Founded in 2014, terminus is the #1 customer rated account based marketing platform to scale account based programs, align tightly with sales, and drive real revenue results

Terminus: Account-Based Marketing

hit $1M in ARR last week. We went from $0 to $1M in ARR in nine months! This post is dedicated to all the “Terminators” (that’s how we refer ourselves) and all of our collective hard work. I also share my personal experience along the way to reflect on all the good that has happened in 2015. Here you go! Terminus As some of you might know, I ran marketing at from 2012 to 2014. I always thought that I couldn’t have joined Pardot at a better time. It was a rocketship! We were growing by 100% year over year. I was there through the acquisition of ExactTarget and Salesforce. Pardot The acquisition process taught me how to do things at scale and think big. I remember , my boss at ExactTarget and now VP of Demand Generation at Act-On, telling me something that truly changed the way I think about marketing. Kevin Bobowoski He said to think of marketing at Pardot was at 1X when I joined, and then with ExactTarget acquisition, we took it to 10X, an exponential growth. And when the Salesforce acquisition happened, he said: “Remember our 10X conversation? Now make it 100X.” That blew my mind! The marketing team at Pardot was and still is a badass team that kept cool and took the company up and to the right. All along, it felt fantastic to lead this team. We were one of the hottest startups in Atlanta. But a part of me always felt that I faked it at Pardot It’s because I wasn’t a co-founder of Pardot or even one of the few 10 to 50 employees who struggled all the way and braved through the amazing journey filled with ups and downs of a . Those early team members are the ones who should embrace the glory, not me. I couldn’t shake this guilty feeling as the years passed by; yet, I always stayed true to my goal of building and leading an incredible team. startup marketing So when I had the chance to build a company from the ground up, I had to take it. This is where Terminus story begins. Terminus: an account-based marketing journey begins In late 2014, I met Eric Spett, the CEO of , along with his amazing co-founder and CTO, Eric Vass. These guys are two amazing co-founders. Neither of them are marketers by trade, but interestingly enough, they were building really cool marketing technology. Terminus was just eight months in the making, functioning more like an agency assisting B2B marketing teams with targeted, automated advertising. We didn’t have a product. Our vision couldn’t have been more blurry. The future of the company with just two employees (i.e. the co-founders) was totally uncertain. That’s why I felt like it was perfect opportunity to join as a co-founder and pivot. Spett is all about hustle, operational excellence, and hiring the absolute best people. Vass loves building great products that people love and creating relationships that last. I felt at home coming in as a super goofy marketer with a big vision, unwavering optimism for the future, and an audacious goal to challenge the status-quo of B2B sales and marketing. Terminus I know it sounds crazy, but that’s exactly what I felt. I knew instantly I could make a difference in every aspect of this company. From setting the vision, called which I passionately believed in for years, sell a product we built from the ground up, and to be part of something bigger than myself. It was so refreshing, and still is today. building a completely new category Account-Based Marketing (ABM) Here is the timeline of my journey at Terminus in 2015 I acted as an advisor to Terminus to build the first self-service account-based marketing product. I recall saying that account-based marketing is the future of B2B marketing, and both co-founders looked at me like I was nuts. Their famous words were: “What is account-based marketing?” so here is a blog post for anyone who still has no idea on . January to March: what (ABM) is all about I officially joined as a co-founder and CMO in March and hit the ground running evangelizing the benefits of account-based marketing. We closed a few deals instantly, and I proclaimed that we have a product-market fit. Spett and Vass had already done the heavy lifting on the tech stuff , and all I did was came in and put the lipstick on this very beautiful pig (as I recall it). The day the product was ready, I said we have product-market fit. Of course, everyone laughed at me. Per the prophets out there, you need to have close to 50-plus paying customers with a repeatable business model to call product-market fit, but I didn’t care about what anyone said. I felt it in my gut that we are on to something big. March to May: Terminus I knew that account-based marketing is a “product-category” fit. Everyone talked about it but not from a product perspective. So we built it. our first customer at Terminus, discussing why they wanted an ABM platform. She had no idea that she was our first customer and you can catch her reaction when I told her. It was amazing! Check it out here. Here’s a video interview with Gretchen from Avere Systems , This brings me to the next chapter in the story. LinkedIn blog post that started a revolution — #FlipMyFunnel In some crazy day, we ended up flipping the funnel on its head. It was all about how marketing technology (#MarTech) makes it easier than ever for B2B marketing professionals to identify their best-fit customers, or accounts, flipping the traditional lead-based sales funnel on its head. This started the first #FlipMyFunnel revolution leading us to do three events in Atlanta, Chicago, and Boston. We launched a completely separate website at to keep it independent to Terminus in the spirit of building a category and community around challenging the B2B Sales and Marketing community. Here’s the graphic that flips the funnel on its head, literally. May: FlipMyFunnel We continued to sell our new product by creating a ton of buzz, as well as writing a ton on the topic of account-based marketing. We would talk about ABM to anyone whom would listen to me, at any hour of the day or night. Here are links to a few of my favorite articles on some amazing publications: June to September: Openview Labs — 5 Ways AdTech Can Scale Account-Based Marketing Salesforce — 5 Killer Reasons Why Account-Based Is Critical Terminus — What is Account-Based Marketing? Heinz Marketing — The Race To Create The First ABM Category MarketingProfs — 5 Simple Ways to Get Your First ABM Campaign Running LinkedIn Pulse — Are You a One-Night Stand Marketer? Our customers and modern marketers talked about #FlipMyFunnel so much that we decided to really turn this into a movement. The first-ever #FlipMyFunnel conference We held the first #FlipMyFunnel on our home turf in Atlanta. At the time we hosted the event in August, we had about 40 customers. We were able to bring together the best and brightest thought leaders together for one day to challenge the status-quo of B2B Sales and Marketers and flip some funnels.The keynote speakers included , , , , , , and . Much to our surprise and delight, more than 300 B2B sales and marketing professionals from all our United States attended our event. We even that day with all the buzz! The #FlipMyFunnel movement was really starting to turn the spotlight towards account-based marketing. Megan Heuer Joseph Jaffe Jill Rowley Kyle Porter Meagen Eisenberg Allen Gannett Jeffrey Rohrs outranked Kim Kardashian With all the buzz, we’re about to create another first for the B2B marketing industry. The first-ever book about account-based marketing I signed a contract with Wiley Publishing to write “ ”. The book is and will be out on April 18, 2016! This is for my father who I lost in 2015 and I know he would have been proud of me for writing a book and the Terminus team for hustling. He was one of the finest professors on economics in my home town and this book is dedicated to him. September: Account-Based Marketing for Dummies already available to pre-order At the end of Q3, the Terminus team had already grown our ARR to more than $600K and about 60 customers. Our growth was tremendous considering where we started from at the beginning of the year. We entered into Q4 optimistic and ready to flex our #HustleMuscle even harder. We raised our round with Hyde Park Venture Partners (HPVP), Knoll Ventures, Arthur Ventures and Atlanta Ventures. Our investors recognized we were early to the ABM party. Shortly after our announcement, our partners at Our seed funding allowed us to hire the employees we needed, plus we could take #FlipMyFunnel on the road! We started planning our roadshow for more cities! October: seed round of $1.8M G2 Crowd recognized the first-ever product category for account-based marketing. A few other firsts happened in Q4. . We published going beyond the typical B2B purchase decision to a comprehensive customer experience and a FlipMyFunnel stack that allows you to create your own #MarTech stack on the #flipmyfunnel philosophy. You can download it Terminus hosted the first-ever #ABMChat on Twitter the first-ever ABM framework flipmyfunnel.com We hosted #FlipMyFunnel events in Boston and Chicago. Man, it was amazing! We met so many great people along the way who simply wants to challenge the conventional wisdom of B2B sales and marketing. December: Here’s the recap of our whirlwind tour. (who doesn’t know him) sent an email to his followers titled, , writing about how “Our friends at Openview and Terminus have created a spectacular, free ebook called ‘ .” Jay Baer “An absolute must for B2B” The Complete Guide to Targeted B2B Advertising You can download it here. Now, just before the year’s end and the close of Q4, I had another first. This is the last, but probably my greatest “first” of 2015. Terminus went from Zero in ARR for our product to $1M in ARR in only nine months! This isn’t a one person accomplishment. It’s a team effort. A team, that is ridiculously awesome to work with every day. We call ourselves Terminators because we truly are fearless. We are building a new category called account-based marketing and leading the way. As I reflect on all these “firsts”, here are a few things which I believe contributed to our success to-date. Challenge the status-quo of B2B Sales and Marketing Our Mission: Build the best account-based marketing platform Our Vision: #FlipMyFunnel Our Mantra: Get sh*t done! Our Team Slogan: Congrats to our amazing team on becoming one of the fastest growing, . most innovative companies in Atlanta Thank you to all our customers who gave us a chance even though we are only getting started. 2015 was the year of #HustleMuscle. 2016 is going to be another year of tremendous growth, pains, fun…and many more firsts. Watch out everyone, Terminators are here! Oh! One last thing. If I didn’t put a call-to-action (CTA), I wouldn’t be a real marketer, right? So here it is. Our next big #FlipMyFunnel conference is going to be in San Francisco on Feb 25, 2016. Use the code for a 50% off promo code to join 350+ B2B sales and marketing professionals for a day full of learnings, case studies, and go from rookie to an expert in account-based marketing and account-based selling. FlipMyFunnel50 All the roadshow details are here: #FlipMyFunnel Conference Promo code: FlipMyFunnel50 Originally posted on LinkedIn Pulse

ourney to $1 Million ARR in 9 months — A Startup Story of #HustleMuscle

Today I'm going to talk about Snowflake and how it became the largest IPO in software history. To give you an idea of the magnitude of this IPO, Berkshire Hathaway — led by Warren Buffett, hasn’t participated in an IPO in over 50 years. But they threw their hat into the ring and purchased 250 million worth of stock in a private placement as part of the IPO. That’s how exciting this IPO was. But let’s bring it back to the beginning. How did Snowflake achieve such incredible growth, attracting some of the largest investors in the world? There were 4 very prominent things that Snowflake did to achieve this incredible milestone. Perfected the cloud-based data platform. Changed the traditional SaaS pricing model from per-seat-based pricing to a utilization model. Perfected their account-based marketing strategy. Made strategic management changes pre-IPO. Now for the purposes of this article, we’re going to focus on #3, and break down their ABM (account-based marketing strategy). Why am I not talking about 1, 2, or 4? Well. You are most likely not building a new cloud-based data platform that will compete with the largest IPO in software history to date (forgive me if you are). 1. You may not be selling SaaS, and although you may be — I don’t want angry CEO’s coming after me saying Scott influenced their VP Sales/Marketing to suggest they redo their pricing strategy and uproot their entire pricing model. 2. You don’t know Frank Slootman. 4. So let’s get into the ABM part of it. In 2018, Snowflake grew . its customer base by 300% How did the company do this? Sales and marketing alignment. It may seem like a simple concept, but many organizations have disjointed sales and marketing conversations. An ABM approach creates alignment between the sales and marketing teams. As opposed to having marketing messaging going out to customers and sales teams dialing for dollars across a wide variety of accounts, a true ABM approach identified an ideal customer profile, and then marketing and sales will work together to ensure that every conversation a potential prospect has with a sales rep, aligns with the marketing message that the prospect has seen on your website, or your social. So how did Snowflake execute this strategy so successfully? They threw out the rule book. “Instead of using our preconceived ideas around industry categories, we let the data speak for itself.” — Daniel Day, former Director of ABM, Snowflake Create An Ideal Customer Profile The strategy was to capture market share but also retain customers. They wanted to make sure that churn was at an all-time low and that the customers they captured were actually retained. To do this, they needed to have a strong ‘Ideal Customer Profile’ that would help drive sales and marketing efforts, but they understood that their Ideal customer profile may not be static, so they needed to constantly test the model to make sure that every customer they brought on, was a customer, that would last. Snowflake leveraged machine learning ( ) to analyze its 50 fastest deals and its 50 biggest deals to find accounts that would make up their customer profile. using the business analytics platform Everstring They repeated this regularly to make sure that the model was 100% accurate. Personalize The Outreach In the early days, Snowflake only had 30 sales reps, so they needed to prioritize and optimize the sales/outreach they did. They gave each sales rep 100 accounts, with automated outreach going to 90 and 10 receiving custom, personalized messaging. They broke their outreach into a 1:many, 1:few, strategy, leveraging automation to reach people at scale while hyper-focusing on a select subset of customers. Now, ofcourse, this may not seem like 10 accounts is a lot of work to personalize an ABM & sales strategy. Still, these are enterprise accounts, so the reps were reaching out to several individuals (multi-threading) at each organization with messaging that fell in line with the marketing strategy. After they closed these accounts, they added these accounts into their model and continued to improving and optimizing their ideal customer profile. Rinse and repeat. Tech Stack After a bit of research, I found the that Snowflake uses, courtesy of . exact process and tech stack Douglas Karr This breaks it down quite simply. The ABM Process that Snowflake deploys: Target — utilizing Everstring and Bombora , Snowflake isn’t hand-selecting target companies… it’s discovering businesses that match their best clients and have displayed an intent to purchase. Reach — utilizing Terminus , Sigstr , and LinkedIn , Snowflake is assembling personalized content experiences that touch prospective buyers before they may even be aware of their solution. In fact, one customer had 450 touches before the client ever submitted a request! Engage — utilizing Uberflip , Snowflake has content experiences that are owned by the sales account manager but produced by the ABM team to provide highly targeted content to drive the buyer into the customer journey. Measure — utilizing Engagio , Tableau , and Looker . Snowflake developed a proprietary means of scoring the leads and providing the sales intelligence needed to the sales account managers to assist them in closing the deal. Results? Click-through rates . that Snowflake produces is being consumed by ABM targeted organizations. increased 149x on 1:1 ABM ads Half of ALL of the content Throwing out any preconceived notions or category standards of who they were “supposed” to target, ensuring alignment across sales and marketing, trusting data, and leveraging tools and tech, all merged in a beautifully executed ABM (sales & marketing) campaign which not only won a massive amount of customers but won a massive amount of the customers, many of which are still loyal to Snowflake, to this day. right When you really look into how meticulously and strategically Snowflake chose to operate its sales and marketing strategy, it’s not hard to see why they achieved such significant growth. Also published on https://newsletter.roioverload.com/publish/post/37255245 .

How Snowflake Grew Into a $70 Billion Dollar Company 

One of my heroes is Gary Vaneychuck. His book blew my mind and I just finished reading . This guy is a legend and I am glad he is coming to my hometown of Atlanta for the in March. I’m stoked to finally meet him and see some raw passion. Jab, Jab, Jab, Right Hook Crush It Rainmaker conference hosted by Salesloft For those who are not familiar with Gary, and here are his top 5 quotes that will get your blood pumping and out of your seats. Say these quotes out loud and you will know what I mean. These are truly powerful words which he says with so much passion that you gotta feel it. watch this video Get off your ass and get noticed. Look yourself in the mirror and ask yourself, what do I want to do every day for the rest of my life? Do that. You didn’t grow up driving. You figured it out. You can market your ass off, but if your product sucks, you’re dead. It’s easy to dream about it, but much harder to execute it. Work! I love the enthusiasm that Gary projects and the #HustleMuscle he has to do big things. As I finished reading something big happened. My company, , an account-based marketing firm based in Atlanta, hit $1 million in ARR, and we did it in just nine months! We are now in the works to make a 3x run (as they say in the world) to triple our revenue in 2016. Crush It , Terminus startup Here’s how we did it and the story of our #HustleMuscle. In any startup, it’s a given that you will work crazy hours pouring your life and soul into your company. You’ll wear more hats than you even knew you could wear. You love it and hate it at the same time. But no matter what, you have the greatest influence on the success or failure of your company, and that’s what keeps you going. Because you want to succeed, you’re thinking about your startup while you are drinking, eating, and even sleeping. This lifestyle now seems perfectly normal, but after the past year, it begged a question… Are you crushing it or crushing yourself building a startup? As I reflect on 2015, it was a year some great teamwork and lots of hustle. Heck, we helped build an , , and probably the most important accomplishment is hiring 24 new rockstars on the which really feels like a real family. ABM category with G2Crowd did three massive #FlipMyFunnel conferences with over 1,000 attendees Terminus team So, I tried my best to look at each and every team member of Terminus and came up with 10 reasons why I feel that we are simply #CrushingIt and thankfully not crushing ourselves in the process. 10 Ways to Know You ’re #CrushingIt Building a Startup , employee #3 at Terminus, ran events for the state government and wanted to switch careers. worked in financial accounting before coming to Terminus. They are now rocking our sales development team setting a record number of demos every week with big smiles on their faces as if they have been doing this for years. It’s about doing something you’ve never done before. Amanda Faillo Brad Wilkerson and on our Customer Success team won’t go home until they have done everything to make sure each and every customer is happy. These ladies rock. We call them “Team Kydney” because we can’t live without them. It’s about giving 2,000%. Sydney Smith Karen Topham , who left Salesforce Pardot to head up our sales development team, comes in before anyone else gets in the office to set an example, especially for our new hires and . It’s about coming in early. Lucas Ulloque Kirby Oscar Geoffrey Hanan on our marketing team is all about building a to help innovative B2B sales and marketing professionals learn everything they can about account-based marketing. I joke that her title should be Director of Funnel Flipping. It’s about building a community. Nikki Nixon #FlipMyFunnel community , our sales leader, is so focused on building a kickass team to grow revenue. She took a step back and realized she needed help managing both the sales account executives and SDRs, which is why Lucas came on board. Now, her awesome team of AEs including , , and are laser-focused on driving the company forward to hit our 3X revenue goal. It’s about taking a step back to take 10 steps forward. Tonni Bennett Stuart Maron Chris Reene Zach Patterson is helping me write the . We’re so excited will be out on April 18, and she’s already getting a plan together for building our content library for sales enablement in Q2. It’s about getting to the finish line then running another lap. Lauren Patrick first-ever book about ABM Account-Based Marketing for Dummies , our recruiter and culture evangelist, is finding new ways to make the onboarding process for new “Terminators” smoother and giving every employee an amazing first week and beyond. It’s about dedicating time to do the right things. Kipp Ramsey and on the engineering team started a club for our company! We have several people in our company who are reading the book, along with their spouses, and getting together each month. Talk about a #WorkFamily. It’s about building a great culture. Stevie Vines Brandon Cummings book Our interns — , , and — are so far beyond the stereotypical interns who just print pages and pickup lunch. They are doing real work helping our company grow and solving real problems at a fast-paced startup while shaping their futures forever. It’s about helping build careers. Josh Fowler Adam Perlow Jeff Ronpirin Terminus CEO and co-founder, , always knew he wanted to be an entrepreneur. Our CTO and co-founder, , knew he wanted to build an amazing product. And that’s just what we’re doing while challenge the status quo of the B2B marketing and sales industry. It’s about doing something you always wanted to do. Eric Spett Eric Vass I’m curious to know what other startup founders think about building a business from the ground up. In my next post, I’d love to share more about how to not crush yourself and focus having a great time working and living your dream at a startup. How’s your startup experience? What does #Crushingit mean to you? Originally posted on LinkedIn Pulse

Are You #CrushingIt or Crushing Yourself Building a Startup? A Story of Raw Passion

Everything You Need to Know About Account Based Marketing 

অ্যাকাউন্ট ভিত্তিক মার্কেটিং সম্পর্কে আপনার যা কিছু জানা দরকার

Alles, was Sie über Account Based Marketing wissen müssen

Todo lo que necesita saber sobre el marketing basado en cuentas

Tout ce que vous devez savoir sur le marketing basé sur les comptes

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アカウントベースのマーケティングについて知っておくべきことすべて

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关于基于帐户的营销您需要了解的一切

Hi, Hackernoon folks 👋🏻 My name is I’m a Web3 Product Strategist, Brand, and Communications Expert, and Content Creator. I work with Web3-oriented projects and run an edutainment project, Daria’s Web3 Strategy, about strategy, branding, marketing, and business development in Web3. . Daria Volkova In the first part of the article about the , I explained the classic GTM model and its features in Web3. In this part, I want to share some of the main tactics used in product launches. This is not an exhaustive list, but it gives an understanding of the techniques that can be combined and extended with your ideas. product strategy of the Web3 projects Let’s dive deep into the world of together 💫 Web3 The Power of a Token Tokens are the digital assets that make up the blockchain ecosystem. Essentially, they are the modern-day equivalent of currency and are used as a medium of exchange within the crypto economy. In simple terms, tokens are units of value transferred from one party to another over time per specific rules defined by their creators. security tokens represent an ownership stake in an underlying investment asset; utility tokens provide access to some services or products their issuing company offers. Tokens can come in different forms: Rather than spending funds on traditional marketing to entice and acquire potential customers, core developer to bring in early users, who can then be rewarded for their early contributions when network effects weren’t yet apparent or started (read about Airdrops and Retrodrops below). teams can use tokens Not only are those early users evangelists who bring more people into the network (who would like to be rewarded for their contributions similarly), but this essentially makes early users in Web3 more potent than the traditional business development or salespeople in Web2. In Web2, the primary GTM stakeholder is the customer, typically acquired via sales and marketing efforts. In Web3, an organization’s GTM stakeholders include their customers/users, developers, investors, and partners. Many Web3 companies find community roles more critical than sales and marketing roles. Build your community, and community will build your reputation and visibility Web2 can be called the period of birth and development of social networks. and many others have turned the forums of the Web1 era into interactive content Disneyland, where each user not only consumes but also creates content, becoming an independent media. Facebook, Instagram, Twitter, TikTok, Reddit, YouTube, Attention and time spent interacting with the platform and creators became the main currency. Social networks gave marketers the tools of targeted advertising, which became a game-changing feature at one time. People enthusiastically filled out their profiles, showing the algorithms detailed information about their careers, interests, hobbies, relationships, and lovely foods. Algorithms allow marketers to target advertising messages to specific audiences. With the implementation of the GDPR policy, targeted advertising has become less effective and can no longer clearly distinguish audiences by gender or age criteria. Targeted advertising is replaced by . Account-based marketing, often known as ABM, is a strategy for targeted business expansion in which the marketing and sales departments work together to provide individualized purchasing environments for a predetermined group of high-value clients. ABM is more used in the B2B direction, where the contract and vital warm contacts can be discussed for a long time. account-based marketing But Web3 has a slightly different approach to social networks. Twitter, Discord, Telegram, and Reddit are social networks friendly to blockchain projects. Also, decentralized social networks on the blockchain are actively developing, for example, . Bluesky Social, Amino, CounterSocial, Steemit, or Mastodon The question of social networks smoothly leads us to community building. And it’s necessary to mention that: connecting directly with your audience does NOT turn that audience into a community. When brands highlight their biggest fans with additional attention, utility, perks, and benefits, it's a one-way, one-to-many interaction. So if people don't interact with each other, it's not a community. The community appears only when you create conditions for members to interact with each other and create new social connections or even projects. To create a community around your project, you must talk with your community members in the same language and create a unique inner culture based on shared values. A cult-like identity that expresses itself through memes, specialized lingos like WAGMI, odd-looking profile pictures like the BAYC, and a deep longing for “moon” trips. Those elements constitute the unique Web3 culture. Some authors even create books dedicated to the topic of Web3 culture. For example, Luis Sanoja, the founder and CEO of a boutique creative agency, published a book on community building in Web3. From my perspective, to boost your chances of getting accepted, you can assist them in carrying out in-depth research about your project by: Consistently engaging them with updates on behind-the-scenes activities. Announcement of project development progress. Getting the community involved in the decision-making about key features or events. Giving rewards (tokens, branded merch, invitations) for minting NFT or launching your testnet. Making content about your team members. Leaving no questions unanswered and respectfully entertaining feedback. Setting clear goals and objectives and being upfront in fulfilling them. Painstakingly explain via long-form articles, interviews, or videos when any critical or unexpected decision is taken. Memes as a Part of Community Building The blockchain community loves to create and laugh at memes. Viral images with text overlays are another GTM tactic for Web3 organizations. Given the complexity and breadth of the cryptocurrency ecosystem and the short attention spans of social media users, memes allow information to be rapidly conveyed. To promote your project, you should create yourself and encourage your followers to create thematic memes for your project. They can be specific and not understood by everyone outside the co-community, but inside, they should be the social glue. , community goodwill, and more in a highly information-dense way. Memes can also signal belonging Work with Developer Relations (DevRel) Developer Relations (DevRel) is the technique used to ensure that one’s company, products, and developers establish deep, continuous relationships with external developers through mutual communication. According to Statista, the global developer population is expected to reach 28.7 million people by 2024, an increase of 3.2 million from the number seen in 2020. Developing a blockchain product is impossible without building relationships with developers who will implement the technology and make other products based on it. For developers to create products based on the technology, the company must establish a warm relationship with and encourage them. To do this, DevRel Engineers or Managers hold meetups and hackathons, educational and entertaining webinars, prepare user-friendly technical documentation, give away merch, and much more. A DevRel program may comprise a framework built around some or all of the following aspects: Outreach and engagement activities to create awareness and convert developers to use a product. Developer Marketing: Product documentation and education resources to aid learning and build affinity with a product and community. Developer Education: Resources like a developer portal, product, and documentation to activate the developer with the least friction. Developer Experience (DX): Activities to nurture and retain developers as they build and scale with a product. Developer Success: Nourishes a community to maintain a sustainable program. Community: are grants made from a protocol’s treasury to individuals or teams who contribute to improving the protocol. This can be an effective GTM mechanism for DAOs since developer activity is integral to a protocol’s success. Examples of projects and protocols with developer grants include Developer grants Celo, Chainlink, Compound, Ethereum, and Uniswap. For example, , which Uniswap established to help fund ecosystem development through targeted grants from the Uniswap Community Treasury. Since UGP’s launch, it has deployed ~$7M in $UNI to 122 grantees. Grants have focused on five key areas: sponsorships, community, tooling, usability, and governance. You can learn more about this program . Uniswap Grants Program (UGP) here So, DevRel is a long-time game, and the interaction process is similar to the marketing of B2B projects. That’s why if you want to make your product interesting for developers’ teams, you must sell it by demonstrating technological and business advantages. https://www.youtube.com/watch?v=qmXJq72njDI&embedable=true Partnerships and Web3 Ecosystem Collaboration Collaborate with other projects and stakeholders within the Web3 ecosystem. This can include collaborating with decentralized finance (DeFi) protocols, NFT platforms, or other dApps complimenting your project. Marketers of Web2 and love partnerships because this is an excellent opportunity to increase your audience at the expense of another company and show your product from a new angle. However, partnerships in Web3 are built not only on ideological compatibility but also on technological compatibility, and this, in turn, can be the beginning of building an ecosystem. Web3 projects I love how the project builds an ecosystem with partners and stakeholders. Here is part of the partner group: 1inch And here is another example, , which collaborates with many Web3 projects, enterprises, and even some governments: Polygon Technologies Airdrops and Retrodrops These types of activities are possible only in token-based projects: - a blockchain-based project that uses an airdrop as part of a more extensive marketing campaign is known as a project that uses cryptocurrency. These coins or tokens are directly deposited into the user’s cryptocurrency wallet. Airdrop is when a crypto project (blockchain or DApps) distributes its tokens to users for free. The tokens are given out for early activity in the project. If you tested or used the project before it launched its token, you might be among the lucky ones who received the airdrop. Retrodrop In November 2021, the protocol distributed 25 million ENS DAO tokens via an airdrop. Similarly, a popular decentralized exchange, , conducted a retroactive airdrop for its users in late 2020. The list continues with , and more. Ethereum Name Service (ENS) Uniswap Trust Wallet Token (TWT), Basic Attention Token (BAT) In October 2022, the team thanked the supporters who launched the testnet or minted an NFT. The user could receive 300 or 150 APT tokens for each action. At the time of launch, the token cost was $8.55. Aptos Such projects as and others made hype around their brands using airdrops and retro drops in their GTM. Arbitrum, Blur, As of this writing, the most anticipated token drops are possible from and Such images, as the picture below, are viral on the Internet, and many scammers exploit people's greed to get rich on fake airdrop messages or create hyped content to attract the attention of freebies. zkSync LayerZero. The platform named posts the verified projects launching their airdrops. If you plan to release your own, it’s a good idea to be released on Coinlist. Coinlist Despite the popularity of drops among Web3 projects, you should be careful with this tool. Users like to receive tokens for free or for testing the network, but after the drop, you need to understand what to do with the audience. For example, create a DAO whose members will be holders of your tokens. DAO is the next stage of the Community Building The abbreviation DAO stands for , and it's a digital organization run by a set of rules encoded on a blockchain. These rules are enforced by smart contracts, which are self-executing contracts with the terms of the agreement directly written into code. Decentralized Autonomous Organization A DAO is decentralized, meaning it is not controlled by any single entity but rather by a group of stakeholders who can make decisions about the organization's activities and development. These stakeholders are usually token holders with a specific cryptocurrency associated with the DAO. The results from innovations in blockchain technology, such as smart contracts, on-chain governance, empowered community members redefining how decisions are made, and new organizational and legal structures without a central authority. But not all DAOs are equal. success of DAOs in the crypto community According to , there are three types of situations where decentralization is essential: Vitalik Buterin , where pluralism and even naive forms of compromise are, on average, likely to outperform the coherency and focus from centralization. Decentralization for making better decisions in concave environments : applications that must continue functioning while resisting attacks from powerful external actors. Decentralization for censorship resistance : applications where DAOs take on nation-state-like functions like basic infrastructure provision, so traits like predictability, robustness, and neutrality are valued above efficiency. Decentralization as credible fairness All types of DAOs are described in my video. You can watch it to learn more about this instrument of community development: https://youtu.be/7N344K3sS-Q?embedable=true Metrics and Data Analysis Establish key performance indicators (KPIs) to measure the success of your go-to-market strategies. Use data analysis to refine your marketing approach continuously. Analytics platforms like provide real-time and retrospective data helping to analyze the current state and predict Web3 market trends. Etherscan, Messari, CoinGecko, DappRadar, Token Terminal, Dune Analytics, and L2Beat Such platforms and tools help founders, product managers, and marketers create data-driven strategic visions and execute tactics. I shared about my favorite data providers in my vlog. So, you can learn more about the tools to use if you need to analyze and interpret information from Web3 sources: https://youtu.be/4pmOZHxLXp8?embedable=true Conclusion Instead of optimizing for headcount growth or revenue and profitability, founders might be optimizing for protocol usage and the quality of the community. Web3 is a venture, and the main task of such projects is to interest people and form the idea of a new reality. The bottom line is this: focus on creating value for the community first, and the money will come. Founders must adapt to environments in which no hierarchical power structures exist and where they are one of many actors championing the success of a given project. The Web3 space is dynamic, and what works today might need adjustments in the future. Always be open to learning, adapting, and embracing the fast-paced nature of the decentralized web. Good luck with discovering and implementing your ideas in the Web3 space ❤️‍🔥 Also published . here

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