Marketing | Alessandro Perilli

The Difference Between a Brand and a Logo

peris — Fri, 17 Nov 2023 11:40:56 +0000

The post The Difference Between a Brand and a Logo first appeared on Alessandro Perilli.

Marketing is creating the conditions for the network effect

peris — Fri, 23 Sep 2022 09:04:51 +0000

Marketing is product design, customer service, pricing, customer delight and creating and living a remarkable story. Marketing is creating the conditions for the network effect.

And yet, the typical CMO isn’t in charge of ANY of those things.

The post Marketing is creating the conditions for the network effect first appeared on Alessandro Perilli.

The specialness spiral

peris — Tue, 21 Dec 2021 09:48:09 +0000

This is what we call a specialness spiral. You take an ordinary item and forgo using it once. Because of that, you start to see it as a little more special. But because you see it as a little more special, at the next opportunity to use it, you say, “Well, maybe this is not a good enough opportunity,” so you pass up using it. It becomes a little more special. The next opportunity has to be even better, which means that it’s less likely to be used, so it becomes even more special. It’s this ratcheting upward of a specialness spiral where an item that started out very ordinary, through repeated lack of use eventually becomes quite special and seen more as a treasure.

The post The specialness spiral first appeared on Alessandro Perilli.

Customer acquisition cost (CAC) for traditional enterprise software companies vs crypto companies

peris — Sun, 19 Dec 2021 14:02:49 +0000

Typical enterprise software companies spend approximately 7-15% of their enterprise value on customer acquisition. L1 Web3 companies spend 29-95%.

The comparison between web2 and web3 is stark, 3-7x higher CAC relative to corporate value. Even if the estimates are off by a factor of 2 or more, this math suggests crypto companies acquire customers less efficiently than their older brothers.

It also suggests future token cap tables may not be so community focused in the future, a phenomenon we’ve already observed in L1 token allocations.

In all fairness, the web2/3 CAC comparison is somewhat clementines and satsumas for a few reasons.

– equity and tokens are different instruments
– web2 companies have been highly optimized after two decades of refinement
– the valuation frameworks between web2 & web3 companies aren’t identical
– this calculation doesn’t include testnet incentives
– it excludes ecosystem funds raised by cryptocos to develop their ecosystems

Nevertheless, the concept of CAC will permeate crypto go-to-market strategies at some point.

But not today. I haven’t met a crypto company that talks about CAC. Or sales and marketing spend. Or ROI. It’s too early in the development of the ecosystem for most businesses to concentrate on customer acquisition funnel optimization.

The post Customer acquisition cost (CAC) for traditional enterprise software companies vs crypto companies first appeared on Alessandro Perilli.

A lot of data and the scientific method can do little against a good story

peris — Sun, 10 Oct 2021 09:17:10 +0000

“What evidence would you need to see to change your mind?” The honest answer to this question is usually: “I need a new story that’s more immediate, more vivid and most of all, more culturally aligned than the one I have now.” It took humans 100,000 years to invent the scientific method. Before that, we ... Read more

The post A lot of data and the scientific method can do little against a good story first appeared on Alessandro Perilli.