While B2B marketing principles in the MENA region generally align with global practices, promoting ‘green’ or ‘sustainable’ products requires the right approach and consideration. Recent PwC research indicates that sustainability has become a cornerstone of corporate strategy in MENA, with 80% of executives reporting having implemented formal sustainability strategies.Â
This shift towards eco-consciousness presents opportunities and challenges, particularly the risk of greenwashing, where organisations invest more in marketing their environmental friendliness than minimising their ecological impact. As sustainability becomes increasingly essential, B2B marketers must address a critical question: How can we effectively promote sustainable products while maintaining authenticity?
Content marketing is a winning strategy, even for B2B
Developing a marketing strategy for sustainable products requires meticulous attention to detail. In this case, collaborating with product managers is key to ensuring clear and transparent communication with end users – this is a piece of advice I often give to those working in the sustainability field.
The reason behind it is simple. Companies often face a dual challenge: establishing themselves as ‘sustainability experts’ to gain consumer trust — usually a long-term strategy — while also addressing the growing demand for eco-friendly offerings. In this context, content marketing efficiently meets this dual challenge, delivering value to consumers even in the B2B sector.
According to DemandGen, 95% of B2B buyers view content as trustworthy when evaluating a company and its offerings. This statistic underscores the power of content marketing in establishing trust with your audience. To leverage this strategy, brands have to create compelling, original content showcasing their expertise while highlighting the benefits of their sustainable solutions. This can be achieved through various channels: webinars, expert columns, corporate blogs, social media campaigns, press releases, presentations, email marketing, and podcasts.Â
Furthermore, recent trends indicate that B2B marketers increasingly recognise the power of integrating social media and video content into their strategies. This shift is partly driven by the rise of Gen Z B2B buyers — digital natives who naturally turn to social platforms for product information and advice. Thought leadership also plays a crucial role in establishing credibility in sustainability. For instance, Patagonia has successfully positioned itself as a sustainability leader in the B2B space through its corporate sales division, using content marketing to share its environmental practices and influence other businesses.
Main challenge: MENA’s multiethnicityÂ
While powerful, content marketing faces unique challenges in the MENA region due to its multiethnicity. The multicultural nature of the workforce in MENA means that content must resonate with people from various backgrounds, including Europeans, Asians, Indians, Arabs, and others who may hold similar positions.Â
As you can imagine, each group brings distinct cultural perspectives, complicating the creating of universally appealing content. Such diversity demands a nuanced approach to creative content and positioning, presenting a stimulating challenge for B2B marketers that we must address.
To address this challenge, marketers should do A/B testing and test different content formats to identify what works best for their product. Based on my experience, it’s crucial to recognise that a single approach may not suit the entire audience; content may need to be tailored for different segments.Â
Effective content marketing is not enough
Content marketing is only one part of a comprehensive B2B marketing strategy. Although initially costly, investing in robust keyword research tools for SEO optimisation can yield significant returns in client acquisition. For instance, our investment in a comprehensive keyword search tool ultimately paid for itself, resulting in a notable increase in new clients.
Effective content distribution is also crucial for maximising return on investment in marketing efforts. PR plays a dual role in this context, laying the groundwork for educating potential customers about your product’s value while also serving as a performance marketing tool, driving qualified leads and conversions.
The MENA region offers unique opportunities for marketing innovation but requires careful attention to local nuances. Unlike European or American markets, regional dynamics demand precision to avoid wasting resources. Before launching any marketing initiatives, conducting a thorough product analysis, performing comprehensive competitive research, and gaining a deep understanding of your target market and its pain points are imperative. This understanding will equip you to develop a compelling, unique selling proposition (USP) and strategically select the most effective channels to reach your ideal customers.
In the end, successful sustainable B2B marketing in MENA is about educating your audience and contributing to a greener future. Use “green” marketing strategies wisely, as missteps could prove costly in the long run.
