FSS had operated in the Middle East for over a decade — but entirely through outbound sales. There were no inbound leads, no structured funnel, no top-of-mind recall in the market. Sales reps were the only demand channel. The GCC — 7 markets including UAE, KSA, Oman, Kuwait, Qatar, Egypt, and Israel — had no marketing presence despite being a strategic priority. The goal: build a demand generation engine from scratch in a market where FSS was largely invisible.
Worked with the ME sales team to map the complete picture: total addressable market across 7 GCC countries, current pipeline status per account, product-market fit per region, top 3 competitors per market and why deals were being lost, and strategic focus areas for FY26-27 including Jaywan and Processing + Issuing positioning.
Segmented the GCC across two dimensions — customer type (Large, Mid-size, Small banks) and current FSS presence. This gave three tiers: Tier 1 (UAE, KSA — active deals), Tier 2 (Oman, Kuwait, Qatar — pipeline development), Tier 3 (Egypt, Israel — brand awareness).
Defined the current buyer journey across four stages — Awareness, Consideration, Interest, Decision. Each stage had a clear problem: low brand visibility in Tier 2/3, inability to convert leads to opportunities, inconsistent pipeline nurturing, no targeted content for stalled deals. This became the brief for every marketing asset built.
Built a full funnel model — Leads → MQL → SQL → Opportunity — with clear ownership between marketing and sales at each stage. Phased rollout: Phase 1 UAE & KSA, Phase 2 Qatar & Kuwait, Phase 3 wider ME adoption. Alongside, designed a 1-to-many → 1-to-few → 1-to-1 ABM execution model tiered by buyer stage.
Ran ABM campaigns, managed regional events, PR, email and LinkedIn campaigns with localized brand positioning. Built ME-specific content assets across all four funnel stages — from awareness content to deal-closing battlecards. The engine went from zero to generating 3–4 qualified MQLs per month.
| Metric | Result |
|---|---|
| MQLs generated | 3–4 per month (from zero inbound) |
| Markets activated | 7 GCC countries across 3 tiers |
| Funnel stages covered | Full funnel — Awareness to Decision |
| ABM framework built | 1-to-many · 1-to-few · 1-to-1 model |
| Pipeline visibility | Zero → structured Awareness → MQL → SQL → Opportunity |
| Starting point | No inbound, no structure, no recall — 10 years outbound only |