By @SimonCocking

We caught up with Anthony Byrne @Anthony_Byrne, CEO at Product2Market – Lead Generation, to discover more about how this Irish company is successfully helping an impressive range of clients to grow their market share and sales across Europe.

Describe the company – the elevator pitch …

Product2Market @ProductToMarket is a technology industry-marketing agency.  We help our clients find and win new customers all across Europe.

Tell us a little bit more about Product2Market?

We are a leading European Lead Generation Agency that enables high-performance organisations to drive revenues more strategically. Established in 2010, Product2Market has grown to become the “go-to” company for Solution Sales-focused organisations looking to grow market share across European markets.

Headquartered in Dublin, Ireland, we are strongly positioned for access to multilingual sales talent and Tech-sector culture.As a company we have a strategic focus on performance, quality and client ROI.

Our approach to Lead Generation is driven by rich content, qualitative engagement and highly trained Sales people. We have the ability to dive deep into specific markets and target territories, to access the right level of decision makers to deliver maximum client returns. What separates Product2Market from all other agencies is our approach to high-quality Lead Generation. Our approach is a combination of Data, Systems and People in a process we call – TARGET | ENGAGE | ENABLE


All of our client campaigns are built on a solid foundation of great prospect data. In most cases, Product2Market will build a target database to ensure the correct decision makers/qualification points are in focus at all times. We believe that maximum ROI can only be achieved by working with the right assets, so rich target data is an integral part of our service and the first way we deliver client value.

We have extensive data provider relationships across Europe and have the ability to source, append and enrich prospect lists to ensure our campaigns always have laser focus. Product2Market can perform “deep-dive” activity into specific industries, countries or role-types to build qualified, “opt-ins” for robust Inbound and Outbound Marketing.



At Product2Market, we believe that effective Marketing is about content, engagement and deep segmentation. In today’s world, B2B buyers make researched-based purchasing decisions. Our model ensures that the right decisions-makers are driven to high quality, relevant, meaningful content, which we analyse for coverage and engagement. Only then do we follow up with qualifying Sales calls to assess interest level, business needs, purchasing cycles and budget.

Product2Market’s approach to Lead Generation is driven by a process, which is designed to build awareness, appreciation and a desire to further explore suitability through prospect enlightenment.


We Enable Sales People to open relationships with prospects who have been qualified to agreed criteria, have been enriched through targeted/segmented content and have expressed an interest in progressing further into a Sales process. Our service can deliver a pipeline for Web Demos, Sales Calls/Meeting or Event Attendance.

Whatever your current Sales process, Product2Market can accelerate revenue performance and empower Sales teams to achieve greater revenue goals. At Product2Market, we deliver impact against traditional conversion ratios, AVO’s and coverage rates. We focus on delivering measurable and scaleable client ROI and manage consistently for Quality and Quantity.

How are you different?

What makes Product2Market is our approach; we use a combination of technology, driven by strong marketing content delivered by an excellent team of marketers. In 2012 we decided to build our own content marketing platform so we can distribute content, analyses trends and make decision in real-time. The use of our platform and Product2Market’s own workflow enables us to have a very different approach.


Why will the company do well?

We have been growing consistently, year-on-year by nearly 80%. We decided to niche very specifically and focus on Tech (SaaS industry specifically). We have a strong client list and are passionate about what we do.

Where are you based, how is the broadband? How long will you stay there?

We based in Sandyford, Dublin and have just scaled our operation here. Broadband is key factor for us and was part of our decision to build the company in Sandyford.

When was the company launched?


What have been your biggest wins to date?

We have some amazing clients… Twitter, Nitro, EMC, Vodafone has been some major wins for us.

What type of market segment are you trying to attract to your product?

Our service is really aimed at fast-growing SaaS Technology companies looking for European market share.

To learn more download our free B2B Marketing E-book here


Tell us about your team?

For me, without any doubt the most exciting thing about starting Product2Market, has been the building of the amazing team we have. We have 8 nationalities and all our managers are young, super-bright and very talented. I can honestly say working with our great team is the most exciting part of my job. We also have a very talented Managing Director (Len Brennan). He is strategically leading the team for further growth.

What are you long term plans for your product / company?

At the moment we are a 7 figure turnover company trying to get to 8 figures over the next 3-4 years. We are very focused on continuing to build our North American client base that is our short, medium and long-term plan.

Do you use social media to communicate your message?

We have a great new website, launched in 2015, our blog has frequent new posts with useful content, and we are also active on twitter @ProductToMarket, @Anthony_Byrne with a good number of followers and engagement.

What are your favourite tech gadgets?

I am not a huge gadget head… But my favourite tech gadget is my MacBook Air. I take it everywhere and it’s a real workhorse.

How can people find out more information?


If you would like to have your company featured in the Irish Tech News Business Showcase, get in contact with me on [email protected] or @SimonCocking

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