We explore how to effectively market complex blockchain technology by segmenting audiences and focusing on the problems solved rather than technical details. Catherine shares her journey from semiconductor marketing to becoming CMO at Space and Time, where she translates ZK-proven data solutions for developers and enterprises alike.
• Building trust in Web3 requires authenticity and avoiding "vaporware hype" that ultimately damages brand reputation
• Communities should be modeled after passionate fan groups like Taylor Swift fans or sports teams rather than being solely focused on value generation
• Enterprise partnerships like Space and Time's integration with Microsoft Fabric demonstrate real-world adoption and help validate blockchain technology
• Effective marketing narratives must be flexible, with marketers willing to pivot quickly as community feedback indicates what's resonating
• AI tools are democratizing app development, allowing non-technical creators to build and monetize applications without coding knowledge
• Career success in Web3 marketing comes from being reliable, developing generalist skills, and learning from past mistakes
Connect with Space and Time at @spaceandtimedb on X or join their Discord community at discord.gg/spaceandtimedb. Follow Catherine at @_catdaly on X.
What if the best model for Web3 community building isn't found in crypto at all, but in places like Taylor Swift fandom or Buffalo Bills tailgates? This thought-provoking insight from Catherine Daly, CMO at Space and Time, challenges how we approach marketing in blockchain technology.
Catherine takes us behind the scenes of marketing ZK-proven data infrastructure – perhaps one of the most technically complex offerings in the Web3 space. Rather than getting lost in technical jargon, she reveals her strategic approach to audience segmentation, explaining how the same technology solves fundamentally different problems for developers versus enterprise clients. This clarity of purpose allows Space and Time to communicate effectively across channels from crypto-native Twitter to enterprise-focused LinkedIn.
The conversation turns refreshingly honest when discussing trust-building in an industry scarred by broken promises. "The simplest solution is really just to tell the truth," Catherine states, noting how their recent Microsoft Fabric integration generated massive attention precisely because it delivered on long-promised real-world utility rather than manufactured hype. This philosophy extends to her community-building approach, where she advocates focusing on shared values rather than financial incentives.
Catherine Daly – CMO at Space and Time
For marketers entering Web3, Catherine offers practical wisdom gained from her journey: embrace being a generalist, don't fear looking back and cringing at past work (it means you're growing), and above all - be reliable. "If people know they can hand you work and it's going to get done well and in a timely manner, you're proving your value long before you have any real hard skills on paper."
Whether you're marketing complex technology, building community, or exploring how AI tools like DreamSpace are democratizing blockchain development, this episode delivers actionable insights for navigating the evolving Web3 landscape with authenticity and purpose.
