BJBen Jennings

Portfolio

Product marketing and growth, in practice.

Product launches, customer insights, and marketing programs for technical B2B products. Explore the decisions I made, what I owned, and the results, along with a website strategy work sample.

Positioning & product launch

Validator Gateway

Turning complex validator infrastructure into a clear value proposition for institutional staking providers.

Validators are the systems operators run to help secure a blockchain. Here, the buyer was the organization operating those systems, rather than each individual validator.

AudienceInstitutional staking providers and professional validator operators
My rolePositioning, go-to-market strategy, launch content, and sales enablement

The challenge

Validator Gateway needed to connect technical performance improvements to a business outcome buyers cared about: stronger staking returns with straightforward integration. The message had to work for both commercial decision-makers and the technical teams evaluating the product.

What I did

  • Developed positioning and launch messaging around validator performance, staking returns, and ease of integration.
  • Created product copy, technical education, and sales assets to help buyers understand the value and implementation requirements.
  • Worked with product, engineering, sales, and partners to support the launch and adoption.

The outcome

The product reached more than 19,000 participating validators within three months. My contribution focused on positioning, launch execution, and enablement, alongside the product team's work and existing validator relationships.

Featured result

19,000+Participating validators within three months

Public product materials

Validator Gateway product page ↗Technical education: validator rewards ↗Partner announcement: Stader Labs ↗

Go-to-market & partnerships

xToken Terminal

Supporting platform adoption through product positioning, partner development, and ecosystem incentives.

AudienceProtocol teams and liquidity providers
My roleProduct marketing, launch campaigns, partnerships, and grant development

The challenge

Terminal helped crypto protocols launch and manage liquidity programs. Growing the platform required both protocol partners and liquidity providers, with a clear proposition for each audience. In practical terms, protocol teams needed a way to attract deposits, and depositors needed a reason to participate.

What I did

  • Led positioning, launch campaigns, content, and partner marketing for xToken Terminal.
  • Built a pipeline supporting more than 20 protocol and ecosystem partnerships, personally sourcing and closing approximately half.
  • Secured nearly $1 million in grants from the Uniswap Foundation, Arbitrum, and Optimism to support adoption and liquidity-incentive programs.
  • Implemented CRM and funnel tracking to organize partner acquisition and make outreach more repeatable.

The outcome

The platform surpassed $10 million in total value locked—the value of assets deposited in the platform—supported by launch marketing, partnerships, and ecosystem incentives.

Results

$10M+Platform total value locked
20+Partnerships supported by the pipeline
Nearly $1MEcosystem grants secured

Public product materials

Terminal launch ↗Uniswap Foundation program ↗CitaDAO integration ↗

Customer advocacy & sales content

GMGN: turning technical performance into customer proof

Developing a published customer story and putting it to work across sales and marketing as part of a broader advocacy program.

CompanybloXroute
CustomerGMGN, an onchain trading platform
My roleCustomer outreach and interviews, results gathering, writing, editing, approvals, design coordination, publication, and distribution

The opportunity

GMGN's experience with the Solana Trader API offered a concrete way to show prospective customers what the product could do. The story needed to connect technical performance to the trading experience and give sales a credible customer example.

What I owned

I led the case study from customer outreach through publication: interviewing the customer, gathering results, developing the narrative, writing and editing the piece, coordinating design, and securing approvals. I built the story around the customer's challenge, the solution, and the reported results.

How we used it

We used the story in sales decks and prospect follow-ups, email campaigns, social content, product pages, and partner promotion. It was one of several stories published through a customer advocacy program we created, providing reusable customer evidence across sales and marketing.

Customer results featured in the story

The published case study reports transaction inclusion improving from approximately 92% to over 98%, transaction finality of 1–3 seconds, and an eightfold increase in trading volume following integration. These are GMGN's reported product outcomes; my role was to develop and distribute the customer story.

Marketing outcome

The program produced several published customer stories and reusable sales content. The GMGN story received positive feedback, although we did not quantify its individual contribution to pipeline or win rate.

Read the published GMGN case study ↗

Customer insight & product collaboration

Solana Trader API: balancing speed, cost, and reliability

The customer problem

The fastest transaction submission was not always the best fit for every trading bot. During network congestion, customers also needed reliable transaction inclusion with more control over cost.

My contribution

I combined customer interviews, sales feedback, internal data, and competitor research to bring that need to the product team. I advocated for additional transaction-submission options that balanced speed, cost, and reliability, while preserving the fastest mode for customers who needed it.

What changed

The product added multiple transaction-submission modes, giving customers more flexibility in how they traded. My contribution connected customer needs to the product decision and messaging around those options.

Conversion & sales enablement

Helping buyers choose and sales teams communicate value

Purchasing experience

A modular-pricing rollout introduced more purchasing flexibility. I led the customer-facing portal UX, selection flows, and messaging so customers could understand their options and complete checkout. The work helped improve checkout completion by 23%.

23% improvement in checkout completion

Sales enablement

Translated technical product value into sales decks, battlecards, objection-handling resources, ROI tools, and an internal wiki used by six salespeople. These gave the team reusable material for explaining value and answering buyer questions. The enablement program contributed to a 32% improvement in win rate.

32% improvement in win rate

Integrated marketing

Running the marketing program at bloXroute

An integrated program spanning web, content, email, SEO, social, and targeted industry events.

CompanybloXroute
My roleDemand generation, email, SEO, content, campaigns, event strategy, and lead capture

What I did

  • Managed email nurture for a 20,000-lead database and led SEO, content, and campaigns.
  • Led nine conference side events annually, with partner sponsorships partially offsetting costs. The Validator & Node Operator Summit brought together 17 partners and sponsors, including Coinbase, Rocket Pool, and Lido.
  • Generated qualified inbound leads from web, content, social, and events for sales follow-up.
  • Managed an approximately $60K annual marketing budget, one direct report, and an external design vendor.

The outcome

The combined marketing program generated more than $1 million in attributed annual sales pipeline, while events contributed more than $500,000 in attributed closed revenue annually. Website traffic grew approximately 250%, and social reach grew 133%.

Public Summit materials

ETHDenver Summit announcement ↗Summit session: The Race Against Time ↗

Website strategy · unpublished work

bloXroute.com + Network Pulse

A proposed website experience organized around audiences, product use cases, technical proof, and clear next steps.

What I owned

Developed the positioning, information architecture, page copy, and product narrative for a proposed bloXroute website redesign. I also developed Network Pulse, a concept for presenting network and product metrics in a public dashboard.

The thinking behind the work

The proposed site organized a broad product offering around audiences and use cases, with technical proof and clear next steps for developers and commercial buyers. The work sample shows how I translated that structure into navigation, messaging, and page content.

Status

The website redesign was presented internally before my departure and was not launched. Network Pulse is an illustrative prototype that uses mock data. These examples demonstrate strategy and proposed execution; they do not represent measured launch results.

Unpublished bloXroute website prototype previewView website prototypeProposed strategy and execution; not launchedNetwork Pulse illustrative prototype previewView Network Pulse prototypeIllustrative prototype using mock data
View website prototype ↗View Network Pulse prototype ↗

Want to talk through the work?

I'd be happy to discuss the decisions behind these programs, how I worked with the team, and how we measured results.

Email Ben