Introduction

The organisation operates in the agriculture sector, based in Riyadh, Saudi Arabia, recently established without a clear understanding of its priority customer segments. Its leadership and marketing teams had not yet identified detailed customer personas or segmentation, resulting in unfocused campaigns and inconsistent outreach efforts.

This lack of audience insight caused ineffective resource allocation, dispersed visibility, and challenges in designing efficient acquisition funnels. They engaged Moris Media to diagnose these gaps and develop a structured audience intelligence approach to enable targeted communication and predictable growth within the competitive Riyadh agriculture market.

Background

Before intervention, the entity lacked defined customer personas, experienced scattered campaign engagement, and misallocated budgets across multiple channels. Market visibility was weak, and product-market fit remained uncertain, restricting early traction and strategic scaling in Riyadh’s agriculture environment.

Strategy

• Audience Segmentation Development: Created detailed personas based on behaviour, needs, and demographics to guide targeting.
• Streamlined Channel Allocation: Prioritized high-impact acquisition channels aligned with new personas.
• Refined Messaging Framework: Developed persona-driven narratives for more relevant communications.
• Enhanced Search Presence: Improved SEO focus on agriculture-specific keywords in Riyadh to boost visibility.
• Brand Positioning Clarification: Aligned brand values with identified segments to increase credibility.

Challenges Identified

• Undefined target audience led to unfocused and scattered campaigns.
• Marketing spend distributed inefficiently across multiple channels.
• Low engagement rates weakened lead generation and brand awareness.
• Inadequate understanding of customer lifetime value hindered prioritization.
• Lack of customer journey mapping created inconsistent funnel behavior.
• Minimal organic presence resulted in poor discoverability within Riyadh market.
• Insufficient proof of expertise diminished trust and authority in agriculture.