US & UK market entry

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.

Three problems compounded: no structured CRM integration (leads weren’t flowing into HubSpot in a usable way — little pipeline visibility or scoring), broken cross-property attribution (marketing site and app on separate subdomains — browser-only pixels couldn’t stitch behaviour, so optimisers had weak conversion signal), and messaging that didn’t match Western buyers — too formal and feature-led for the pain-led, outcome-driven tone that US and UK markets respond to.

Our approach

Infrastructure before campaigns. We fixed the data layer first: server-side event tracking with a custom passthrough so identity and conversions crossed subdomain boundaries with full fidelity — giving the ad platform measurable outcomes to optimise on, not noise. Events were piped into HubSpot so sales could see an attributable pipeline by market, source, and campaign.

We also supported location-aware setup so data collection stayed appropriate for GDPR and US state privacy expectations — a shift from operating solely in India.

With tracking and CRM aligned, we launched parallel US and UK campaigns with market-specific creative: direct, outcome-led angles where that resonated, and messaging tuned to compliance, trust, and operational realities where that mattered more. We ran a creative elimination framework — underperforming variants cycled out each round for new challengers, compounding learning instead of one-off A/B tests.

The outcome

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 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.