Over the last decade, there has been rapid evolution in the approach
marketers take to acquire new customers. However, these changes have typically
not been applied to companies looking to build developer communities. This blind
spot is particularly felt in the blockchain market, where developer resources
and engagement are challenged by the nascent stage of the industry.
Traditional customer acquisition was based on the “spray and
pray” model. Marketers used outbound email, phone calls and content to
carpet-bomb potential customers, and success was measured by the tonnage of
Whether it is due to layers of middlemen or archaic
practices, consumers and businesses suffer from unnecessarily high transaction
costs in a wide range of legacy businesses, from insurance sales to home buying
to international wire transfers.
But what if there was a technology that could help reduce
this complexity, potentially removing layers of middlemen and vastly improving
the customer experience? One solution that is getting a lot of traction is the
use of smart contracts based on blockchain technology.
Technology change is often confounding, and with the arrival of
blockchain technology has come a whole new approach to building and managing
enterprise systems. However, like the waves of change that have come in the
past (for example, mobile technology and AI), the reality will likely not be
wholesale change, but adaptation of the new and the building of hybrid
What is the return on investment (ROI) from deploying blockchain
technology in enterprise business? How does blockchain technology fit into the
existing enterprise architecture? What are some of the successful use cases for
blockchain technology? These are just some of the questions executives now face.