Web3 Marketers Summit at Devcon7 SEA: Recap

DevCon7 SEA in Bangkok was a memorable event, filled with exciting activities, great connections, and the lively energy of the city.

For the AdEx team, the highlight was the Web3 Marketers Summit, which we co-hosted with Market Across and Ambire Wallet. The goal was to bring together top Web3 marketing professionals for a half-day of insights, discussions, and networking - and it was a big success! We hit our 1,000 registration cap, and over 400 more people joined the waitlist. The amazing turnout really showed how much the crypto space values marketing-focused events like this.

Let’s take a closer look at how the Web3 Marketers Summit unfolded and the key lessons shared during the event.

Panel discussion: “Rising above the noise: Marketing tech in a crowded space”

This panel brought together some of the top names in Web3 marketing, including Emily Lai (CMO at Hype Partners), Claire Kart (CMO at Aztec), Gabi Musayev (Head of Marketing at Galxe), and Elad Mor (CEO of Market Across). Moderated by Nadya Ivanova-Banda, Business Development at AdEx & Ambire Wallet, the session focused on how to rise above the noise in the Web3 space. The discussion centered around the importance of maintaining consistent marketing efforts, regardless of market conditions, and how long-term strategy and brand visibility are key to success in an often volatile landscape.

Main takeaways:

• Consistency is key: Maintain brand cohesion in all communications.
• Understand your audience and adapt: Web3 space is extremely dynamic, and marketers need to adapt accordingly.
• Use data and tech effectively: AI and data-driven tools can cut through the noise and optimize campaigns. Even basic tools can provide valuable insights; just start somewhere.
• Timing matters, but to an extent: Marketing during a bull market may bring short-term success, but consistency in a bear market builds long-term impact.
• Storytelling makes the difference: Leverage storytelling to create emotional connections, solve real problems, and communicate relatable values.

Fireside chat with Dr. Natalie Tillack, Head of Product Marketing at Parity

This fireside chat centered around the importance of involving your community in decision-making and maintaining transparency about spending. Natalie offered a compelling perspective on decentralizing marketing efforts, emphasizing the value of collaboration across different groups and individuals while ensuring that marketing initiatives remain cohesive and aligned. The discussion highlighted the balance between empowering community-driven strategies and maintaining clear, unified communication.

Main takeaways:

• Decentralized decision-making in marketing: Parity has fully decentralized its go-to-market functions, with every marketing decision made on-chain through a DAO, eliminating the need for a technical committee.
• Future of marketing through bounties: all marketing activities could eventually be funded through bounties, fostering greater community participation.
• Managing marketing in a decentralized ecosystem: Starts with aligning supply and demand, incentivizing collaborations, and fostering partnerships.
• Transparency as a Web3 best practice: Embrace transparency and start decentralizing your marketing processes by making marketing spending data openly accessible.
• Community-driven decision making: Engaging the community in decision-making processes strengthens alignment, accountability, and shared ownership over marketing efforts.

Panel discussion “KOLs Authenticity over hype”

The KOL-focused panel featured Web3 marketers with deep expertise in collaborating with Key Opinion Leaders (KOLs). Speakers included Kseniia Baziian (Marketing Advisor at Orca), Krystyna Kozak-Kornacka (CMO at Cookie3), Asaf Nadler (Co-founder at Addressable), and Estefano Ramirez (Founder at KAIKA). Moderated by Maria Magenes (VP of Strategy at Hype), the panel explored the significant role KOLs play in Web3 marketing and how they can help build trust and credibility for brands. The discussion highlighted how strategic partnerships with KOLs can strengthen brand authenticity in the Web3 space.

Main takeaways:

• Community integration: Build meaningful relationships with KOLs and make them a part of your community. This strengthens their connection to your brand and promotes authentic advocacy.
• Strategic alignment: Develop a clear strategy for working with KOLs who reflect your brand. Ensure they align with your brand values and vision to maintain authenticity and credibility.
• Avoid overexposed KOLs: Be cautious of KOLs who promote too many projects or tokens, as this behavior often indicates low engagement or bot-like activity.
• Measuring KOL impact: Use analytics tools to track metrics such as user acquisition and engagement rates. An interesting metric to look at is the rate of wallet-enabled browser visitors. You can use on-chain data platforms for this, and the rate should be around 20–30% to ensure that the bots are filtered out.
• Social media as a two-way channel: Effective KOL campaigns involve active audience participation. The audience should engage with and discuss the project or token, creating a dynamic dialogue.
• Staying relevant as a KOL: Authenticity is critical. KOLs should create high-quality content that provides value, aligns with trends, and engages followers without compromising their integrity.

The Web3 Marketers Summit was an incredible experience! From engaging participants to valuable insights and tons of networking opportunities, it had it all. It’s clear there’s a strong demand for marketing-focused events, and we’re already planning more in the near future—stay tuned!

In the meantime, check out some fantastic photos from the event!

Interested in AdEx? Follow us:
X (Twitter) | Telegram | Reddit | Facebook | LinkedIn | Discord