In a recent lead generation campaign, we acquired contacts of one of the most influential people in the Saudi healthcare industry, who left his direct email and private phone number in the lead generation form. As opposed to how business was done 10-15 years ago. If a company wants to work with big Saudi clients in 2025, they must learn how to make their product appear on the smartphone screens of their target customers.
Many international B2Bs I know have already tried running lead generation campaigns in Saudi Arabia and other countries of the Arab Gulf, mostly with no success. After failing many of them believe that their target customers, especially C-suite leaders, do not spend enough time online. However, both general data and real examples show that many CEOs, Chairmen, C-suite leaders, and even royal family members of Saudi Arabia do spend enough time on social media. The problem is that getting their attention is not easy.
The main mistake most of the companies make is that they try to run their campaigns without taking two important preparation steps.
The first step before spending money on ads or organic content is to answer a critical question:
What exactly will you offer your prospects?
Will it be the same product or service they sell in their core markets? If that’s the plan, in 99% of cases, your original product or service will fail.
Just as in the consumer market—where car manufacturers adjust vehicles for hot climate and desert conditions, equipment makers create GCC-specific products, and food producers adapt to local tastes and obtain halal certificates—B2B products and services like IT outsourcing, tech products, and consulting services must consider local specifics and client demands.
For example, companies working with payment solutions integrate their products with local providers like STC Pay, or Mobily Pay, comply with personal data protection laws, and, in many cases, develop Arabic-language interfaces. Companies producing industrial equipment ensure their products can withstand high temperatures, operate under the hot sun, and resist sandstorms. I’m sure you can think of many more localization examples in your niche.
How can a company determine localization strategies before establishing a presence?
There’s no alternative but to talk to people. Don’t rush to visit: you can accomplish this online. Even if you don’t know anyone, try direct messaging professionals in the industry—not necessarily senior management, but mid-level managers who are more accessible and willing to help. Gather as much feedback as possible to localize and modify your value proposition, ensuring your product genuinely solves problems for potential Saudi clients. Otherwise, the money you spend on subsequent steps will likely be wasted.
Now that you know your localized product has demand in Saudi Arabia, your next step isn’t creating a landing page and running an ad campaign.
You need to localize even further by finding a local partner!
Why is this crucial? As Saudi Arabia becomes a global business hub, local business people no longer take overseas calls seriously. Opening your own office could be too risky and expensive initially. However, having local representative contacts on your website increases your chances of gaining client trust.
I recall running a lead generation campaign in Saudi and analyzing visitor behavior on the landing page. While visitors seemed genuinely interested—scrolling, stopping at descriptions, and studying details—several disappeared after seeing my contact information with a Dubai office address.
A special message for those trying to sell to Saudi clients from Dubai: By 2025, Saudis will not take you seriously without a local representative in Saudi Arabia.
Once you have your localized product and a local representative, you can start appearing on prospects’ screens. Multiple channels are available: LinkedIn for targeted ads, short product videos on TikTok, YouTube, Instagram, or even Snapchat and Twitter ads in Arabic to reach wider or younger audiences. My preferred platform is LinkedIn because it easily allows targeting high-level decision-makers by titles, company sizes, industries, and age—options unavailable on other platforms.
Even if you plan to run ads, don’t rush. A well-crafted piece of organic content will more effectively build trust and visibility, especially when you understand your target clients and their pain points.
If you need any help with the above, don’t hesitate to reach out.
