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