The Two Spheres of Blockchain Marketing


There are two kinds of blockchain founders. Founders from the cryptocurrency community and founders who are not.

Blockchain is a complex technology and it’s driven by the most tightly-knit tech community I’ve been a part of. If you’re a blockchain company founder, you won’t succeed if you don’t join this community — no matter how deeply you’ve mastered your own market.

The Two Audiences for Blockchain Marketing

Working with the cryptocurrency community and ecosystem is an essential first step. The community understands blockchain business models, and they have the cryptocurrency to invest in new blockchain ventures. The second focus should be your market and users, including enterprise clients, end-users, and the public.

Two phases of marketing match up with these two audiences. The first is fundraising. The second is go-to-market strategy and execution.

Fundraising as Marketing Campaign

VCs have been the backbone of the tech industry for three decades. This has mostly been a 1:1 process. To raise smart money, you needed a great idea, a strong team and clear path to product/market fit. It’s how innovative product ideas and business models have raised funds to make their way to market. Beyond some good PR aircover, startups didn’t need a robust pre-raise marketing strategy to close funding.

But there are downsides to “smart” VC money. They take significant equity ownership, their influence is concentrated and their goals may, in time, conflict with the company’s users.

This model has been turned on its head with ICOs.

In 2012, Obama signed the JOBS Act. Title III of the JOBS Act enabled crowdfunding for the first time in the US. Now, crowdfunding can be the best way to raise money for tokenized, blockchain-based companies and foundations. This is a new step — a different step — in startup creation and growth. Instead of soliciting attention from a handful of VCs, blockchain companies raise money from the “crowd.” In this case, the crowd is made up of everyone who owns cryptocurrency.

The Cryptocurrency Sphere.

The capitalization of cryptocurrencies now exceeds $350 billion. A productive way to think of the cryptocurrency sphere is as a huge bank. Cryptocurrency holders, mostly Bitcoin and Ethereum, have all their money sloshing around in the cryptocurrency sphere, searching for investments to diversify their portfolios. They don’t want to pull their funds out of crypto markets because they don’t want to pay taxes. Especially when they’d just to turn around and reinvest the funds as fiat currency.

So where will they invest?

ICOs, of course.

But here’s the challenge: Cryptocurrency holders are much more likely to invest and trust in blockchain startups that include people they’ve known from the crypto community. I’ve met scores of startup founders who don’t understand this dynamic and are confused why they’re having trouble raising funds via ICOs. The reason they’re having trouble is that they’re not well known within the cryptocurrency sphere.

The deep irony of this decentralized, crypto revolution is that, for now, success hinges on tight integration with this closely-knit community.

The “Traditional” Marketing Sphere

After engaging with the crypto community and raising money, blockchain companies need to execute a totally different playbook for go-to-market. Fortunately, this is familiar to most marketers. It’s the traditional integrated digital marketing approach.

But there is still a challenge explaining the value and benefits of blockchain solutions to these traditional enterprises, government and consumer audiences.

Traditional marketing audiences don’t care about blockchains, hash-rates or tokenized economies. They care about new services and capabilities that will improve their business. They care about lower transaction costs and new ways to trade.

Clearly translating how real-world users get these benefits from blockchain-based solutions will be the ongoing work of blockchain marketing.

Video Brochures for Fun and Profit

Bring your sales and marketing into the modern age with a Video Brochure, a stylish way to get your audiences to go “Aha!”.

Video Brochures offer an exciting and innovative way to present videos using a format most people haven’t seen. When the Video Brochure is opened your brand or product video will be displayed in high definition with superb sound quality. Featuring a wide variety of customization options and designed in-house with your brand in mind, Video Brochures excite the viewer while promoting and enriching your message.

If your usual techniques just aren’t getting the job done anymore then Video Brochures can be just what you need to ensure that you are engaging with your audience in the best way possible. Clients like NVIDIA, Adobe, Autodesk and more have used for field marketing, sales, events and product launches.

For more information and pricing, visit:

Viewstream Agency Credentials Video

Take a look at Viewstream’s new and improved Agency credentials videos. With tons of new work, we wanted to update with some fresh content.

Some of the featured clients: AutodeskAdobeNVIDIA ZendeskAmazon Web ServicesMicrosoft Dynamics 365.

If you are interested in seeing how to market to human beings and not bots – send us an email! We would love to discuss what Viewstream can do for you.

Viewstream Keeps Raking in New Awards!

Viewstream can’t be stopped! With such a hectic and amazing year coming to a rapid close, Viewstream is thrilled to add three Telly Awards to our collection.

The 38th Annual Telly Awards has prized Viewstream with three awards in the category of Commericals / Marketing. The Telly Awards honors the best of the best for creative work in video and film productions. Viewstream was especially recognized for our creative videos for Microsoft/Toshiba, Adobe, and Autodesk.

Check the videos out below:

The Power of Great Experiences

Superhero Series 

AutoCAD 360 in 36 Seconds 

Six Award-Winning Videos



Take a look at Viewstream’s 6 award-winning videos.





To see more of the award-winning videos, click this link.

If you are interested in seeing how to market to beings and not bots — contact us! We would love to discuss what Viewstream can do fo you.

Market Share from Marketing

How much of your market share do you get from marketing?

Most people overestimate what marketing can do over a couple quarters, but underestimate how effective marketing can be over ten quarters. The goal is to get to the goal faster: a great marketing campaign will help a great product take off, or a bad product fail faster. In other words, if your marketing doesn’t work, then you save money in the long run by failing fast and moving to your next successful campaign.

We believe marketing is about scale. We must constantly move the market with your product and brand vision. The biggest problem in marketing today is irrelevance. In a world bombarded with marketing messages, retreat is not an option. You must stand out and advance.

Viewstream would love to help you scale through our insights, strategy, creative, media and analytics.

Make A Human Connection

Greetings Fellow Video Marketers!

When it comes down to it, if we like someone, we become engaged and we are more likely to listen to what they have to say. An old sales executive friend of mine always said “People buy from people they like.” I believe this to be true.

When Viewstream was preparing to shoot a video to show off Cray Supercomputer’s manufacturing facilities, we were working from a script. We were planning on conducting a couple of interviews to provide clips to support a voice over artist in the final video. However, as soon as I spoke to the factory staff I knew we had to have them tell the story. They pour their heart and soul into their work. I think you’ll agree, they tell the story better than anyone, and you can tell they really care about their work.

If you are interested in seeing how to market to beings and not bots – send me an email! I would love to discuss what Viewstream can do for you.

How to Get Better Marketing Results with Video Testimonials

How to Get Better Marketing Results with Video Testimonials

What matters to most potential customers is not what you say about your business, but what your existing customers have to say.

Video Testimonials are an effective marketing solution that communicates your value by demonstrating your offer in the real world. With strong Video Testimonials you can secure credibility, invigorate your sales cycle and span across multiple communications channels, all while you tell the success stories of your most valuable asset—your customer.

If you would like to know more about how Video Testimonials can help you drive home your marketing message, visit our Video Testimonials Resource Center linked below, which features eight example videos and case studies.




Your Customer Is More Believable Than You Are

Greetings Fellow Video Marketers!

We have a lot of metrics these days – way too many metrics. We can get caught up in the magic of Marketing Automation to the point we forget that people aren’t automated. We have such a need to get the word out, sometimes we forget that the delivery system can be just as important as your message.

So how does a company deliver its marketing message without sounding like we want them to drink our kool-aid? When it comes to delivering an honest, sincere, believable message, no one can help you like your successful customer. You’ve changed the way they work. They love it! Let them be the voice that spreads the good word.

Autodesk asked us to work with PCL construction to tell the story of their BIM 360 product in use.

If your customer doing something life changing, or of general human interest with your product – you have struck gold! As an example, check out this video for the foundation of the Microsoft Cloud – Windows Azure.

If you are interested in seeing how to market to beings and not bots – send me an email! I would love to discuss what Viewstream can do for you.