Addressable

Repositioning Addressable as the Actionable Intelligence Platform for Web3 Marketers

Overview

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  • Client: Addressable

    Timeline: Q4 2024 - Q1 2025

    Role: Positioning, GTM Strategy, Narrative, Market R&D, International Expansion Validation

  • Addressable is a Web3 marketing platform built on large-scale on-chain and off-chain data. While the product was technically sophisticated, it was often perceived as a marketing execution tool rather than a data company. As Addressable prepared for its next phase of growth, the company needed to both clarify its category positioning and assess expansion opportunities beyond Western markets.

  • frequency led two parallel initiatives for Addressable:

    1. Repositioning the brand around Actionable Intelligence, anchoring the platform as the daily decision-making homebase for Web3 marketers

    2. Evaluating the viability of expanding into Korea, one of the most complex and regulated crypto markets globally

    This work aligned brand narrative, product value, and go-to-market execution while grounding international expansion decisions in real market data gathered on the ground at Korea Blockchain Week (KBW).

  • Repositioning

    • Delivered easy to grasp positioning for pitch materials for investors

    • Strategized + developered two new products to materialize data into actionable and useful products (new marketing dashboards, social sentiment tracking) with CTO

    • Pivoted founder and brand Twitter accounts to spread new positioning and narrative (grew founder accounts by 3K and brand account by 5K)

    Market Expansion

    • Co-hosted a side event with 600 registrants and 113 attendees, engaging directly with 30 qualified prospects

    • Attended 6 additional side events across gaming, infrastructure, and consumer crypto

    • Held 10 pre-arranged 1:1 meetings with potential customers and partners

Step 1

Shift Brand Positioning + Narrative from a Growth Tool to a Data SaaS Platform

frequency observed data and customer insights (live feedback and Q&A sessions) to identify key painpoints and opportunities of expansion.

Actions

  • Defined Actionable Intelligence as the core category and brand anchor

  • Repositioned Addressable as the daily decision-making data platform for marketers

  • Delivered clear, easy-to-grasp positioning for investor pitch materials

  • Codified a single positioning statement to align product, marketing, and sales

Outcome

  • Translated this into product strategy for new tools on the roadmap to be built

  • Crafted social content strategy to proliferate message, focused on sharing the product interface (typically gated for paying customers), quickly sharing more data proof points and insights, and using the three founder’s channels to amplify messaging for the main brand channel

    • Founder accounts grew by 3K followers

    • Brand account grew by 5K followers

Step 2

Materialize Data Into Actionable Products

Actions

  • Partnered with the CTO to strategize and develop new product surfaces that translated data into action

  • Designed new marketing dashboards to centralize insights across channels

  • Introduced social sentiment tracking to contextualize performance beyond on-chain metrics

  • Ensured product direction reinforced the Actionable Intelligence narrative

Outcome

  • Stronger alignment between positioning and product reality

  • Clearer demonstration of how Addressable turns data into decisions

Step 3

Validate Market Expansion Through KBW Fieldwork

Actions

  • Traveled with the Addressable team to Korea Blockchain Week to evaluate expansion viability with Korean projects and founders

  • Co-hosted a side event with 600 registrants and 113 attendees, engaging directly with 30 qualified prospects

  • Attended 6 additional side events across gaming, infrastructure, and consumer crypto

  • Held 10 pre-arranged 1:1 meetings with potential customers and partners

Outcome

  • Generated early sales leads and strategic conversations

  • Identified regulatory, cultural, and distribution constraints

  • Validated Korea as a potential export-oriented market with the right local strategy

Step 4

Measure, Learn, and Set Up for Sustainable Growth

Actions

  • Identified confusion around wallet-to-identity matching as a key objection

  • Recommended clearer explanation of matching methodology in sales and marketing materials with new positioning and product proof

  • Reinforced core messaging around accuracy versus reach

  • Proposed content strategy to share KBW insights as subscriber-only “alpha”

Learnings

  • Web3 does not have a reach problem. It has an accuracy problem

  • Trust and clarity matter more than feature breadth in regulated markets

  • International expansion requires disciplined, localized GTM strategies with on-the-grounds insights and customer validation

“Jasmine was a standout advisor to Addressable, playing a key role in elevating our marketing positioning toward data and intelligence-led narratives. She brings a rare level of senior marketing leadership and real-world experience to the crypto space. Highly strategic, opinionated, and exceptionally sharp, she consistently challenged our thinking and raised the bar. Her impact was both immediate and enduring."

Asaf Nadler, COO

Launch Assets

In The Wild

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