Taking ByTek to the US: Market Entry Strategy and Execution

ByTek, a performance marketing startup under the Datrix Group, a diversified operating holding listed on EURONEXT Growth Milan, sells SaaS MarTech products and advisory services to CMOs, Heads of Marketing, Heads of Digital, and other strategic marketers. ByTek uses data from search engines to identify emerging trends (TrendSonar), spot untapped purchase intent (IntentSonar), detect traffic anomalies (AnomalySonar), and analyze backlink authority (LinkSonar). While Italy is its home market, ByTek was looking to expand internationally, specifically into the US market.

The leadership of ByTek and Datrix approached me to help develop a strategy for entering the US market. The company had initial success in the e-commerce and news industries in Italy and hypothesized that it could replicate this success in the US. They needed a prioritized list of target accounts and leads, curated sales messages tailored for the American audience, and an email sequence strategy to start collecting data on their target audience and channel effectiveness.

To address these needs, I provided the following deliverables:

Customer Profiling and Lead Generation:

Defined the ideal customer profile for accounts (companies) and leads (people).

Built a list of over 125 accounts and more than 350 leads using LinkedIn Sales Navigator and Apollo Professional.

Sales Messaging:

Crafted 19 creative and engaging sales messages for different channels and sub-audiences.

Set up 12 email sequences in Apollo Professional to automatically follow up with all leads.

Research and Analysis:

Researched value drivers for ByTek’s customers to create more impactful sales copy.

Identified new use cases for ByTek’s products and analyzed the competitive landscape.

Market Feedback and Optimization:

Shared feedback from the market with the ByTek team through data-driven PowerPoint reports.

Provided recommendations on ByTek’s website, sales deck, and product demos to better align with the US market.

Through these strategic efforts, ByTek was well-prepared for its entry into the US market. The tailored sales messages and email sequences helped to engage potential clients and gather valuable insights into the target audience. The comprehensive list of prioritized accounts and leads provided a solid foundation for their sales efforts. ByTek's leadership team gained actionable market feedback and strategic recommendations to refine their approach, positioning them for success in the competitive US market.