In Today’s rapidly evolving technology landscape, businesses are seeking visionary leaders who possess a unique blend of skills and experience to navigate the challenges of the digital era. Enter Chris Leger, CEO at Bython, a seasoned sales and marketing professional with an exceptional track record in the technology industry.

Leger’s expertise encompasses a wide range of critical business competencies. Throughout his illustrious career, he has honed his abilities as an effective communicator, effortlessly bridging the gaps between different organizational levels. His superior negotiation skills have enabled him to forge lucrative partnerships and secure favorable deals, driving tangible growth and profitability.

Throughout his career, Leger has continuously refined his expertise in sales and marketing strategy and process. As Chris assumed his role as CEO in 2022, Bython has soared to unprecedented heights. With his unparalleled skill set, extensive industry knowledge, and unwavering dedication, Leger is set to steer the company towards a future defined by innovation, growth, and unrivaled success.

From Customer Service Coordinator to Marketing Programs Specialist

After graduating, Chris joined IDG (now Foundry) and worked at Computerworld on their events team. He started as a customer service coordinator and later became a marketing programs specialist. Over time, he managed attendance, golf events, and marketing, eventually specializing in custom events and sales. As a business development specialist, Chris successfully worked on Storage Networking World, as it was becoming the largest global event on the topic. He worked on other notable events in mobile & wireless, Business Intelligence, and the Premier 100 IT Leaders Conference.

Chris’ involvement in the tech industry sparked his interest in learning about the industry and technology itself. Notably, he secured a significant event sponsorship deal with Research in Motion (RIM), recognized by Pat McGovern, founder of IDG and a prolific presence in the industry.

Transitioning to Computerworld’s digital team, Chris experienced the early stages of content syndication, contrasting the simplicity of collecting leads through white paper placement with the complex demand generation industry today. Throughout his 20-year career, Chris has enjoyed observing the progression of marketing tactics.

Chris embarked on a career transition from the publishing side to the agency side, commencing in 2012 with DWA (now a division of Merkle/Dentsu) in Singapore. This marked the initiation of a decade-long journey in the agency career, culminating in the establishment and oversight of the B2B team situated in Austin, TX. The team swiftly ascended to a position of prominence within the agency, handling prestigious client accounts of significant magnitude.

About the Bython

Bython’s purpose is built on by the idea and need to customize demand generation solutions that provide meaningful connections, drive measurable results, and generate positive ROI for our community of B2B enterprise customers and their agency partners.

Founded in 2012 and headquartered in Texas, Bython is one of the leading demand generation companies with a growing global presence. Furthermore, the development of the Byonic platform using innovative technology allows the company to deliver proactive B2B services. The Byonic platform provides complete, real-time transparency for every campaign. The result of leveraging a company like Bython that uses its very own 1st party data and technology enables marketing and sales professionals to trust the results, partner with confidence, and maximize their budgets.

“When you work with Bython you can count on customer centric results that convert, speed to market using data and technology, quality and transparency with real-time insights, along with custom tailored programs that drive engagement,” says Chris.

Building Genuine Connections

Chris believes in the importance of genuine conversations and building rapport when engaging with potential customers. Instead of overpreparing, he focuses on understanding the person he will be speaking to, their goals, and the next steps involved. Asking the right questions is key to driving the conversation and providing value. In a sales role, Chris believes it’s not just about asking for money but rather how he can genuinely help the customer or agency.

To move away from transactional interactions, Chris aims to identify new and different initiatives that customers are interested in trying. He recalls a recent interaction where a prospect became excited about a high-touch cross-sell/upsell program they had been hesitant to execute for years.

Active listening is a crucial aspect of Chris’ approach, and he encourages his team to do the same, even though it may not come naturally to everyone. He looks for opportunities to infuse his personality into the conversation, making it more natural and enjoyable. Humor is one way he connects with people and puts them at ease.

Going the Extra Mile

Chris employs various techniques to build strong relationships. He believes in adding value to conversations and taking the time to understand and connect with customers and team members on a personal level. His mantra is “every customer every day,” emphasizing the importance of consistent communication. Chris strives to ensure that no customer ever feels neglected or says, “I haven’t heard from you in a while.”

Communication plays a vital role in relationship building. Chris stays in touch with customers by sending articles, checking on their campaigns, or discussing budget cycles—anything that adds value and fosters daily communication. Social media is also a key tool for their business, and they actively involve customers in their social media efforts at both the individual and company levels.

As a first-time CEO with experience in team building, Chris has learned the significance of his communications within the team. His direct emails addressing problems or concerns are taken seriously, but he has found that reaching out to acknowledge achievements and express genuine gratitude has an even greater impact. Such outreach contributes to job satisfaction and a sense of belonging in a growing company.

Partnering with Prominent Technology Companies

In 2012, Chris joined the DWA agency team in Singapore, becoming one of the early members. As an account manager, he handled accounts for prominent technology companies across the Asia-Pacific region, including Cisco, Juniper, and Citrix. He was thrilled to launch a groundbreaking direct response campaign with AIG that utilized TV, print, and digital ads with unique phone numbers for calls to action. The campaign targeted bilingual audiences and diverse demographics. AIG considered the campaign a remarkable success, solidifying the partnership between DWA and the client.  Chris’ time at the DWA Singapore office shaped his global mindset and laid the foundation for his successful decade-long career.

Gathering Insights Through Conversations

Chris regularly engages with a wide range of individuals, including competitors, partners, agencies, industry analysts, internal resources, and the strategic sales team. He gathers valuable information through conversations and asks insightful questions. He also keeps a keen eye on LinkedIn, reading more than he contributes, although his marketing team encourages him to engage more actively.

With the resurgence of events, Chris finds it exciting to listen to speakers and connect with teams in the industry. The COVID-19 pandemic had a significant impact on marketing budgets, shifting the focus towards demand generation to support sales. This change led to increased scrutiny and accountability in marketing expenditures. The demand generation industry is currently valued at approximately $4.1 billion, experiencing a 17% compound annual growth rate (CAGR). Previously, there was little accountability for the results delivered to customers. However, the industry’s recent focus on data privacy and transparency has created more pressure for return on investment (ROI), both for customers and their suppliers.

Bython’s unique positioning has fueled its rapid growth. They own their own data, resources, and technology, which sets them apart in an industry where these attributes are not common. The increased emphasis on data, transparency, quality, and ownership has highlighted Bython’s legitimacy compared to many other companies in the demand generation space.

Hiring the Right People

Chris understands the importance of hiring the right people who possess intelligence, competence, and trustworthiness. Each team member has specific goals and is empowered to excel in their respective roles. Chris has full confidence in their work, knowing that it meets collective standards and contributes to the business’s vision. Project management technology is utilized to track progress and provide visibility into each team’s activities, offering peace of mind and the ability to offer assistance or ask questions as needed.

When Chris established the Austin office, it began with just two people. Even as the team grew, he remained involved in every aspect of the business. However, the birth of his son brought about a significant learning moment. Taking a month off forced him to trust in his capable staff and believe that everything would continue to run smoothly—and it did, surpassing his expectations. This experience marked a turning point for Chris, highlighting the importance of building a strong leadership team and a robust middle-management team. This collective strength enables the management of multiple projects and initiatives collaboratively.

To organize his work effectively, Chris assigns specific focus areas to each day of the week. Mondays are dedicated to marketing, Fridays to finance, Thursdays to technology, and so on. He sets aside a half-day on Tuesdays to concentrate on completing tasks, as his calendar tends to be packed otherwise. Chris prioritizes ensuring that the right people are in the right positions, enabling everyone to operate at their highest potential and avoid working below their capabilities, which becomes critical during periods of rapid growth—a situation he thrives on.

Recognized as a Top Innovator

Chris recently achieved a remarkable milestone by being recognized in Forbes’ “Top 10 Innovators Shaping Industry in 2023,” a moment that filled him with immense pride. This acknowledgment, along with other accolades for the company’s substantial growth, further fuels his enthusiasm. Chris is delighted by the exceptional talent that has joined the Bython team within a short span of 12 months. He considers this future-proof, growth-oriented, intelligent, and enjoyable team as the foundation for their ambitious plans in his second year with the company.

Before joining Bython, Chris held the position of Senior Vice President and General Manager at Merkle B2B, where he initiated the Austin office, rapidly establishing it as a powerhouse in the technology industry. Merkle was ranked #2 on LinkedIn’s list of top companies for marketing and advertising, and Merkle DWA was recognized as the “Fastest Growing B2B Agency” in B2B Marketing’s 2020 US Benchmarking Report. His tenure at DWA provided invaluable global experience in Singapore, working with leading technology companies, renowned media and marketing solution providers, and brilliant industry professionals. This period allowed him to develop expertise in performance media, content syndication, demand generation, and global marketing. Chris’s dedication to building trust-based relationships with customers, partners, and internal staff has been instrumental in delivering innovative services and ensuring customer satisfaction. Importantly, he cherishes the fact that he has enjoyed the journey along the way.

KEY ELEMENTS FOR SUCCESS IN THE TECH INDUSTRY

Chris advises individuals starting in sales and marketing, particularly in the tech industry, to prioritize relationship-building and adding value. He emphasizes collaboration, understanding the industry, and being a helpful resource. Transparency and earning respect are important, while injecting humor can foster positive connections. Surrounding oneself with the right people dispels the loneliness of leadership. By following these principles, individuals can establish themselves as respected professionals.

Website: https://bython.com/