Enterprise blockchain adoption is accelerating as organizations realize the technology's potential for driving efficiency, transparency, and security across industries. However, developing the blockchain solution is only half the battle. You also need an effective go-to-market strategy to promote your offering to your target customers.
Here are some best practices to help market and sell your enterprise blockchain platform:
Highlight Customer Use Cases and Success Stories
Show don't tell. Use case studies, customer testimonials, and concrete examples of how your blockchain delivers value in terms that resonate with prospects in your target verticals. Quantify ROI, savings, increased revenue, or other impact.
Leverage Influencers and Analysts
Build relationships with industry influencers, bloggers, analysts at firms like Gartner and Forrester, and technology associations. Earn media coverage, speaking opportunities, and citations in market reports to lend third-party validation.
Promote Via Thought Leadership
Publish guest articles, whitepapers, case studies, and other educational content highlighting real-world blockchain challenges you help enterprises solve. Establish your team as experts and a trusted resource. Participate in and sponsor webinars, podcasts, and other discussion forums.
Attend Industry Events
Exhibit, sponsor, or speak at major conferences, trade shows, and other in-person events attended by your target audience. Network, generate leads, run demos, and raise brand visibility among engaged prospects.
Optimize for Account-Based Marketing
Identify and target key enterprise accounts with the highest propensity to buy. Customize messaging and outreach for buyer roles at each target account. Arm sales teams with insights to orchestrate coordinated campaigns across channels.
Seed Trials with Pilot Customers
Offer free pilots or discounted trials to select customers. This enables prospects to experience direct business value from your blockchain before fully committing. Leverage successful pilots into case studies, testimonials, and referrals.
Educate on Blockchain Benefits
Many enterprises are still learning about blockchain's advantages. Provide educational materials, workshops, and trials that clearly communicate how blockchain delivers value relative to existing solutions. Bridge knowledge gaps.
Show Technology Credibility
Prove your blockchain is enterprise-grade in security, scalability, reliability, support, etc. Flaunt technology innovations, partnerships, roadmap, R&D budget, and team credentials like PhDs. Welcome prospects to audit your code.
Streamline Procurement Processes
Make it easy for customers to buy through structured pricing, procurement-friendly terms/SLAs, and guides to navigating approval workflows. Have resources to help customers build business cases and make the case for blockchain internally.
Build a Partner Ecosystem
Recruit systems integrators, ISVs, resellers, and other partners to expand your reach. Make it easy for partners to demo, trial, integrate, and sell your blockchain through co-marketing, training, and sales incentives.
Prioritize Account-Based Advertising
Run LinkedIn ads and other targeted digital campaigns focused exclusively on your most strategic accounts and buyers. Track impressions, clicks, and conversions to optimize spending.
Leverage Analyst Relations
Getting recognized by top analyst firms like Gartner in relevant reports and rankings lends credibility with technology buyers. Invest in analyst briefings/inquiries to provide data that helps analysts assess your platform favorably.
With a targeted go-to-market strategy combining education, partnerships, influencers, and customer-centric selling, you can effectively communicate the business value of blockchain and enterprise readiness of your platform. This will help your sales and marketing teams convert prospects to customers and accelerate adoption.
Blockchain Development offers end-to-end blockchain solutions for enterprises. Their full-stack development and implementation services help organizations leverage decentralized ledger technology for optimizing business processes and systems.
