Contentpepper was founded in 2013 in Germany. Initially, it was dedicated to the digital transformation of publishing houses; however, their focus changed in 2016 when they developed the Contentpepper software as a multi-channel publishing platform. This software evolved into a digital experience platform, and currently, Contentpepper is implementing a Software as a Service (SaaS) realization of this application. Until now, Contentpepper has been operating exclusively in German-speaking countries, but now they are looking to expand their market. This master thesis presents the first steps for Contentpepper’s entry into the English-speaking market by elaborating a market entry concept for the United Kingdom (UK), planned for 2021. This thesis is divided into two parts: theoretical fundamentals and their practical application. The first part offers a theoretical basis for the internationalization of a business-to-business (B2B) service company, the main characteristics of the SaaS industry, and the different elements that build a market entry concept. This last part includes the theoretical context for the internal and external analysis, selection of the market entry mode, and international marketing strategy. The practical part represents an empirical application based on the outcome of the theoretical part, a primary market research and a detailed market entry concept, with a focus on the promotion strategy. The market research is of qualitative nature; fifteen interviews were conducted to understand the British SaaS industry and to gain insights from experts and professionals of this industry about how to enter this market. The information obtained from this research, in combination with an analysis of the industry, the firm and its capabilities, build the basis for the development of the market entry concept. The practical application includes a detailed selection process for the market entry mode, recommended actions for entering the market, a promotion strategy and a full action plan from December 2020 to December 2021. Additionally, this thesis presents a budget for the described market entry, and recommendations to control the process and to measure the success of the market entry.