I started working with Blockdaemon in early 2023. At first I supported their website revamp from an SEO and user experience standpoint but that moved into email marketing support, markops and finally spinning up ABM campaigns.

I started working with Blockdaemon in early 2023. At first I supported their website revamp from an SEO and user experience standpoint. I had a chance to work with their experienced team and provide input where necessary. 

Blockdaemon was founded in 2017 and has become a globally established, single integration partner for accessing premier blockchain networks. Blockdaemon aims to power the blockchain economy with its suite of industry-leading infrastructure solutions. 

Next they needed email support. Each week Blockdaemon was sending a number of emails including their monthly newsletter, monthly Ethereum newsletter, product nurture emails and a number of one-offs. Their database was massive and they were attempting to milk out as much as they possibly could from each new subscriber they received. As a result I went from supporting a few APAC related email campaigns to running their entire email system. Later on they hired a new email support person and I had the opportunity to work with them and train them in all things email and Blockdaemon. 

Over the course of the email support there were a number of sync and markops related issues they kept running into. For example, how did they know they were attributing the right calendly meeting to the right campaign and how did they know the Webflow forms on their site were pushing into their Salesforce instance and being attributed to the correct campaigns? For the calendly issue I worked with a talented team of Salesforce admins and or the form issue I worked through the following flow: Webflow -> Zapier -> New Salesforce/Pardot Lead -> Salesforce campaign for attribution. It was a pretty exciting project once we got everything working but it did require that we make some changes to Salesforce campaign statuses and how we were using Salesforce campaigns. 

My final project with Blockdaemon involved spinning up their account based marketing (ABM) program. Now, my thoughts are that ABM programs don’t work because I’ve never worked with a client where I’ve seen actual revenue attribution instead of the ‘attribution’ that ABM platforms like Terminus spin up but nonetheless I wanted to help them out. We reviewed a number of ABM platforms and ended up deciding on Propensity. 

Propensity is an interesting platform that is just getting up off the ground and is about as janky as you’d expect. Using the software was tough even with the PDFs and working documents they had to help us set it up. Nonetheless, once we got our shaky foundation setup and attribution firing we began to push out programmatic display ads on the Propensity display network and then we began to use paid LinkedIn to target specific groups of individuals on LinkedIn. The LinkedIn portion fell short because you have to target at least 300 contacts (at least in November, 2023) and so we struggled to build lists big enough. Once we had all our campaigns firing we began to see some increased engagement but, as is my issue with ABM, no closed deals. My time with Blockdaemon was spinning to a close as I trained up a new hire on how to run their paid campaigns and Propensity.