Technology, blockchain, and initial coin offerings (ICOs) have changed the established ways of financing companies and doing business. The changes that affect organizational communications, specifically marketing communications, remain unclear, especially in the context of business-to-business (B2B) organizations. The current trend is for B2B companies to view social media as an optimal way to enhance lasting and valuable relationships with other companies. There is little research on social media marketing strategies by B2B organizations. To fill this gap, this study uses a sample of 57 B2B ICOs completed by December 2019 and qualitative comparative analysis to examine how the combined effect of four conditions related to B2B ICOs (percentage of tokens distributed, amount of funding raised, minimum investment required, and ICO price) and two conditions related to the promoter’s country (institutional efficiency and tax haven status) lead to a low Alexa Rank. While the percentage of tokens distributed and the amount of funds raised play a key role in achieving a low Alexa Rank, the minimum investment required seems to play a secondary role. Moreover, the importance of the characteristics of the B2B ICO promoter’s country depends on both the presence and the value of the conditions related to financial characteristics.

技术，区块链和初始代币发行（ICO）改变了为公司融资和开展业务的既定方式。影响组织沟通（尤其是市场营销沟通）的变化仍然不清楚，尤其是在企业对企业（B2B）组织的情况下。B2B公司目前的趋势是将社交媒体视为增强与其他公司的持久和有价值关系的最佳方式。B2B组织对社交媒体营销策略的研究很少。为了填补这一空白，本研究使用了一个样本样本，该样本在2019年12月之前完成了57个B2B ICO，并进行了定性比较分析，以研究四种条件与B2B ICO的综合效果如何（代币百分比，筹集的资金量，所需的最低投资，和ICO价格）以及与发起人所在国家/地区有关的两个条件（机构效率和避税天堂地位）导致Alexa排名较低。虽然分配代币的百分比和筹集的资金数量在实现较低的Alexa等级方面起着关键作用，但所需的最低投资似乎起着次要作用。此外，B2B ICO发起国的特征的重要性取决于与金融特征相关的条件的存在和价值。