What size companies do you work with?

We work primarily with SMEs and mid-market organisations across the Middle East — companies that have product-market fit and are ready to grow deliberately, but need senior strategic support without the overhead of a tier-one consultancy.

How do you structure engagements?

Most engagements begin with a fixed-scope diagnostic (2–4 weeks) that produces a strategic brief. From there, we agree on either a project-based implementation, a monthly retainer for marketing department outsourcing, or a hybrid. You always know what you are paying for before you commit.

Do you work remotely or on-site?

Both. We are based in Egypt and serve clients across the Middle East. For diagnostics and key workshops we typically come on-site; for ongoing execution we work remotely with a clear governance cadence.

How long is a typical engagement?

Diagnostics run 2–4 weeks. Implementation projects run 8–16 weeks. Marketing department outsourcing is a monthly retainer, typically with a 3-month initial commitment so we can demonstrate measurable progress.

Yes, routinely. We treat client confidentiality as non-negotiable and will sign your NDA or provide our own mutual NDA before any substantive conversation.

What makes you different from a typical agency?

Agencies sell execution (posts, ads, designs). We sell clarity first — strategy, research, and a disciplined thinking process — then organise the execution around it. You are buying a consulting discipline, not a content subscription.

Choosing Your Marketing Channels

The biggest channel mistake isn't picking the wrong channel — it's being on seven channels badly instead of two channels well. Companies spread themselves across LinkedIn, Meta, TikTok, YouTube, email, events, PR, and a podcast, then wonder why nothing works. None of them work, because none of them get enough attention to work. Pick two. Maybe three. Dominate them.

The 4 questions

Before choosing a channel, answer four questions in order:

Where does your audience spend time? Not where you'd like them to be — where they actually are.
Where do they make buying decisions? Attention and decision happen in different places. LinkedIn gets attention; a sales call gets the decision.
What can you sustain? A channel you can't feed with content or budget for six months is worse than no channel.
What fits your budget? TikTok looks free; it isn't — production, talent, and testing cost real money.

Answer all four. If a channel fails any one of them, drop it.

Channel options

For MENA B2B, the realistic channel set is small:

LinkedIn — organic and paid, the default for B2B reach in the Gulf and Egypt
Events and conferences — still the highest-trust B2B channel in this region
Content marketing — SEO-driven articles, gated reports, newsletters
Partnerships — channel partners, integrations, co-marketing
Email — only works if you've earned the list, not bought it

For B2C in MENA:

Meta (Facebook + Instagram) — the workhorse for most consumer brands
TikTok — fastest-growing, younger skew, lower production expectations
WhatsApp — direct, personal, underused for B2C marketing in this region
Influencers — micro-influencers convert better than celebrities, almost always

Pick from this list. Resist the urge to add channels not on it unless you have a specific reason.

How to choose

Start with one acquisition channel and one engagement channel.

Acquisition = where new prospects discover you. Engagement = where you nurture them toward a decision.

For a B2B SaaS company in Egypt: acquisition = LinkedIn; engagement = email + sales calls. For a B2C fashion brand: acquisition = Instagram ads; engagement = WhatsApp + SMS.

Run each channel for 90 days before judging. Channels need time to compound — judging at 30 days is the most common reason companies abandon channels that would have worked.

Kill a channel only when you have clear evidence it doesn't work for your audience — not because it didn't work in week two.

When to expand

Expand your channel mix when your current channels are saturated. The signal is rising CAC — the same campaign that delivered leads at 50 EGP last quarter now costs 120 EGP. That's saturation.

Don't expand because you're bored. Don't expand because a competitor launched on TikTok. Expand when the data tells you the existing channel has peaked.

When you add a channel, fund it properly — pull budget from a saturated channel rather than diluting the working ones. Two strong channels beat five mediocre ones every time. And before adding a new channel, get your budget right.

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