The Gulf is home to some of the largest oil and gas companies in the world, and they buy services, equipment and engineering from suppliers worldwide. Local content programs, supplier registration and long relationships decide who gets invited to bid. This guide explains oil and gas services marketing in the Middle East.
Who Buys Oil and Gas Services
| Buyer | What they care about |
|---|---|
| National oil companies | Safety, local content, reliability and long-term partnership |
| Engineering, procurement and construction contractors | Price, delivery time and technical quality |
| International oil companies in the Gulf | Global standards and a local presence |
| Petrochemical and gas companies | Process efficiency, emissions and uptime |
Our guide to industrial B2B marketing covers selling to engineers and procurement teams in other sectors.
Local Content Programs
Local content programs give an advantage to suppliers that invest in the country. Saudi Aramco's In-Kingdom Total Value Add program, known as iktva, launched in 2015. It scores suppliers on local spending, Saudi jobs, training and supplier development. ADNOC's In-Country Value program in the UAE uses a certified ICV score in tenders, and suppliers without a certificate are treated as having a score of zero. Show your local investment and plans clearly in your marketing.
Safety First
Safety is the first question in every oil and gas deal. Share your safety record, certifications and training programs clearly. Case studies should explain how you work safely in heat, offshore and at remote sites.
Supplier Registration
Before you can bid, you must register and qualify as a supplier with each company. Registration often requires a local company, documents and technical approvals. The process can take months, so start early, and keep your company profile and certificates up to date. Buyers also review past performance on similar projects, so keep project records ready.
Local Partners
Many international suppliers work with local partners, agents or joint ventures. A good local partner helps with registration, local content and relationships. Choose partners carefully, and present the partnership clearly in your marketing.
ADIPEC and Other Events
ADIPEC in Abu Dhabi, held each November, is one of the largest energy events in the world. For 2025, the organisers expected more than 200,000 visitors and about 2,250 exhibitors. Plan meetings with buyers before the show, and use technical talks and demonstrations to attract the right people. Our guide to trade show marketing covers event planning.
LinkedIn and Account-Based Marketing
Engineers, procurement managers and project directors are active on LinkedIn. Target the companies and projects you want, share technical content and case studies, and support your sales team with outreach. Account-based campaigns that focus on a short list of buyers work well in this sector. Our guide to B2B marketing on LinkedIn explains how.
Technical Content and Case Studies
Buyers want proof. Case studies with results from similar fields, technical papers, safety records and certifications build trust. Short videos that explain how your technology works help procurement teams understand your offer. Arabic versions of your company profile and summaries show commitment to the market, and most technical detail can stay in English.
Digital and AI Solutions
Energy companies in the Gulf are investing in digital tools, such as sensors, data platforms and AI for maintenance. If you offer digital solutions, show results such as less downtime or lower costs, and explain how you protect data.
Lower Emissions and New Energy
Gulf energy companies are investing in lower emissions, carbon capture, hydrogen and efficiency. Show how your services cut emissions, save energy or reduce flaring. Our guide to energy and sustainability marketing covers these topics.
Saudi and Emirati Talent
Training and hiring local talent count in local content scores and in public reputation. Share stories of Saudi and Emirati engineers, training programs and university partnerships. These stories work well on LinkedIn and in local media. Programs that train local graduates or develop local suppliers also support your local content score.
Your Website and Leaders
Buyers often check your website before a meeting. Keep it updated with regional projects, certifications, local contacts and a company profile in Arabic and English. Senior leaders who speak at conferences and write on LinkedIn also build trust, especially on practical topics such as safety and efficiency.
Measuring Results
| Metric | What it shows |
|---|---|
| Supplier registrations and qualifications | Your ability to bid |
| Invitations to bid | Your standing with buyers |
| Meetings at events | The return on shows such as ADIPEC |
| Pipeline from target accounts | The results of account-based campaigns |
Common Mistakes
- Waiting for a tender before building relationships.
- No clear local content story.
- General marketing with no results from the region.
- Expired supplier registrations and certificates.
- No Arabic company profile.
Conclusion
In Gulf oil and gas, local content, early supplier registration and technical proof decide who is invited to bid. Steady relationships, events such as ADIPEC and focused LinkedIn campaigns keep you in front of the right people. GOTOMENA runs LinkedIn and social media campaigns for B2B companies through our Arabic social media marketing services. To plan your campaigns, contact our team.