Campaigns

US & UK market entry

Y Combinator–backed B2B SaaS company

How we built server-side attribution, HubSpot integration, and market-specific paid social for a India-based YC startup entering the US and UK — from broken tracking to qualified pipeline.

Client
Y Combinator–backed B2B SaaS company
Industry
B2B SaaS · India (YC-backed)
Year
2025
Services
Paid social (Meta), Server-side tracking & attribution, HubSpot CRM & pipeline, Creative testing framework, GTM / compliance-aware data capture

The challenge

A Y Combinator–funded B2B SaaS team based in India had strong product fundamentals and a clear view of US and UK as expansion markets — but no working paid acquisition loop. Spend was generating activity without the right audience, without qualification, and without reliable measurement.

US market context

Direct and outcome-led tone. Buyers move faster, trust case study metrics, and expect clear ROI framing in copy. Platform-agnostic evaluation — decision often from a short list.

UK market context

Compliance and trust carry more weight. GDPR-aware data handling visible in the product experience matters. Credibility signals (team, backing, integrations) evaluated before feature depth.

Infrastructure before campaigns

The data layer came first. There was no point running campaigns against broken conversion signal.

What we built, in sequence

  1. Server-side event tracking

    Week 1–2

    Custom passthrough so identity and conversions crossed subdomain boundaries with full fidelity — the marketing site and app finally operated as one system for attribution purposes.

  2. HubSpot pipeline integration

    Week 2–3

    Events piped into HubSpot so sales could see attributable pipeline by market, source, and campaign — not just a list of unqualified names.

  3. Privacy-compliant data capture

    Week 3

    Location-aware setup for GDPR and US state privacy expectations — a shift from operating solely in an Indian regulatory context.

  4. US & UK campaigns, parallel launch

    Week 4+

    Market-specific creative with direct, outcome-led angles in the US; compliance, trust, and operational credibility in the UK.

  5. Creative elimination framework

    Ongoing

    Underperforming variants cycled out each round for new challengers — compounding learning rather than one-off A/B tests that return to a fixed set.

Attribution before and after

Before ~30% Cross-subdomain attribution Browser pixels only
After 100% Full-funnel conversion visibility Server-side with identity stitching
Signal quality is what lets ad platforms optimise on outcomes, not activity. This was the unlock for spend efficiency.

Creative testing rhythm

Each round of the creative elimination framework produced a learning. The framework ran continuously rather than resetting — new challengers entered against proven incumbents.

  • Round 1 winner CTR
    1.4%
  • Round 2 winner CTR
    2.1%
  • Round 3 winner CTR
    2.8%
  • Round 4 winner CTR
    3.5%
Indicative CTR improvement across creative rounds as learning compounded. Actual figures client-confidential.

The outcome

The shift that unlocked scale wasn't only budget or channel choice — it was knowing what actually converted. Once that signal existed, audiences, creative, and spend could move in the same direction.

Full conversion visibility across properties for the first time, Meta and HubSpot working as one system, and qualified demos and signups in both target markets — with a repeatable testing rhythm the team can run without rebuilding the foundation.

The results

  • 2 Priority markets activated · US & UK
  • Full Conversion visibility across properties
  • Continuous Creative elimination & refinement loop

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