In the fast-moving landscape of business, it takes a visionary leader to drive change, foster growth, and reshape industry norms. Meet Chris Leger, the dynamic CEO of Bython, whose trailblazing approach has revolutionized the marketing world. Since assuming the reins of Bython in May 2022, Leger’s strategic acumen and unwavering commitment to transparency have not only propelled the company to new heights but have also earned him recognition as one of Forbes’ “Top 10 Innovators Shaping Industry in 2023.”

With a career spanning over two decades, Chris Leger has established himself as a pioneering force in global marketing and sales. His journey to the helm of Bython was paved with significant milestones, including his role as the Senior Vice President and General Manager for Merkle B2B. Under his leadership, Merkle’s Austin office rapidly ascended to become a formidable powerhouse within the technology sector. Notably, Merkle’s second-place ranking on LinkedIn’s list of top companies for marketing and advertising owes a considerable debt to Leger’s transformative contributions.

Driving Innovation and Transparency

A trailblazer across continents, Chris Leger’s international footprint spans Singapore, Boston, and Austin, showcasing his ability to navigate diverse markets and cultures. Armed with a Bachelor of Science in Business Management from the esteemed Boston College Carroll School of Business, Leger’s strategic prowess is underpinned by a strong educational foundation.

However, it is Leger’s innovative spirit and dedication to transparency that truly set him apart. As the architect behind Bython’s groundbreaking Byonic campaign platform, Leger has ushered in an era of real-time visibility and insights. With an unwavering commitment to transparency, Bython’s platform provides marketers with a holistic view of audience segments and campaign performance, enabling them to track conversions, pacing, and other vital metrics in real time. What sets Bython apart is its unique position as both the source of first-party data and the “factory” that brings this data to life. This, in turn, empowers marketers to place their trust in the results, forge partnerships with unwavering confidence, and optimize their budgets for maximum impact.

A Texan at heart, Chris currently calls Austin home, where his visionary leadership continues to shape the marketing landscape. Join us as we delve into the remarkable journey of a man whose commitment to innovation, transparency, and transformative leadership is not only reshaping businesses but also redefining industry standards.

Empowering Demand Generation Success

Bython offers a range of personalized tools that empower both marketing and sales teams to influence the outcomes of demand generation campaigns. By working closely with customers and maintaining transparency, Bython ensures that campaigns are developed and executed according to individual preferences.

Bython’s strategists collaborate with clients to determine the best approach for omnichannel campaigns tailored to specific needs. Customers can choose from a selection of global marketing channel tactics, coupled with operational support and Byonic technology. By doing so, Bython constructs and executes comprehensive funnel campaigns designed to meet success criteria.

Operational Tactics & Benefits:

Bython is dedicated to driving effective demand generation programs and equips customers with all the operational capabilities necessary for successful campaigns:

• Smart Campaign Development and Execution: Creating demand using a vast database of over 61 million global contact records.
• Smart Data: Utilizing intelligent algorithms to enhance campaign efficiency.
• Creative Content Design: Crafting content that enhances brand identity and boosts engagement.
• 4 Global Delivery Centers: Ensuring punctual delivery with a multi-language staff.
• 14-Point Quality Assurance Process: Combining automated and manual methods for optimal quality.
• Transparent Execution with Real-Time Reporting: Facilitating quick decision-making through transparent reporting.
• Delivery Automation: Seamlessly integrating with data delivery platforms like Integrate, Convertr, and FTP, as well as CRM and MAP systems.

Byonic Platform & Benefits:

Bython has made significant technological investments to provide proactive B2B services for demand generation and digital operations. This investment yields higher-quality demand generation outcomes while enhancing the value within marketing and sales funnels.

Transparency, Quality, and Data Ownership

Bython’s clients frequently inquire about aspects like quality, openness, and responsibility. Their first and foremost question revolves around data ownership: whether they possess the data. The answer is yes; Bython holds both first-party and third-party data. They also prioritize maintaining the highest standards of data cleanliness and enhancement, drawing insights from intent data and various other publicly available sources. Their data quality process incorporates machine learning features to spot gaps, ensuring that records are consistently updated to present an up-to-date and accurate market overview.

However, the heart of this inquiry truly lies in a more fundamental question: Can Bython deliver the desired amount of demand while upholding the expected quality? Some customers still make decisions based solely on the size of the audience, disregarding the potential issues linked to such a broad and unfocused approach.

Customers seek clear insights into how Bython generates demand, desiring real-time tracking of their campaign’s progress. The transparency starts even before the first email is sent. Marketers want to contribute to the process and, just as importantly, trust in Bython’s capability to execute their message distinctively in a competitive market. As work commences, clients gain access to the Byonic platform, which enables them to keep tabs on demand generation metrics in real-time. They can also make adjustments based on how the campaign is unfolding or their specific needs.

It’s worth highlighting that these changes often stem from shifts in market conditions or fresh insights gathered during the sales and strategy phases, rather than from any mistakes. This exemplifies the advantage of transparency: the capacity to learn and adapt in the moment.

Complex Metrics in Demand Generation

The metric utilized by Bython’s campaigns is typically gauged against the conversion rate, often directed towards the subsequent stage within the sales funnel. Certain customers do consider attributions to the final closed business; however, this is, in essence, a complex proposition. The reality is that sealing the deal hinges on numerous factors beyond the initial quality of the provided contact. Bython usually finds itself among a plethora of providers in the demand generation pipelines of sizable corporations, which limits their visibility into the intricacies of these companies’ sales operations. Consequently, the process of correlating revenue with delivered AQLs (Accepted Quality Leads) is frequently a rough estimate at best.

Bython’s approach also involves collaborating with clients to oversee what can be likened to a sentiment analysis of their Sales teams. The key question revolves around whether these teams perceive Bython’s programs favourably and are therefore committed to shepherding them through the revenue lifecycle. Transparent communication becomes a pivotal differentiator here. When customers comprehend the company’s strategies and methodologies, they tend to place greater trust in the anticipated outcomes. Bython actively collaborates with its clients to align and fulfil these expectations.

Nevertheless, with regard to performance metrics, a significant portion of tracking still centers on monitoring the conversion rates for the subsequent stages in the sales process. 

Tailored Demand Generation

Bython holds the belief that every customer has distinct requirements when it comes to generating demand. Because of this belief, their strategists collaborate closely with each customer to create campaigns that are tailored to their specific needs. Bython’s marketing channels, operational methods, and their specialized technology called “Byonic” are all designed with the aim of delivering campaigns that are uniquely customized for each customer.

The Byonic technology was developed as a comprehensive solution to cater to various aspects of your marketing campaigns. This platform offers a complete set of tools and capabilities that cover everything from understanding potential customers (account intelligence) to gaining insights into demand generation, all presented through automated dashboards that use intelligent data processing. The Byonic Platform encompasses six distinct features that are designed for the benefit of their customers:

• Launch Meaningful Campaigns in Real-time
• Manage Campaigns
• Create High Quality Campaigns
• Analyze Outcomes with Dashboards and Reports
• Measure Campaign Results
• Integrate with your MAP CRM, and Data Delivery Platforms

Global Expansion and Sustained Growth

This year, Chris introduced agency partners to both our existing customers and potential clients. He is presently extending Bython’s presence into the Asian region, following the successful addition of the EMEA region last year. Chris plans to further this global expansion in the upcoming years. Moreover, he will be focused on adapting our portfolio to cater to regional requirements, all the while consistently enhancing and updating the Byonic platform.

In addition, Chris highlights that the company’s future strategy revolves around sustaining the current growth momentum.