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Good Web3 marketing starts with understanding people.
Behind every wallet address is a person.
Successful projects understand:
What users need.
What investors want.
What communities expect.
Technology attracts attention, while People create adoption.
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The SaaS Video Stack
We work on a lot of video for SaaS, cybersecurity, and B2B tech.
One thing we see pretty often: a team knows they need video, but isn’t quite sure which one to make first.
A demo?
An explainer?
A brand film?
Testimonials?
Usually, the answer starts somewhere else:
Where is the buyer you’re trying to reach?
If they’re discovering you for the first time, you’re playing a different game than you are with someone who has already seen the product and is deciding whether to buy.
That’s how we tend to think about the stack.
01 - AWARENESS
Top of Funnel
→ Brand / Story Film
→ Social Clips
→ Thought Leadership
→ Problem-focused Content
This is about giving people a reason to stop, pay attention and understand what you’re about.
02 - CONSIDERATION
Middle of Funnel
→ Explainers
→ Product Overviews
→ Feature Videos
→ Use-case Content
Now they’re trying to understand the thing.
What does it do?
Who is it for?
How does it fit into the problem they’re trying to solve?
03 - CONVERSION
Bottom of Funnel
→ Product Demos
→ Customer Testimonials
→ Case Studies
→ Comparison / FAQ Videos
At this point, clarity needs to turn into confidence.
Show the product. Show the outcome. Bring in customers who have already made the decision.
04 - ONBOARDING
Post-purchase
→ Getting Started
→ Feature Walkthroughs
→ How-to Videos
→ In-app Education
And then there’s the part after the sale.
A good onboarding video can answer the same question 500 times without anyone on the team having to answer it 500 times.
One thing we’d push back on: jumping straight into a product demo because the product is the thing everyone is excited about.
Making a demo before you have a brand story is like sending a sales deck before a cold email.
The demo can be great. The timing can still be wrong.
If someone doesn’t understand who you are, what problem you solve, or why they should care yet, there’s some groundwork to do first.
A good SaaS video library is built around the buyer journey, with each piece created for a specific audience, stage and purpose.
That’s the part worth figuring out before anyone opens Premiere.
I recently designed a hero section for a company.
Here are a few visual directions I explored.
The goal was simple: make it immediately clear what the company offers and communicate its value proposition without overwhelming the visitor.
Which direction do you think works best? 👇
i love how you use the images 👍
Unpopular opinion 101: "growth hacking" is dead.
[Image credit: Yoav Tchelet]
Okay, here's a take that gets me in arguments, so I'll see how it lands here.
The "growth hacking" playbook everyone was running 2015-2020 is dead.
Not declining. Dead.
And we've got to stop pretending it still works.
What I mean:
1. Cold email at scale - Inboxes are a graveyard now. Reply rates are 1/10th what they were 5 years ago. Anyone telling you they're getting 8% reply rates is either lying or selling you a course.
2. LinkedIn automation - LinkedIn detects it, prospects ignore it, and the people running it loudest are the ones with nothing real to show.
3. SEO "growth hacks" - Google's algorithm and AI summaries killed the playbook of pumping out 200 thin pages targeting long-tail keywords. The brands winning now have actual expertise and authentic content.
4. Viral loops / referral tricks - Worked in a market where the average person wasn't already in 14 SaaS tools. Not in the CyberPunk era we are heading to.
5. "Hack" funnels - Customers know when they're being funneled. They bounce.
What's actually working in 2026 from what I've seen:
- Distribution through real communities. Slow, hard to measure, doesn't scale linearly. Works.
- Founder-led content that's actually opinionated, not the LinkedIn "I learned 5 things from my failure" slop.
- Honest comparison content that mentions competitors fairly. Buyers Google "X vs Y" and trust the result that doesn't pretend to be neutral.
- Customer interviews driving product changes that show up in the product, then the product itself becomes the marketing.
And of course, the Boring stuff like good onboarding, fast support, fixing the 3 things every customer complains about.
None of this is sexy.
None of it fits a "hack" framing.
None of it makes a good Twitter thread.
There are no growth 'hackers' anymore.
But there will always be sustainable Growth Marketing & GTM Engineering...
Okay my rant is over 🥴
#growthhacking #growthmarketing #saas #gtm #saasmarketing
Distribution through real communities and honest comparison content both ring true from what I've seen too. Founder-led content is the trickiest one on that list though, most founders either can't sustain the volume or it ends up sounding like LinkedIn thought leadership anyway....