Strategy · Enterprise Demand
One /enterprise page can't sell to a CFO and a bank custody team at once. We need industry-specific landing pages.
A persona-led enterprise demand strategy that splits blockstream.com/enterprise into industry pages we can measure and optimize independently. Each page maps to a real ICP, a real ad group, and a real search-volume signal. The main ask from Enterprise: help us validate the ICP list below.
SOURCE Ahrefs API · 459 keywords · 7 clusters
BENCHMARK Persona LP +2.14× CR (consumer side)
DATE May 2026
Why split the page
Today, every enterprise visitor lands on the same /enterprise page — whether they're a CFO researching a corporate bitcoin treasury, a bank custody team comparing qualified custodians, or an RIA building a multi-generational wealth structure. Three different buyers. One generic page. Two specific things we can fix.
Payoff #1
Search-volume tracking per ICP
One page = one bucket of traffic with no read on which audience is actually searching. Five industry pages = five separate funnels we can size, score, and prioritize against each other.
7 clusters
Mapped from Ahrefs · 459 keywords · monthly volume per ICP
Payoff #2
Conversion-rate lift from persona copy
On the consumer side, persona LPs converted 2.14× better than the generic store page with the same ad spend and same CPC. Same principle, bigger upside in B2B: a bank-custody buyer doesn't need to read about RIA inheritance planning to find the proof they came for.
+2.14×
CR lift, persona LP vs generic (Jade Plus consumer test)
The ask from Enterprise
Help us validate this ICP list — and add the ones we missed.
Below is a starter list of seven ICP clusters, sized by US monthly search volume (Ahrefs) and ranked by buyer-intent CPC. Five already have landing-page prototypes built. Three things we need from the Enterprise team: (1) which ICPs on this list are wrong-shaped or unlikely to close, (2) which ICPs are missing that you talk to most, and (3) who specifically — by title or company type — sits at the top of each cluster you'd target.
Proposed ICP clusters
Ranked by buyer-intent signal (CPC × volume), not raw volume. Volume tells you the funnel size; CPC tells you whether real B2B advertisers think buyers exist there.
ICP cluster
Who's searching
US vol/mo
Avg CPC
LP status
Banks & Qualified Custodians
"qualified custodian", "institutional bitcoin custody"
Custodial banks, trust companies, qualified custodians expanding into digital asset custody
650
$7.69
Built
RIA & Family Office
"crypto ria", "bitcoin family office"
Registered Investment Advisors, single & multi-family offices, wealth managers serving HNW
180
$1.72
Built
Corporate Treasury
"corporate bitcoin treasury", "treasury strategy"
Public & private companies allocating treasury capital to bitcoin; holding cos. running BTC-denominated balance sheets
1,630
—
Built
Crypto Exchanges & Fintech
"crypto custody platform", "bitcoin custody api"
Crypto exchanges segregating customer reserves; bitcoin fintechs & payment platforms scaling user balances
170
—
Built
Bitcoin Miners
No direct keyword cluster; high-value holders
Publicly listed miners, industrial mining operators, mining holding companies running multi-entity custody
—
—
Built
Enterprise Multi-Sig
"enterprise crypto wallet", "hardware wallet multisig"
Horizontal — buyers spanning treasury, custody, mining who need multi-party signing structures
600
—
Needs LP
Compliance / Audit
Negligible direct search volume
Compliance + audit teams (downstream stakeholder, not primary buyer) — likely a section, not a page
10
—
Skip?
Prototypes already built
Five persona-specific pages live on the Vercel preview — same Blockstream visual system as /enterprise, rewritten for each industry. Click through to review.
How the measurement loop works
Each industry page closes a clean keyword → ad group → landing page → CTA loop. We can measure every step independently.
- 1. Keyword targeting per ICP. Each ad group in Google Search owns its industry's keyword set — Banks owns "qualified custodian", RIA owns "crypto ria", Treasury owns "corporate bitcoin treasury", etc. Already live and paused in the Unbranded Enterprise campaign as of May 13.
- 2. Industry-specific landing page. The ad lands on the matching persona page — Banks ad → Banks page. The copy, proof, and CTA all match the buyer who clicked.
- 3. Conversion per ICP, not per campaign. We see CR, CPL, and lead quality broken out by industry instead of mashed together. Lets us double down on what's converting and cut what isn't, by ICP, not by guess.
- 4. Search-demand trend per ICP. Ahrefs volume-history queries per cluster show whether the Bank custody conversation is heating up or cooling down month over month — strategic signal, not just tactical.
Intent-based multi-channel retargeting
The industry pages do double duty. They're not just better-converting landing pages — they're intent sensors. Every visit drops a pixel that tags the visitor with which buyer story they came for. From there, we orchestrate the follow-up across whichever channels reach them best.
- 1. Pixels fire per page, not per site. Visiting /enterprise-banks tags you into the Bank Custody audience on Meta, LinkedIn, Google and X. Visiting /enterprise-ria tags you into Wealth Management. Same visitor, different segments — you can be in multiple at once.
- 2. The audience travels across channels. Each platform's pixel builds its own remarketing list. We push the same ICP-specific segments into LinkedIn Matched Audiences, Meta Custom Audiences, and Google Customer Match — so the buyer sees the right industry message wherever they show up.
- 3. Identification, not just retargeting. A reverse-IP / visitor de-anon tool (RB2B, Vector, Clearbit Reveal) maps anonymous traffic to companies and titles. A visit from a known bank's IP becomes a high-signal SDR lead — even without a form fill.
- 4. Sales gets a heat map, not a list. CRM pulls in page-view signals per account. Sales sees: "Goldman Sachs visited /enterprise-banks 4x this week" — not "Goldman Sachs is a target account." The intent is the trigger.
- 5. The same plumbing serves email. If we ever capture an email (gated content, demo request, newsletter), the ICP tag travels with it — the bank-custody nurture sequence is different from the RIA one. Same orchestrator, different ICP track.
Sample journey — a bank-custody buyer
A concrete example. Head of Custody at a Tier-2 bank lands on /enterprise-banks from a search for "qualified custodian". Here's what happens next.
0
Landing page
Lands on /enterprise-banks. Meta + LinkedIn + Google + X pixels fire. Reverse-IP identifies the visiting company. Tagged into "Bank Custody — Active Intent" segment across all platforms.
GTM · RB2B
1–3
Display retargeting
Google + Meta display ads start serving — but only bank-custody creative. Not generic Blockstream Enterprise. Static + short video assets emphasizing isolated HSMs, SOC 2 audit trail, qualified-custodian readiness.
Google Ads · Meta
2–5
LinkedIn Sponsored
LinkedIn Sponsored Content + Document Ads served to the matched company's employees with bank/custody titles. Carousel: "Bank-grade bitcoin custody — what your supervisor will actually examine."
LinkedIn CM
5–10
SDR outbound
CRM flags the account. SDR sends a 2-sentence email referencing what they viewed: "Saw your team is researching qualified-custodian infrastructure. Here's the SOC 2 + HSM brief we built for this exact question." Not a generic ping.
HubSpot · Salesforce
7–14
LinkedIn InMail
If no response, an account exec sends a personalized InMail to the named buyer with a custody-specific case study or comparison sheet. Soft ask: 20-min walkthrough.
LinkedIn SN
14+
Email nurture
If they've opted in anywhere in the funnel, they enter the Banks & Custodians email track — not the generic Enterprise list. Cadence: 1 email/2 weeks. Content: regulator updates, audit-trail patterns, peer-bank case studies.
Klaviyo / HubSpot
Always
Re-fire on return
If they come back to /enterprise-banks (or any enterprise page), pixels update the segment, sales is notified of the re-engagement, and retargeting frequency resets. Visit cadence is the strongest predictor.
GTM · CRM
What we'd need to deploy this
A specific tooling ask. Some pieces are already partially in place, some need to be procured, some need a decision before procurement.
Validate the ICP list
Specific questions for the Enterprise team. Anything you say here changes what we build next.
- Who's missing? The starter list is keyword-research-derived. Some real buyers don't search publicly — pension funds, insurance carriers, sovereign wealth funds, stablecoin issuers, public miners, on-chain DAOs. Which of these are you talking to today that should have a page?
- Who shouldn't be there? Are we wrong to include Crypto Exchanges & Fintech as a top-5? Is RIA a real channel for Blockstream Enterprise or an aspirational one? Tell us where we're picking up phantom demand.
- Who specifically sits at the top of each cluster? For each ICP, a short list of named target companies (or even titles — CFO, Head of Custody, Director of Treasury) lets the LP copy and the proof units get real fast.
- What proof unit do they actually want? Banks want SOC 2 + qualified-custodian status. Family offices want inheritance and recovery testing. What's the one thing each buyer asks for in the first meeting? That's the headline of each page.
- Multi-Sig — separate page or feature inside another? Multi-sig spans treasury, banks, miners. It might be a horizontal capability page rather than a vertical ICP page. Your call.
Next steps
- 1. Enterprise team reviews the ICP list. Annotates: keep, drop, add, who specifically.
- 2. Brand & design review of the five prototype pages. Final copy, proof units (logos, AUM, regulator endorsements), imagery.
- 3. RSA copy drafted per ICP via the ad-creative pipeline. Each ad group already has its keyword set; ads need persona-specific headlines + descriptions before enabling.
- 4. Ship pages to blockstream.com/enterprise-{persona}. Currently live on the Vercel preview only.
- 5. Add ICP-page events to GTM. One event per page so the retargeting taxonomy is consistent across Meta, LinkedIn, Google and X.
- 6. Procure LinkedIn Insight Tag + reverse-IP + CRM (the three "Need" rows above). Sequence these before scaling spend — otherwise we're paying for traffic we can't see or follow up on.
- 7. Enable ad groups in Google Ads UI. Currently paused. Conversion tracking needs to be wired before enable.