Alliances for Global Sustainability (AGS) is an Abu Dhabi-based ESG and sustainability consultancy. Having ruled out outbound and paid acquisition in favor of a brand-led model, AGS needed growth to come entirely from being discoverable.
We partnered with AGS to define the marketing strategy that would establish it as a recognized authority on sustainability in the UAE. We audited its digital estate, designed the strategy, and built the operating model its own team would run.
AGS had adopted an inbound growth model without the foundations it requires. Its digital estate was not built to be discovered: buyers searching for the services AGS sold could not find it, and the content that would have demonstrated its expertise was neither current nor consistent. Its audience had been built by others rather than by AGS itself, leaving no repeatable way to grow it. The firm needed to convert recognized subject-matter authority into commercial visibility, through a model it could sustain itself.
Our approach to building AGS’s inbound capability was based on five pillars:
We audited the website and social channels against global and regional standards, using AI to accelerate keyword research, competitor analysis, and audience segmentation. The strategy that followed defined the target buyer, the content pillars and formats to reach it, the search remediation sequence, and the cadence by which performance would inform what came next.
Execution was constrained by production capacity, not strategy: a small team had to publish several times a week alongside client delivery. We built an AI-assisted workflow that took an approved topic to drafted captions and supporting creative in a single pass, keeping editorial judgment with AGS’s experts. Six workshops with AGS leadership embedded it and established internal ownership.
AGS executed the strategy itself. Within six months, its LinkedIn following had grown by 80 percent with no paid media behind it, driven by content its own team produced against the strategy's profile, pillars, and cadence. Search remediation took the website from absent from Google's index to discoverable for the terms its buyers use. AGS continues to run the customer profile, content architecture, search roadmap, and production workflow without external support.
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