Women in Web3: Anastasia Nesterova’s Perspective on Marketing and Innovation

Anastasia Nesterova’s journey into the world of Web3 marketing is as dynamic as the field itself. Before discovering crypto in 2016, Nesterova was a marketing manager at a traditional web design firm.

Her foray into blockchain began in 2016 when she joined a startup focused on tokenizing renewable energy farms as a community manager. This experience immersed her in the initial coin offering (ICO) era, where she learned the ropes of blockchain marketing and even remembers the bustling discussions on the “Bitcointalk” forum.

In 2018, Nesterova took on the role of Head of Marketing at PARSIQ, a leading blockchain data infrastructure company in Estonia, where she has been a trailblazer in the Web3 marketing space. With her extensive experience and innovative approach, she has successfully navigated the challenges and opportunities in this dynamic field.

Breaking Barriers and Leading Innovation

Nesterova’s journey in the blockchain world highlights her dedication to innovation and community-driven marketing strategies. As a woman in a predominantly male industry, Nesterova has faced numerous challenges. However, she believes that focusing on delivering results and building strong community relationships helps break down barriers. “Women in Web3 bring diverse perspectives, which is crucial for innovation in this space,” Nesterova notes.

She also observes that networking sometimes gets easier and more “straight to the point” when working with Web3 women and women-led projects. “This isn’t backed by statistics, but it’s just my feeling,” she adds. Despite this, Nesterova thoroughly enjoys working with blockchain “nerds,” finding inspiration in their technical expertise. “They always inspire me to get deeper and deeper into technical skills, as there’s always something new to learn from Web3 tech guys,” she says.

Nesterova emphasizes the importance of fostering an inclusive environment that encourages and supports women in tech. Initiatives such as mentorship programs, women-led conferences and community support groups can make a significant difference. “The role of women in Web3 is becoming more prominent and impactful. As the industry matures, there’s a growing recognition of the value that diverse perspectives bring,” she says.

Marketing Challenges for Blockchain Projects Targeting Developers

Marketing to blockchain developers is uniquely challenging because they are highly technical and skeptical of traditional marketing tactics. Developers value transparency, technical depth and community engagement over flashy advertisements. Creating content that speaks their language and addresses their pain points is essential to effectively reach this audience.

At PARSIQ, Nesterova and her team focus on educational content, detailed technical documentation and community-driven initiatives like AMAs and hackathons. These strategies help engage developers meaningfully and build trust within the community. “Developers appreciate content that is informative and technically sound. By providing value through educational resources and community engagement, we can effectively reach and resonate with this audience,” Nesterova explains.

The PARSIQ team is currently building Reactive Network, a new stand-alone project designed to simplify Web3 developers’ lives. However, since this is a new project, the marketing journey has to start from scratch. “We are looking for new options and creative approaches for marketing Reactive. These days, we are preparing for our first hackathon and plan to involve our partners in this initiative,” Nesterova shares.

The Power of Community-Driven Marketing

Community-driven marketing is at the heart of successful Web3 projects. Unlike traditional marketing, where messages are pushed to the audience, Web3 marketing involves building a community that believes in and advocates for the project’s vision. This approach requires continuous engagement through platforms like Telegram, Discord and Twitter, where real-time interaction is possible.

Nesterova highlights the importance of hosting events, collaborating with influencers within the community and fostering a sense of belonging. “This approach not only builds trust but also drives organic growth and loyalty,” she says. By leveraging the power of the community, projects can create a strong and dedicated following that supports long-term success.

Nesterova finds influencer marketing in blockchain particularly challenging due to the scarcity of high-quality Key Opinion Leaders (KOLs) who truly pay attention to what they promote. “It’s sometimes better to make connections with smaller influencers who have real and engaged audiences,” she advises.

Effective Content and Platform Strategies

Nesterova’s content strategy at PARSIQ is multifaceted, catering to a diverse audience. The team creates a mix of technical blogs, tutorials, case studies and thought leadership pieces. Platforms like Medium and Dev.to are excellent for reaching developers, while LinkedIn helps connect with a more professional audience. Additionally, X (formerly known as Twitter) is indispensable for real-time updates and community interaction.

Video content also plays a significant role in PARSIQ’s strategy. YouTube is used for tutorials and AMAs, as visual content tends to have higher engagement rates. “Our content strategy is designed to provide value across different platforms and formats, ensuring we reach our audience effectively,” Nesterova explains.

In the Web3 space, transparency and authenticity are paramount. Nesterova stresses the need for projects to be open and honest in their communication. “Trust is the foundation of any successful Web3 project. Being transparent about your goals, progress and challenges helps build credibility and trust within the community,” she says.

Nesterova advises emerging Web3 projects to start by understanding their audience more deeply — what they value, their challenges and how the project can address them. Building a strong community and engaging with them regularly is crucial. Leveraging partnerships and collaborations can also help expand reach and create new opportunities.

Adapting to the Evolving Landscape

The blockchain world is rapidly evolving, and staying agile and open to new strategies is key. Nesterova highlights the importance of adaptability and willingness to experiment with different approaches. “The Web3 space is exciting and full of potential. By staying flexible and continuously learning, projects can navigate the ever-changing landscape and seize new opportunities,” she says.

Nesterova’s insights and experiences offer valuable lessons for anyone navigating the Web3 marketing landscape. Her dedication to innovation, community-driven strategies and fostering an inclusive environment for women in tech has significantly impacted the project’s growth. As the Web3 space continues to evolve, Nesterova’s approach serves as a guide for successful and sustainable marketing in the Web3 world.