The End of Vanity Metrics in Crypto Marketing w/ Brett Li, Flipside

Brett Li, VP Marketing at Flipside, breaks down why web3 growth is finally maturing beyond hype-driven tactics. As institutional money flows in, protocols are ditching vanity metrics for real business fundamentals like user journey mapping and retention. Brett explains Flipside's stratgic shift to AI-powered intelligence, shares how Avalanche used onchain data to design smarter incentive programs, and talks how he sees AI tools being integrated into his team's workflows. --- 00:00 Introduction and Welcome 02:13 This or That Icebreaker 04:46 Flipside's Strategic Shift to AI Intelligence 09:39 Making On-Chain Data Accessible Through AI 13:41 Marketing to Protocols: ABM in Web3 15:38 What's Top of Mind for Protocol Teams 18:31 The Maturation of Crypto Growth Strategy 22:05 User Journey Intelligence: Avalanche Case Study 26:25 AI Integration: Platform and Personal Use 31:06 Future AI Automation and Agent Strategies 32:39 Final Thoughts and Resources --- EPISODE LINKS: - Brett Li on X: https://x.com/bretttheli • Flipside Crypto: https://flipsidecrypto.xyz • Flipside AI Chat: https://flipsidecrypto.xyz/chat • G Squared Growth Collective: https://t.me/gsquaredgrowth ABOUT THE OGC PODCAST: The OGC Podcast tackles crypto's biggest unsolved challenge: growth. Host Norman Wiese sits down with founders, growth leaders, and crypto marketers sharing tactical strategies and frameworks driving real results in web3. CONNECT WITH NORMAN: • Twitter: https://x.com/normanwiese • LinkedIn: https://www.linkedin.com/in/normanwiese/ • Onchain Growth Club: https://x.com/onchaingrowth SUBSCRIBE & REVIEW: • Spotify: https://open.spotify.com/show/40h808BdpcWIhgXXQNQR52 • Apple Podcasts: https://podcasts.apple.com/podcast/id1833519944 • YouTube: https://www.youtube.com/@onchaingrowth