About KNNX (formerly DLT Labs)
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.
The problem
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.
What we did
01Build 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
02Run 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
03Use 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
04Turn 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
05Open 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
