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Summary
Ella Jonas, Head of Marketing at Gelato, shares her journey transitioning from Web2 to Web3 marketing, emphasizing the enduring relevance of foundational marketing principles. She discusses the evolving audience landscape in crypto, the importance of sharp positioning, and the need for cross-functional collaboration—especially with founders. Ella also explores how mindshare and narrative control are critical to success in Web3, where token dynamics, community engagement, and differentiation all play a role. She positions Gelato as a “Rollup as a Service” platform built for developers who want to scale quickly and securely, and offers a practical framework for navigating the complex world of crypto marketing.
Takeaways
— Ella brings 10+ years of Web2 marketing experience into the Web3 space.
— Gelato provides a comprehensive Rollup-as-a-Service platform for developers.
— Core marketing fundamentals remain essential, even in crypto.
— Positioning must be deliberate and cross-functional, involving founders.
— Mindshare is won through consistent narratives and community traction.
— Successful projects focus on building real value for users.
— Token mechanics directly affect competitiveness and perception.
— Marketing frameworks help teams stay aligned in a noisy space.
— Storytelling from founders enhances credibility and trust.
— The future of rollups lies in scalability and differentiation.
Chapters
(00:00) Introduction to Gelato and Marketing Background
(03:56) The Evolution of Marketing in Web3
(06:47) Understanding Different Audiences in Web3
(09:39) Positioning and Differentiation Strategies
(13:01) The Role of Founders in Marketing
(15:49) Frameworks for Effective Positioning
(18:46) Mindshare and Its Importance in Crypto
(30:23) Understanding Token Ecosystems
(32:00) Marketing Strategies in Web3
(35:29) Frameworks for Effective Marketing
(37:54) Navigating Token Dynamics
(39:54) Competing in a Saturated Market
(45:15) The Role of Marketing in Crypto
(47:55) Introducing Gelato and Its Offerings
See other Episodes Here. And thank you to all our crypto and blockchain guests.
Follow me @shmula on X for upcoming episodes and to get in touch with me.
See other Episodes Here. And thank you to all our crypto and blockchain guests.
Chapters
1. Introduction to Gelato and Marketing Background (00:00:00)
2. The Evolution of Marketing in Web3 (00:03:56)
3. Understanding Different Audiences in Web3 and Crypto (00:06:47)
4. Positioning and Differentiation Strategies (00:09:39)
5. The Role of Founders in Marketing (00:13:01)
6. Frameworks for Effective Positioning (00:15:49)
7. Mindshare and Its Importance in Crypto (00:18:46)
8. Understanding Token Ecosystems (00:30:23)
9. Marketing Strategies in Web3 (00:32:00)
10. Frameworks for Effective Marketing (00:35:29)
11. Navigating Token Dynamics (00:37:54)
12. Competing in a Saturated Market (00:39:54)
13. The Role of Marketing in Crypto (00:45:15)
14. Introducing Gelato and Its Offerings and How it's Different than Caldera, Conduit, Altlayer, Alchemy (00:47:55)
64 episodes
