Strategy · Enterprise Marketing
How we build enterprise demand
A marketing-led demand system that fills the top of funnel, captures intent through persona-matched content, and hands qualified leads to sales with a clean SLA. Five interconnected sub-systems, one unified pipeline.
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What's already running
Two systems run on their own — no stakeholder input required. They start the moment we ship them.
Enterprise Search Campaigns
Built · paused, ready
Brand + Unbranded search campaigns are live in Google Ads (paused) with five ICP-specific ad groups built from Ahrefs keyword research: Qualified Custodian, Corporate Treasury, Multi-Sig, RIA/Family Office, Competitor Conquest. Each ad group routes its search demand to blockstream.com/enterprise (or the matching persona page when those ship). Captures intent the moment a buyer searches for enterprise custody, qualified custodians, or treasury infrastructure.
Site Retargeting Ads
Deployable
Pixels on every enterprise page (Meta, LinkedIn Insight Tag, Google, X) build remarketing audiences automatically. Anyone who visits /enterprise or any persona page lands in a retargeting pool segmented by which page they viewed. Bank-page visitors see bank custody creative; Treasury-page visitors see treasury creative. Frequency-capped, runs continuously, requires no review cycle once creative is in.
Where we need alignment
Three workstreams that won't move without specific input from Sales and Enterprise leadership. Each one has a single, concrete ask.
Persona-based landing pages
Awaiting ICP list
Five industry pages already live in preview (Banks, Treasury, RIA, Exchanges, Miners). Each becomes its own measurable funnel — separate conversion rates, separate ad groups, separate proof units. The starter list is keyword-research-derived, which means we've missed buyers who don't search publicly.
Ask ICP validation from Sales. Who's in, who's not, who specifically sits at the top of each cluster. See the full proposal →
Multi-channel orchestration (LinkedIn + Email)
Awaiting segmentation rules
Tools exist to automate LinkedIn connection requests, persona-tailored DMs, and industry-specific email nurture sequences. The plumbing isn't the gate — the rules are. Without an agreed segmentation framework, automated outreach either feels generic or fires at the wrong people.
Ask Agreed segmentation rules: which titles, which companies, which trigger events kick off which sequence. Once defined, Apollo + Lemlist (outreach) and Klaviyo or HubSpot (email) deliver persona-matched messages at scale.
Nurture campaign (AI content engine)
Awaiting content tracks
An always-on nurture program for warm leads and named target accounts — powered by the AI content engine that already feeds executive LinkedIn posts. The engine pulls trending topics from the real-time aggregator and produces persona-tailored drafts (regulatory updates, market briefings, peer case studies). Banks track gets bank-relevant content; Treasury track gets CFO-relevant content. Content stays timely because it's pulling from what's actually happening this week, not a static editorial calendar.
Ask Agreement on what each track should cover (cadence, content types, persona angles) and which named accounts go into each track. Once defined, the engine produces, a human refines, and the nurture runs on autopilot.
Re-engagement pilot
Pilot proposal
Every enterprise lead we've lost touch with is data we paid for and aren't using. A small, time-boxed pilot would test whether a 3-touch re-engagement sequence (email + LinkedIn + light retargeting) can revive dormant pipeline — with defined kill criteria so it doesn't drag on.
Ask Approval to run on 50–100 dormant leads (30+/60+ days no contact). Success metric: % that re-engage (open, reply, click, or revisit) within 21 days. Kill if <5%.
Related
Enterprise Search Term Campaign
The keyword strategy powering the Google Ads demand capture layer. Maps enterprise search intent to persona-specific landing pages. The foundational piece that makes the "search moment" work.