An article by Andrew Baturin, CMO of Tumodo, an online business travel platform 

The GCC region provides a corporate environment that fosters innovation because of its rapidly expanding economies and governments' support for digital transformation efforts. In this case, trust and relationships are crucial to commercial dealings and, eventually, to the success of the company. At the same time, regional and international competitors are vying for market share, making local competition more fierce. To achieve success, businesses should have a clear plan that incorporates thought leadership, digital marketing, and direct interaction with their target market. A B2B product can be successfully promoted in the GCC region by following these five steps.

1- Building a strong brand platform

Creating a clear brand identity is essential before starting any marketing strategy. In other words, marketers should know what makes the product unique, who the primary rivals are, and what the region's prospective customers are seeking. A business should carry out a comprehensive study on local and international market trends, ascertain how the sector is anticipated to evolve over the next ten years, and ascertain how the brand can remain relevant in the face of shifting circumstances.

Analysing competitors is crucial to comprehending how other businesses use their strengths to position their brands. Consequently, such analysis aids a business in creating its own distinct market strategy. Companies should conduct surveys and interviews with prospective clients in addition to conducting in-depth market research to determine their main expectations and pain areas. Consolidating all of this data provides a basis for a brand communication plan that establishes what should be said, how, and through what channels.

2- Optimising digital advertising

If done correctly, digital advertising is one of the best ways to connect with business-to-business customers in the GCC. Tumodo, for example, operates in a market where B2B and B2C searches frequently cross. It implies that there is a chance of drawing in irrelevant traffic in the absence of a precise, well-crafted strategy. Developing a well-organised keyword strategy to ensure that advertising only shows up for pertinent enquiries is an efficient way to do this.

Two audiences should be the focus of paid advertising. The first consists of prospective client leads, or businesses that are actively seeking a product or service that fits their demands. Businesses that haven't realised the product's worth constitute the second group. In this instance, targeted advertising on sites like Google Display and LinkedIn aids in brand introduction and long-term engagement. By changing ad settings and producing audience-relevant content, we, for instance, were able to raise our conversion rate from enquiries to contracts by 110% in just one year.

3- Using content marketing to build authority 

Effective content marketing is an essential strategy in the GCC, where credibility and trust are crucial in commercial partnerships. Businesses should position themselves as authorities in their industry in addition to having an internet presence. This process entails regularly posting insightful articles, business news, and case studies on professional forums, company blogs, and social media. Effective content marketing increases visibility and adds value at each touchpoint. Instead of just making sales pitches, webinars should offer helpful information and real-world insights. To establish the brand as a reliable resource, email marketing should emphasise education over sales. For instance, we have developed its thought leadership by examining the unique difficulties encountered by various professional roles within its target audience and creating content that speaks to these issues.

4- Building an in-house marketing team

Given the drawbacks of outsourcing, building an effective marketing team internally can be a significant change agent. It happens occasionally that other organisations do not fully understand the company's mission, and the outcomes of their efforts do not always make the investment worthwhile. An internal marketing team, meanwhile, develops the strategy, messaging, and—most importantly—how it is carried out. Because marketing and sales teams can communicate more rapidly and effectively, campaigns may be modified more quickly, allowing greater agility. Planning is essential for such a shift, from establishing effective procedures to employing qualified experts. Nonetheless, an internal team is frequently the most beneficial strategy given the fiercely competitive environment in the GCC.

5- Enhancing offline engagement

Even though digital marketing is becoming more and more popular, face-to-face communication is still one of the most effective ways to create enduring commercial partnerships in the GCC. Live events like trade shows, business forums, and industry exhibits give companies a chance to meet new customers and demonstrate their knowledge to pertinent audiences.

Similarly, networking gatherings are quite beneficial. For instance, we recently invited both existing and prospective customers to a business brunch. In addition to encouraging loyalty and preserving goodwill among current customers, events such as these give prospective customers the chance to hear firsthand accounts of success from people who have already used the product. Peer-to-peer validation like this frequently has greater clout than any advertising campaign. The best approach is usually a well-balanced mix of offline and online activities.

How do these strategies drive real results? 

A comprehensive, multimodal approach that emphasises establishing trust, educating the market, and establishing credibility through digital and personal involvement is necessary for long-term success in the GCC. To build expert authority and interact with potential customers, businesses should develop a distinctive brand identity and identify their niche in the market. This could be accomplished through the use of digital marketing tools and the maintenance of an offline presence through client engagement events, industry conferences, and forums. By following these five critical steps, firms may position themselves as experts in the field and achieve sustained growth in one of the world’s most active B2B markets.