We started with a persona-based approach to defining the target audience, combined with extensive competition research in the key geographies. Understanding the challenges and maturity of each market provided key insights required to formulate the strategy. Keyword research, competitor analysis and analytics data were used to establish the best opportunity and channel strategy in each market. The paid activity was started from the ground up, covering five countries as a start.  Cost-per-click was optimised for lead generation.  Conversion-focused landing pages, fully integrated to Hubspot with multiple options for potential leads to interact with the sales team – live chat, calendar scheduling and free sign-up all implemented to maximised conversion rate and lead qualification. Top of funnel content was created to drive brand awareness, including press releases, strategic partnerships, live workshops and thought leadership content to position Certif-ID as a leader in the space.