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 weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out ofcontent ideas again. Learn more at sweet fish Mediacom. You're listening to theBTB growth show, a podcast dedicated to help you BETB executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've cometo the right place. I'm James Carberry and I'm Jonathan Green. Let's getinto the show. Welcome back to the BB growth show. We are heretoday with Anthony Byrne. He has the CEO at product to market. Anthony, how you doing today, James? I'm doing well, very excited tobe with you. Look the show. I'm excited to chat with you aswell. Anthony. This is my first interview post Christmas and so we're backin the saddle and I'm stoked to chat with you. We're going to betalking about inbound marketing today, Anthony, and from a little bit different perspective, but before we do that I'd love for you to explain to our listenersjust a little bit about product to market and what you and your team areup to over there. Yeah, awesome, sounds good. So, as youmentioned, I'm the CEEO and CO founder of product to market. Weare an Irish company, we're based in Dublin and we provide a range ofwhat we call sales development and inside sales as a service solutions. Right nowwe're laser focused on BTB and and tech and we have a seventy five percentteam. We're actually growing at the moment, James. I think in by theend of January we hope to be sort of bet eighty five to ninetypeople. Wow, would about ten or eleven different European Nationalities Base in heroffice? That's incredible. So, Anthony, as we're talking offline, where youknow, you obviously you guys are serving a lot of and a BBtech companies and we were talking about an...

...inbound marketing and as we were talkingabout it, we you know you. You were mentioning to me that youryour career leading up to product to market and and kind of seeing inbound marketingcome to fruition and now seeing, you know, what it's become today.Can you kind of rewind a bit and talk to us about kind of lookingback at inbound marketing and how it is evolved over the years and then we'lltalk about kind of what we can take from that and how that can impactwhat we're doing today. Yeah, that, yeah, it's great. I mean, I guess I've got an interesting bantage point. I mean, Iwill say a lot of my customers and clients and stakeholders who we work withour lennials and you know, they have the super smart they're super data drivenwith and they're all wonderful to work with. But a lot of them you neverknew the world before, I guess, online and digital marketing. You knowmy own career, I suppose I started in selling as a career insort of ninety nine, you know, the year two thousand. I workedactually in a couple of Irish newspapers and so each week guy was dealing withadvertisers who are trying to get their content and their branded content into the newspaper. And back in the day we used to deal with, you know,deal in terms of CCPT, which is cospar thousand of subscribers and readers forall all you young kids. But what was interesting at the time that Iused to think about quite a lot was is that we would we would beget building programs and selling advertising two folks who were really only addressing a very, very small part of their target market, right. So there the readership wouldbe high, but we knew that they were trying to get their messageto niches within that total readership. I guess as we got into sort oftwo thousand and two, two thousand and three, in two thousand and fourout here in Europe, we saw the sort of the emerging of brands andbtbes kind of going online to try and...

...find and win new customers and therewas kind of an explosion. So everything in print sort of died resssed very, very, very deeply and I thought, you know, this is time forme to get into something new, and I actually I took a leapfrom working in advertising actually to work in marketing within a software organization here inactually in County Cork in Ireland, and their actual route to customer was actuallytrue content. So I had to familiar on myself, you know, getget deep into PPC, get into content. We were quite good at sort ofblogging and trying to push out our own content, your case studies,and I think we were kind of at the front edge of a, youknow, of writing that wave a fairly adoption. Yeah, well, whatwas interesting then, as we sort of got into sort of two thousand andseven, two thousand and eight, was this just this massive explosion in whatwas called in bound marketing. And I think you know the Messiahs, BrianHalligan and our mess and on folks like that, who were sort of industryleading and sort of build out their own industry for themselves, really convinced themarket that inbound marketing was the panacea, it was the way to go,and we saw everybody adopting content, you know, trying to be a littlebit more selective and a little bit more strategy about getting their market out thereand and and using sort of the way that B tob bars of have changedreally how they like to find suppliers and adopting an inband marketing strategy. Gottaand so what have you seen from the buyers perspective? Has that buyer behaviorchanged as inbound marketing has continue to evolve? Well, here's the thing. So, like any betb buyer has a incredible encyclopedia, as much information aboutany supplier or any product as they need to find right, true through theirbrowser, Yep, and true search engine. Right. So I guess gone ofthe days where BTB buyers need to tolerate sales people or need to hearthe pitch as much as they used to write, because they figure out ifthis is something that's good for me, I'm going to educate myself and I'mgoing to pull myself out almost through that...

...that process of awareness. I guessthe challenge is, and I guess this is something we I think we dovery well in our organization. Product to market is that, certainly within certainmarkets and BETB, you know, buyers may not perceive that they have aneed for a new solution. So you're dealing and you know what we dealthe tech markets, certainly on the enterprise level. You know, most organizationshave some adequate solution and we've got customers who are trying to disrupt what's alreadyin place. And the challenge is, how do we get you know,how do you get mine share? How do we build awareness? How dowe get interest with with decision makers who think they're okay right. So youknow, that's where we sort of you know, as we were talking offline, how you know, my feeling about in bound marketing. I mean it'sabsolutely appropriate to use content to drive interest. But where we see that does settlenow? Where everything used to be inbound marketing, now in bound marketingis, you know, I suppose it's finding it's rightful place in the pieceof the Pie. Well, we see more and more tech organizations actually buildingup their sales development team and their outreach and now to get up markets thatyou know, may may be harder to disrupt into or where the buyers maynot be in search mode. So look, if you've got a box and he'sin discovery mode, he's in research mode. You know you want himto find your content and pull himself into your funnel and inbound marketing is absolutelythe best route. But if you're looking in a market that's, you know, pretty established and you know and there's you know, there's already an investmentand made, you know, those buyers tend not to be in research mode. So that's where it's a little bit harder to catch their interest. GotIt, and so talk to us about that. This blended approach then,kind of mixing the inbound approach with the cells development model, of with thewith the clients that you're working with and 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 bound marketing.And, if he's a still inbound marketing to what it is at its coreand my personal opinion, it's really about getting the appropriate content to the eyesand ears of the decisionmakers you're trying to reach. So gone are the daysof, you know, buying a list and cold calling, as it usedto be done, and pitching, you know, a hundred times a dayto get one into into interested kind of prospect. I think the thing todo is to try and, you know, identify betb bars and make sure thatyou can try and get them to opt into good content. And Ithink it's a little bit of a longer tail process, you know, usingcontent in an outbound format. And but what you want to do is whenthe decisionmaker needs to find a solution, that you've already had some touch point, that you're on the radar in some way, and I think designing contentfor that different persona. So it might be the same decision maker, butyou know how the conversation starts as a little bit different. When we talkabout sort of a an inbound persona versus an outbound persona. Well, usuallythe outbound persona doesn't need as much information. He hasn't fully or he she hasn'tfully decided that they're interested yet. So you're really trying to whet theappetites. Gotta have you found that there's any particular type of messaging, Anthony, that resonates with a BAB buyer? As you're you know you're you're usingthis blended approach. You're going outbound as well as as well as doing inbound. But with the outbound messaging, I just get an enormous amount of emailsin my inbox every day that are not relevant at all to me. Itseems like there's zero personalization. It just it reeks of this is an emailthat is being sent to thousands of people. So, from your perspective, sinceyou guys are living and breathing this all day every day, what wouldyou say? Are some some things that are listeners could implement that would haveseparate them from that noise that I'm sure you are seeing as well in youra box? Totally, totally and I...

...still get it. And you know, there's some interesting trends now where, you know, I might even todayI was just cleaning up my inbox and there seems to be a new trendnow where and unsolicited email might get sent out and then a couple days lateryou'll get another unsolicit email saying hey, I don't know if you had achance to respond to this yet, and then you get this other email thatsays, oh, you know, before I kind of take you off mylist, I was going to give you one more opportunity to see if youwanted to have a conversation. And I'm thinking, Wow, I didn't evenopt into anything appy. I think it's almost like the cable guy is atthe door here. You know that sound were you know? Yeah, so, so it's a wonderful question and I get asked at all the time.So how do we not spam people? But yet we still want to makea good introduction and our rule here in product to market is it's got tobe sort of a countbased marketing. So we need a credible reason to reachout to somebody, to introduce yourselves, to introduce a product or service andhey, you know what, it's not just because we want to do it, we need to find what the win is, what the upside, youknow, what's relevant, you know, from an industry point of view ora company point of view. So we're very big into designing campaigns that kindof use a Bachelmant, metadology or certainly a reason to make it seem likeit's a person to person contact. And we do not like to make itlook in fact we won't run it. We even if a customer demanded that, we wouldn't runt it, you know, just a sort of generic oh well, you're a Betb by or your you work in it, so wewant to hit you up with this. A lot of it. And sois the research done at the persona level or is or is research done atthe individual level to ensure that the person on the receiving end of it doesn'tfeel like they're just getting the same email as everybody else? Totally? So, I mean we would look to do it on the personal level. 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 areunderstanding, you know, the organization that they're reaching out to spend a bitof time to see if there's anything in the press and media about that organizationso we can we can basically leverage any that's topical and relevant to our youknow, the people that were targeting.

So they don't say hey, well, this is just a generic email and you know I'm on a list witha thousand of the people today. You know what I mean? Yeah,and you would alluded earlier about kind of the follow up and getting those emails, you know, those nine part email sequences where you never opted in thefirst place and you keep getting followed up with. You know, I understandthe power and follow up and a lot of you, even when I'm reachingout to get folks to be a guest on our show after, you know, we follow up, you know, twice after the initial email, justbecause people are busy and you know, you understand that things get missed andpeople manage their inbox definitely and if they don't see you one day, there'sa good chance and never going to go back and see it. So wheredo you stand on kind of when it comes to outbound what is your kindof rule for follow up? A great question. Sometimes that's, you know, client to client specific or even indeed, campaign to campaign specific you know,we would like to see some sort of signal, you know, ofinterest before we like we would we would have a reach out, we mighthave one follow up piece, but if we don't see anything in the analyticsor any sort of engagement, I don't necessarily believe in sending it the youknow, the other seven emails, which alls feed themselves. So I thinkyou're looking for signals. So some indicators would be, you know, openrates, forward grades. We have a we have a tool here that weuse here in product to market that gives us some analytics about how our campaignsare running. We're looking for hand raisers. We really want to make sure thatwe're mindful of people's time and that we want to you know, evenfrom us from a sales development rep point of view. You know, partof the thing about being a successful sales aboutment rep is that your guarded withyour time right. So you got to move on and you should move on. I absolutely totally take the point that follow up is important, you know, but I don't know if follow up to you drop, as the oldsaying goes, to people who aren't, you know, responsive, is isis the best out yeah, I totally agree, Anthony. This has been, in you know, incredibly insightful. It's been super helpful for me.I want to close by asking a question...

...that I've been asking for the lastfew weeks that I've really loved hearing the responses for, and it's a questionabout legacy. What would you say, Anthony, is the legacy that youwant to leave? That's it's just such an interesting question. James. Iknow I'm forty years old, so I think this is the first time I'veever been asked what I would like my legacy to be. I guess onecool thing about our organization product to market and indeed, anyone who's looking fortalent, you know, sales development seems to be kind of the first stepfor many on in the sales career, and I honestly say that over thelast six or seven years we've hired some amazing people and I think, youknow, what we'd like to be known for is, you know, gettingpeople started within their sales careers. So a cool thing about an organization likeours is you can really see how people you know, where their trajectory goesbeyond leaving our organization, and I can say that we've got some wonderful peoplewho are now out in industry. They work in Google, Linkedin, youknow, they work in Zend as, they work in Nitrol, really wonderfulorganizations, and I think them serving their time and our organization and learning theskills and doing the hard work and the hard yards, as we say here, has really helped them leveraged into some great roles within some great organizations,and I'm we're actually a tone proud of that here. I love it,Anthony. If there's somebody listening to this they want to stay connected with youor they want to learn more about product to market, what's the best wayfor them to go about doing that? I would love to connect with allyour all your listeners, for sure. So I am I'm Anthony Eburn andif it's okay, I might spell that for you because people sometimes it's speltlike Mr Burne from the instants, but am or Mr Friends from the Sinstance, put it's so it's at Antiho, N Y E B Y or anyand that's my handle on Instagram, on on twitter, on facebook. Ihave my own my own blog, which is Anthony Burncom, Anthony Eburncom aswell. So I'd love to connect with everybody. I love it. Anthony, thank you so much for your time...

...today. This has been fantastics.I really appreciate it. My pleasure. James, hopefully speak you again soon. If you're a BETB marketer, we want to feature you on sites likethe Huffington post social media examiner in chief marketer. Every week we send thata question related to be to be marketing. We use the responses to those questionsto feel the content we write for really popular websites. So head overto sweet fish mediacoma questions and sign up today. Thank you so much forlistening. Until next done.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1636)