A conservative estimate, based on a review of all DFINITY, ICP/Caffeine websites, outlets, community groups, social channels, and ad campaigns, suggests that by adding a focused funnel strategy aligned with best practices in terms of ‘proven conversion frameworks’ from the ‘online marketing and sales world’ - combined with a supplementary media-layer for attention grabbing awareness campaigns aligned with best practices, - both at the top of the funnel (on social channels) and at the middle of the funnel (lead nurture with a focused structure), and at bottom funnel conversion points - aimed at mainstream-market adoption -, DFINITY/Caffeine/ICP could double its bottom-of-funnel conversion rates and user growths within the short term (90-180 days) as well as significantly increase top-of-funnel reach, engagement, and brand awareness across all social platforms - organically -
This is aside from the (vital) ‘meta’, of strengthening the embedding of messaging and a narrative-arc across the red ocean of crypto as well as in the blue oceans of the masses for the long term, where DFINITY & ICP product-lines - with time - utilizing the strategies herein at scale -, would gain greater, controlled, certainty of dominance - in perceptions - as the APEX leader in blockchain & internet architecture - to match the technology grade.
This document outlines a pragmatic view with step-by-step implementation methods on marketing from a high-level overview - used by some of the most successful SaaS enterprises in the world, for acquisition, retention and revenue growth, utilizing educational and value giving funnel structures.
These are Well-documented methods founded on marketing research for SaaS & Tech companies conducted by firms such as TSIA https://portal.tsia.com (With clients like Microsoft, Cisco, Salesforce and Google), as well as other notable firms such as Forrester, Gartner and Mckinsey.
I mention this to support my case outline of this doc - as an unknown -, the premises of the ideas herein are shared by notable consulting firms on marketing for SaaS and Technology but also practiced by many of the giants. Two examples, to mention a few of the vast list of tech companies, from low to high: Clickfunnels.com with a small 230m/yearly revenue to salesforce (35B/yrly revenue) are using the frameworks that I will touch upon, that currently DFINITY/Caffeine channels are not taking advantage of.
Briefly about my experience: I have earned my living - over a decade - through online marketing and sales, selling info-products as a small business operator, utilizing Social Media with these same frameworks, successfully at a smaller scale but effectively. Throughout which I have build multiple membership pages, converting 25.000 total paying customers and therein 12.000 recurring paid memberships, sustained for a number of years. I’ve grown multiple social channels hands on, on all the big platforms, to hundreds of thousands of subscribers per channel for two separately owned brands in the past.
I’ve led more than a dusin launch campaigns and led the marketing and sales of my products, from value-ladder entry-points to 5-figures per membership seat.
I am well past the 10.000 hours as an implementor in online marketing and sales, and have taken part in the entire life-cycle of what’s involved as an operator and a strategist in online marketing.
My accomplishments are not grand by any means - I am but a small humble independent online operator - and I have not had the pleasure of working in a larger corporation ‘selling’ tech, however I mention my experience since my foundational understanding, in this context, grants me the prerequisites necessary to speak about online marketing systems with certainty of best practices - both from a strategic point-of-view as well as implementation - the nature of funnel conversion frameworks as ‘blueprints’ are as valid for small businesses and small user-bases as they are for large corporations with mass audiences. They are Fractal-like systems that work effectively at scale.
(My resume is at the bottom of this page).
Brands/technology like DFINITY/Caffeine/ICP with endorsements, renown and $500 million of R&D by the best computer scientist, cryptographers and minds in the world of blockchain - can Implement these same Marketing and Sales practices with great success as other giants do to accelerate adoption of the technology.
Given the very real outlook of a world-changing technology - not ‘just a product’ - that can onboard 5.5B internet users and transform the internet as we know it, I'd argue that implementing best practices of marketing and funnel strategies, - regardless of how well the product can speak for itself - is a very good idea.
In conversion marketing, every millimeter counts and data is king. Anything that influences buying behavior and traffic-flows leading into conversion - is paramount - and small shifts can make a considerable impact on adoption metrics, especially at scale. It’s at the heart of effective digital marketing for any service or product.
DFINITY/Caffeine’s current offer-presentation and funnel captures are leaving wide gaps open when compared to best practices - the same goes for the top of funnel awareness campaigns - both in organic awareness campaigns and paid campaigns.
This document outlines principles and suggestions on how DFINITY could support current marketing efforts - as a supplementary layer - to cut through all the noise and static, of the current ‘crypto spaces’ to most certainly position caffeine/ICP/DFINITY as the clear narrator and voice in the blockchain/internet-architecture/Ai space - both within the niche segments as well as the mass markets, where currently there’s a large opportunity to be a ‘first mover’ - in the blockchain spaces - using the content tactics herein.
The marketing strategy within this doc, if applied at scale, will supercharge all conversion parameters and increase ALL goal targets of ICP & Caffeine - organically - This can be further enhanced with paid advertisement campaigns, once an effective blueprint has been established, with the lowest cost and the highest conversion yield.
When comparing DFINITY’s out/in-lets with the golden standard of ‘sales/marketing funnel strategies’ it’s very clear that both, certain foundational pillars as well as advanced layers of conversion-tactics, are completely negated, thereby missing ‘amplifiers’ down the chain of the funnel, from the top, to middle, to bottom - like a water hose that isn’t fastened tightly, with holes in the tube spilling out water. The pressure is not concentrated and liquid is lost - less bang for the buck around all event launches.
Simply by aligning current marketing efforts with best practices in funnel tactics and awareness campaigns to seal the cracks, ICP/Caffeine-adoption could, see a surge well above a 100% in conversion rates, - conservatively estimated -, within the immediate, from successful implementation of best practices foundational frameworks - and most likely exceed a 2x within 90-180 day period with strong signals within the first 90 days, - purely based on marketing configuration.
The doc presents a lean, v1.0 in-house media engine proposal and a 90-day execution draft at the end of the ‘unfolding’ of this doc.
The strategy centers on two synergistic pillars:
1. Conversion funnel flows of foundational layer ‘best practices’ to onboard audiences from media into the ICP universe
2. Content strategies to consistently capture mass attention and direct it towards the former
Combined, the two, turns awareness into optimized, active ICP/caffeine adoption and participation behaviors with controlled and measured growth levers.