Welcome to episode 15 of the Web3 Growth Podcast! 🦁
We interview the best growth operators about their growth strategies, challenges, and tech stacks to give you the insights you need to grow your business in web3 & beyond.
This session was recorded during the second annual Safary Summit in February 2025, hosted by Safary and supported by Hype and Trust Wallet. The summit featured 10 panels with over 20 growth leaders sharing what it truly means to grow in web3.
Justin Vogel (co-founder of Safary) sits down with Karen Liu (Head of Marketing at Metastreet) to discuss how Safary developed from a community into a comprehensive customer data ecosystem. Justin explores the core challenge facing crypto marketers today: proving their impact through effective attribution.
Justin details how Safary empowers marketers to clearly demonstrate their value, enabling them to transition from short-term gigs to impactful, long-term roles by providing robust analytics around direct conversions, mindshare, and user quality.
He highlights three powerful use cases from Safary’s platform: precise reporting to prove marketing effectiveness, personalized user outreach informed by enriched on-chain and social data, and strategic user research through targeted interviews across platforms like Twitter, Telegram, and Farcaster.
Karen and Justin discuss Safary’s unique, community-first product development approach, drawing from authentic community engagement and insights to shape the platform’s evolution. Justin shares candid reflections on navigating the delicate balance between mindshare and market share, emphasizing the importance of maintaining community trust while growing the business.
The episode concludes with practical advice for marketers seeking to build their brand and advance their careers in crypto marketing—highlighting the strategic choices between becoming a super-connector versus a strong personal brand builder.
Episode Timeline
00:00 Intro: Attribution challenges in crypto marketing
02:45 From attribution platform to comprehensive customer data ecosystem
07:10 Powerful marketing use cases on Safary
12:30 Community-driven product development at Safary
18:40 Balancing community trust and platform growth
24:15 Market share vs. mindshare: navigating crypto marketing trends
30:20 Accelerating Safary’s growth and capturing market share
35:05 Advice for growth leaders: super-connector vs. personal brand
40:00 Final insights and where to follow Justin
Looking for more insights from top growth experts? Sign up for the Safary Certification—a hands‑on crypto marketing course taught by the growth minds behind Berachain, EigenLayer, Kraken, and more (spots are limited).
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