Key takeaways
- Each service has its own buyer: treasury for custody, payments heads for settlement, product leads for infrastructure.
- Your licences and registrations decide which countries you may target, so filter by them first.
- The compliance officer joins every serious deal, so bring them in early.
- Copy that mentions returns, yields or price moves creates risk and loses careful buyers.
Who buys crypto services in a business
The buyer depends on the service. Custody is bought by treasury leads and CFOs at companies holding digital assets, and by operations heads at funds; payments and settlement by heads of payments at merchants, marketplaces and payment firms; infrastructure such as wallets, node access or compliance tooling by product and engineering leads at fintechs and banks' digital asset teams.
Whatever the service, a compliance officer or money laundering reporting officer will review the deal. A technical champion gets you a trial; the compliance review decides whether it becomes a contract.
How regulation shapes crypto B2B lead generation
Regulation decides where you may sell before it decides what you may say. In the EU, the Markets in Crypto-Assets Regulation (MiCA) governs cryptoasset issuers and service providers, and service providers need authorisation to serve clients there; in the UK, cryptoasset businesses must register with the FCA under the money laundering rules, and separate rules govern how cryptoassets are promoted to consumers.
Build your target list only from countries your permissions cover, and expect prospects to run checks on you while you run know-your-business checks on them. Whether a particular message to a business falls inside promotion rules is a question for your compliance adviser, not for the sales team.
What to never promise in web3 company prospecting
Never promise returns, yields, price rises, guaranteed liquidity or a regulatory status you do not hold. Business buyers have seen too much hype; the claims that earn a second meeting are precise ones about what the service does, how assets are controlled and which permissions you have.
Describe the risk honestly where it exists. A treasury lead who reads a plain account of custody arrangements is more likely to forward it to the CFO than one who reads a promise.
Where blockchain business development finds buyers
Blockchain business development finds buyers in a handful of places: payments and fintech conferences, banking and payments communities, partnerships with payment firms and banks, and public registers. Regulators publish lists of registered or authorised cryptoasset firms, which are useful target lists if you sell compliance or infrastructure services to them.
Company websites, announcements and job adverts show who is building a digital asset offer: a bank hiring for a tokenisation team or a marketplace advertising for stablecoin payments experience is telling you about a project with a budget.
How a crypto company finds business customers
Settle the permissions question before any outreach, then work from one service and one buyer.
- Pick one service and one buyer, such as custody for corporate treasury teams.
- Confirm which countries your licences or registrations let you serve, and filter targets to those.
- List companies by industry, region and size, and name the finance, payments or product lead plus the compliance officer.
- Prepare the due diligence pack prospects will ask for before your first meeting.
- Write outreach that explains the service and your regulatory status plainly, with no claims about returns or prices.
Where Pebbles Ai fits
- CapabilityProspecting & customer recordsDescribe the companies you serve, such as payment firms headquartered in countries your permissions cover; your assistant finds up to 50 matches, then treasury or product leads at up to ten of them.
- FoundationCompany IntelWrite your approved description of the service and your regulatory status into Company Intel once, and every assistant drafts from that wording. Your company information is never used to train an AI model.
- CapabilityResearch & analysisAsk an assistant to read a prospect's public site and announcements before you write, with numbered citations, so anything you say about them can be checked.
Common questions
Can crypto companies send cold emails to businesses?
Often yes, within data protection and electronic marketing rules, but promotion rules can also apply depending on the product and the audience. Check with your compliance adviser before a campaign reaches a new country.
Who should a crypto infrastructure company contact first?
Usually the product or engineering lead who would build on it, with the compliance officer brought in early. A technical champion helps the case through due diligence.
Why do business customers run due diligence on crypto providers?
They have their own anti-money laundering and risk duties, so they check your permissions, ownership, controls and security before they sign.
About this page. Written by the Pebbles Ai team for people who run sales, marketing and growth. Last updated .
