What's running now
Enterprise Google Search is live. Generic, branded, and unbranded terms, all pointing to blockstream.com/enterprise/.
Every search term is tagged to a buyer persona by cluster. We read impressions and clicks per cluster to see which institutional buyers are searching, in what language, and how much.
This is the demand signal the pilots build on. It points paid spend at the clusters with real institutional interest and informs the language on each persona page.
PILOT 1
Email win-back for lost leads
Goal
Stand up the email marketing function and find out whether email is a viable channel for Enterprise. The downside is small and we learn either way.
Approach
Win back lost leads, the people who talked to us and went cold, with a short sequence segmented by why they stalled.
What we test
Open and reply rates, whether dead leads re-engage, and whether email earns a place in the stack at all.
From you
The lost-lead list, and context on why each cohort went cold: price, timing, feature gap, or lost to the status quo. That context shapes the messaging. We can't write a good win-back without it.
PILOT 2
Enterprise persona landing pages
Goal
One landing page per Enterprise persona. Each one is both a destination for paid traffic and a page that ranks organically for that persona's search terms.
Why
A single /enterprise/ page can't rank or convert for six different buyers. A page built for each persona can do both.
In scope
All six personas on file: CISO, CFO and Corporate Treasurer, Head of Digital Assets, CTO and VP Engineering, Chief Compliance Officer, Board and Investment Committee. A page for each.
What we test
Organic ranking over time, paid conversion rate by persona, and which persona pages actually pull pipeline.
From you
The language these buyers actually use, proof points and references per persona, and sign-off to publish under /enterprise/.
What persona testing did on consumer
We're not guessing here. On consumer, matching the message to the buyer has been one of our biggest levers on conversion and cost. Two examples Enterprise can dig into.
Persona vs. generic
Same product, same budget. Persona was the difference between profit and zero.
In the January Jade Plus search test, persona-matched creative ran 2.89x to 5.08x ROAS and turned a profit. Generic and mismatched angles converted at zero and burned the spend. Only the persona angle changed.
Sub-segment lift
The right sub-segment beat the generic message by 45%.
A single beginner audience, split into four messaging sub-segments. Same bidding, same signals, only the copy differed. The winning sub-segment hit 3.33x ROAS at a $59 CPA, beat the generic baseline by 45% on ROAS and 42% on CPA, and beat the next-best sub-segment by more than 2x.
Read-across
Enterprise buyers are more specific, not less.
A CISO and a CFO do not buy custody for the same reasons or in the same words. If persona matching moved the needle this much on a $150 consumer device, the upside on six-figure institutional deals is larger, not smaller.
On consumer, persona was the line between profitable and zero. That's the whole reason Pilot 2 builds a page per persona instead of one /enterprise/ page for everyone.
Where this goes (tested at each step)
This is the direction, not a commitment. Every layer has to prove lift before it earns the next one.
Stage 1
Email win-back
The pilot above. Prove email works for Enterprise before adding anything to it.
Stage 2
Add LinkedIn to win-back
Automated connection requests and messages alongside the email sequence, to the same lost-lead audience, so the same message lands on two surfaces.
Stage 3
Tie in retargeting
The win-back audience also sees retargeting ads, so the message is consistent across inbox, LinkedIn, and ad.
The goal
Intent-based multi-channel orchestration
Someone visits the pricing page. That visit triggers a retargeting ad about pricing, an email that speaks to it, and a LinkedIn connection request, all keyed to what they actually looked at, so one signal drives a coordinated response across every channel.
Tech needs (nice-to-have, worth raising)
The pilots don't need any of this. What's built runs on Copper as it is, and nothing here blocks Pilot 1 or Pilot 2.
We're raising it because engineering already has concerns and it's a known talking point. Worth surfacing now rather than working around it, since the Enterprise upside is large.
Today
Copper tracks contacts, not behavior
It's a Google Workspace contact app. It tells us who a lead is, not what they're doing on the site. The pilots work fine with that.
Add a tool
Something like HubSpot or ActiveCampaign
Ties a lead to what they do on the site. See who viewed pricing, who read the security page, who went quiet. That's the signal everything else runs on.
Unlocks
Real segmentation
Build audiences from behavior, push them to every platform, and send specific messages by channel and journey stage. The right message at the right time instead of one email to everyone.
Attribution
A real multi-channel attribution model
Knowing what a lead visited and when gives us the history to look back and see which touch points actually moved them. We stop guessing what worked and start crediting the channels and messages that did.
Multiplier
Data enrichment
From one email, find the LinkedIn profile and the rest of the buying committee. We stop working a single contact and start working the account.
Payoff
Marketing and sales on the same data
Both teams work the same accounts off the same behavior, with less guesswork and a clearer line to revenue.
Not a blocker and not an ask right now; the pilots ship either way. It's the ceiling on how far Enterprise marketing can eventually go, and with engineering already concerned, the time to talk it through is now.
Timeline (next 6 to 8 weeks)
Three tracks run in parallel. Email moves quickly; the persona pages take longer and go through feedback cycles before anything publishes; the tooling conversation runs alongside and gates nothing.
Track A: Email win-back
Moves fast
Week 1
Lead handover
Sales hands over the lost-lead list and why each cohort went cold. We segment by stall reason.
Week 2
Draft the sequence
Write the win-back emails, quick internal review, set up sends.
Week 3
First send goes out
The win-back is live. Open and reply data starts coming in.
Weeks 4-6
Read and iterate
Watch the numbers, tune the sequence, decide if email earns a place in the stack.
Track B: Enterprise persona pages
Iterative, takes longer
Weeks 1-2
Confirm the persona set
Lock the persona list from the six on file and gather the sales input that shapes each page's language and proof.
Week 3
First drafts
Copy and page structure for the chosen personas.
Week 4
Feedback cycle 1
Present drafts to sales. Collect corrections on language, positioning, and proof points.
Week 5
Revise, feedback cycle 2
Rework from the first round, present again, lock the direction.
Week 6
Final draft, publish
Final copy approved, pages go live under /enterprise/.
Weeks 7-8
Live and watching
Pages are up. Watch early organic ranking and paid conversion signal.
Track C: Tooling and enrichment
Runs alongside, gates nothing
Weeks 2-3
Open the conversation
Put the idea and engineering's concerns on the table together, while the pilots run.
Weeks 4-5
Scope the upside
What HubSpot or ActiveCampaign, enrichment, and real attribution would unlock, weighed against the concerns and the cost.
Weeks 6-8
A recommendation, no build
Decide whether it's worth pursuing next quarter. No build inside this window.
Email is live by Week 3. Persona pages publish around Week 6 after two feedback rounds. The tooling track ends in a decision, not a deadline, so it never blocks the pilots.
What we need from Enterprise
The collaboration
Lead lists
Lost and cold leads, with the reason each cohort stalled. This is the input the win-back pilot runs on.
Persona truth
The language and positioning these buyers actually use, per persona, so each page sounds credible to a CISO or a CFO.
Proof points
References, case studies, and numbers we can put on a persona page. Sales credibility we can't write ourselves.
Sign-off
Approval to email lost leads and to publish persona pages under /enterprise/.
A feedback loop
A short check-in each workflow cycle, so sales reality shapes the messaging instead of guesswork.