Blockchain companies aren’t just selling themselves; they’re also selling the industry’s technology and principles as a whole.
Word about blockchain technology’s benefits has penetrated the global marketplace, so now’s the time for blockchain businesses to begin deliberately refining and sharing their marketing messages. Like other service businesses, blockchain companies have to find effective ways to explain why their service in particular is the right choice for a potential client’s unique needs. However, unlike service companies in other industries, in many cases, blockchain leaders will be marketing a service that B2B clients may be intrigued by but don’t understand well.
Marketing a business always takes a lot of hustle, and blockchain technologies will likely need to blend traditional marketing methods focused on their own unique benefits with new strategies to make B2B clients outside the industry excited about what blockchain can do. Below, 16 members of Cointelegraph Innovation Circle share tips to help blockchain companies improve their marketing strategies to attract and land potential clients.
Put yourself in the user’s shoes
Solve a problem for businesses. One of the challenges in the blockchain category is that it is quite technical, and it sometimes requires a heavy lift for businesses to implement solutions. All that is to say, don’t market half-baked solutions to business leaders; truly put yourself in their shoes, solve a problem for them and then package that as a service or product that their businesses can easily deploy. – Mark Soares, Blokhaus Inc.
Seek to understand potential clients’ challenges
Understand the challenges that your potential clients are facing and how your blockchain technologies can really help solve them. Pitch the key value your project can bring to businesses. Start an experimental program before scaling it, and let the outcome and data speak for themselves. – Cindy Jin, Mintology
Meet potential clients in their comfort zone
Crypto is a vibrant ecosystem, but it can also function as a bubble for those on both sides of the knowledge gap. While common features can seem like second nature to the initiated, industry jargon can alienate crypto-curious businesses, pushing them to seek a more traditional solution. That’s why it’s important to always meet each participant in their comfort zone before moving the conversation forward. – Oleksandr Lutskevych, CEX.IO
Develop a streamlined pilot program
Assuming you have a product with a solid unique selling proposition that’s a bonafide value-add, you should focus on developing an uber-practical, implementable, streamlined pilot program that is “hands-free” for the target company. Allow them to utilize that program and assess its viability, efficiency, overall operational improvement and so on. – Timothy Enneking, Digital Capital Management
Seek coverage in prestigious news publications
Blockchain technologies should work on creating as much brand awareness for themselves as possible by getting coverage in prestigious, top-tier news publications. This sort of coverage will help a blockchain company build credibility in front of its potential clients, who will surely Google the name and see the great, impressive media coverage it has achieved. – Ayelet Noff, SlicedBrand
Produce educational content
To focus on scalability and integration and promote simple understanding, new blockchain technologies should invest in producing educational content like webinars, blogs, white papers and videos. These materials should provide an easy-to-understand summary of blockchain technology, highlight its advantages for companies and offer examples of how it can be applied in the real world. – Myrtle Anne Ramos, Block Tides
Build a brand around your values
In a space where most projects are trying to be all things to all people, you can differentiate by building a brand around your values. You need focused, clear and relevant strategic positioning. Be clear about your core mission — the specific change that you are bringing to the world — and how your work can benefit your clients. If you can’t get that across in one sentence, you will never convince them. – German Ramirez, THE RELEVANCE HOUSE AG
Create a compelling narrative about blockchain
Use the power of simplicity. Translate blockchain’s complexities into a language that businesses can understand by using a compelling narrative. Show them how blockchain is not just crypto — that it’s actually the missing part of the puzzle for their exponential growth and innovation. – Bogomil Stoev, Seasonal Tokens
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Showcase tangible business value
In a rapidly evolving landscape, new blockchain technologies must focus on showcasing tangible business value. By highlighting real-world use cases, emphasizing scalability and security, and fostering collaborative partnerships, they can build trust and drive adoption among businesses seeking innovative solutions. – Vinita Rathi, Systango
Make complex tech understandable
New blockchain technologies can improve B2B marketing by making complex tech understandable. This can be achieved by highlighting unique value propositions, sharing relatable case studies and demonstrating how their solutions solve specific industry issues, thus increasing efficiency or profitability. Show, don’t just tell. – Tomer Warschauer Nuni, Kryptomon
Highlight blockchain’s transparency
Blockchain technology inherently enables transparency through immutable record-keeping, which builds trust between B2B partners. Highlighting the fact that blockchain-based solutions provide smart contracts, factual data and a clear audit trail will help you develop a rapport with potential clients, assisting in your marketing strategy. – Anthony Georgiades, Pastel Network
Make sure you have a very specific value proposition
Laser-focus on the ways that your business drives value. The 2017-2018 ICO boom has ended, and Web3 founders must now have a very specific value proposition to differentiate themselves from the competition. These days, it is critical to make sure that prospective clients understand exactly what problem you are solving and why your product is the must-have solution. – Wolfgang Rückerl, ENT Technologies AG
Understand B2B buying behaviors
To convert B2B prospects, you must know your target audience and their buying behaviors. B2B audiences comprise a range of decision-makers, from C-suite executives to boards. Efficiency and facts take precedence over emotion, as businesses seek results and expertise. Blockchain technologies must leverage tactics including thought leadership, educational content and PR, as well as partnerships with positive brand association. – Tammy Paola, Zerocap
Share successful case studies and testimonials
Develop educational content to explain blockchain benefits, use cases and integration strategies. Showcase successful case studies and testimonials to build credibility and demonstrate real-world impact. Collaborate with existing enterprise tech providers to integrate and complement their solutions. Offer pilots or trial programs to showcase the value and feasibility of the blockchain solution. – RJ Phillips, Zoop
Explain industry terms in plain language
First answer the question, “What can blockchain do for my business?” Clarify, in plain language, terms like double-spend problem, immutability, data availability and decentralization, as well as all the rest of the crypto and blockchain jargon. Aim for basic, gut, plain language understanding, and don’t hide behind the shimmer of tech jargon, which will just confuse your clients. – Zain Jaffer, Zain Ventures
Engage Web2-focused marketing agencies
Blockchain projects should engage Web2-focused marketing professionals and agencies. These experts have existing deep connections with major brands and are actively seeking to leverage blockchain’s benefits. From nonfungible token revenues that lower customer acquisition costs to token gating opportunities that extend customer lifetime value, Web3 offers enticing prospects to enhance their clients’ marketing strategies. – Shiv Madan, Moonwalk
This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.
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