PropTech SaaS company, Dubai. AI-powered property management software. 180 enterprise clients. Average contract value: AED 280,000/year. Previous social media: sporadic CEO posts, zero paid social.
Invisible on LinkedIn. Sales team sourcing leads entirely through events ($0 from digital). C-suite personas not aware of the brand. Sales pipeline had dried up post-pandemic as event-driven leads declined.
Three-track LinkedIn strategy: (1) Executive Thought Leadership (weekly articles from CEO and CTO). (2) Company Page (targeted content for 3 buyer personas). (3) LinkedIn Ads – ABM approach with customized sequenced campaigns (AED 35,000/month ad spend).
"LinkedIn went from something our CEO did occasionally to our most predictable pipeline source. The executive thought leadership programme was the decision that changed everything..."
