$12M in pipeline. Built from a standing start in 28 months.

DLT Labs built enterprise software on distributed ledger technology, with its strongest traction in supply chain. Its customers included a leading Canadian retailer. Alongside the core platform it ran Unify, an internal venture unit, and worked in asset tracking and number as a service, a blockchain-as-a-service line.

The company later became KNNX. It moved away from distributed ledger technology as a label and became a standalone solutions company in supply chain and transportation technology, serving shippers, ports, rail and logistics operators.

No funnel at all

There was no go-to-market motion, no website built to sell, and no system for turning interest into pipeline. Deals depended on relationships the leadership team already had.

The technology label got in the way

Enterprise supply chain buyers buy outcomes such as visibility, traceability and fewer disputes. Leading with distributed ledger technology made the conversation about the technology instead of the operational problem.

Several product lines, one small team

The core supply chain platform, Unify, asset tracking and number as a service all needed attention. Without a clear order of priority, none of them would get enough of it to reach the market.

Build the funnel and the go-to-market approach

We started with positioning, ideal customer profiles and a website that explained the business outcome before the technology.

• Positioning around supply chain problems, not the ledger
• A new website built to convert enterprise visitors
• Target segments and buying roles per product line

Run heavy account-based marketing

Account-based marketing carried most of the load. Accounts were tiered so the largest opportunities got one-to-one treatment and the long tail got scaled programmes.

• One-to-one plays for strategic accounts
• One-to-few campaigns by vertical
• Scaled nurture for the wider target list

Use webinars to educate and qualify

Webinars gave buyers a low-risk way to understand the platform and gave the sales team a reason to follow up with engaged accounts.

• Topics built around operational problems
• Follow-up sequences for attendees and registrants

Turn one customer story into a new market

The case study from a leading Canadian retailer became a credibility asset for the Middle East. It helped win one of the largest port operators in Dubai, then rail and transportation companies in the region.

• Reference-led outreach to Dubai port and rail operators
• Sales conversations anchored in a live retail deployment

Open the blockchain-as-a-service line and support the move to KNNX

We also marketed asset tracking and number as a service, and secured early representation for that line. DLT Labs won a grant from Algorand during this period, and the groundwork carried into the rebrand as KNNX.

• Separate messaging for the blockchain-as-a-service segment
• Continuity of pipeline through the rebrand

Funnel build

No funnel existed. We built the positioning, website, target account lists and the operating rhythm for marketing and sales from scratch.

Top of funnel

Webinars, website content and thought leadership on supply chain and transportation problems.

Middle of funnel

Tiered account-based marketing and follow-up sequences for engaged accounts.

Bottom of funnel

Case-study-led meetings, reference conversations and proposals for enterprise accounts.

In 28 months the company went from no funnel to a pipeline the sales team could plan around.

• A $12M revenue pipeline generated over 28 months.
• A case study from a leading Canadian retailer helped win one of the largest port operators in Dubai.
• Rail and transportation companies in Dubai followed from the same reference-led motion.
• Early market representation for the asset tracking and number as a service line.
• A grant from Algorand won during the engagement.
• A go-to-market foundation that carried through the transition from DLT Labs to KNNX.

Your first reference customer is a market-entry asset

One well-documented deployment did more to open Dubai than any campaign could. Package your best customer story for the next geography before you spend on reaching it.

Build the funnel before you scale a channel

Without positioning, a working website and a follow-up process, more traffic or more outreach only leaks. Stand up the whole path from first touch to proposal, then add volume.

Sell the operational problem, not the technology label

Supply chain buyers approve budgets for visibility, traceability and cost. Put the technology on the second slide and the business outcome on the first.