Positioning for Success: Taking Passkeys Wallet to the B2B Blockchain Market

TL;DR – My Contributions:

• Conducted comprehensive market, competitor, and customer research.

• Developed a go-to-market (GTM) strategy for Exodus's Passkeys Wallet.

• Crafted positioning and messaging frameworks.

• Provided messaging guidance for press, public relations, and social media.

• Created creative content, copy, and assets, including web copy, videos, and advertisements.

• Managed campaigns and ensured cross-functional team alignment.

• Formulated partnership strategies and managed handover to execution team.

• Recommended iterative product improvements based on customer feedback.

  
  

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The Challenge:

Exodus has pivoted into B2B and a significant part of that has been to expand it's offerings by introducing Passkeys Wallet, a self-custodial, multi-chain wallet designed for developers to embed into their dapps and platforms. This strategic move required a shift from a direct-to-consumer model to a B2B approach, targeting developers and businesses within the Web3 ecosystem. The challenge was to develop and execute a GTM strategy that effectively communicated the value proposition of Passkeys Wallet to this new audience, while ensuring alignment across various teams and stakeholders.

Delivered Solutions:

• Market and Competitor Analysis: Conducted in-depth research to understand the Passkeys and MPC wallet competitive landscape, identifying key use cases, potential integration partners, and competitive positioning.

• GTM Strategy Development: Formulated an end-to-end GTM plan that included target audience segmentation, value proposition articulation, and channel strategy.

• Positioning and Messaging Framework: Developed clear and compelling messaging that highlighted Passkeys Wallet's unique features, such as seamless integration and enhanced security through Multi-Party Computation or MPC technology.

• Content and Asset Creation: Working with the Execution Team, produced a suite of marketing materials, including web copy, videos and adverts, to support the launch campaign.

• Campaign Management: Led the execution of marketing campaigns, ensuring alignment across cross-functional teams and consistent messaging across all channels.

• Partnership Strategy: Engaged with integration partners to drive co-marketing initiatives and expand reach and adoption.

• Product Improvement Recommendations: Collected and analyzed customer feedback to provide actionable insights for iterative product enhancements.

Disclaimer: Due to confidentiality specific KPIs and detailed metrics cannot be disclosed publicly.