My Next Step & Why I joined Addressable

In my last post – I mentioned volunteering time helping CryptoAid Israel with marketing.

Well the Universe works in strange (and perfectly) mysterious ways – and in this case, my time with Cryptoaid involved working with Asaf Nadler – co-founder at Addressable .

We hit it off on a personal level immediately, but when he introduced me to the product he and his team built – my reaction was “holy shit – this is incredible”

It tackled many challenges I’ve dealt with as a marketer in the Web3 space – perhaps first and foremost the terrible, horrible, no-good, very bad lack of data, insight and understanding when it comes to Web3 user behavior;

You see – Web3 marketing is different…

Web2 vs. Web3 Marketing – The Chasm

Most Web3 marketers use traditional “Web2” tools & CRMs – helping them track campaigns, users, companies, deals etc. So whether they’re in the B2B or B2C space – they typically have a traditional “funnel” (or “flywheel”) set up showing them traditional “Web2” behavior such as clicks, form fills, subscribes, follows, likes etc.

But most products in Web3 are on-chain. Meaning there’s no traditional conversion event, but rather different interactions (i.e wallet downloads, transactions, purchases, swaps…) that happen over time on the blockchain.

We typically lean into “Web3” analytics solutions such as Dune or Flipside, but this information is aggregated at best, and abstract and lacking at worst.

Furthermore, there’s a HUGE GAP between Web2 and Web3 interactions – with virtually no actionable correlation or connection between the two.

Addressable solves this.

Addressable is where Web2 & Web3 user data shakes hands  🤝.

It’s where Web3 companies (and marketers specifically) can map the entire user journey – make sense of the data and (perhaps most importantly) leverage it in an actionable way that better targets prospects and better serves users.

I was hooked – this was awesome.

Long story short: I was offered to join as Head of Ecosystem (more about my role and mission in my next post perhaps) – I met the team, played around with the product, explored the market – It checked all the boxes – I was in.

I said it a couple months back –

My next role will:

• Be a high impact job in the Web3 space
• Related to Growth (marketing and/or ecosystem development)
• Related to leveraging creativity, innovation and technology towards improving people’s lives
• With a team I vibe with, a mission I relate with and people I can learn from

Addressable feels like the right place to be…