Above Digital challenges B2B reliance on sales enquiries

Agency highlights opportunities to reach buyers, drawing on hospitality campaigns and BNI activity that generated over 1,800 confirmed info-session bookings.

DUBAI, UNITED ARAB EMIRATES, October 29, 2026 /EINPresswire.com/ -- Above Digital, a Dubai-based agency specialising in b2b lead gen using Meta and Google Ads, has shared findings from its B2B lead generation campaigns, highlighting how Facebook and Instagram help businesses reach prospective buyers alongside referrals, tenders and direct enquiries.

Drawing on work for its clients, Harrisons Sauces, BNI New Dubai and Red Rose Hub Cloud Kitchen, the agency identified three priorities for B2B advertisers: reaching relevant business audiences, tailoring messages to specific purchasing needs and connecting advertising with structured sales follow-up.
The campaigns addressed different commercial objectives, from testing demand among hospitality buyers to supporting business network expansion and attracting prospective commercial tenants.

“Our campaign experience challenges the assumption that Facebook and Instagram are only useful for consumer marketing,” said Namita Ramani, CEO of Above Digital. “We have reached chefs, procurement managers and business owners through these platforms. The opportunity for B2B companies is to introduce themselves to relevant buyers before those buyers make a direct enquiry.”
Reaching hospitality buyers

For Harrisons Sauces, a UK brand seeking to develop its regional business, Above Digital ran Meta advertising campaigns to test demand for its wholesale range among hospitality professionals in Dubai.
Enquiries included executive chefs, food and beverage directors, procurement managers and senior executives from hotels, restaurants, catering companies and hospitality groups. The campaign combined advertising tailored to the sector with lead forms that enabled interested buyers to request further information.

Supporting business network expansion
For BNI New Dubai, Above Digital developed campaigns to attract business owners and decision-makers to info sessions supporting its chapter expansion.
Between May 2023 and May 2024, the activity generated 2,676 leads and more than 1,800 confirmed info-session bookings. Most leads were attributed to Facebook and Instagram campaigns, supported by dedicated follow-up messaging.

Interest came from areas including Al Barsha, Jumeirah Village Circle, Motor City, Jumeirah Lake Towers, Barsha Heights and Al Quoz.
Targeting established food operators

Red Rose Hub Cloud Kitchen required a campaign focused on established food businesses considering expansion. With 22 kitchen units available, the Dubai operator wanted to reach brands with existing customers, active delivery operations and sufficient order volumes to support another location.

Above Digital combined Meta advertising with a dedicated landing page addressing delivery coverage, location and expansion requirements. The campaign was designed to attract prospective tenants already operating through platforms such as Talabat and Deliveroo.

Across the three assignments, Above Digital used audience research, testing of advertising messages and creative, and follow-up processes tailored to the client’s commercial objectives. Email and WhatsApp communication formed part of the approach where appropriate, helping prospects receive information and progress towards a sales conversation.

“The measure of success needs to reflect the business objective,” Ramani added. “An enquiry, a confirmed booking and a sale are different outcomes. Businesses need to understand who their campaigns are attracting and how those prospects progress. That is where marketing and sales teams need to work closely together.”

Above Digital said the campaign examples reinforce its focus on lead relevance, sales readiness and measurable business outcomes, with ongoing optimisation informed by both advertising performance and feedback from clients’ sales teams.

Namita Ramani
Above Digital
+971 50 538 8406
leads@abovedigital.com