Why Crypto Still Can't Onboard Your Mom - A Marketer Chat Guest: Priyal Jain is a Web3 marketing manager at Omni, a Canadian agency.Stats: 11 years of marketing experience | Web3 since 2017 | $75M+ raised for clients in 2025 Summary Priyal Jain entered crypto in 2017 as an investor. As her interest grew, she mobilised her expertise to become one of the sharpest performance marketers in Web3. Now she runs full-stack marketing strategy at Omni Agency in Toronto, Canada. In this episode, we get into what it actually takes to build a marketing system in crypto that converts. We look at what separates the winning campaigns from those that fail to land. We cover the attribution tools most people don't know exist to ensure marketing spend is efficient. We dig into InfoFi like Kaito, and what its collapse means for Crypto Twitter. Lots of talk honest chat about why crypto still can't onboard a normal person, and what it's like building in a space that doesn't always make South Asians feel welcome. Building a Marketing System: Why most Web3 projects fail at marketing before they spend a dollar — and what product-market fit, attribution, and distribution actually look like in practice. The Attribution Stack: The tools serious Web3 marketers use to track behavior on-chain and off, including Safary, which maps your Twitter followers directly to their wallets. Reading Crypto Accounts: Why follower counts are meaningless, what a project bio tells you in five seconds, and how to use mutual follows as a signal filter. In the age of AI, taste is expensive. The InfoFi Reckoning: What Kaito and Cookie.fun built, why it worked, why it collapsed, and what Nikita Bier got right (and wrong) about Crypto Twitter dying. Mindshare matters — but market share matters more. Platform Resilience: Vitalik's decentralized social manifesto, Farcaster's acquisition, Lens changing hands — and why none of it is replacing X anytime soon. Discovery lives on Twitter. Depth lives elsewhere. The Onboarding Problem: Why crypto still can't onboard a normie, what UPI in India got right that crypto never has, and why Priyal still gets panic attacks bridging between chains. Being South Asian in Crypto: The casual racism that's been normalized on Crypto Twitter, what the community did right with Thiru ahead of Devcon, and what people in positions of power should actually be doing. Proof of work is still the most powerful response. 2026 Outlook: GameFi, the streaming economy, Kick, and what the exit of InfoFi might unlock for the quality of content in this space. Resources Mentioned Priyal's Tweet with a list of marketing must-haves Tools: Safary | Looker Studio | Nansen | Dune Newsletters: Milk Road | Bankless | The Defiant Accounts: ZachXBT | Nierolf | Whalemoca Agency: Omni Find Priyal X / Twitter | Telegram: @priyaljain817 Find Marv Linktree | LinkedIn | X | TikTok Chapters 00:00 Cold Open 03:33 Interview Starts 05:18 Building a Web3 Marketing System 07:40 Web3 Marketing Tools & Attribution 09:35 On-Chain vs. Off-Chain Data 13:00 How Omni Measures & Optimizes Campaigns 16:00 How to Actually Read a Crypto Account 18:00 In the Age of AI, Taste Is Expensive 22:00 Stop Explaining Blockchain — Explain the Why 25:30 Why UPI Beat Crypto at Mass Adoption 34:08 "Crypto Twitter Is Dying From Suicide" — The Nikita Bier Take 35:05 What Is InfoFi and Why Did It Collapse? 39:19 Mindshare vs. Market Share 43:35 Is Twitter Still the Only Home for Crypto? 48:30 Where to Start If You're New to Crypto 52:53 GameFi, the Streamer Economy & What to Watch in 2026 54:51 Being South Asian in Crypto 59:30 Proof of Work Is Your Reputation 1:01:00 Where to Find Priyal & What Omni Is Building 1:04:36 Outro
