Introduction: Meet Opsfleet

Founded in Israel in 2014, Opsfleet is a DevOps agency built by former DevOps professionals to help tech startups build, scale, and optimise their cloud infrastructure. With 39 employees and a decade of experience helping engineering teams reduce infrastructure bottlenecks and deliver projects faster, Opsfleet had established itself as a trusted partner in its home market. However, the company faced a significant challenge common to many growing tech service providers: they had zero marketing function and no presence outside their existing geographic footprint.

Background: A Strategic Opportunity Meets a Capability Gap

By 2025, Opsfleet identified a compelling opportunity in the UK market. Fintech companies, particularly those scaling rapidly, were struggling to balance two competing pressures: staying compliant with increasingly stringent data and security regulations whilst pushing ahead with AI and Agentic AI innovation. Combining this specialised knowledge and talent in-house is rare, costly, and time-consuming for most organisations. Hiring an external vendor with experience at the confluence of compliance and cutting-edge technology offered a faster, more cost-effective solution.

Opsfleet had the technical credentials and track record to serve this niche brilliantly. What they didn’t have was any foothold in the UK market, any brand awareness amongst UK buyers, or any internal marketing capability to change that.

The Challenge: Breaking Into a New Market Without Marketing Infrastructure

Opsfleet’s barriers to UK market entry were significant:

• No network or relationships with UK-based CTOs, VPs of Engineering, or DevOps practitioners
• Zero brand recognition in the target market
• No local employees to engage with prospects face-to-face
• No marketing team or experience crafting campaigns for UK buyers
• A highly specialised audience: fintech scale-ups navigating the intersection of compliance, security, and AI innovation

The company needed to establish credibility quickly, build relationships with senior technical decision-makers, and generate qualified pipeline in a market where they were completely unknown.

The Solution: A Focused Event-Led Market Entry Strategy

In July 2025, Opsfleet partnered with a specialist scale-up marketing team in the UK to execute their market entry strategy. Following initial go-to-market planning and prospect research, I joined the effort in October to drive the lead generation and event communication campaign running through to mid-November.

The strategy centred on a dual-track event in London designed to attract two distinct but complementary audiences:

1. A morning CTO roundtable session with the Opsfleet CEO, targeting CTOs and VPs of Engineering from regulated fintech companies
2. A hands-on DevOps workshop on building Agentic AI technology on AWS Bedrock, aimed at DevOps practitioners from the same organisations

My remit covered pre-event, during-event, and post-event communication and lead generation across a 60-day intensive campaign period.

The approach combined:

• Organic social media activity to build awareness and credibility
• LinkedIn connection campaigns targeting specific decision-makers
• Paid LinkedIn advertising to reach a narrow, highly qualified audience
• Email marketing and automation to drive event registrations
• Research and AI tooling to identify and prioritise target companies
• Customised post-event nurture journeys segmented by engagement level

Every touchpoint was designed to address the specific pain points of fintech companies struggling to marry compliance requirements with AI innovation timelines.

Results: From Unknown to Closed Business in 90 Days

The 90-day campaign delivered:

• 54 qualified leads generated through the multi-channel approach
• 26 sign-ups for the CTO roundtable event
• 24 sign-ups for the DevOps workshop
• 37 additional qualified prospects who expressed interest but couldn’t attend the date
• 50+ new LinkedIn connections for the Opsfleet CEO, building a foundation for ongoing relationship development
• 2 Marketing Qualified Leads (MQL) and 4 Sales Qualified Leads (SQL) in the active pipeline
• 1 deal closed 

Beyond the numbers, the campaign achieved something more fundamental: it established Opsfleet as a credible player in the UK fintech DevOps space and created a repeatable model for market entry.

Conclusion: A Foundation for Sustainable Growth

With zero UK presence at the start of the engagement, Opsfleet now has qualified pipeline, a closed customer, and most importantly, a proven approach to reaching their target audience. The company has since hired its first UK-based employee and is actively working the MQL and SQL opportunities generated through the campaign.

Looking ahead to 2026, Opsfleet is building on this foundation with plans to participate in AI and AWS-focused summits and meetups across the UK, leveraging the relationships and market understanding developed through this initial effort.

For scale-ups with strong technical capabilities but no marketing function, Opsfleet’s experience demonstrates that focused, event-led campaigns can break through even in specialised markets—if the strategy, targeting, and execution are aligned around genuine buyer pain points.