Brett Li, VP Marketing at Flipside, breaks down why web3 growth is finally maturing beyond hype-driven tactics. As institutional money flows in, protocols are ditching vanity metrics for real business fundamentals like user journey mapping and retention. Brett explains Flipside's stratgic shift to AI-powered intelligence, shares how Avalanche used onchain data to design smarter incentive programs, and talks how he sees AI tools being integrated into his team's workflows.

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00:00 Introduction and Welcome

02:13 This or That Icebreaker

04:46 Flipside's Strategic Shift to AI Intelligence

09:39 Making On-Chain Data Accessible Through AI

13:41 Marketing to Protocols: ABM in Web3

15:38 What's Top of Mind for Protocol Teams

18:31 The Maturation of Crypto Growth Strategy

22:05 User Journey Intelligence: Avalanche Case Study

26:25 AI Integration: Platform and Personal Use

31:06 Future AI Automation and Agent Strategies

32:39 Final Thoughts and Resources

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EPISODE LINKS:

- Brett Li on X: https://x.com/bretttheli • Flipside Crypto: https://flipsidecrypto.xyz • Flipside AI Chat: https://flipsidecrypto.xyz/chat • G Squared Growth Collective: https://t.me/gsquaredgrowth

ABOUT THE OGC PODCAST:

The OGC Podcast tackles crypto's biggest unsolved challenge: growth. Host Norman Wiese sits down with founders, growth leaders, and crypto marketers sharing tactical strategies and frameworks driving real results in web3.

CONNECT WITH NORMAN:

• Twitter: https://x.com/normanwiese

• LinkedIn: https://www.linkedin.com/in/normanwiese/

• Onchain Growth Club: https://x.com/onchaingrowth

SUBSCRIBE & REVIEW:

• Spotify: https://open.spotify.com/show/40h808BdpcWIhgXXQNQR52

• Apple Podcasts: https://podcasts.apple.com/podcast/id1833519944

• YouTube: https://www.youtube.com/@onchaingrowth