607: How to Blend Inbound with Outbound w/ Anthony Byrne

ABOUT THIS EPISODE

In this episode we talk to Anthony Byrne, CEO at Product2Market.

LinkedIn: https://www.linkedin.com/in/anthonyebyrne/

Are you struggling to come up withoriginal content, weaken and weak out start a pondcast interview, your idealclients? Let them talk about what they care about most and never run out ofcontent ideas again: Learn more at sweetfish media dotcom, Ho weren't, listening to the Betabegrowth show a podcast dedicated to help be to be executive, achief, explosiveGort, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm Jane's Carbeary and I'mJonathn. Let's get into the show, welcome back to the beatyby growth show.We are here today with Anthony at burn. He has the CE O at product to marketAnthony. How re you doing today, James I'm doing well very excited to be withYoullook the show I'm excited to chat with you as well Anthony. This is myfirst interview post Christmas and so we're back in the saddle and I'm stokedto chat with you we're going to be talking about in down marketing today,Anthony and and from a little bit different perspective. But before wewed do that, I'd love for you to explain to our listeners just a littlebit about product to market and what union team are up to over there. Yeahawesome sounds good. So, as you mentione on to see on Co, founder ofProduc Omarket, we are an Irish company, we're based in Dublin, and we provide arange of what we call sales development and inside sales as a service solutionsright now, where later focused on Bto, B and Antech, and we have a seventyfive perenteam e're, actually growing at the Moman Janes, I think, n by theend of January, the hope, O hes sort of befive to ninety people, W Wuld havebows ten or eleven different European nation out of these based in her office.That's incredible! So Anthony as we are talking offline. We W you. Obviouslyyou guys are serving a lot of...

N Abeta, be tech companies and we weretalking about nbound marketing and, as we were talking about it, we you knowyou. You were mentioning to me that your your career, leading up to productto market and and kind of seeing inbout marketing come to fruition and nowseeing you know what it's become today. Can you cut it rewind a bit and talk tous about and looking back at Inboun marketing and how it is evolved overthe years and tem will talk about what we can take from that and how that canimpact of what we're doing today, yeah t yeah, it's great, I mean I guess I'vegot an interesting bantage point I mean I will say a lot of my customers,inclients and steak holders who we work with are or Millanials, and you knowthey they've they're super smart they're super dayted, driven andthey're all wonderful to work with, but a lot of them. You know, never knew theworld before. I Guess Online and digital marketing. You know my owncareer, I I suppose I started in in selling as a career in sort of ninetynine. You know the year two, thousands I worked actually in a couple of Irishnewspapers, and so each week Uy was dealing with m advertisers who weretrying to get their content and their branded content in into the newspaperand back in the day we used to deal with. You know deal in in terms of CPG,which is cosprtasm of of subscribers and readers for all th, allyoung kids. But what was interesting at the time I used to think abot. Quite alot was that we would we would beget building programs and setlingadvertising to folks who ere really only addressing a very, very small partof their target market right, so th the readership would be high, but we knewthat they were trying to get their message to nices. Within that toldreadership, I guess, as we got into sort of two thousand and two twothousand n three and two thousand and four out here in Europe, we saw thesort of the emerging of brands and B to bees kind of going online to try andfind and win new customers, and there...

...was kind of an explosion. So everythingin prince sort of died recessed very, very, very deeply, and I thought youknow this is time for me to get into something new, and I actually, I took aleap from working ind advertising actually to work in marketing within asoftware organization. Here in in actually in County Cork, an Arland, anair actual route to customer was actually true content. So I had toFarmiliara myself, you know, get t deep into PPC get into content. We werequite good at sort of blogging and trying to cush out her own contentialcase studies, and I think we were kind of out the front edge of you know ofwriting that wave of verily adoption yeah Woll. What was interesting then,as we sort of got into sort of two thousand and seven two thousand aneight was his just this massive explosion in what was called in bownmarketing- and I think you know the massiis Brian Halligan and Darmashandon folks, like that who were sort of industry leading and sort of build outtheir own industry for themselves, really convinced the market thatinbound marketing was the panacea. It was the way to go and we thougeverybody adopting content. You know trying to be a little bit moreselective and a little bit more strategic, getting their market outthere and and and using sort of the way that be to be bars. Av have changedreally how they like to find suppliers and unadopting an imbmarketing strategycot I, and so what have you seen from the buyer's perspective, Ha that byerbehavior changed as in bound marketing as continued to evolve? Well, here'sthe thing so like Ani, BTO B Byer has a incredible encyclopedia as muchinformation about any supply or any product, as they need to find righttrue through their browser yp an chusuengine right, so I guess gone ofthe days where bee to be bars, need to tolerate sales people or need to hearthe pitch as much as they used to rite because they figure. If this issomething that's good for me, I'm going...

...to educate myself and I'm going to pullmyself almost to that that process of awareness, I guess Tha chalnge is- andI guess this is something we. I think we do very well in our organizationprobor to market, as that, certainly within certain markets and be to be youknow, fires may not perceive that they have a d need for a new solution. No soyou're dealing in you know weting the tech markets certain on the enterpriselavel. You know, most organizations have some adequate solution and we'vegot customers who are trying to disrupt what's already in place and thechallenges how we get you know had to get mindshare. How do we feeldtawareness? How do we get interest with with decision makers who think they're?Okay rise, so you know that's where we we sort of you know, as we were taltalking offline, how you know my feeling about inbad marketing, I meanit's, it's absolutely appropriate to use content to drive interest, butwhere we see that dust settle now where everything used to be in boundmarketing now in bound marketing is you know, I suppose it's finding itsrightful place in the peace of the pie, or we see more and more tachorganizations actually building up their sales development team on theiroutreach? Now, to get up markets that you knowmay may be harder to disrupt into or where the byers may not be in searchmode. So look if YOUV got a box and he's in discovery mode he's in researchmode. You know you want him to find your content and pull himself into yourfoll. An inbad marketing is absolutely the best rote, but if you're looking int e market, that's you know pretty established, you know and there's Yonow, there's already an investment and made you know, those bars tend not tobe in research mode. So that's where it's a little bit harder to catch theirinterest got it and so talk to us about that. This blended approach then kindof mixing the inbound approach with the sales development model, with the withthe clients that you're working with an what are you seeing that's working thebest yeah great great question, so I think modern outreach or salesdevelopment should be done with the...

...same core principles as in barnmarketing and if it's still inbound marketing to what it is at its core. Inmy personal opinion, it's really about getting the appropriate content to theeyes and ears of the decision makers. You're trying to reach so gone are thedays of you know, buying a list and cold calling as it used to be done andpitching. You know a hundred times a day to get one int instan interestedkind of prospect. I think the thing to do is to try and you know, identify beto be bars and make sure that you can try and get them to opt into goodcontents, and I think it's a little bit of a longer tail process. You knowusing content in an outbond Formar, and but what you want to do is when thedecision maker needs to find a solution that you've already had some totchpoint that you're on the rader in some way and I think, designing content forthat different person. N Thatso, might be the same decision maker, but youknow how the conversation starts is a little bit different when we talk aboutsort of a an inbond persona versus an outbamper SONA. Well, usually, the ofound persona doesn't need as much information he hasn't fully or he. Shehasn't fully decided that they're interested yet so you're really tryingto what the appetize Gota have you found that there's any particular typeof messaging Anthony that resonates with a and a B to b buyer as you're youK, W you're you're using this blended approach, you'r e you're going outboundas well as as well as doing in bound but wi with the outbound messaging. Ijust get an enormous amount of emails in Byin box every day that are are notrelevant at all. To me, it seems like there's zero perconalization it just itreeks of this is an email that is being sent to thousands of people. So fromyour perspective, since you guys are living and breathing this all day everyday, what what would you say or some some things that our listeners couldimplement, that would e separate them from that noise that I'm sure you areseeing as well in your box totally totally and I still get it and you knowthere's some interesting trends now,...

...where you know I might. Even today Iwas just cleaning up my my m box and there seems to be a new trend now whereand nonsolicited email might get sent out and then a couple of days lateryou'll get another on solicity email, saying hey. I don't know if you Hav achance to respond to this yet and then you get this other email that says. Oh,you know before I kind of take you off my list. I was going to give you onemore opportunity to see if you wanted to have a conversation and I'm thinkingwow, I didn't even optintothin. I thing it's almost like the cable guy is atthe door here. You now Nyyso so that it's Ut's a wonderful question and Iget asked at all the time. So how do we not spam people? But yet we still wantto make a good introduction and our rule here in product o market is it'sgot to be sort of a countbased marketing, so we need a credible reasonto reach out to somebody to introduce ourselves, introduce a productorservice and hey. You know what it's not just, because we want to do it. We needto find what the win is. What the oksides you know what's relevant. Youknow from an industry point of view or a company point of view, so we're verybig into designing campaigns that KINDOF use, abashoment, medidology orcertainly a reason to make. It seem like it's a person to person contactand we do not mlike to make it look. In fact, we won't run up we, even if acustomer demanded it, we wouldn't run it. You know just a sort of generic, ohwell ourobe to be byer or you work in its. So we want to hit you up with thisAloa, and so is the research done at the persona level or is whereasresearch done at the individual level to ensure that the person on thereceiving end of it doesn't feel like they're just getting the same email aseverybody else totally so I mean we would love to do it on the personallevel. Sometimes you you know for scale. You may have to look at the personalevel, but even at that we want to make sure that our guys are understanding.You know the organization that they're reaching out to spend a bit of time tosee if there's anything in the press in the media about that organization. Sowe can, we can basically laberagithats topical Andrelevant to our. You knowthe people that were targeting so they...

...don't say, hey well. This is just ageneric email and you know I'm on a list with a thousand othe people todayyou know what I mean yeah and you had alluded earlier about kind of thefollow up and getting those emails. You know those nine park, email sequences,where you never optedit in the first place and you keep getting follow upwith you know. I understand the power and follow up and a lot of you knoweven when I'm reaching out to get folks to be a guest on our show have to youknow we follow up. You know twice after the initial email, just because peopleare busy- and you know you understand- that things get missed, and peopleMadag there and box differently, and if they don't see you one day, there's agood chance. He'Rr, never going to go back and see it. So where do you standon kind of when it comes to outbound? What is your kind of rule for follow upat great question? Sometimes that's. You know, cline to cline, specific oreven indeed campaign to a campaign specific. You know we would like to seesome sort of signal you know of interest. Before we like we would. Wewould have a reach out. We might have once follow apiece, but if we don't seeanything in the analytics or any sort of engagement, I don't necessarilybelieve in sending Ot. You know the other seven emales gotlbeat themselves,Soth N you're looking for signals, so some indicators would be. You know openrates forward grades. We have a. We have a tool here that we use here inPOTOC Tomarca. That gives us Soe analytics about how our campaigns arerunning, we're looking for handraisers. We really want to make sure that we'remindful of people's time and that we want to you know even from from a salesdevelopment, rap point of view. You know part of the thing about being asuccessful sans about the rap. Is that you're guarden wbit your time right, soyou got 'em Lon and you should move on. I absolutely totally take the pointthat follow. Ut is important, you know, but I don't know if follow up to youdrop as the old saying goes. Do people who aren't you know responsive is is is,is the best rate Yeh. I totally agree anthony. This has been. You know.Incredibly, in sightful, it's been super helpful for me. I want to closeby asking a question that I've been...

...asking for the last few weeks that I'vereally loved hearing the responses for, and it's a question about legacy. Whatwhat would you say Anthony is the legacy that you want to leave. It's s such an interesting question. JeKnow I'm forty years old, so I I think this is the first time I've ever beenasked what I would like my legacy to be. I Guess One cuul thing about ourorganization Problo to market and indeed anyone who's. Looking for talent,you know, sales devoltin seems to be kind of the the first step for many onin the sales career N, and I honestly say that over the last six or sevenyears, we've hired some amazing people, and I think you know what we'd like tobe known for is you know getting people started to put in their sales careers,so a cool thing about an organization like ours s. You can really see howpeople you know where their rjectory goes beyond leaving our organization,and I can say that we've got some wonderful people who are now out inindustry. They work in Google Linkin. You know they work in Zandasthey workin Nitro, ready, wonderful organizations, and I think them servingtheir time and our organization and learning the skills and doing the hardwork and the hard yards, as we say here, has really heled them leveraged intosome great rules within some great organizations and and we're actually atone proud, ofthat here anthony. If there's somebody listening to this,they want to stay connected with you or they want to learn more about productond market. What's the best way for them to go. Abo doing that, I wouldlove to connect with all your all your listeners for sure. So I am I'm AnthonyEburn and if it's okay, I might spell that to be because Um people, sometimesit spelt like Mr Burn from the Simpsons but um Mr Frendsman ad Simptons, butit's so it's a an th O ny. He byrny and that's my handl on instogram on ontwitter on facebook. I have my own, my own blog, which is own to be burn: Dot,com, an Eburnd dotcom as well, so I'd looked to connect with everybody. Ilove it Anthony. Thank you so much for...

...your time today. This has beenfantastic, so really appreciateive. My pleasure chames hope he speaks againsoon. INPOS Social Media Examinour SFOR.Every week, Rese ot a question. Llretwe used the responses to those questionsto feel the content. We write for really popular websites so head over tosweetbish, medy com, slash questions and sign up today. Thank you so muchfor listening until next time.

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