The Middle East is experiencing a transformation in its oil, gas, and marine sectors, driven by energy trends toward decarbonisation and more sustainable development. For companies where domestic markets are increasingly uncertain, such as the UK, the Middle East can represent opportunities but also complexities. The partnership between marketing and sales teams, empowered by a deep understanding of local markets, is critical.

Energy in the Middle East is more than just a market— it reflects the enthusiasm, investment and long-term strategic planning that is driving the region’s future. The Middle East isn't just following global energy trends; it is setting them.

This is evident in the region’s leadership at high-profile events like COP28, which placed climate change and decarbonisation at the forefront of global discussions, and ADIPEC, where sustainability and innovation are central themes. These aren’t isolated events; they signal the Middle East’s role in shaping the future of global energy markets.

Alongside these global engagements are ambitious local projects such as the Mohammed bin Rashid Al Maktoum Solar Park and the NEOM Green Hydrogen Project, which underscore the region's heavy investment in renewable energy. At the same time, projects like the Ras Laffan Port expansion in Qatar show that the Middle East continues to bolster its traditional energy infrastructure, taking a balanced approach that leverages existing resources while simultaneously exploring more sustainable ones.

For companies entering the Middle East, aligning with these trends—both in renewable energy and traditional sectors—is crucial. The region’s energy strategy reflects both a commitment to sustainability and a practical understanding of existing market needs, creating a diverse range of opportunities for businesses that can navigate this complex landscape.

For international companies venturing into the Middle East, effective marketing is pivotal. The initial stage of entering a new market involves thorough research and analysis. It’s critical to identify opportunities, understand the competitive landscape, and assess the viability of existing processes to ensure your products and services will thrive in this new environment.

Establishing a foothold in the Middle East can be challenging. This is where the synergy between marketing and sales becomes critical.

Marketing and sales teams must work together to identify the primary purchasing levers, from pricing to product complexity, and value proposition. Local connections are essential. Awareness of the Middle East business environment, cultural nuances, and regulatory requirements can make or break a company’s success in the region. Marketing and sales teams must collaborate closely to ensure your offerings are competitive in the local context.

Marketing’s role goes beyond just supporting sales; it can serve as a critical tool for testing and validating your approach before committing sales teams or physical facilities in country. By using targeted digital campaigns, focus groups, and market simulations, marketing can help companies refine their messaging and assess local demand before making significant investments.

This allows companies to test product-market fit, adjust value propositions, and even identify potential challenges without the high costs associated with a full market entry. It’s a more agile and cost-effective way to gain insight into what resonates with local audiences, reducing risk and ensuring that sales teams are only deployed when the strategy is well-honed.

Effective marketing doesn’t just stop there — it helps build and nurture essential local relationships, a key to unlocking opportunities in the Middle East. This collaborative approach ensures that sales teams are equipped with the right tools and information to navigate the complexities of the market, build trust with local partners, and drive sustainable sales growth.

As energy and maritime companies shift focus from domestic markets to the vast potential of the Middle East, success hinges on more than just replicating proven strategies. You already know how to run a successful business — the crucial difference when entering a new market is how you engage with that market, and it all starts with marketing.

Marketing is the bridge that allows you to transfer your success from one territory to another. By deeply understanding the local market’s needs, cultural nuances, and regulatory frameworks, marketing helps you adapt your strategy and resonate with a new audience. This, in turn, empowers your sales teams to build meaningful relationships and capitalise on opportunities unique to the Middle East.

We’ve been helping companies own their space in the Middle East for almost 20 years. If you’re looking to break into this exciting market, call us.

Ian Ord, CEO will be attending ADIPEC in November. Start your conversation with him now.