FGC: Building a Purpose-Driven Digital Ecosystem for a B2B Leader
- Client: First Gulf Company -(FGC)
- Location: Riyadh, Saudi Arabia
- Industry: Industrial Services (B2B)
- Scope: Content Strategy, Website & LinkedIn Alignment
The Opportunity
FGC had long been a market leader in Saudi Arabia’s industrial services sector, but the industry was rapidly changing. As regulations opened the market and new players emerged, FGC found itself facing competition for the first time.
The company had already invested in the right tools – a corporate website, LinkedIn presence, CRM, and more – but none of these elements were working together to drive real results. The digital journey was fragmented, the messaging inconsistent, and the brand story unclear.
FGC didn’t need more platforms. It needed a unified strategy that aligned all its efforts around a clear purpose, and brought consistency across touchpoints.
From Siloed Messaging to Strategic Clarity
Coana was brought in to audit FGC’s digital presence and reposition the brand’s voice, content, and user journeys, especially across its most critical B2B channels.
Strategic Audit & Opportunity Mapping – We started by reviewing FGC’s core channels:
- A highly technical, stiff corporate website
- A LinkedIn page focused on team moments & industry events
- CRM and outreach tools disconnected from the brand story
We quickly identified the gap: the brand’s story was getting lost between formality and familiarity. There was no throughline that explained who FGC really was, or why they mattered beyond their service offering.
Even in B2B, your audience is still human. Brands need more than technical specs – they need clear values and a purpose that explains why their work matters.
Brand Purpose Refinement – Coana helped FGC go back to its roots, not just what the company does, but why it exists. We worked with their leadership to articulate a purpose that could anchor all messaging moving forward: “We deliver quality, yes. But more than that, we stand for long-term trust, local expertise, and sustainable service excellence.”
Messaging System – With purpose clarified, we developed a cohesive content strategy:
- LinkedIn-to-Website Journeys: Clear CTA pathways connecting thought leadership posts to relevant, purpose-led landing pages.
- Tone of Voice Guide: Balancing technical credibility with human-centered clarity – a voice that was informed, not robotic.
Persona-Based Mapping – Strategy tailored for procurement officers, project managers, and executives – each with tailored entry points and needs.
Internal Alignment – The content strategy also served as a tool for internal education, aligning marketing, business development, and HR on how to communicate consistently and effectively.
The Impact
Today, FGC’s website and LinkedIn presence tell the same story: one that centers purpose and makes every interaction feel intentional.
- A repositioned digital brand that feels confident, relevant, and human
- A clear narrative that bridges technical expertise with local insight
- A streamlined digital journey that supports real conversions and client trust
By unifying brand purpose across FGC’s platforms, Coana helped transform a scattered digital presence into a strategic ecosystem – built for growth, clarity, and connection.
