Authenticity is the most important notion when crafting marketing messages to promote a B2C or B2B Blockchain-based solution. Without authentic communication, you likely run the risk of alienating your audience. Today's customers and prospects respond negatively to sales pitches and outbound marketing efforts like email campaigns. Instead, they need to feel empowered, so they want to initiate 2-way conversations with your team. This is why 11:11 promotes 4 major inbound marketing initiatives.