The Web3 Marketing Stack: The Next Big Wave in Crypto by @ttunguz

In Web 3, companies achieve liquidity early via ‘tokenomics’ and other novel mechanisms to raise capital from users (often highly speculative in nature), and build the necessary technical infrastructure to create an alternative internet: decentralized servers, identity-management ‘wallets’, token exchanges allowing easy movement among various ecosy... See more

When token go up is no longer a law of physics and money is no longer free, the challenge of number go up—where the numbers are users or revenue—becomes much harder to solve. Right now, Web 3 companies are at pains to even measure those numbers, much less manipulate the few levers they have to make sure they do go up.

This new model, known as web3, changes the entire idea of GTM for these new kinds of companies. While some traditional customer acquisition frameworks are still relevant, the introduction of tokens and novel organizational structures such as decentralized autonomous organizations (DAOs) requires a variety of go-to-market approaches.