How would you penetrate a market segment or country? Let's imagine you have a company, not in America, somewhere in Finland. You sell to SMBs and enterprises, and your annual contract is somewhere in between 1 and 20k USD. Since your company is not that big, your co-founder, your head of product, is the subject matter expert. Now, since Finland is relatively small, you are using your network around the neighboring countries to spread the word about your solution.  Sales are going well, but it is mostly word of mouth, and they come to you because they've heard about you and your solution for somebody you know personally. You decide to take a new round of investment, and the investors ask you about scaling. Your job is now to go beyond Nordics, conquer other territories, and start with the DACH area. It's okay. Everyone in Europe thinks of DACH as the go-to market.  What do you do?  Huh, you hire more German-speaking sales reps so you can go and win over that market! Unfortunately, partnerships don't work well in Germany, a tactic that worked so well in Finland. Neither does cold calling; people tell you all the time they will sue you if you call them again. Your best shot is conferences, but the winter is coming, and it seems with it another lockdown. What would you do?  *considering there is not much search traffic for your keywords - Build 1-1 demand  - Invest in content - Hire more sales  - Wanna comment