Social media
B2B social fails for a specific reason: it is run like consumer social and judged on consumer metrics, for an audience of maybe four hundred people who will ever sign a contract. Reach is close to irrelevant. Reaching the right eleven people repeatedly is the whole job.
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Support@adnika.comPartners & recognition
The platforms we build and run campaigns in, and the clients whose numbers we publish with their names on. HubSpot is the one partnership we claim; the rest are tools we use, not badges.
The problem
A typical enterprise purchase in this region involves six to eleven people, most of whom never speak to your sales team. B2B social exists to reach the ones who never fill in a form, and almost none of it is set up to do that.
Why the effort produces nothing
Likes on a post from your own staff and competitors. Meanwhile the procurement director at the account you actually want has not seen anything you published. The report looks healthy and the pipeline does not move.
Award announcements, office moves, anniversary posts. Nobody outside the company reads these. The content that works in B2B teaches something specific to someone with a problem, and it is uncomfortable to produce because it requires actual expertise.
Marketing targets the job title that signs. The people who shape the decision are the specialists who will use the thing, and they are researching quietly with no intention of talking to anyone yet.
Sales works a target account list. Social publishes to whoever follows. On platforms built for named-account targeting, running those separately wastes most of the available value.
What is included
Built around the account list and the buying committee, not around a follower count.
Who is actually involved in a purchase like yours: the signer, the user, the technical gatekeeper, the finance approver. Each needs different content and most programmes speak only to the first.
Your sales team's real list, used for targeting and for content decisions. If they are chasing logistics companies this quarter, the content should reflect that.
Written from interviews with the people in your business who know things. It is slower than writing about the company and it is the only content that gets B2B attention.
LinkedIn reach flows through individuals. A handful of senior people posting well consistently outperforms any company page, and this is the part most organisations find hardest to start.
Useful content to a defined account list first, direct offers to the people who engaged second. Covered in depth on our LinkedIn page.
Turning what performs into material the sales team can send. If a post about procurement risk landed well, it should be in the follow-up email too.
Influenced pipeline and account engagement over months, because a B2B cycle does not fit in a monthly report and forcing it into one produces bad decisions.
LinkedIn for most Dubai B2B, with X, YouTube or even TikTok where the audience genuinely is. We will tell you when a platform is not worth your effort, which is more often than agencies usually admit.
Technology
Platform tooling plus your CRM, because the outcome that matters is recorded there rather than in a social dashboard.
Where B2B buyers actually are.
The list is the strategy.
Expertise, not announcements.
Over a real sales cycle.
How we work
Start from the accounts and the committee. Everything else follows from that.
Who influences a purchase like yours, and which companies you actually want. Done with sales in the room, because they know both and marketing usually knows neither in enough detail.
Interviews with the people who know things. What customers get wrong, what the industry believes that is not true, what actually goes wrong on a project. This is the raw material and it does not exist anywhere else.
Executive and employee posting, supported by the company page rather than led by it. Plus paid to the account list, so the right people see it whether or not they follow anyone.
Account engagement, influenced pipeline and cost per opportunity, tracked over months. Engagement rate is reported as a diagnostic rather than as a result.
Why us
By starting from who they are rather than from a content calendar.
The specialist who evaluates and the finance approver need different things from the person who signs. Speaking only to the signer misses most of the room.
Not on a follower base. Reaching two hundred people at companies you want beats reaching twenty thousand who cannot buy.
Influenced pipeline and cost per opportunity over the real cycle. Engagement rate is a diagnostic, not a result, and treating it as one is how B2B social budgets get cut.
Interviews with the people who know things, not posts about the company. It is harder to produce and it is the only kind that works.
Industries
Every number below is the count of case studies we have actually published in that sector, and the best result among them. Nothing is a counter.
Selected work
:quality(80))
Two disconnected websites rebuilt as one bilingual WordPress site with a HubSpot funnel behind it.
:quality(80))
Seventy-two treatment pages in Dubai’s most contested clinical category, built inside DHA advertising rules.
:quality(80))
One site carrying aesthetics, dentistry and surgery — three audiences, three routes, one design system.
:quality(80))
A Dubai property platform with filterable listing search, a map of the city and a mortgage tool.
:quality(80))
A scroll-scrubbed WebGL scene experience spanning six divisions — and still a PageSpeed of 90.
:quality(80))
Office furniture on Shopify, serving a single-chair buyer and a corporate fit-out from one catalogue.
:quality(80))
A smart-lock catalogue with parallel routes by product, by industry and straight to the flagship.
Where this sits
B2B social is one route into a long cycle. These are the others.
Client stories
On camera and in writing — swipe through the founders and teams we’ve helped design, build and grow.
In their words
GMC is thrilled to extend our heartfelt appreciation to Adnika! Collaborating with Ehsan and his team has consistently been an absolute delight. Ehsan's dedication and commitment have ensured that German Medical Center remains an exceedingly satisfied and happy client, especially regarding their Hubspot Onboarding, Digital Marketing, Website Development, Content Creation and Social Media Marketing. Adnika is indeed the Best Digital and Growth Marketing Agency in UAE!
Adnika provided us with their Inbound Sales and Marketing solutions through Hubspot. They helped us generate more qualified leads for our sales team, drive website traffic, increase customer engagement, and grow our customer base. Adnika is a reliable partner that has always taken our specific goals and needs seriously.
Adnika has helped us plan, implement and optimize ad campaigns on Facebook and Instagram. Adnika is truly committed to Performance Marketing. They provided us with a fantastic dashboard with detailed KPIs that helped us track the campaigns’ performance in real time. Adnika also gave us helpful and dedicated support during the whole project, and the campaigns turned out to be a great success. We highly recommend working with Adnika's growth experts.
We really enjoyed working with Adnika’s team. Not only are they talented, but they all take the time to understand whom they're working with, what they're trying to accomplish, and how to help the business achieve its goals. The quality of work we've experienced has made a huge difference for us and helped drive new business.
Adnika helped Sea Technology with setting up new digital channels, such as Google Search Ads, to attract more customers and leverage our brand. We are very satisfied with the results and we will continue with the implementation of lead generation, marketing automation, and performance marketing.
Working with the Adnika team has been a real pleasure! Extremely friendly, Ehsan and Elin are always available with prompt replies, valuable insights, patience, a problem-solving attitude, and high knowledge. Super easy to work with them. I highly recommend the Adnika team to help your business!
I am an artist, but I also manage a collective of DJs. In order to promote our services to our clients, we needed Inbound solutions that could attract the right traffic and promote the brand. Adnika built and designed our Inbound processes as well as create and manage campaigns on social media and Google Ads which helped us attract many more customers. I’m very happy!
We've been using Adnika growth marketing solutions only for a few months. They are highly professional, competent, experienced, and creative. Get ready to get to work with this agency. They will come alongside you as a business owner and feel your pain and joy! Get ready to transform your business.
Questions
Including which platforms are worth your time and which are not.
AED 8,000 to AED 30,000 per month covers most of what we are asked to build. The number moves on how many executives are being supported, whether paid distribution is included, how much video and document content, and whether CRM closed-loop reporting needs building. Anything quoted before those are known is a guess. We scope first, then price, and the scope document is yours whether or not you proceed. These are market ranges rather than a fixed rate card — the proposal carries the real figure.
LinkedIn first, by a distance, and for most companies that is where the budget should sit. X still matters in a few sectors, particularly technology and finance. YouTube is underrated for anything that needs demonstrating. TikTok occasionally works for individual expertise. We would rather you did two platforms properly than six badly.
If they will do it consistently and have something to say, it is usually the single highest-return activity available. If they will not, do not force it — three posts and silence is worse than never starting, and a ghostwritten account that sounds nothing like them is worse still.
What your customers get wrong, what your industry believes that is not true, what actually goes wrong on projects, and how to evaluate suppliers like you. All of it specific. Anything that could be published by a competitor with the logo swapped is not worth publishing.
Organic alone reaches your existing network, which for most Dubai B2B is not the account list you want. Paid is how you reach the buying committee at companies that have never heard of you. The two work together: the content proves you know something, the paid puts it in front of the right people.
Six to twelve months for pipeline impact, which follows your sales cycle rather than any property of the channel. Early signals arrive sooner: target accounts engaging, inbound mentioning content, sales reporting warmer first calls.
Account engagement over time, influenced pipeline from the CRM, and cost per opportunity. Plus the qualitative signal that sales will tell you about before any dashboard does, which is prospects arriving already knowing what you do.
Usually not, and it is the metric that causes the most unnecessary anxiety in B2B. A post seen by nine of the eleven people at your top target account, with two likes, is worth more than a post with four hundred likes from people who cannot buy. We report engagement as a diagnostic for whether content is landing, not as a result.
Around an hour a fortnight per executive for interviews, plus review time. We write from the interviews rather than asking anyone to draft, because the constraint is always their time rather than their willingness.
Then this will not work well and we would rather say so than take the retainer. B2B social without genuine internal expertise becomes company announcements, which is the thing that does not work. It is worth resolving before starting.
Yes, and it is much better when we do. Social warms the account, sales works it directly, and both are looking at the same list. What does not work is the two operating on different lists without knowing.
No questions match — try another search.
Next step
Send us the list. We will map the buying committee and tell you how much of it is reachable before you commit to anything.
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