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Turning digital presence into enquiries and sales

For Mediate Trading I built the website, the B2B email outreach and the CRM tracking behind them, so every enquiry could be traced from first visit to confirmed sale.

  • Website Direction
  • Email Marketing
  • B2B Lead Generation
  • CRM Tracking
  • Ads Management
Mediate corporate uniforms campaign showing a professional team in coordinated navy workwear.

Making the business discoverable

I developed Mediate Trading’s website and digital customer journey so its products, sourcing services and corporate capabilities were easier to find and easier to enquire about. The site generated customer enquiries directly and supported repeated online sales.

Alongside it I ran targeted B2B email marketing against verified business contact lists, introducing the product categories and corporate services, then generating quotation requests, enquiries and commercial conversations across Qatar.

  • The Mediate Business homepage with the line “From idea to launch: we help you build, brand, and go live.”
    Homepage · idea to launch
  • The cost calculator asking “What does it cost to open a café in Qatar?” and returning a QAR 450,500 estimate with a quote request.
    Cost calculator · the lead engine
  • Service categories including accounting, marketing, supplies, maintenance and professional services.
    Service categories
  • The vendor side with “Win business through better-fit opportunities” and the supplier application form.
    Vendor side · supply onboarding

The platform, both sides of it

A marketplace only works if both sides show up, so the site is built twice: once for the business that needs to buy, and once for the vendor who wants the work. Buyers get categories and a request flow; vendors get a capability profile and an application built around “less noise, more relevance”.

The cost calculator is the piece I would point at. “What does it cost to open a café in Qatar?” answers a question every prospective owner is already searching, returns a real itemised estimate, and only then asks whether they want actual quotes. It earns the enquiry by being useful first, which is why it generates better-qualified leads than a contact form ever did.

Pitch deck · all 11 slides

The pitch deck

The platform is argued from the buyer’s problem to the service model, the local advantage and the ask.

  • Cover for Mediate Business, procurement simplified for Qatar’s businesses.
    One request. Multiple verified quotes.
  • The challenge: endless back-and-forth, no price transparency, unverified vendors and language friction.
    The challenge
  • The solution: post once and get quotes from verified Qatar vendors.
    The solution
  • How it works: post your request, compare verified quotes, chat and confirm.
    Three steps from need to deal
  • The old way versus the Mediate way, compared side by side.
    Old way vs. Mediate way
  • Features including verified vendors, competitive quotes, bilingual design, direct messaging, 18 categories and a request dashboard.
    Features
  • The 18 sourcing categories, from F&B to uniforms, IT, fit-out and logistics.
    18 categories
  • Local by design, with Qatar vendors, English and Arabic with right-to-left support and Doha-based support.
    Built for Qatar’s market
  • Who it is for: restaurants, retail, offices, contractors, hotels and clinics.
    Made for businesses that buy
  • Getting started: create a profile, post a request, compare and decide.
    Start sourcing in minutes
  • Closing slide with the line source smarter, start today, and contact details.
    The ask

Why the deck is built this way

It opens on the buyer’s actual experience: chasing suppliers across calls, emails and WhatsApp, with no way to tell whether a price is fair. Only then does it mention the product. A procurement platform that leads with features is asking the reader to do the translation themselves.

“Local by design” is the slide that does the competitive work. Against a generic global tool, the defensible claim is Qatar-vetted vendors, genuine bilingual right-to-left support and Doha-based help. An imported platform cannot match that quickly.

  • A Mediate campaign for school uniforms with the line “Dressing for Success and Academic Excellence.”
    School uniform campaign
  • A Mediate campaign for corporate uniforms with the line “Uniforms that mean business.”
    Corporate uniform campaign

Creative aimed at a buyer, not a browser

The campaign creative splits by buyer rather than by product. A school procurement officer and a facilities manager are shopping for the same garment and are persuaded by completely different arguments: academic presentation on one side, brand consistency on the other.

The Google Ads dashboard with 80.6K clicks, 6.41M impressions, USD 8.83K cost and 1.26% click-through rate, charted from June 2022 to July 2024.

Paid media, read on cost and response

80.6K clicks against 6.41M impressions at a 1.26% click-through rate, on USD 8.83K of spend, run from June 2022 to July 2024. Reviewed weekly against cost-per-click and enquiry volume rather than impressions, so spend stayed tied to commercial return.

The shape of the curve is the useful part. Spend was not held flat. It was pushed where response justified it and pulled back where it did not, which is why the cost line and the click line diverge through the middle of the period rather than tracking each other.

The numbers

1,200+ verified business email contacts. 200+ B2B clients, prospects and opportunities handled. 10,000+ website-generated enquiries and 3,000+ confirmed online sales.

The CRM board used to track leads through to completed jobs, with client names and invoice details anonymised.

Every lead visible, every job tracked

A structured lead-to-job workflow covered lead, follow-up, quotation, confirmed job, production, delivery and completion, supporting follow-ups, quotation visibility, production tracking and completion reporting in one operational view.

Customer names, contact information, invoice numbers and confidential commercial details are blurred or anonymised throughout. Figures are shown only where they could be verified.