled to get," Jan explains, highlighting how this pattern creates a system where honest participants find their rewards and voting power dramatically reduced.The conversation explores human.tech's innovative approach to solving this contradiction through zero-knowledge protocols. Their ecosystem—consisting of Human Passport (formerly Gitcoin Passport), the upcoming Human Wallet, and the Human Network backend infrastructure enables users to prove their humanity without compromising privacy. This technology has already proven valuable for projects like Story Protocol in ensuring airdrops reach genuine community members.Perhaps most exciting is human.tech's solution to one of crypto's persistent user experience problems: wallet recovery without seed phrases. By splitting keys across network nodes that can be reconstituted when needed, they eliminate a significant barrier to mainstream adoption. "We don't believe everyone should do self-custody and write down their seed phrase, then hide it somewhere in a field," Yan shares, outlining their vision for more accessible crypto ownership.Beyond crypto applications, human.tech's partnership with RefUnite is helping refugees establish digital identities and receive aid without requiring traditional identity documents. This practical application ensures humanitarian assistance reaches intended recipients rather than being diverted through intermediaries or fraudulent accounts.As AI continues to advance, the distinction between authentic and artificial identities grows increasingly blurred. Join us to discover how Human Tech is establishing a framework where individuals maintain control of their digital identities while still being able to prove their humanity when needed. Subscribe now and share your thoughts on the future of digital personhood!This episode was recorded through a Descript call on July 24, 2025. Read the blog article and show notes here: https://webdrie.net/fighting-bots-the-human-tech-revolution/

Send us a textThe cryptocurrency onboarding experience remains a critical bottleneck for mainstream adoption, with the entire Web3 ecosystem claiming just 370 million monthly active users compared to Meta's staggering 3.9 billion. How do we bridge this massive gap?Harshit Gangwar, Head of Marketing and Investor Relations at Transak, joins us to reveal how they've built the infrastructure powering crypto purchases for millions through MetaMask, Ledger, Uniswap, and 450+ other applications across 100+ countries. With $2 billion in processed volume and backing from consensus, Visa, and Mastercard, Transak offers unique insights into building trust at the intersection of decentralized and traditional finance."Finding the right messaging and understanding in the early stages that it's going to be different and accepting that as a fact is very much important," Harshit explains as he unpacks their dual communication strategy. Web3 natives and traditional financial institutions require completely different approaches – from platform selection (Twitter vs. LinkedIn) to messaging tone and compliance considerations across multiple regulatory jurisdictions.The conversation takes a fascinating turn as Harshit reveals how Transak is evolving beyond simple crypto purchases to enable stablecoin-powered remittances and cross-border payments. By building the necessary infrastructure – including licenses, banking partnerships, risk engines, and KYC systems – they're creating real-world utility that even traditional financial institutions are beginning to recognize.For Web3 marketers, Harshit leaves us with a powerful reminder: "Marketers need to take that role in their companies to understand what's happening in the industry and drive real change." The most effective marketing leaders in this space aren't just creating content – they're deeply understanding both the technology and customer needs to help shape product direction and business strategy.Join us for this enlightening conversation about building trust, navigating regulation, and creating the infrastructure that will help bring the next billion users into Web3.This episode was recorded through a Descript call on July 18, 2025. Read the blog article and show notes here: https://webdrie.net/how-transak-is-making-crypto-accessible-in-100-countries/

Send us a textFrancisco Quartin de Macedo shares his journey from sports betting at 14 to managing millions in crypto trading, and how his pursuit of meaning led him to create a purpose-driven hedge fund after achieving financial freedom.• Starting with sports betting at 14 years old provided financial independence and a different relationship with money• Questioning purpose after financial success led to deep work with psychologists and neuroscience exploration• Being neurodivergent (ADHD) provides hyper-focus capabilities but requires conscious management• Shifting from quantity to quality in relationships has paradoxically expanded his network more effectively• Leadership evolution from reactive impatience to strategic patience through self-awareness• Creating a hedge fund focused on using profits for positive change rather than luxury consumption• Finding Bitcoin investors share values of freedom and consciousness beyond just financial returns• Web3's problems stem from human nature, not the technology itself• Balancing ruthless execution with being present for his children remains his ongoing challengeConnect with Francisco on LinkedIn to learn more about his fund at NHD Capital. For an intimate gathering of founders, VCs and creators in Portugal, check out the Sintra Synergies retreat at www.sintrasynergies.com.This episode was recorded during a walk in Sintra on June 18, 2025. Read the blog article and show notes here: https://webdrie.net/money-meaning-and-mindfulness-redefining-success-in-crypto

Send us a textMoney shouldn't be your startup motivation: a profound truth that Violetta Chekan, VC and entrepreneur with over 13 years of early-stage investing experience, shares from the beginning of our conversation. "A startup doesn't have any money until the exit. Exit will happen like in five, ten years," she explains, highlighting why founders need deeper motivation to sustain them through the entrepreneurial journey.Having started in venture capital at just 19 years old and closing her first deals by 21, Violetta brings a unique dual perspective as both investor and former founder. This combination has shaped her approach to evaluating startups, where she prioritizes team qualities over even the most brilliant ideas. "I try to have much more empathy as well to the founders, because I understand the journey," she reflects, describing the founder-investor relationship as a "marriage" that demands careful selection and mutual trust.Throughout our conversation, Violetta reveals the green and red flags she watches for when meeting founders. Transparency tops her list of essentials, while she's immediately wary of those who claim numerous business connections but can't produce evidence. For blockchain ventures specifically, she differentiates between artificial hype and genuine traction, especially in B2B solutions where she focuses her investments. "You need to have either pilot contracts with companies, either existing agreements, either letter of intent for commercial adoption," she advises founders looking to prove real-world value.Perhaps most valuably, Violetta shares how her own podcast journey has transformed from overcoming her fear of public speaking to becoming a powerful learning tool through conversations with experienced entrepreneurs and investors. Her story exemplifies the continuous growth mindset she values in founders—the willingness to listen, adapt, and evolve that sets successful startups apart.Whether you're a founder seeking investment or an aspiring investor, this episode offers rare insights into startup evaluation from someone who's experienced both triumph and failure from multiple perspectives. This episode was recorded through a Descript call on June 19, 2025. Read the blog article and show notes here: https://webdrie.net/wisdom-from-a-young-vcs-journey/

Send us a textDigital ownership is evolving rapidly, and nowhere is this more evident than in Telegram's thriving ecosystem. Alex, CMO of DOGS and Open Builders, takes us on a journey through the revolutionary world of digital collectibles that's transforming how millions of users engage with Web3.The conversation begins with the fascinating origin story of DOGS, starting as a simple sketch by Pavel Durov himself for a charity auction supporting orphanages. This meaningful beginning blossomed into a movement that gathered millions of community members in just days and achieved a Binance listing within two months. The narrative then shifts to how stickers serve as powerful onboarding tools for Web2 users entering the blockchain space.What makes Telegram's digital collectibles truly unique is their built-in utility. Unlike traditional NFTs that struggled with practical applications, these stickers and collectibles integrate seamlessly into users' daily communications. "Collectibles on Telegram have this built-in utility from the get-go. They are very easy to flex, they have their place within the Telegram ecosystem and they always will be," Alex explains.Perhaps most fascinating is how these digital assets foster genuine community building. Owners of particular stickers have organically created exclusive chat groups, coordinated marketing efforts, produced merchandise, and even arranged real-life meetups. These communities blend crypto veterans with newcomers, facilitating knowledge transfer and creating shared experiences around digital assets—something Alex notes "many meme coins would be jealous to see."The market performance speaks for itself, with some stickers seeing price increases of up to 44,000% and trading volumes hitting all-time highs on secondary markets. Major collaborations with brands like Pudgy Penguins and Doodles demonstrate the growing appeal of this digital ownership model.As the TON blockchain ecosystem continues evolving, gaming collectibles emerge as the next frontier, with players already trading rare skins and items even before official marketplaces launch. For entrepreneurs, this represents an unprecedented opportunity to define entirely new categories in an ecosystem where "every product you ship is something entirely new" that could potentially "redefine the whole industry."This episode was recorded through a Descript call on June 10, 2025. Read the blog article and show notes here: https://webdrie.net/telegrams-nft-revolution-the-rise-of-digital-collectibles/

Send us a text"We shouldn't be the homework assignment. We should be the song that you listen to on the radio," says Ariel Wengroff, EVP of Communications and Marketing at Ledger. This captivating insight captures the essence of how one of crypto's most trusted security companies approaches education in a space often overwhelmed with technical complexity.Throughout our conversation, Ariel reveals the strategic thinking behind Ledger's approach to storytelling and brand-building at the intersection of technology, security, and culture. Having produced "Woman with Gloria Steinem" and led content at Vice before joining Ledger, she brings a unique perspective on how to make challenging topics accessible and engaging.The discussion takes us behind the scenes of Ledger's educational initiatives, including their "Don’t Get Rekt" claymation series and their newly announced partnership with the San Antonio Spurs. This collaboration isn't just a logo on a jersey; it's a thoughtful alignment between a French tech company and an NBA team with strong French connections, focused on youth STEM education and financial literacy. As Ariel explains, NBA fans have twice the purchase intent for crypto compared to average consumers, making this partnership both culturally relevant and strategically sound.What stands out most is Ledger's commitment to long-term thinking rather than short-term marketing wins. From making their education platform entirely free to ensuring diverse representation in their marketing materials, every decision reflects a deeper understanding of their mission to empower people through digital sovereignty.For marketers, creators, and anyone interested in how technology brands can build authentic connections with audiences, this episode offers valuable insights into creating content that feels like entertainment rather than education, yet manages to accomplish both. This episode was recorded through a Descript call on June 30, 2025. Read the blog article and show notes here: https://webdrie.net/ledger-x-san-antonio-spurs-the-global-partnership-built-on-trust-culture-and-digital-ownership/

Send us a textKomal Amin (Koko) shares how GOAT Gaming is leveraging Telegram's billion-user ecosystem to pioneer AI-powered Web3 gaming with fast, competitive gameplay where users can win prizes and earn crypto.• Telegram provides unique distribution opportunities through peer-to-peer messaging• GOAT Gaming onboarded 5 million users by creating strong referral loops• Success on Telegram requires adapting to its unique ecosystem rather than following traditional marketing playbooks• AlphaGoats introduces AI characters that serve as community managers and content creators• Their AI character "Amy" runs competitive social games that increased engagement by 4x• AI allows marketers to test and iterate without engineering resources, cutting content cycles from weeks to 24 hours• Being able to test, capture data, and iterate quickly is critical in fast-moving spaces• The integration of AI with Web3 gaming may finally help overcome adoption barriersThis episode was recorded through a Descript call on June 11, 2025. Read the blog article and show notes here: https://webdrie.net/the-telegram-gaming-revolution-why-1-billion-users-are-the-untapped-goldmFind Out More >>Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.

Send us a textImagine getting paid real cryptocurrency simply for walking. This isn't science fiction. It's the revolutionary model created by Sweat Economy that's bringing the next billion users into Web3 through something everyone already does daily.Walking through the breathtaking hills of Sintra, Portugal, Oleg Fomenko shares Sweat Economy's remarkable journey from their early days as Sweatcoin in 2014 to becoming one of the world's most downloaded fitness apps. Initially constrained by blockchain limitations, they operated centrally until 2022, when technology finally caught up with their vision. Now, through their Sweat token and non-custodial wallet, they've created a seamless experience that addresses the three critical barriers keeping mainstream users from embracing crypto: complicated products, poor user experience, and prohibitive entry costs.What makes their approach particularly refreshing is their focus on active users rather than Total Value Locked (TVL). While much of the crypto industry chases capital from whales, Sweat Economy builds for real people with real needs. "We want to bring the next billion people into Web3 and do it in an easy to understand, easy to use, and no barriers way," Oleg explains while demonstrating their model in real-time during our walking podcast.Their tokenomics incorporate clever mechanisms like requiring more steps for each additional token (similar to Bitcoin halving but happening continuously), and they've created innovative utility including activity-based staking—walk 10,000 steps today, earn 10% APY tomorrow—and an upcoming universal gas token feature letting users "pay fees with their feet" across multiple blockchains.Comparing crypto's current state to the internet around 2000, Oleg paints an exciting picture of what's next: "We're on the cusp of switching to consumer crypto... That gave us Google in 2003, Facebook in 2007. And that's where bulk of the returns and money on the internet were made." This shift from infrastructure to consumer applications is where Sweat Economy is positioning itself at the forefront.This episode was recorded during a walk in Sintra on June 12, 2025. Check the video footage, read the blog article and show notes here: https://webdrie.net/walk-talk-in-sintra-with-sweatcoins-founder/

Send us a textWhat happens when a meme coin project's founder vanishes overnight? For most crypto projects, that's a death sentence, but not for Shitcoin. In this fascinating conversation with Ajay, we explore the remarkable story of a community that refused to die.Ajay takes us through his journey from video game recruitment to leading a resilient crypto community that survived what should have been fatal—the complete disappearance of their project's original developer. After watching the market cap plummet when social accounts were shut down and the website disconnected, Ajay stepped up to lead a community takeover that breathed new life into what many would have written off as another failed meme coin.The power of transparency emerges as a central theme throughout our discussion. In a space notorious for anonymous teams, AJ's willingness to put his real face and name behind the project has created unprecedented trust. "There aren't many meme projects or communities that have that," he explains, "and I think that's what makes us real."Beyond Shitcoin's revival story, we dive into the growth potential of meme coins compared to the broader crypto ecosystem. Ajay shares insights about the intersection of AI and crypto, predicting an explosion of AI-driven content creation that will transform how memes connect with communities. His formula for success is refreshingly straightforward: followers convert to holders, holders generate volume, and volume builds market cap.Whether you're already immersed in the world of meme coins or simply curious about community-driven crypto projects, this episode offers valuable perspectives on building something authentic in a space often dominated by pump-and-dump schemes. As Ajay puts it, "This is about community. It has to be driven by people."This episode was recorded at MEMECON in Lisbon on June 5, 2025. Read the blog article and show notes here: https://webdrie.net/rebuilding-a-meme-community-with-ajay-babber/