2022, Milan 🇮🇹
Web3
Vincenzo Manzon
Co-Founder
Results
2Xed product-qualified leads
Enhanced competitive positioning
Secured bridge fundraise in bear market
Overview
Tide Protocol is a Web3 marketing suite dedicated to helping projects acquire, engage, and retain users through innovative on-chain campaigns and dynamic NFTs. Their mission is to revolutionize user engagement in the decentralized ecosystem by providing tools that facilitate seamless interaction between projects and their communities.
Tide's primary offerings include no-code on-chain action tracking, embedded campaigns, dynamic NFTs, and comprehensive Web3 analytics. These solutions cater to Web3 projects seeking to enhance user acquisition and retention through gamified marketing strategies.
In the competitive landscape, Tide distinguishes itself with features like anti-Sybil mechanisms, embeddable campaigns, and a focus on incentivizing meaningful on-chain actions, setting it apart from platforms like Galxe.
When Tide's leadership approached me, they sought to amplify their go-to-market presence and drive user adoption by developing a comprehensive PLG strategy across messaging and positioning, self-serve growth, and thought leadership content on X to establish credibility in the Web3 MarTech space.
Scope
During my collaboration with Tide Protocol, I partnered with the founding team to build a comprehensive go-to-market strategy, refine their product marketing efforts, and revamp their sales and user acquisition processes.
This engagement spanned multiple strategic initiatives to position Tide as a leader in the Web3 quest and analytics space.
Month 1-2: Competitor Analysis and Product Marketing Messaging
Conducted an in-depth analysis of 10+ competitors in the Web3 quest and analytics industry to uncover market opportunities.
Developed a product marketing strategy, including value proposition messaging and positioning to clearly differentiate Tide in the hyper-competitive Web3 quests landscape.
Month 3-4: Go-to-market Strategy and Rebranding
Hired and manage a trusted design partner to revamp Tide’s visual identity and marketing website, ensuring alignment with the newly crafted messaging and positioning.
Designed a go-to-market strategy incorporating content marketing, founder-led sales, and a product-led growth (PLG) workstreams.
Month 5-6: Sales Enablement and PLG Optimization
Revamped the sales team’s goals, processes, and enablement assets to improve lead conversion rates.
Optimized the PLG user experience by identifying key "handraiser" signals and routing them effectively to sales.
Developed a content strategy for hosting AMAs on X (formerly Twitter) and producing engaging short-form content to enhance audience engagement and brand presence.
This collaboration established a strong foundation for Tide Protocol’s growth by aligning their messaging, go-to-market strategy, and sales processes, positioning them for leadership in the competitive Web3 analytics space.
I had the pleasure of working with Matteo throughout this year, during which he served as our Consultant in defining the product marketing and the go-to-market strategy for our web3 performance marketing B2B SaaS. Matteo's impressive knowledge of the web3 marketing industry was immediately noticeable, and the impact of his work on our business was significant. Within just two months, we were able to exponentially increase the number of our clients, elevate our brand, and gain a much better understanding of messaging and positioning within our market niche. Matteo's professionalism and experience make him an invaluable addition to any team seeking to improve the quality of their marketing initiatives. He is also a person of high moral character and an absolute pleasure to work with.
Vincenzo Manzon
Impact
This momentum proved critical in securing a successful bridge fundraise in Q4 2023, a remarkable achievement in a challenging Web3 bear market.
Doubled product-qualified leads: Achieved 2X growth in leads entering the funnel, driving higher conversion rates and steady deal flow.
Enhanced competitive positioning: Improved market perception and sales team confidence, enabling stronger differentiation against competitors.
Secured bridge fundraise: Supported the team in achieving a crucial Q4 2023 fundraising milestone despite a challenging Web3 market environment.
This case study highlights how targeted marketing and strategic positioning can drive tangible results and lay the foundation for sustainable growth in the B2B SaaS and Web3 sectors.
