Highlights From Web3 First Marketing Church

TLDR

• A semi-annual Web3 Marketing Hackathon event happened November 15th-16th, 2025.
• The second day of the event was a premiere of a new idea that the Web3 Marketing Hackathon dubbed “The Marketing Church”.
• The event featured unique elements, including confession booths and hot seats.

Buenos Aires recently hosted an event that traded boring monologues and endless slide decks for something a bit more… divine. The first-ever Web3 Marketing Church gathered founders, marketers, and storytellers for a day of raw, unfiltered feedback and hard truths about growth in the Web3 space. Forget polite applause — this was about confessions, commandments, and genuine connection.

The event, part of the Web3 Marketing Hackathon, delivered a different kind of conference. Instead of panels, there were “confession booths” for founders to share their biggest struggles. There were “hot seats” for brands to get live feedback. The goal was to collaboratively write a new gospel for Web3 growth. And the schedule was packed with sessions designed to do just that. Time to get after it.

Who Cares About Web3 and Crypto Marketing?

As a new crypto user, why should you care about marketing in the space?

Marketing plays a crucial role in driving adoption and growth of cryptocurrencies. Without effective marketing, these innovative technologies and digital assets may not reach their full potential.

But what makes crypto marketing different from traditional marketing? Well, for starters, it’s a fast-paced and constantly evolving space. With new projects and platforms popping up every day, it can be overwhelming to keep up with the latest trends and strategies.

Here are a few other things to think about:

• Beginner Focused: Crypto can seem like a foreign language, especially for those new to the space. It’s a marketer’s job to bridge the knowledge gap and make crypto accessible to everyone.
• Educational Resources: Because this stuff can be pretty complex, marketers are usually the ones who build educational content around the product. What does it do? How does it work? Etc… And trust us…you don’t want the devs to do this work.
• User-Experience: Developers, founders, and many of the people on a crypto project’s team focus on certain things. It’s stressful. They’re trying to build something innovative and disruptive while also making it safe for users. Things like the user experience are not really a priority. It’s the marketing department that helps with this, talks to users to get feedback, and helps make the front end easy to understand for new folks.

So yeah. We need marketers. The biggest issue right now is that the things that worked just a few years ago no longer speak to users. It used to be all about X influencers, huge APYs, and a ton of hype. As more and more projects were rug-pulled and influencers were exposed for pump-and-dump schemes, users became wary.

Now, legitimate crypto projects are looking for a new way to attract users while avoiding old tactics. 

The Marketing Church is the brainchild of the Web3 Marketing Hackathon Team — Alexandra Nicorici, Ksenia Shokhina, and Maya Dentzel. 

Unvarnished Truths and Actionable Insights

The day kicked off with a “Morning Marketing Mass” before diving into talks that tackled the real-world challenges of building and promoting projects in a decentralized world. Here are a few highlights from the pulpit:

Redesigning a Brand’s Visual World

Ira Nezhynska, a seasoned brand strategist, took the stage to discuss how to craft a brand’s visual identity. She argued that a brand’s personality should be as distinct as a person’s. 

To stand out on the crowded “shelf” of digital products, a brand can’t just be beautiful — it has to be different. Nezhynska shared her process for digging for the “hidden gems” of a brand’s personality, asking questions that go beyond the surface to uncover core values. 

For her, a strong visual identity isn’t about following trends — it’s about having the guts to show your true self and be remembered.

Next, Nezhynska covered growth tactics that don’t rely on invasive data extraction. It’s a critical topic for Web3, a space built on the principles of user ownership and privacy. She offered a glimpse into how Web3 projects can grow their user base without compromising the very values they stand for.

Sarah Maria From Algorand Spoke on Interoperability

Sarah Maria Kollnitzer also gave a keynote on Interoperability, focusing on “The Circle” — a process that goes from idea to success, ending with a repeat of the process.

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In crypto, interoperability refers to different blockchains and digital assets communicating and interacting with one another. In the early days, it was a major issue for crypto and something many of the naysayers focused on from the jump. It’s necessary for the growth and adoption of the entire crypto industry, as it enables a more interconnected ecosystem.

Sarah Maria’s talk on “The Circle” emphasized the importance of continually iterating and learning from past successes and failures to achieve sustained success. The approach is applicable not only in the development of blockchain technology but also in marketing strategies.

Just as different blockchains need to communicate effectively for seamless interoperability, different marketing tactics need to work together cohesively to drive successful campaigns. 

The process of constant iteration and refinement helps achieve sustainable growth in both the crypto and marketing worlds. It requires a combination of innovation, adaptation, and risk-taking.

Open Mic Confessions and Hot Seats

The day also featured “Open Mic Confessions,” where participants shared candid stories about go-to-market strategies and investment failures. 

These vulnerable moments created a powerful sense of shared experience. Later, the “Hot Seat Baptisms” put brands on the spot, allowing them to receive live, honest feedback from the audience—a trial by fire designed to forge stronger products.

The New Gospel of Web3 Marketing

The Web3 Marketing Church was more than just an event…it was a ritual. 

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It was a space for the community to come together, share its struggles, and collectively define the future of marketing in a decentralized age. 

The day ended with crowdsourcing the “10 Commandments of Web3 Marketing,” a fitting close to a conference that aimed to write a new playbook for growth. For those tired of fluffy panels and seeking actionable ideas, the church delivered an experience that was both enlightening and unconventional. Backed by some powerful names in crypto, such as Roxom, Polygon, Polkadot, The Piggy Wallet App, Portal to Bitcoin, and Starknet Foundation.

We look forward to the next one. We’ve come a long way, but we still have a long way to go.