As high quality content and effective brand strategy move down the long tail, “community” has become an important concept for every post-Web 2.0 player. Crypto token holders, influencer fanbases, DTC brand customers, creator audiences, and new social networks are all often referred to as communities, and each has a stake in developing community for... See more

Practically speaking, in web2 a marketer only needs to acquire, engage with, and retain the customer. But in web3, marketers have many stakeholders to market to, engage with, and retain. This broad group of stakeholders includes users, developers, and their broader communities.

Traditional web2 GTM frameworks are a useful reference, and offer some helpful playbooks — but they are just a few of the many frameworks available for web3 organizations. The key difference to remember is that the goals, growth, and success metrics of web2 and web3 are often not the same. Builders should start with a clear purpose, grow a communit... See more