The Ultimate Guide For Indian Tech Companies To Expand Their Global Business

The Ultimate Guide
for Indian Tech

Companies to Expand
Their Global Business
Table of Contents
Introduction
The Flywheel Model as a Playbook for Global Expansion
Chapter 1
Understanding your business & market
• Conduct Market Research
○ SWOT Analysis
○ Porter’s Five Forces Analysis
○ Consider Legal Compliance & Ethics
○ Industry-Specific Considerations
○ Prioritize Your Target Markets
Chapter 2
Develop Your Lead Generation Tactics
• Flywheel: Attract
○ The 3 Pillars of Buyer Persona Research
○ Sample Buyer Persona
• Create a Lead Gen Strategy for Your Target Audience
○ Inbound Marketing
○ Content Marketing
• Measuring Your Campaign
The Ultimate Guide for Indian Tech Companies to Expand Their Global Business 2
Table of Contents
Chapter 3
Design your Lead Nurturing Program
• Flywheel: Engage
• 5 Steps to Setting Up a Lead Nurturing Campaign
Chapter 4
Automate Your Sales Processes
• Prospecting
○ Templates & Scheduling
○ Meetings
○ Pipeline Management & Transparency
○ Reporting
○ Proposals
Chapter 5
Establish top-tier support & delight customers
• Flywheel: Delight
• Develop Your Global Customer Success Team & Process
○ Build Your Customer Success Team
○ Establish Metrics & Processes
○ Organized Support Services
○ Measure Satisfaction
• Create a Self-Service Platform
Conclusion
Action Steps
Introduction
India’s technology scene
is exploding.
A country that was initially known as an outsourcing destination primarily
for US and European companies is now set to become the next Silicon
Valley of Asia — with local tech startups having raised $14.5 Bn from over
800 investors in 2019.
Many of these startups (especially those within B2B) have the US and
Europe as their core business markets. Building products in India first
provides a competitive advantage over the rest of the world. You can build,
iterate and test product-market fit at a much lower cost here, and get the
initial revenue you need before moving on to a global stage.
But international expansion can be more challenging than most Indian

companies think. Though the US and Europe both have high technology
adoption rates and a larger Total Addressable Market (TAM) than most
of the world, 90% of Indian startups still fail within the first five years and
struggle to maintain sustainable expansion beyond the local market.
So how do you increase your chances for success? This guide will help you
address the key challenges of global expansion for Indian tech companies,
and provide a playbook for effectively planning and executing your
expansion strategy.
Key challenges hindering global

expansion
1. Lack of Trust
One of the most common stigmas is that Indian brands are not trustworthy.
Data from 2018 indicates that only 23% of American companies said that
they trust Indian companies. This doesn’t mean you need to disguise
yourself as a brand from another country — it just means you’re going to
need to work extra hard to secure the buyer’s trust.
Indian companies also have a reputation for relying on aggressive

outbound activities such as cold-calling, generic sales emails and in-
person visits, which are not as effective with Western companies that are
accustomed to smarter, less-invasive and more personalized marketing.
Crucially, these cold-calling and email list buying strategies are rarely
scalable and, considering the average cost of a lead generated through
outbound is $332, also have a poor ROI.
This along with the
lack of B2B marketing
experience that their
agency counterparts in
the West might have
hinders sustainable lead
generation and lead
nurturing.
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2. Lack of Investment in Marketing and Branding
Indian companies that have found success with their brand domestically
may use the same approach when targeting the international market. It’s
here that these brands learn that what might have worked domestically
in terms of design, messaging and endorsements doesn’t work with an
international audience.
It’s crucial when attempting to grow into the international marketplace that
you don’t view it as an extension of your domestic marketing approach, and
instead focus on doing what appeals to those new markets.
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3. Poor Customer Experience
Finding international leads and converting them into customers are

important steps, but to be truly successful as an international company, you
also need to provide exceptional customer experiences.
Client ‘churn’ is a serious problem for many Indian businesses and if not
fixed, will cost you more money in acquiring new business as well as affect
your brand perception in the long run. Customer service from companies
in the US and Europe are now so good that any international clients you
find will have very high expectations. But many Indian businesses are
accustomed to hiring cheap labor instead of a few quality hires, which can
make or break the experiences your customers have with you.
The Flywheel Model
as a Playbook for
Global Expansion
Then = Funnel Now = Flywheel
Customers as an afterthough Customers at the center
Marketing
Sales
Customers
“Flywheel models have a simple beauty about them. The entire
company is focused on the same thing: building the momentum in one
main customer acquisition mechanism.”
- Tomasz Tunguz, Managing Director at Redpoint Ventures
Successful global expansion requires a customer-centric approach. Today,

customer referrals and word-of-mouth have become the largest influence
in the purchase process, yet many companies still structure their business
strategies around the marketing funnel — which views customers as an
afterthought, not a driving force.
With the flywheel, you use the momentum of your happy customers
at all stages of your marketing and sales process to drive referrals and
repeat sales. When all of your teams are aligned around the inbound
methodology of the flywheel, you can provide a more holistic, delightful
experience to anyone who interacts with your business.
This is our ideal scenario for any business and it’s worked well for many of
our customers. That’s why we’ll be using this methodology in this business
expansion guide.
1. Understanding
your business
& market
One of the key challenges of expanding globally is understanding and
prioritizing the key markets to go after. Getting traffic and leads from certain
markets doesn’t mean they’re prime targets for global expansion. Many
Indian startups end up taking more than they can handle and, eventually,
pull out of the markets they tried to enter.
Understanding your strengths and weaknesses as a business helps you

to narrow down target markets with the most potential for your company.
Here’s how you can do that.
Conduct Market Research

Market research allows you to create a roadmap to maximize your
opportunities in your key markets while minimizing negative factors that
may hinder your chances for successful market entry.
SWOT Analysis
A SWOT analysis is where you evaluate your business’ Strengths,

Weaknesses, Opportunities and Threats. You can use this to understand
your business as it is now, as well as the factors that may contribute to or
deter its success in entering a new market.
Your SWOT analysis can change depending on the market you’re choosing
to enter. As internal factors, Strengths and Weaknesses will usually stay
the same. But Opportunities and Threats will change depending on the
situation in the target market.
Here’s an example of a SaaS company from India. They are a well-

established brand locally with thousands of users. They’re a medium-
sized business with a tech team, marketing team and sales team.
Currently, they’re exploring the possibility of expanding into the
United States and/or the United Kingdom.
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United States
Positive Negative
Lack of branding
Internal
Reputable brand & thought leadership

High growth Weak internal hiring
and training programs
A large pool of knowledge workers
& skilled tech employees Inefficient lead management
Price performance Customer retention needs improvement
Easily scalable Slow/unreliable internet speeds
service/product offering
Lacking awareness of overseas regulations
Strict US visa requirements and regulations

External
The large demand for product/services Variations in data security

in the east and west coast laws across states
Market’s openness to innovation The complexity of the US tax system
High internet penetration rate allows Hyper-competitive, saturated market
easy distribution of SaaS
Indian employee salaries
Strict intellectual protection laws increasing rapidly
Tech-friendly government policies in India The negative perception of Indian
companies associated with stereotypes
United Kingdom
Positive Negative
Lack of branding & thought leadership

Internal
Reputable brand Weak internal hiring

High growth and training programs
The large pool of knowledge workers Inefficient lead management

& skilled tech employees Customer retention needs improvement
Price performance Slow/unreliable internet speeds
Easily scalable service/product offering Lacking awareness
of overseas regulations
The educated market understands Economic uncertainty as companies

External
the value of cloud services relocate because of Brexit
The year-on-year increase Strict data privacy regulations

in cloud services adoption
Vendor lock-in
Market’s openness to innovation
The prominence of legacy systems
Established technology infrastructure
Indian employee salaries increasing rapidly
Gateway to EU
The negative perception of Indian
Tech-friendly government policies in India companies associated with stereotypes
Porter’s Five Forces Analysis
Another business analysis model we recommend is Porter’s Five Forces

Analysis, which identifies and describes the five economic forces that
shape an industry’s competitive intensity, the potential for profitability, and
attractiveness. It allows you to take a deeper dive into the Threats you’ve
identified within your SWOT analysis — ultimately helping you decide
whether the risks of expanding into a specific market justify the potential
rewards.
Again, taking the example of the Indian SaaS company, here’s what it could
look like for the UK market:
Porter’s Five Forces
Threat Threat
Supplier Buyer Competitive
of New of Sub-
Power Power Rivalry
Entrants stitution
How difficult it is for new How likely can your How much a supplier How much buyers can How intense competitive
players to enter the products/services be can affect your opera- influence your product/- rivalry is in the market
market substituted by others tions service
Other services are
GDPR compliance Other services have Internally lacking Competitors are offering free trials
more exposure and competent English expensive
Unable to apply for reviews customer support Other services are
local grants or loans team A growing market being aggressive on
Other services offer with few competitors AdWords
free trials
Competitors have
native-English
speaking sales
and marketing teams
Consider Legal Compliance & Ethics
Recently, more and more countries are concerned with protecting users’
privacy and regulating content within sensitive industries. While some laws
may not be enforced as strictly as others, as an Indian company looking to
expand globally, it is best to stay compliant to avoid potentially facing fines
and lawsuits from clients in the future.
Privacy Laws
General Data The General Data Protection Regulation (GDPR)

Protection is the new EU regulation that replaced the 1995
Regulation EU Data Protection Directive (DPD). The GDPR
(GDPR) enhances the protection of the personal data
of EU citizens and increases the obligations on
organizations who collect or process personal
data.
HubSpot’s CRM includes settings to help you

stay GDPR-compliant, enabling features such as
a cookie consent banners and messaging, GDPR-
ready forms and GDPR delete functionality.
Privacy Laws
California The California Consumer Privacy Act (CCPA) is

Consumers a new regulation that establishes and enhances
Protection Act consumer privacy rights for California residents
2018 (CCPA) and imposes rules on businesses that handle
their personal information.
Privacy Act Australia’s Privacy Act of 1988 has been updated

of 1988 with the Privacy Regulation 2013 and Privacy
Amendment (Notifiable Data Breaches) Act 2017.
The addenda and amendment align the policy
closer to the EU’s GDPR.
Industry-Specific Considerations
While the above laws are applicable to most industries, some countries
or regions have additional restrictions in place for sensitive industries. For
example, GDPR considers data related to healthcare to be ‘sensitive’ and
can only be processed under certain conditions.
This is only one example of heightened restrictions, but there are a

number of other industries that need to be compliant locally too. For more
information on the different data protection laws around the world, please
visit DLA Piper.
Prioritize Your Target Markets
After conducting a detailed analysis of your target markets, the next step is
to identify the right markets to go after. Below is a sample matrix you can
use to prioritize:
Product/
Market Fit
TAM (do we have a
(How big is the set of successful
Developed/ market Ease of doing customers Competitive
Region Emerging opportunity) business in the region) Rivalry Decision
US Developed High High High High Yes
UK Developed High Medium High High Yes
Brazil Emerging Medium Low Medium Low No
2. Develop Your
Lead Generation
Tactics
“Our favourite feature, I would say, is collecting emails on our blog
and content marketing pieces. A couple of months using HubSpot and
our email lists have grown quite a bit, so a lot of outbound and sales is
happening with us.”
- Arun Augustine, CEO at CornerCart
Once you have a better idea of your own company and where you can
potentially expand to, it’s time to consider how to constantly generate a
stream of good leads within your target market. When you attract the right
audience, you’ll inevitably get leads that are more likely to convert and easier
to retain — saving your team both time and effort in nurturing each lead.
But what does it take to attract the right audience? It’s all about providing
value before asking for anything back. A lot of this comes down to
understanding your audience, reaching them where they are and sending
them the messages that resonate with their needs.
Flywheel: Attract
Attracting is about using your
expertise to create content and
conversations that start meaningful
relationships with the right
people.
Understand what
your customers
want with Buyer
Personas
Communication shouldn’t be based primarily on gut feeling when
you’re trying to reach an audience with a different culture and style of
communication from your own. It’s best to do it with proper research.
Buyer personas are a semi-fictional representation of your ideal customer

based on market research and real data about your existing customers. It
provides structure and insight into your marketing — allowing you to align
efforts across your organization, determine where best to focus your time
and guide overall product or service development.
“In today’s business ecosystem, you’re
required to control the narrative of
how people perceive you or the
kinds of touchpoints you create with
your prospects, your customers, your
evangelists, and your stakeholders.
It makes your customers feel that
they are smart because of the kind of
communication you are putting out there.”
- Soumil Kar, Head of Growth Marketing at Hyphen

The 3 Pillars of Buyer Persona Research
To create your buyer persona profiles, you’ll need to collect data from real
people and generate what your ideal customer could look like. These are
the 3 main tools used in the process:
Surveys
These should contain questions related to demographics,
your product or service, business, competitors, industry, and
your brand.
Focus Groups
With focus groups, you can ask open-ended and get deep into
the details of why your target audience feels the way they do.
Persona Documents
Bring together all the information you’ve collected and create
a character for your target audience.
Each persona is usually broken into the 5 rings of insight.

We’ve made a buyer persona generator to help you create
these documents quickly.
Sample Buyer Persona
Buyer persona documents can come in all shapes and sizes, depending on
what your company or team needs to know. But this is generally what the
document should look like:
Relationship with HubSpot, Cultural nuances

prior to contact
Labor in India is cheap; therefore,
• Getting some results from inbound, expects high level of human attention at
want to scale, see HubSpot as leader every step
• Aligned with inbound, but intimidated
by our price HubSpot is “expensive” when
Name benchmarked against salary of marketer
Delhi Dinesh
Expects someone to give a walkthrough
Pain points that triggered consideration of software even if just kicking tires. Signs
up for “Demo” with less intent.
Age
• Growth has stalled / is about to stall in
Early 30s the near future Wants marketing team & CEO in the
• Fed up with frankensystem; did IMAs.
research and realized HubSpot can
Industry
help
B2B software in
Bangalore What ‘marketing’ looks like
pre-HubSpot
Keys to sell?
Organization Size
Engages agencies to handle SEM /
<200 employees; • Frankensystems are unsustainable performance marketing, sometimes SEO
Globally focused • Focus on benefits of marketing
automation Point solutions: MailChimp, Unbounce,
• Pain of spending money on ads with Wordpress. Hacking things together with
unknown ROI spreadsheets. See: “jugaad”
Relies heavily on outbound calls

(“telesales”), buying lists and labor
Obstacles to closing intensive offline marketing. Wants to
diversify.
• Price; huge sticker shock
• Onboarding fee
• Assume you need a lot of internal team
resources to use HubSpot Regional ways to target?
TBC
Create a Lead Generation
Strategy for Your Target Audience
“Great marketers are matchmakers. We find ways to get offerings
people love in front of the people most likely to love them.”
- April Dunford (@aprildunford)
Once you identify the right persona for these global markets, the next
step is to create an inbound lead generation process to attract visitors and
eventually convert them. The first step in your lead generation strategy is to
have a well-designed, mobile responsive website. As we mentioned before,
one of the key challenges for Indian tech companies is that they don’t
invest in branding, etc.
After understanding your ideal personas (including their needs and

preferred methods of communication), you’ll need to find ways to create
a strategy to attract them. This is usually done through inbound and
outbound marketing activities, both of which rely on creating engaging
and valuable content to drive success (more on Inbound Marketing and
Outbound Marketing in the next pages).
Great content is all about building trust
and credibility with the right audiences,
because creating an effective content
strategy requires you to look back on your
buyer personas’ biggest challenges and
pinpoint areas where your expertise or
knowledge can help.
Inbound Marketing
Inbound marketing focuses on providing the right content to the right

people at the right time. As a business, this tactic can help you improve
brand awareness, boost sales, connect with your target audience members,
and engage prospects and customers.
Approximately 96% of business-to-business customers have said that

they want content from industry thought leaders to inform their buying
decisions. As such, Content Marketing and Search Engine Optimization
(SEO) play a huge role in inbound marketing.
“We have not done any paid advertising, yet I have seen a 700%
growth in the number of leads generated over the past 2 years. Our
website traffic has grown by almost 83%. Today, Roambee is in 8
countries and we are able to support the digital marketing needs
across all geographies with just one central marketing team of only 9
members.”
- Anu Mangal, Marketing Manager at Roambee
Content Marketing
Successful businesses around the world are using content marketing to

build their brand exposure, continuously attract visitors to their website,
and generate leads. A key advantage of content marketing is that it has a
compounding power of return and just like a smart investment, it increases
in value over time meaning better ROI on your marketing budget.
When optimized properly, content can continue to drive leads at no extra

charge, whereas other forms of marketing (e.g. pay-per-click advertising)
will only do so as long as you continue spending. That’s why we consider
content as an owned or earned media, rather than paid or rented.
Common Types of Content Marketing
Blogs Blog posts live on a website and should be

published regularly. They should be valuable
enough to your audience that they are inclined
to share them with their peers through various
channels.
Ebooks Ebooks are longer, in-depth pieces of content

that potential customers can download after
submitting a lead form with their contact
information.
Video Videos require a bigger investment of time and
resources than written content but are 40 times
more likely to get shared on social media than
other types of content.
Social Media Social media allows you to amplify your brand’s

reach and deliver content to social platforms
where your customers are spending their time.
To start developing your own content marketing strategy, you can use
HubSpot’s Content Marketing Workbook.
Search Engine Optimization (SEO)
SEO works hand in hand with content marketing by making your content
discoverable to audiences actively seeking answers on search engines like
Google, Bing, and Yahoo.
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As each market has its own preferences in keywords, you can take
advantage of location-specific algorithms that prioritize content from local
businesses in search rankings — allowing you to compete with even the
biggest international companies within your target markets when done
right.
SEO can generally be separated into two different yet complementary

categories.
On-page SEO
On-page SEO is the category entirely within your control and is focused on
optimizing your site structure, content and speed. It includes activities like:
• SEO-friendly content across your web pages and blogs

• Adding appropriate keywords to URLs
• Adding internal and external links
• Optimizing meta titles and descriptions
• Optimizing user experience and website load time
• Optimizing your layout for multiple devices
Because on-page SEO is so reliant on regularly building and maintaining
the content and usability of your website, you’ll need a Content
Management System (CMS) that lets both developers and marketers do
their jobs well. This means giving your developers the ability to create
flexible themes and content structures, while also providing your marketing
team the autonomy to easily modify pages, create personalized content
and update SEO features on their own.
HubSpot’s Optimize tool provides a checklist of SEO tasks to complete for each webpage and provides
suggestions for improving the SEO value of the page.
The HubSpot website page editor’s drag-and-drop modules allows marketing teams to edit page layouts,
without needing much website development experience.
Device previews are also available so you can check what your website looks like across the most common
device screen sizes.
HubSpot’s platform also provides the option to create ‘smart’ content, which allows you to show different
content, depending on the user’s device, country, language, list membership, etc.
Off-page SEO
Off-page SEO is concerned with the way external websites or web pages
link back to yours. These are known as ‘Backlinks’ and they can come from
a variety of sources including partner websites, media outlets, independent
blogs or social media websites.
To get the most out of off-page SEO, you should be building high-quality
links from trusted and authoritative sites, and encouraging audiences to
share your content on their social media accounts.
When asking others to link back to content, it’s best to create a tracking URL
so you can manage your campaigns more effectively, and see how users
from different sources and campaigns interact with your website.
HubSpot includes a Tracking URL Builder tool to create shortened links with tracking.
To start developing your own SEO

strategy, you can download our
Complete SEO Starter Pack.
Best Practices for Effective Lead Generation
To maximize the return on your global lead generation efforts, keep some
of these following tips in mind:
The 4 L’s of Lead Generation
Lead Capture Lead Magnets
Call-to-action buttons like ‘Sign up A hole exists between the traffic

here’ have become synonymous with generation phase and the lead
email spam, which is why marketers generation phase that often results in
need to find new ways to obtain this one-time visitors who never hear from
information. you again.
According to Strategic Marketing To seal up that hole, you can use lead
Consultant, Nicholas Kusmich, magnets: free tools that provide value
the 2 golden rules for obtaining for your visitors in exchange for their
visitors’ information are: information.
• We must give before we ask. Some examples of lead magnets

• Every step of the marketing include:
process must be valuable in and
• Training video series
of itself.
• Free trials
• Webinars
• White papers
Landing Page Conversion Techniques Lead Scoring
Landing pages are the pages that Lead scoring helps prioritize your
collect information in exchange for the leads according to their levels of
lead magnets. They exist separately engagement with your business.
from your company’s website and are Ultimately, this helps you figure out
typically used for a single marketing who is ready to buy and what they’re
campaign. interested in.
They serve the dual purpose of Examples of the different types of

capturing leads and warming up engagements and their point values
potential customers. As such, they include:
should:
• Download an ebook
• Have only one goal and call-to- – Add 5 points
action in mind • Watch a product overview video –
• Include only one form Add 7 points
• Focus on information relevant to • Visits to certain pages, such as
the page’s goal your Careers page
• Avoid overwhelming users – Deduct 10 points
with too much unnecessary • Fill out the opt-in form
information – Add 7 points
For more landing page tips and best • Unsubscribe from a list
practices, check out HubSpot’s existing – Deduct 7 points
blog posts.
Measuring Your Campaigns
As you can already see, improving your marketing efforts for expansion
will require a sizable investment in time and resources. And when you
need to guarantee buy-in from different stakeholders in your company,
it’s important to demonstrate ROI and continuously adapt to international
competitors.
Having complete transparency of your efforts is easier said than

done, however. Every day, we hear from companies that struggle with
consolidating all their data into one place. More often than not, teams have
to spend hours managing dozens of spreadsheets and databases rather
than having a simple, centralized system that provides visibility.
While something like HubSpot can certainly make reporting easier, it’s not
a necessity for streamlining the process. You can easily get started with
an Excel or PowerPoint template that puts your most important KPIs at the
forefront.
3. Design your
Lead Nurturing
Program
“HubSpot is leveraged both by the corporate and the regional
marketing team. It’s the unified platform in which we do our entire
campaign management. While the regional marketing team leverages
the CRM capabilities, they’re able to translate these warm leads into
active opportunities and hand it over to the sales team to run with.”
- Prakash Ramnath, AVP Marketing at Ramco Systems
You’ve now set up a lead generation strategy for your new market; the next
step is making those sales happen. Although getting leads is great, not all
leads are at the point where they can be considered sales-ready.
Depending on which research you read, only 5-25% of traffic on your site
is actually ready to do business with you; the rest are only doing research.
You’ll need to actively move these prospects (from your marketing and lead
generation efforts) to the point where they become paying customers.
Lead nurturing (a.k.a. marketing automation, drip marketing, etc.) is the
process of building relationships with your prospects with the goal of
earning their business when they’re ready. When done
properly, lead nurturing can produce 20% more
sales opportunities, and generate 50% more
sales-ready leads at a 33% lower cost.
Flywheel: Engage
Engaging is about building lasting
relationships with people by
providing insights and solutions
that align with their roadblocks
and goals.
5 Steps to Setting Up
a Lead Nurturing Campaign
Step 1: Determine Your Goal
Identify what exactly you want to achieve through your campaign.
Some common metrics include campaign conversion rates, email
click-through rates (CTR), lead-to-opportunity conversion rate, etc.
Step 2: Select a Persona
Decide who you’re trying to reach and what problem you’re helping
them solve. As mentioned, lead nurturing is the purposeful process
developing relationships with your leads and prospects.
Step 3: Re-purpose or Create Content

Content is a key piece of lead nurturing but many companies struggle
with catering to every stage of the buyer’s journey. When creating any
form of content, be sure to consider what customers value at different
stages of the buyer’s journey:
Awareness Consideration Decision

Stage Stage Stage
Prospect is Prospect has Prospect has

experiencing now clearly now decided on
and expressing defined and their solution
symptoms of a given a name to strategy,
problem or their problem or method or
opportunity. opportunity. approach.
Is doing educational research to Is committed to researching and Is compiling a long list of all
more clearly understand frame, and understanding all of the available available vendors and products in
give a name to their problem. approaches and/or methods to their given solution strategy. Is
solving the defined problem or researching to whittle the long list
opportunity down to a short list and ultimately
make a final purchase decision.
Awareness Consideration Decision
Stage Stage Stage
Free whitepaper
Free guides& tip-sheets Free webinars Free trials
Free ebooks Case studies Demos
Free checklists Free sample Free consultations
Free videos Product spec sheets Estimates or Quotes
Free kits Catalogs Coupons
(combo of above)
Step 4: Deliver the Right Content at the Right Time

Lead nurturing won’t work overnight and as illustrated above, certain
types of content are more effective at different stages of the funnel.
You may also find that some leads only have a small window of
opportunity for you to deliver certain kinds of information. A super
hot lead could quickly turn cold within a few hours, so you need to act
quick.
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To ensure that you deliver the right content to the right people at
the right time, you need to understand how leads have previously
interacted with your brand and, based on all your customer research,
develop a nurturing strategy around that.
One way to streamline the execution of this strategy is through

workflows, which help you automate parts of the sales and marketing
process (e.g. notifying sales reps and assigning contacts based on
qualifying factors, and sending emails to leads who have completed a
set of actions).
The image on the right shows

a workflow you can set up in
the HubSpot Sales Hub. In
this scenario, we are trying to
promote an open house event
to contacts who are likely to
register. Once a contact has
been labeled as a ‘Prospective
Student’ by a sales rep,
they are enrolled into this
workflow which sends them
a promotional email 14 days
before the event date.
Step 5: Measure & Improve
Lead nurturing is a long-term play that requires testing and
reiteration. Setting-and-forgetting your workflows and processes with
no oversight on their effectiveness is a one-way street to declining
sales performance. Successful teams always work on measurable
data.
To properly measure your campaigns, you need to keep in mind the

KPIs of your strategy and ensure that tracking is properly set up in
your campaigns. It would be best to have a platform that automates
and ties these metrics to your overall goals.
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4. Automate Your
Sales Processes
Many Indian businesses still rely on time-consuming methods of managing
their sales from juggling multiple Excel sheets containing prospect and
sales data to creating multiple email reports for different stakeholders. Most
sales teams also end up spending too much of their energy on tedious data
entry. If this sounds familiar to you, it might be time to consider automating
your sales processes.
With the extra time saved in logging and reporting, your sales team can
invest more on adding a human touch to each interaction. This will be
essential if you want to compete with the gold-standard customer service
that many of your international competitors will have. Moreover, when sales
activities such as calls, emails, and meetings are logged automatically, there
is no hiding place for underperforming sales reps.
Here are a few of the areas you can consider automating:
Prospecting
Targeting the right people, at the right time, with the right message is
essential if you want to stand out with your prospecting. International
businesses expect tailored outreach and are highly unlikely to respond to
generic message templates.
Templates & Scheduling
Your sales reps most likely spend the majority of their time on the same
emails, messages or calls over and over again. Systems like HubSpot
not only have robust templating systems for sales reps, but also facilitate
automation of common sequences of sales activity such as email or calls.
45
Additionally, you can use personalization tokens (e.g. names and titles)
to add a personal touch to your messages and keep your sales reps from
sounding like a bot. This is essential if you want to be taken seriously
by your leads and scale your efforts without spending too much time
customizing outreach messages.
Meetings
Sales reps can spend a lot of time on the back and forth of deciding a
meeting time. You can put a stop to all that by syncing your calendars to
a meeting scheduling tool like HubSpot Meetings or Calendly. You not
only save time for both parties, you also demonstrate that your business is
efficient before you’ve even pitched your services or product.
Pipeline Management & Transparency
Having a complete history of a prospect or a deal, including email, phone,

requirements, and all other interactions, in one place ensures that everyone
with the right permissions in the business understands where each deal
is and what the next steps are. Compare this to a situation where sales
reps waste time constantly creating manual reports or need to schedule
meetings with management just to explain what’s going on — it’s clear
which is more cost-effective.
Reporting
Live deal dashboards are essential for understanding how many deals
are on hand, who owns them, and how much is in each stage of your deal
pipeline. Having this level of transparency and visibility is great not only for
your sales team but also for management to be able to accurately forecast
in real-time as opposed to waiting for the sales manager to collate the
Excel reports at the end of the month.
Proposals
Integrate proposal tools like PandaDocs and ClientPoint to automatically

tailor proposals from flexible templates, and send prospects emails
reminding them to sign. You can even create workflows to ensure relevant
internal stakeholders have signed off on it before it reaches the prospect,
reducing friction. This means perfectly-customized proposals are generated
almost instantly for every buyer persona, market and industry you work
with.
Create proposals directly on the HubSpot CRM platform.
5. Establish top-tier
s upport & delight
customers
“We used to manage everything manually. It was a tiresome and
cumbersome process for us. The main advantage of HubSpot is that,
while we’re doing communications with the clients, we have all the
information handy with us – which provides us an extra edge over
other companies.”
- Nisarg Shah, Business Development at Nimblechapps
Building your business for a new market is costly, but building a customer
success program can help you maximize revenue while minimizing
additional costs. Generally speaking, it costs 5-25 times more to acquire
a new customer than to retain existing ones, and you risk losing your best
customers when they have a bad experience with customer support. By
simply increasing customer retention rates by even 5%, you could increase
profits by up to 25%.
Successful and
happy customers
don’t churn.
51
That’s why you want each and every one of your
customers to have a top-quality experience
with your services so that they not only
come back for more, they eventually
become champions for your brand.
Flywheel: Delight
Delighting is about providing
an outstanding experience that
adds real value, empowers people
to reach their goals, and become
promoters of your company.
Develop Your Global Customer

Success Team & Process
Customers using phone support will only wait for 11 minutes before
hanging up, and three-quarters of online customers expect to receive
help within five minutes. And when customers are unhappy, they’ll leave
negative reviews. In fact, 42% of New Voice Media’s respondents said that
they would share their negative customer experience online, either through
reviews or on social media.
Given that it takes 12 positive reviews to counter the effect of a single
negative review of your product/service, it is more important than ever to
provide quality service. So how do you ensure that you are able to provide
the best service possible, especially when trying to serve customers in a
different geographic location?
Build Your Customer Success Team
Dealing with customers in different time zones may require extended

working hours from your already existing team or additional platforms to
best serve your customer’s needs. When building your Customer Success
team, it’s important to keep these questions in mind:
• Through which platforms will you provide support?

• Are you going to provide 24/7 support?
• How will you provide support outside your office hours?
• Do you need a remote team to provide support?
• Will you outsource the support?
▫ Consider the costs and the need for quality control
• How will you train your support team?
▫ Will you provide specialized training for groups with different
skill sets?
Establish Metrics & Processes
Determine how you’ll measure customer success, both from your

customers’ standpoint as well as your company’s. For measuring the
financial impact on the company, two customer success metrics that you
can use are customer lifetime value and customer acquisition cost. And
when analyzing the impact on the customer, you can look at data like NPS,
churn rate, and social media buzz.
To hit these goals, you’ll need to empower your team with the ability to
manage customer communications at scale. Apart from establishing a sales
playbook to serve as a reference for best practices, your team will need a
tool to streamline communications and easily gauge the success of your
activities.
54
Organized Support Services
Different customers require different levels or types of support. A great

CRM will help you create automated systems to assign the right team
members based on the support required. If you plan on having a support
team managing multiple buyer personas and markets, you’ll need a
ticketing system that assigns support based on language and background
to keep your customers happy.
Automated ticketing system on HubSpot’s Service Hub
Measure Satisfaction
Enabling NPS for customers or even simple customer satisfaction pop-

ups after some form of engagement can give you both quantitative and
qualitative data to identify what you do well, and what you could do better.
This allows you to not only understand how you are performing, but also
to create automated follow-ups depending on the kind of response you
receive.
If a customer is satisfied with your brand (i.e. a promoter), they should be

encouraged to rate you online. And if they are dissatisfied (i.e. a demoter),
they should have immediate access to your customer success team to solve
the issue as soon as possible.
Feedback Surveys on HubSpot’s Service Hub
Create a Self-Service Platform
“Of all self-service channels, customers make the most frequent use of knowledge bases.”
- Forrester, via HelpScout
Having your support team handle every single customer ticket personally
can become an ordeal at scale. Not only will it take a lot of time and effort
to manage every request, but you may also end up having your customers
wait too long for assistance.
Looking for a system that does scale? An emerging method of scaling
customer support is through a self-serve customer service platform, better
known as a Knowledge Base, that catalogues all of your troubleshooting
and FAQs for easy access by not only your customers but also your
customer service team and sales reps.
58
An example of a Knowledge Base Content Management System.
Conclusion
Breaking into and succeeding
in new global markets isn’t
going to be easy but it’s
entirely possible if you’re
utilizing the flywheel as a
framework. In short, it’s all
about providing value to your
leads through quality content;
creating exceptional customer
experiences; and tying everything
back into a cohesive sales and marketing
strategy across your organization.
Action Steps
1. Identify and prioritize key markets and personas through research
[ATTRACT]
Conduct thorough market research and buyer persona analysis to uncover

exactly how to market to specific countries, languages and regions.
Review your strengths and weaknesses as a business and assess your core
competencies to ensure that you go into other markets with your strongest
possible service or product offering and are genuinely competitive.
2. Invest in branding and quality content to create trust

among global brands
[ATTRACT]
Appealing to foreign businesses and competing with global giants isn’t

going to be easy; be sure to invest in international branding and quality
marketing content to build trust. Set yourself apart from other businesses
by focusing on quality over quantity, what works for your local market and
inbound instead of outbound.
3. Implement an inbound sales and marketing methodology and
automate your processes
[ENGAGE]
Your strategy for attracting leads and converting them into customers
needs to be scalable as your business grows. Implementing marketing
and sales automation with a system like HubSpot is an important step in
providing quality and scalable services.
Focusing on SEO, quality content and your website over advertising, buying
email lists and sponsorships is the best way to get the most ROI out of your
budget.
4. Invest in customer success

[DELIGHT]
Putting your customers first, doing a great job, and providing world-class
customer service will mean lower churn, more customer upsells, and a
better ROI compared to focusing on acquiring new clients and undeserving
your existing client base.
5-star reviews and glowing testimonials will naturally follow and help you
create a virtuous cycle of success. Investing in tools such as live chat, a
knowledge base, ticketing and NPS (net promoter score surveying) is an
investment in the future of your business.
Want to get
started on your
Global expansion
strategy?
Book a FREE
assessment with
one of our inbound
experts today or call
us directly at
+91 11 7127 9211

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The Ultimate Guide

for Indian Tech

But international expansion can be more challenging than most Indian

Key challenges hindering global

Indian companies also have a reputation for relying on aggressive

Finding international leads and converting them into customers are

Successful global expansion requires a customer-centric approach. Today,

Understanding your strengths and weaknesses as a business helps you

Conduct Market Research

A SWOT analysis is where you evaluate your business’ Strengths,

Here’s an example of a SaaS company from India. They are a well-

Reputable brand & thought leadership

Strict US visa requirements and regulations

The large demand for product/services Variations in data security

Lack of branding & thought leadership

Reputable brand Weak internal hiring

The large pool of knowledge workers Inefficient lead management

The educated market understands Economic uncertainty as companies

the value of cloud services relocate because of Brexit

The year-on-year increase Strict data privacy regulations

Another business analysis model we recommend is Porter’s Five Forces

Porter’s Five Forces

General Data The General Data Protection Regulation (GDPR)

HubSpot’s CRM includes settings to help you

California The California Consumer Privacy Act (CCPA) is

Privacy Act Australia’s Privacy Act of 1988 has been updated

This is only one example of heightened restrictions, but there are a

Prioritize Your Target Markets

US Developed High High High High Yes

UK Developed High Medium High High Yes

Brazil Emerging Medium Low Medium Low No

Buyer personas are a semi-fictional representation of your ideal customer

- Soumil Kar, Head of Growth Marketing at Hyphen

Each persona is usually broken into the 5 rings of insight.

Relationship with HubSpot, Cultural nuances

Relies heavily on outbound calls

After understanding your ideal personas (including their needs and

Inbound marketing focuses on providing the right content to the right

Approximately 96% of business-to-business customers have said that

Successful businesses around the world are using content marketing to

When optimized properly, content can continue to drive leads at no extra

Common Types of Content Marketing

Blogs Blog posts live on a website and should be

Ebooks Ebooks are longer, in-depth pieces of content

Social Media Social media allows you to amplify your brand’s

Search Engine Optimization (SEO)

SEO can generally be separated into two different yet complementary

• SEO-friendly content across your web pages and blogs

suggestions for improving the SEO value of the page.

without needing much website development experience.

device screen sizes.

To start developing your own SEO

The 4 L’s of Lead Generation

Lead Capture Lead Magnets

Call-to-action buttons like ‘Sign up A hole exists between the traffic

• We must give before we ask. Some examples of lead magnets

They serve the dual purpose of Examples of the different types of

Having complete transparency of your efforts is easier said than

Step 3: Re-purpose or Create Content

Awareness Consideration Decision

Prospect is Prospect has Prospect has

Step 4: Deliver the Right Content at the Right Time

One way to streamline the execution of this strategy is through