In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Brett Li, VP of Marketing at Flipside. Flipside is an AI blockchain intelligence platform that transforms raw blockchain data into actionable insights across 35+ blockchains including Bitcoin, Ethereum, and Solana. As a “web 2.5 marketer,” Brett brings traditional marketing expertise to the emerging crypto space, helping both blockchain companies and individual users make data-driven decisions in an industry historically driven by hype and speculation. Through Flipside’s platform, users can ask natural language questions to uncover ecosystem trends, user behaviors, and value flows without needing deep technical expertise.

Topics Discussed:

• Building trust in crypto through data-driven insights versus hype-based information

• Marketing complex technical products to both crypto-native and mainstream audiences

• Balancing crypto-native talent with traditional marketers to avoid echo chambers

• Adapting B2B demo strategies for the short-attention-span digital era

• Using AI to democratize access to blockchain intelligence

• Measuring marketing success when your product impacts billion-dollar ecosystems

• Developing user scoring methodologies to optimize incentive programs

Lessons For Consumer Marketers:

Simplify Complex Products Through Benefits, Not Features

When positioning highly technical products, resist the urge to dive into technical details first. Brett’s “keep it simple, stupid” approach means explaining blockchain as “a universal open ledger that can transform payments and peer-to-peer value exchange” rather than getting lost in validators and technical architecture. Start with why the technology matters, not how it works.

Infuse Outside Talent to Avoid Echo Chambers

Brett advocates for hiring non-crypto native marketers, especially in product marketing roles, to maintain the ability to communicate with broader audiences. While social media managers might need crypto expertise for platform-specific communication, product marketers benefit from fresh perspectives that can translate complex concepts for mainstream adoption.

Adapt Content Strategy for Modern Attention Spans

Traditional hour-long webinars and comprehensive demos are losing effectiveness. Brett’s team creates “chapterized” short-form content that immediately captures attention and leads users down specific value proposition rabbit holes. This bite-sized approach works better for both B2B and consumer audiences who consume information in quick chunks.

Transform Data Into Emotional Narratives

Rather than just presenting features and capabilities, successful technical product marketing captures hearts through the “why” behind the solution. Brett emphasizes starting with impact stories – how the product affects real people and businesses – before diving into technical specifications or platform capabilities.

Create Experiential Product Discovery

Modern users want hands-on experience before commitment. Flipside’s free trial approach lets users ask questions and immediately see value (“I would never be able to answer this type of question before”) rather than requiring them to sit through lengthy demonstrations or sales processes.

Use AI to Scale Content Creation and Personalization

Brett’s team leverages AI to generate dashboards, reports, and content by simply asking questions like “what are the latest trends happening on Ethereum?” This dramatically reduces content creation time while maintaining relevance and accuracy for different audience segments.

Build Hybrid B2B/Consumer Measurement Frameworks

Flipside tracks both traditional B2B metrics (pipeline, conversion rates, customer acquisition) and consumer engagement metrics (platform stickiness, question completion rates). This dual approach provides comprehensive insight into product-market fit across different user types.

Develop Proprietary Scoring Systems for Customer Quality

Flipside’s 0-15 user scoring methodology helps blockchain companies identify high-value users who are 3-5x more likely to remain engaged long-term. This data-driven approach to user segmentation creates significant ROI improvements (3600% in some cases) by focusing incentive programs on users who will stick around rather than “airdrop farmers” who dump tokens immediately.