Unleashing the Power of Web3 Marketing with Galxe’s Chief Marketing Officer, Anne Oullet: From NFT Advancements to Visible Credentialing and the Future of Organic Growth

Ready to dive into the captivating domain of Web3 marketing with none other than Anne Oullet, the Chief Marketing Officer at Galxe? Brace yourself for a rewarding journey into the future of marketing as Anne, a seasoned marketing strategist and NFT advocate, sheds light on the integration of blockchain technology into traditional Web2 brands, and discusses the need for stability and organic growth in the Web3 space. Listen attentively as she narrates her inspiring journey into Web3 marketing and the immense potential it holds.

Imagine the power of ecosystem campaigns and partnerships to introduce new projects and protocols into a platform. Yes, that’s the secret sauce behind Galxe's success! Anne shares the strategic role of cultural considerations in attracting a global audience, illuminating how Galxe fosters growth within the Web3 ecosystem by leveraging new innovations, rewards, and credentialing. As if that's not enough, Anne takes us a step further into the world of visible credentialing.

So, what's the fuss about visible credentialing, you ask? Well, it's the cornerstone to Galxe's ambitious goal of creating a publicly accessible credential data network. We dive into the possible use cases for this network and provide a sneak peek into the recently announced Galxe Protocol. As we draw the conversation to a close, Anne leaves us with invaluable marketing advice for entrepreneurs venturing into the Web3 space and highlights the importance of public speaking in this domain. Want to keep the conversation going? Stay connected with Anne on social media and delve deeper into this exciting world. Welcome to the future of marketing!

Embracing the Future: Transitioning to Web3 Marketing

Are you ready for a marketing revolution? The shift from traditional marketing to Web3 marketing is here, and it's transforming how we engage with audiences. This article explores this exciting journey through the eyes of Anne Oullet, Chief Marketing Officer at Galxe.

We'll delve into Anne's transition from conventional advertising to embracing blockchain technology and NFTs as powerful tools in her marketing arsenal. We'll also explore how she helped Galxe grow its brand presence across 16 blockchains, attracting over 11 million users along the way.

This transformation isn't just about adopting new technologies; it's about reshaping our understanding of engagement and community building in an increasingly decentralized world. It highlights the potential impact that marketers can have when they embrace innovation and step outside their comfort zones.

Intrigued? Read on as we answer all your questions about transitioning to Web3 marketing, exploring Galxe’s growth strategies, understanding cultural strategy in Web3 space, using web3 credentials for growth & community engagement and much more!

Transitioning from Traditional Marketing to Web3 Marketing

Transitioning from traditional marketing to Web3 marketing is an exciting and challenging journey. It involves understanding the concepts of Web3 and NFTs, making the decision to explore this new space, and taking the necessary steps to immerse oneself in the world of blockchain technology. For Anne Oullet, Chief Marketing Officer at Galxe, this transition began with a realization of the power of engagement through NFTs.

As a seasoned marketing strategist, Anne had been working in traditional advertising and brand work for several years. However, it wasn't until she attended a crypto conference in 2021 that she truly grasped the potential of NFTs as a marketing tool. This newfound understanding sparked her interest and led her to quit her job and dive headfirst into the world of Web3.

Anne's first step was to reach out to friends who were artists and propose the idea of selling their art as NFTs. This initial experiment allowed her to gain hands-on experience and develop strategies for leveraging NFTs in marketing campaigns. Her success in helping a protocol with an NFT project caught the attention of Galxe, then known as Project Galxe, who hired her as their first marketing manager.

Since joining Galxe almost two years ago, Anne has witnessed significant growth in the marketing department. What started as a one-person team has now expanded to a team of five. Together, they have built a strong brand presence and attracted over 11 million users across 16 blockchains.

Understanding Galxe and its Growth

To truly understand the growth of Galxe, it is important to delve into what the platform offers and the strategies that have contributed to its success. Galxe is a community building platform that allows projects to create Quest-based or loyalty programs directly on the platform. The modular nature of Galxe enables users to tailor their programs according to their specific needs.

For example, projects can use Galxe to host in-person events and reward attendees with NFTs. They can also create long-term loyalty programs where participants earn rewards for various off-chain activities such as liking or retweeting a tweet, participating in a Discord AMA, or watching a YouTube video. Additionally, on-chain activities like swapping or trading on decentralized exchanges can also be rewarded through Galxe.

The rewards offered by Galxe are diverse and include tokens, NFTs (which can be the project's own contract or Galxe's out Token), points, and more. The platform constantly innovates and adds new features to provide a wide range of options for community managers and Web3 marketers to create engaging campaigns.

The Growth Strategies of Galxe

The growth of Galxe can be attributed to a combination of factors and strategies. One key strategy is the integration of new chains into the platform. Each time a new blockchain is integrated, Galxe organizes an ecosystem campaign that brings together multiple projects and DApps building on that particular blockchain. These campaigns create a buzz and attract new users who may not have been aware of Galxe's offerings.

For example, when integrating Arbitrum, Galxe hosted the Arbitrum Odyssey campaign in collaboration with multiple projects on the Arbitrum blockchain. This campaign spanned several weeks and included activities such as bridging and swapping. By partnering with other projects, Galxe was able to tap into their existing communities and expand its own user base.

Another growth strategy employed by Galxe is constant innovation. The platform regularly introduces new solutions, rewards, and types of credentialing to keep users engaged and excited. This continuous evolution ensures that there is always something new and interesting happening on Galxe, attracting users who enjoy being part of a dynamic and active community.

Currently, Galxe hosts between two to three hundred campaigns weekly, offering a wide range of opportunities for community managers and marketers to create engaging and creative campaigns. This abundance of activity on the platform contributes to its growth as it appeals to individuals who thrive in a busy and vibrant Web3 environment.

The Role of Cultural Strategy in Web3 Marketing

Cultural strategy plays a crucial role in shaping Web3 marketing, and this is particularly evident in the work of Anne Oullet and her team at Galxe. As a cultural strategist, Anne brings her expertise in understanding different cultures and tailoring marketing strategies to specific audiences. This skill set has proven invaluable in the Web3 space, where there is a constant clash between the culture of traditional web users (Web2) and those immersed in the world of cryptocurrencies and blockchain technology (Web3).

One of the main challenges faced by marketers in Web3 is translating complex technical concepts into language that can be easily understood by a wider audience. Anne likens her role to that of a translator, bridging the gap between developers and everyday users. By adapting messages and explanations to suit different demographics within the Web3 community, marketers can ensure that their campaigns resonate with a diverse range of individuals.

Furthermore, the global nature of the Web3 community presents unique challenges for marketers. Unlike traditional marketing, which often targets specific regions or demographics, Web3 marketing must appeal to a worldwide audience with varying languages, backgrounds, and ages. This requires a more inclusive approach that speaks to everyone, regardless of their cultural or linguistic background.

Anne's experience as a cultural strategist has also influenced her approach to community engagement at Galxe. Rather than focusing on individual personas or target demographics, Galxe aims to create a global culture that is inclusive and accessible to all. This approach aligns with the decentralized nature of Web3, where identities are tied to wallets and behaviors rather than specific individuals.

The Use of Web3 Credentials in Galxe's Growth and Community Engagement

One notable aspect of Galxe's growth strategy is its use of Web3 credentials from the Web3 Credential data network. These credentials are used to drive growth and community engagement on the platform. By leveraging the power of digital identity, Galxe is able to offer personalized experiences and rewards to its users.

Web3 credentials allow users to showcase their achievements and activities within the Web3 ecosystem. For example, users can earn credentials for completing quests, participating in loyalty programs, or engaging with specific projects or protocols. These credentials serve as a form of recognition and can be displayed on users' profiles or shared with others.

The use of Web3 credentials not only incentivizes user engagement but also fosters a sense of community and belonging. Users can see their progress and compare their achievements with others, creating a competitive and collaborative environment. This gamification aspect adds an extra layer of excitement and motivation for users to actively participate in campaigns and activities on Galxe.

Additionally, the integration of Web3 credentials into Galxe's platform enhances the overall user experience. It provides a seamless way for users to track their activities, rewards, and progress within the ecosystem. This transparency and accountability contribute to building trust and loyalty among Galxe's user base.

The Concept and Development of Galxe's Credentialed Data Network

Galxe's journey began with the vision of creating a Credentialed data network. The idea behind this network was to consolidate all the information on the blockchain into one accessible platform. The beauty of the blockchain lies in its transparency, as everything is publicly available for anyone to see. However, this accessibility is limited to those who have the technical knowledge and time to navigate platforms like Ether scan.

Recognizing this barrier, Galxe set out to create a solution that would make blockchain data more easily understandable and accessible to non-technical users. They wanted to provide a repertoire of information that would highlight important details such as wallet activity, trading history, and NFT holdings. By making this information visible to all, Galxe aimed to level the playing field for individuals who may not have the technical expertise to analyze blockchain data on their own.

The development of Galxe's Credentialed data network led to the creation of the Galxe protocol. This protocol serves as the finality of their vision, allowing users to utilize the data collected by the network for various purposes. One potential use case is credit scoring, where individuals' blockchain activities could be used as a basis for assessing their creditworthiness. Another use case is in rewarding users for their participation in quests or other activities within the Web3 ecosystem.

By building this Credentialed data network, Galxe aims to empower individuals who are not familiar with technical aspects of blockchain technology. They want to provide them with the tools and information they need to navigate and participate in the Web3 space effectively.

Tips for Marketers and Entrepreneurs Entering the Web3 Space

If you're a marketer or entrepreneur considering entering the Web3 space, there are a few key pieces of advice that can help you navigate this new and rapidly evolving landscape.

  1. Ask questions: The Web3 space is constantly evolving, and it's impossible to know everything. Don't be afraid to ask questions and seek guidance from those with more experience. This will help you stay up to date with the latest trends and developments.
  2. Read relevant resources: Educate yourself about Web3 marketing by reading books and articles written by experts in the field. One recommended resource is Amanda Kathett's book on Web3 marketing, which provides valuable insights and strategies for marketers in this space.
  3. Get hands-on experience: Dive into the world of Web3 by getting a wallet, learning about different protocols, and experimenting with trading and swapping cryptocurrencies. By gaining practical experience, you'll develop a better understanding of the basics and be better equipped to navigate the Web3 ecosystem.
  4. Attend in-person events: If possible, attend in-person events related to Web3. These events provide an opportunity to connect with like-minded individuals, learn from industry leaders, and gain a deeper understanding of the latest trends and innovations in the space.

By following these tips, marketers and entrepreneurs can overcome their hesitations and enter the Web3 space with confidence. Embracing a learning mindset and actively engaging with the community will pave the way for success in this exciting new frontier.

The Power of Public Speaking and Workshops in Web3 Marketing

Public speaking can be a powerful tool for marketers in the Web3 space. It allows them to share their knowledge, insights, and experiences with others while establishing themselves as thought leaders in the industry. However, it's important to note that public speaking can also be nerve-wracking, even for seasoned professionals.

One approach that Anne finds particularly effective is conducting workshops and showcasing products or projects. This hands-on approach allows marketers to visually demonstrate their work and engage directly with the audience. By providing attendees with the opportunity to test out a product or interact with a DApp, marketers can create a more immersive and memorable experience.

Workshops also offer the chance for on-site feedback, which can be invaluable for refining and improving marketing strategies. By observing how users interact with their products or projects, marketers can gain valuable insights into user preferences and pain points. This feedback loop helps drive continuous improvement and ensures that marketing efforts are aligned with user needs.

In addition to public speaking and workshops, hackathons are another valuable avenue for marketers to explore. Despite not being technical themselves, marketers can attend hackathons to learn about new ideas, innovations, and emerging trends in the Web3 space. These events provide a unique opportunity to witness firsthand the passion and creativity of developers and entrepreneurs as they collaborate on cutting-edge projects.

By embracing public speaking, workshops, and hackathons, marketers can expand their knowledge, build connections within the Web3 community, and stay at the forefront of industry developments.

Connecting with Anne Oullet and Exploring Galxe's Mission Web3

If you found Anne's insights and advice valuable, there are several ways to connect with her and learn more about Galxe's mission in the Web3 space.

You can follow Anne on Twitter to stay updated on her latest thoughts and updates. Additionally, visiting Galxe's website is highly recommended. They recently launched Galxe Mission Web3, a platform that offers a new way to learn about Web3. The platform features modules created in collaboration with industry partners like ConsenSys and MetaMask, providing a comprehensive and up-to-date resource for individuals looking to deepen their understanding of Web3.

Whether you're a marketer, entrepreneur, or simply curious about the Web3 space, exploring Galxe's Mission Web3 and engaging with Anne's insights can be a valuable step towards embracing the potential of this exciting new frontier.

Advice for Marketers and Entrepreneurs Entering the Web3 Space

Entering the Web3 space as a marketer or entrepreneur can be both exciting and daunting. The landscape is constantly evolving, and it's important to stay informed and adapt to new trends and technologies. Here are some valuable pieces of advice to help you navigate this rapidly changing environment.

The importance of asking questions and continuous learning in the rapidly evolving Web3 space

One of the most crucial aspects of entering the Web3 space is to embrace a learning mindset and not be afraid to ask questions. The Web3 ecosystem is vast and complex, with new concepts and technologies emerging regularly. It's impossible to know everything, so don't hesitate to seek guidance from those with more experience. By asking questions, you can gain valuable insights, stay up to date with the latest developments, and avoid potential pitfalls.

Practical steps to get started in Web3

To get started in the Web3 space, it's essential to educate yourself about the fundamentals. Reading books and articles written by experts in Web3 marketing can provide valuable insights and strategies. One highly recommended resource is Amanda Kathett's book on Web3 marketing, which covers various topics such as AI, meta-verse, LinkedIn, and more.

In addition to reading, it's crucial to gain hands-on experience. Get a wallet and familiarize yourself with different protocols. Experiment with trading and swapping cryptocurrencies to understand the basics of decentralized finance (DeFi). Consider purchasing your first NFT (non-fungible token) and exploring NFT projects. By immersing yourself in these activities, you'll develop a better understanding of how the Web3 ecosystem functions.

The value of attending in-person events and experiencing the energy of the Web3 community

While online resources are valuable, there's nothing quite like the energy and excitement of in-person events. If possible, attend conferences, meetups, and workshops related to Web3. These events provide an opportunity to connect with like-minded individuals, learn from industry leaders, and gain a deeper understanding of the latest trends and innovations in the space. Engaging with the Web3 community in person can be inspiring and help you build valuable connections.

The role of taking initiatives and trying out new things in the Web3 space

In the Web3 space, taking initiatives and trying out new things can be highly beneficial. Organize events in the metaverse or participate in hackathons, even if you're not technically inclined. Hackathons are excellent opportunities to witness the passion and creativity of developers and entrepreneurs as they collaborate on cutting-edge projects. By actively engaging with the community and exploring new ideas, you'll stay at the forefront of industry developments and find inspiration for your own ventures.

By following these pieces of advice, marketers and entrepreneurs can overcome their hesitations and enter the Web3 space with confidence. Embracing a learning mindset, gaining practical experience, attending events, and taking initiatives will pave the way for success in this exciting new frontier.

Insights on Public Speaking and Learning Opportunities in the Web3 Space

Public speaking can be a powerful tool for sharing knowledge and experiences in the Web3 space. While it may be nerve-wracking for some, taking the stage allows you to connect with a larger audience and make a lasting impact. However, there are various approaches to public speaking in the Web3 space, and it's essential to find what works best for you.

The benefits of conducting workshops and showcasing products at conferences

When it comes to public speaking in the Web3 space, workshops and product showcases can be highly effective. These formats allow you to engage directly with your audience and provide them with hands-on experiences. By demonstrating your product or leading a workshop, you can visually showcase your work and allow participants to interact with it. This approach is particularly valuable when discussing topics like engagement and community building, as it provides tangible examples that resonate with attendees.

For example, if you have developed a decentralized application (DApp), hosting a workshop where participants can test out your DApp and provide on-site feedback can be incredibly insightful. This not only helps you gather valuable user insights but also creates a memorable experience for attendees.

The value of hackathons as learning and networking opportunities

Hackathons are another excellent avenue for public speaking in the Web3 space. These events bring together developers, entrepreneurs, and enthusiasts who collaborate on innovative projects within a limited timeframe. As a non-technical participant, attending hackathons can provide unique learning opportunities.

By immersing yourself in the hackathon environment, you can witness firsthand the passion and creativity of participants as they explore new ideas and technologies. Engaging in conversations with developers and entrepreneurs can broaden your understanding of the latest innovations in the blockchain space. Additionally, hackathons often feature workshops and presentations by industry experts, allowing you to learn from their experiences and gain insights into emerging trends.

The importance of staying updated with new innovations in the blockchain space

As the Web3 space continues to evolve, it's crucial to stay updated with new innovations and trends. Attending conferences and events can provide valuable insights into the latest developments. However, it's worth noting that the conference circuit can sometimes become repetitive, with similar topics being discussed repeatedly.

To truly stay at the forefront of industry developments, exploring hackathons and other niche events can be highly beneficial. These events often showcase cutting-edge projects and ideas that may not have gained widespread attention yet. By actively seeking out these opportunities, you can gain a deeper understanding of emerging technologies and position yourself as an early adopter.

The role of public speaking in sharing knowledge and experiences in the Web3 space

Public speaking in the Web3 space goes beyond just presenting information. It's about sharing knowledge, experiences, and insights that can inspire others and drive meaningful change. Whether you're speaking at a conference, hosting a workshop, or participating in a panel discussion, your voice matters.

By sharing your journey, lessons learned, and successes/failures, you contribute to the collective knowledge of the Web3 community. Your experiences can serve as valuable guidance for others who are navigating this rapidly evolving landscape. Public speaking also allows you to connect with like-minded individuals, build relationships, and foster collaboration.

Overall, public speaking in the Web3 space offers numerous learning opportunities and allows you to make a significant impact on the community. By leveraging workshops, hackathons, staying updated with new innovations, and sharing your knowledge and experiences through public speaking engagements, you can contribute to the growth and development of the Web3 ecosystem.

Wrapping Up

As we conclude our exploration of transitioning from traditional marketing to Web3 marketing, let's recap the key takeaways:

  • The journey involves understanding concepts like NFTs and blockchain technology. It requires a willingness to immerse oneself in this new space, as demonstrated by Anne Oullet's transition into Galxe.
  • Galxe has grown significantly due to its innovative strategies such as integrating new chains into their platform and constantly introducing new solutions. Their use of Web3 credentials also plays a significant role in driving growth and community engagement.
  • Cultural strategy is crucial in shaping Web3 marketing. Marketers need to translate complex technical concepts into language that can be easily understood by a wider audience while appealing to a global community with varying languages, backgrounds, and ages.

With these insights at hand, one might wonder: How will the rapid evolution of the Web3 space impact future marketing strategies? Until we delve deeper next time...

Anne Ouellet on the Web3 CMO Stories podcast

Anne Ouellet on the Web3 CMO Stories podcast


[01:52] With your experience in building a Web3 community, how do you envision the evolution of Web3 in the coming years, particularly in terms of community management? 

[04:33] Could you share some insights about the challenges you faced in transitioning from Web2 to Web3? 

[07:53] What does Galxe offer, and what specific strategies or decisions contributed to the growth of the company? 

[09:46] Did the growth of your business at Galxe occur naturally through word-of-mouth, or were there specific campaigns or decisions that played a crucial role in driving that growth? 

[12:34] How have cultural insights and cross-cultural strategies shaped Galxe's Web3 marketing strategy? 

[17:08] Can you share some insights about how you utilize Galxe Web3 credentials for driving growth and community engagement in the Web3 space? 

[19:40] What's the best advice for marketers and entrepreneurs who want to enter the Web3 space but are hesitating? 

[22:33] Do you have insights or experiences in public speaking, especially in the Web3 space? 


"I kind of feel like, as Web3 was new and crypto was new, everyone was kind of just jumping on the new bandwagon of whatever was cool that summer or cool in the moment and when it's the bear market, people are kind of like checked out. only the few D gens and the really the people who are super passionate stay on." - Anne 

"It should be a great experience and Web3 offers, of course, some benefits. But as you say, you know, now we are a bit like in the winter. I hope we come out soon and that we can, you know, build further in the space." - Joeri 

"When I came back, I quit my job, I think on the Monday, which was kind of out of the blue, I mean. I told them you know, it's not you, it's NFTs." - Anne 

"I personally think that there's just been so many in person events that I find that what's been the most interesting is actually doing workshops and showcasing, if you can sometimes, your product right." - Anne 

"Ask questions. Really, do not be scared to ask questions. The space evolves and changes so much that it's not a space where you can come in and pretend that you know everything." - Anne 


Galxe Website: https://galxe.com/ 

Galxe Twitter : https://twitter.com/Galxe 

Mission Web3 : https://galxe.com/MissionWeb3 


Twitter: https://twitter.com/annewell_eth 



About the author, JoeriBillast

Fractional CMO
Web3 Marketing Strategist
Bestselling Author on Amazon
Host of the Web3 CMO Stories podcast