"Wen Marketing" ARQ C1 Research - Weekly Updates 📆

[cordurboi]

Hey all!

Going to use this post to drop weekly updates on our Allo Research Quest You can find our initial proposal here: https://app.gardens.fund/gardens/10/0x1eba7a6a72c894026cd654ac5cdcf83a46445b08/0xd3345828914b740fddd1b8ae4f4d2ce03d1e0960/161/0x84e67b84709ae4473cff1141a083a24f80518570-7

TLDR: We are diving into marketing KPIs both onchain and offchain. We want to get a better understanding of how to quantify meaningful growth and learn more about its relationship to capital allocation within ecosystems. In addition to researching existing materials, we’re planning to conduct interviews with Marketing and DevRel leads from various ecosystems to understand what they’re looking at and how we can align our efforts as an industry.

This Week’s Updates

Things were very foundational this week:

• Started to go through some of the resources sent out in the ARQ chats
• Got onboarded and set up in charmverse
• Worked on our timeline for the next 6 weeks
• Began work creating and compiling a database of marketing/devrel leads
• Started outreach to marketing/devrel leads for interviews
• Began compiling research documents

Next week our plan is to

• Expand on our initial proposal and create a more in depth outline of our intents and hypothesis for this research
• Begin booking interviews
• Start organizing things in charmverse
• Continue collecting resources to aid in our research
• Prep questions for interview/survey

Blockers/Areas for Support

• No massive blockers at the moment
• We’re having trouble accessing the cookie jar but are working with @Coi on getting that solved
• What would be a huge help is if anyone has a connection with any Marketing or DevRel leads, it would be epic if you could facilitate an intro! Shoot me a DM on Telegram if you think you can help in this area: Telegram: Contact @cordurboi
• Similarly, if you know of any resources that already touch on this topic send them my way
• I’ve heard a lot of chatter around Total Value Flowed as an important metric and I want to include this in our research. Who should I talk to or what should I read?
• Would love some recommendations on the best tools/platforms I should be looking into for diving into onchain metrics. Preferably ones that are friendly to non-devs but I’m down for a challenge if there’s something more technical I should look at

Weekly Plan

Here’s our rough timeline for the 6 weeks. Things will definitely evolve as we go but it’s our rough roadmap.

Week 1

Watch ARQ Kick Off Meeting
Set Up Database of Marketing Leads in Web3
Begin Outreach to Marketing Leads
Review Foundational Documents Shared in ARQ Group

Week 2

Organize things in charmverse
Collect resources for research
Create 1 - 2 page document expanding on our initial proposal
Prep questions for interview/survey
Begin booking meetings with marketing leads

Week 3 - 4

Diving into onchain metrics and platforms
Conversations with various AIs about the topic and compiling notes
Diving into resources & making notes on findings
Running interviews with marketing leads and compiling notes on discussions
Pushing out a shorter survey for those that can’t take part in an interview

Week 5

Looking at capital allocation milestones in ecosystems (ie. grant rounds) and seeing how this relates to retroactive data
Start to create an outline for a growth scorecard
Start outline for report

Week 6

Finalize report document & scorecard
Gather feedback on report document & scorecard
Compile sources
Create any visual elements for report

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Open to any feedback on the milestones above and how we might want to improve our approach! Looking forward to this adventure with ya’ll and excited for the things we will uncover along the way

[cordurboi]

Week 2 Updates

Hey all! Hope everyone has been having a great start to their research quests. I’m jumping on here slightly late to give the updates from last week as I got sick during the end of the week and was offline. Apologies for the delay

Last Week’s Updates

• We got unblocked with the cookie jar claiming thanks to some support from @Coi
• Continued to compile resources on the topic. One awesome resource was sent to us from Mashal, Head of Marketing with Octant. The Grant Program Research and Analysis Report. The last section covers marketing metrics: https://x.com/arlery/status/1852049906304704528
• Continued booking meetings with marketing leads. We got a fair response to some calls that we put out but only a few have booked meetings so far. So we’ll need more effort on this front.
• Drafted some questions for the interviews and surveys
• Wrote a more in depth document as an introduction to our research and its intent. It was written to also serve as the introduction to our report when we compile everything in the end. Would love for people to take a look at it and offer some feedback: "Wen Marketing" Research Introduction and Intent Document [Review Copy] - Sep 1 2025 - Google Docs

This week our plan is to

• Start running interviews and sending out the survey.
• Continue outreach to marketing leads to try and get more participation in the interviews.
• Sort going through the resources we’ve collected and compile notes
• Start identifying what dashboards/tools we might want to take advantage of to measure these metrics.

Blockers/Areas for Support

• I was having some trouble with adding things to Charmverse and will reach out to @Coi about this.
• Still looking for some resources on Total Value Flowed if anyone has any to share.
• We’re continuing outreach to marketing, devrel and ecosystem growth leads. If anyone has contacts that they think we should speak too, I would love an intro. DM me on Telegram.

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Thanks for reading! See ya’ll at the end of the week with another update

[cordurboi]

Hey! Here’s our updates from the week

This week’s updates

• After some conversation with the Alo group it’s sounding like we’re not using Charmverse anymore so we held off on setting things up there
• We started running our first few interviews this week, got some great insights and people seemed receptive to the questions we were asking
• Decided to hold off on sending out the survey until more interviews have been complete. We want to use the survey to gain further clarity on some of the trends we’re seeing in the interviews
• In conversations about what would be the best dashboards for onchain data related to growth of Ethereum, the primary ones that came up were L2BEAT, Grow The Pie and Dune. So we’ve just started to poke around there. If anyone has other recommendations for onchain analytics, let us know!
• Started going through some of the resources we collected
• Continued outreach to people to interview

Next Week’s Plan

• Continue running interviews
• Continue booking more interviews and broaden to also include interview those heavily involved working on Ethereum even if they aren’t directly a marketing lead
• Dive deeper into data dashboards
• Continue going through resources
• Start to use some of our meta items

Blockers/Areas of Support

• Things are going pretty smoothly so far! As always, if there’s someone you think we should talk to when running interview let me know on Telegram

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Have an awesome weekend friends

[cordurboi]

Week 4 Updates

Hey friends! Didn’t have time until late in the week this week to get work done, so I’m finally jumping in to update ya’ll on what I’ve been up to.

This week’s updates:

• My brain was in more of a creative mode than a data mode, so I spent some time going through the Allo branding resources and designing the cover for our report in line with other Allo resources. Check it out below and let me know what you think
• Collected some more research materials and started going through them. Reports included resources on Leading and Lagging Indicators, this recent report from a116crypto, resources on Total Value Flowed
• Conducted another interview, this one with Victoria, the marketing lead for Mento Labs, who also has previous experience working in marketing with Consensys. She brought a really great traditional marketers perspective to things
• Did a ton of outreach to more marketing leads, I still feel like we need some more interviews here, so I’m hoping we get some more responses in the coming week and can book some in
• Started to identify some of the metrics we might be looking at in our scorecard
• Called a Party to get the cohort together for some added wisdom from the group

Next Week’s Plan

• I want to start working a little more on the outline of the report and drill down on what we’re trying to say with it, I feel like throughout this process things have evolved and I need to spend some time focusing things a bit
• Keep looking at the data/metrics that could go into our scorecard
• Book more interviews
• Run the party with ARQ cohort
• See what sort of retrospective case studies we can develop to prove some of the points we will be trying to make with this report.

Blockers

• I think a big question for me in the coming weeks as I formalize our work into a report will be deciding on whether we’re looking at growth of Ethereum as a whole, growth at the application layer only, mainnet layer only, L2s or some combination. So I need to spend some more time zeroing in on the focus to make a coherant report.
• I haven’t been able to speak to as many ecosystem leads as I had hoped, so if people have any contacts in this regard please let me know!

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Check out the design for the cover of our report below and let me know your thoughts Hope you have a great week! The tagline is still a work in progress