My guest today is Diana Richter (https://twitter.com/dianarichterh), Head of Marketing and Brand at ConsenSys Mesh (https://twitter.com/consensysmesh), the original organization created to proliferate ETH and the broader blockchain ecosystem. Diana takes us through her 15 year career as a marketer, and the experiences building partnerships and communities that landed her in Web3. We get a masterclass on the current state of Web3 marketing, and the importance of the balance between maxi’s and mass adoption.

We Discuss...

The building blocks that lead Diana to be a successful head of marketing in Web3

• Understanding use cases for countries outside US
• partnerships, partnerships, partnerships starting at William Morris
• Understanding consumers through venture backed D2C brands

3 Goals for Partnerships

1. Credibility and Trust
2. Adoption and Customer Acquisition
3. Revenue

Diana’s Favorite NFT Brands

• Artblocks
• Doodles

From art history major to consulting on an NFT project for Mesh

Why ConsensysMesh and why Web3?

• No more physical product
• Exhausted by VC expectations diluting brands because of emphasis on top line growth
• Wanted to promote awareness and education, without geographic borders
• Intellectual stimulation and expansion required
• Extending beyond Weekly or Daily Revenue Metrics
• Consulting gig as dating, to get to know each other
• Mesh was a place surrounded by buildooors

Current State Web3 Marketing

• Overarching theme is immaturity 
• From a complete lack of knowledge on how to work with marketing team to how to set a marketing budget to team structure
• Time + Resources + Effort = Goals of Company?
• Performance Marketing (Growth) vs. Brand Marketing (Partnerships + Community)
• Tunnel vision creating too much brand similarity
• Events+Content OVER Partnerships

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Web3 w/ Me - YouTube