Blockchain isn't bad (Vendia)

BACK STORY Our sales reps reported that early conversations with prospects often hit an objection to our product: “Oh, so you’re a blockchain solution.”

(We were coming to market when Sam Bankman-Fried was under investigation for crypto fraud, Coinbase was getting slammed by customers on social media, and technology leaders had either a failed blockchain initiative under their belts, or they feared one.

But, our founders were insistent (and in many ways right), we weren’t that kind of blockchain. My marketing leader was under a lot of pressure to position us as a “business blockchain” in marketing messages to help educate the market, normalize it for prospects before they’d get into a call, and to try to change the conversation so the market could reimagine other, not so sketchy use cases for blockchain’s distributed ledger technology.

So, I suggested we run a campaign to test interest and engagement with the “But it’s business blockchain” message. Conceptually, I called it, “Blockchain isn’t bad.”

“Blockchain isn’t bad” deliverables:

• 1 sponsored post in an industry masthead, “Enterprise blockchain is doomed”

• 2 native blog posts, “How blockchain did (and did not) pan out as a modern IT solution” and ”6 predictions about the future of blockchain in 2023”

• Repurposed content from the posts packaged as a downloadable white paper

• A small handful of paid ads testing messages and the white paper lead magnet

• 1 landing page telling our business blockchain story and offering the white paper as the primary CTA

• Social media campaign promoting Vendia and provocative and/or high profile content about blockchain and its distinctions from crypto

Contributions Content strategy, content curation, copy editing; Creative partners Caroll Casbeer (Growth), Alexandra Schwarz (Graphic Design)

Excerpt from ”6 predictions about the future of blockchain in 2023”

Excerpt from “How blockchain did (and did not) pan out as a modern IT solution”