Ebunoluwa Ade-Taiwo, a product marketing specialist with almost 7 years of experience in engineering loyalty systems for Web3 products in this interview with Techpression shares some insight into product marketing strategies in the World of Web3
- Ebunoluwa Ade-Taiwo, a product marketing specialist with almost 7 years of experience in engineering loyalty systems for Web3 products in...
- It also demands product marketing strategies that resonate with both sceptics and pioneers.
- A confusing step can kill the conversion, particularly in a market where data prices matter, like emerging markets.
- What other ways can you utilise it outside of community moderators?
Keep reading for the full breakdown on blockchain marketing — everything you need to know is covered below.
About Web3: It promises decentralisation and user ownership, but cutting through the noise sometimes may require more than technical prowess. It also demands product marketing strategies that resonate with both sceptics and pioneers.
Ebunoluwa is a product marketing expert who has successfully applied her frameworks to bring about quantifiable adoption of blockchain projects in complex systems. Her approach shares both technical depth and behavioural psychology, giving all the abstract concepts some actionable value.
Web3 is notoriously bad at user acquisition. What is your first piece of advice for someone new to user acquisition?
This is not a tough question, and aspiring product designers must understand it. I would begin by conducting friction audits. For every campaign, and before I start creating plans, I would draw all touchpoints in detail—touchpoints like account setup and intercurrency swap. Yes, touchpoints like these, and I would use a beginner’s lens.
A confusing step can kill the conversion, particularly in a market where data prices matter, like emerging markets. I even prevented drop-offs during the onboarding process by 40 per cent simply by making crypto education a low-bandwidth, interactive, modular experience. Unless users can feel competent in five minutes, your tech will not count.
What is your strategy to position your product in a place where there is a lot of speculation about the product?
Overpromising will not help at any point. Being very ambiguous will even worsen things for the brand. Just be honest about being useful as opposed to overhyping. A native token is not a coin that will 100x the next time or a way someone makes a living. It is a mechanism that allows a protocol to sustain itself by facilitating transaction settlement, enabling fee markets, securing consensus via staking, and aligning economic incentives across validators, developers, and users to maintain network integrity and scalability. I attach messaging to value propositions, which can be verified: international merchants saving on remittance, active traders earning by selling NFTs without an intermediary. Promises are no match for concrete evidence.
Web3 is all about community. What other ways can you utilise it outside of community moderators?
Don’t treat your community as an audience. You are better off treating them as co-founders. In my early development (pre-launch), I employed what I called beta testers, where the power users would stress-test features. They helped to optimise the UX, such as depositing fiat and spot. We compensated them with more than trading bonuses; they also had product input. This made users evangelists, and they produced tutorials and debug guides naturally. Valuable advocacy scales trust.
How do you balance education with persuasion?
You can teach education as a persuasion in Web3. Start by giving your audience something valuable. This could be knowledge, insights, tips, or explanations. In turn, it builds trust and positions you as a credible source. For example, break down a concept, answer a question they already have, or solve a small pain point.
What is one of the pitfalls of Web3 product marketing?
This would have to be over-indexing on token incentives. This only attracts what I will call mercenaries and not loyal users. Engineering organic value is the only way to grow sustainably. The two pillars I target are: First, contextuality- making sure that the features address pain points in the region, like creating products that solve real regional pain points, for instance, giving Nigerians access to stable, inflation-proof assets or instant swaps at the best rates. Second, visible empowerment helps users see their growing control and benefits, whether through transparent dashboards showing portfolio balances, rewards, or their stake in the ecosystem. People stay where they feel valued and autonomous.
More about Ebunoluwa Ade-Taiwo — Her systems combine on-chain analytics, incentives engineering, and trust architectures and have delivered, among other results, 22% user reactivation and 900K+ organic community reach.