Laura K. Inamedinova an award-winning entrepreneur and seasoned blockchain industry expert, brings her wealth of knowledge and experience to an exclusive in-depth interview with Coin Edition discussing an array of topics including blockchain, Web3, venture capital, marketing, and much more.
1. You’re very selective in choosing Web3 projects as an Agency Founder & CEO. What criteria make you instantly think that this project will succeed and/or will be a good fit? What insights have been surprising in your career as a Web3 Marketing and Design Agency CEO?
We only partner with businesses whose goals and visions align with our own, because great marketing requires a true connection.
There is no secret sauce for instant success in Web3 marketing. 90% of founders think marketing is magic, but the reality is different. You can’t rely on one publicity stunt or a big influencer collab to carry your project to success.
Projects that succeed with their communications are obsessed with data and results. They show up and put in the work every day, whether it’s a social media post or a strategic long-term campaign.
2. As an internationally recognized and award-winning marketer & CEO exploring venture capital, what unique investment tips can you share? What do some investors miss that you always pay attention to due to your deep creative background?
My number one tip is to pay close attention to the project’s narrative. If there is no clear narrative, it’s a red flag. Many investors focus only on numbers and overlook this aspect. Data is important, but the story surrounding the brand and the use-case is an equally strong indicator of future success.
Consistency in communication is also a factor that many investors overlook but I can’t stress enough on. Audience engagement, such as event organization and responsive comments, provides insights into the team’s market understanding. When combined with a strong business model, these factors signify a promising investment opportunity.
3. You combine both marketing & VC perspectives. What is the biggest advice you’d give to a founder transitioning from the traditional world to Web3?
We see a lot of Web2 businesses testing the waters in Web3, like PayPal’s new cryptocurrency, PYUSD, or Nike’s consistent Web3 collaborations.
My biggest takeaway from seeing successful and failed campaigns is being aware of your audience. When you target Web3 natives, you can’t simply change your messaging for an existing product. Sometimes you need to face the fact that your product needs to be reworked with decentralization in mind.
For that reason, for example, Revolut is not widely popular among Web3 natives for its crypto features. Sure, the platform offers a challenger bank, but it’s built on a centralized foundation – something that degens don’t resonate with.
4. There is still a big gap between Web2 and Web3 audiences, despite many projects claiming to “finally start mass adoption.” In your opinion, what marketing strategies will help bring two audiences on board?
Every year we see a new niche that claims to bring mass adoption. This time, it’s gaming. For me, the idea of a single project “saving” Web3 is a stretch. Rather, mass adoption is a gradual process.
Each project that wants to reach a traditional audience needs to focus on a key tactic: partnerships. For better or worse, there is no better way to gain trust than via marketing by association. Reach out to partners, build relationships, and organize joint campaigns with Web2 brands that your target audience already loves.
5. What do VCs misunderstand about marketing in Web3, and vice versa, what do marketers in Web3 get wrong about the investment landscape in 2023?
Often, VCs miss the community-centric essence of blockchain. I am not talking about a big Twitter following or a huge Discord channel, because they don’t represent the true community. We need to dig deeper: how does a project answer, interact, and engage with users? Do they leave people on read? That’s how you spot a sense of shared ownership.
On the flip side, many Web3 Founders get too ambitious but don’t show a clear path to profitability or sustainable growth. The focus on short-term hype could overshadow a solid business model, a fundamental point for investors.
6. Even amid the bear market, we see attempts to integrate blockchain with big & reputable Web2 brands. Should we treat it as a sign that Web3 is the future, or is it a marketing tactic to resonate with a tech-savvy audience?
People quickly jump to positive conclusions. This integration can mean two things;
On the one hand, Web3 tech finally brings transparency, decentralization, and community engagement to traditional companies. On the other hand, it’s also a marketing strategy to attract a tech-savvy audience and stay relevant in an ever-evolving digital landscape.
Despite the bear market, the move towards Web3 integration reveals a larger narrative – blockchain beyond just speculative assets. No matter if it’s driven by a genuine desire for innovation or a marketing tactic, these integrations bring the Web2 and Web3 worlds closer.
7. What is the most unexpected use case for Web3 you’ve seen recently?
The most recent one that comes to mind is Worldcoin’s ambitious plan to provide biometric verification through Web3. The idea is not exactly new, but it’s fascinating to see the divide in opinions. From a marketing perspective, it’s interesting to observe how the project will shape the narrative on one of the most important values in decentralization: transparency and privacy.
8. What does it take for a project or niche to own a major narrative in the Web3 industry?
Adaptability keeps narratives fresh. As the ecosystem evolves, you need to be flexible enough to pivot your strategies, messaging, and even some core aspects of your project. This doesn’t mean chasing every shiny new trend but recognizing shifts in the landscape: from jumping on a new meme or shifting platforms to where your audience is.
9. What do you think about X (formerly Twitter) integrating payments, embracing crypto, and revealing its roadmap to become the #1 app for everything? Should Web3 marketers already start putting it at the core of their strategy?
99% of projects don’t need to pivot to Twitter. They’re already there. It’s more about what they do next. The new features X is rolling out could be game changers, but it’s hard to predict exactly how things will unfold and when. If X makes good on its roadmap, it could become an even more powerful tool for community engagement and transactions.
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