You have 18 years of experience, premium brand partnerships, and flagship projects like VOX Cinemas and
Al Dana Amphitheatre. But the website undersells these capabilities, and there's no system to capture
demand when decision-makers research you. This proposal fixes both.
Prepared by Gaurav Agarwal•January 2025
Section 1
The Problem
Your website sells home cinema. Your work is VOX and Al Dana.
What Website Says
Home Cinema Company
"Friends and family" messaging
No project metrics or scope details
Generic "contact us" form only
Zero case studies with outcomes
What You Actually Do
B2B Turnkey Contractor
VOX Cinemas, Mukta, Novo Cinema
Al Dana Amphitheatre (15,000 seats)
Amazon Office, Sheraton Hotel
18 years, 6 countries (GCC + India)
12
Named Projects
0
Case Studies
0
Lead Magnets
The Real Cost
When a Project Director at Majid Al Futtaim searches "turnkey cinema contractor GCC"
or asks ChatGPT "who can deliver Dolby Atmos acoustic compliance in
UAE"—Martinville doesn't appear. That's not a branding problem. That's a revenue
problem.
Live AI Search Result
"Companies in UAE for Dolby Atmos acoustic compliance and installation"
18 years experience, VOX Cinemas, Al Dana Amphitheatre —
invisible to AI
Section 2
How Deals Actually Work
The three circles that determine whether you win or lose
Most CEOs think: send email → get meeting → close deal. But B2B construction doesn't work that way.
Here's what actually happens:
The Deal Reality Model
Where 80% of deals are won or lost—silently
1
Trigger
Project identified
Email sent
First touch
Week 1
2
Discovery Phase
This is where deals are won or lost
Google
"Martinville reviews"
ChatGPT
"Dolby Atmos contractors UAE"
LinkedIn
Company page, profiles
Perplexity
"acoustic consultants GCC"
Claude
"cinema fit-out companies"
Meta Ads
Retargeting
Your Website
Case studies, proof
Peer Network
"Worked with them?"
Month 1–6 (silent)
3
Conversion
Trust built
High intent 10x conversion
Month 3–12
The non-negotiable truth: If you're not present in Stage 2 when the
decision-maker researches you, you lose the deal before you ever know you were competing.
What Actually Happens After First
Contact
Initial Outreach Sent
You identify a cinema project in KSA. Send LinkedIn message or email to
Project Director.
Circle 1
Email Ignored (or "I'll look into it")
80% of first emails get ignored. But something triggered: the
decision-maker now knows you exist.
Discovery Phase Begins
Decision-maker Googles "Martinville Acoustics reviews", asks ChatGPT
about acoustic contractors in GCC, checks your LinkedIn, looks for case studies.
Circle 2 — This is where deals are won or lost
Multiple Touchpoints Over Weeks/Months
Sees your retargeting ad. Reads your article on STC ratings. Colleague
mentions they saw you at a trade show. Trust builds incrementally.
Re-Contact or Inbound Inquiry
You follow up 3 months later. OR they reach out for a quote. Conversion
rate: 40%+ because you won the discovery battle.
Circle 3 — High conversion zone
The CEO Question
"Why should I invest in content and SEO when I can just email decision-makers
directly?"
Because the email is just the trigger. The decision is made during the research phase that
follows—when you're either present and trusted, or invisible and forgotten.
Section 3
The Discovery Ecosystem
What decision-makers research after your first contact—and what they need to
find
This is Circle 2—the zone where 80% of deals are decided silently. You need to be present on every
platform where your prospects research.
ChatGPT, Claude, Perplexity "Who delivers Dolby Atmos in UAE?"
LinkedIn
Company page, employee profiles, thought leadership posts
Your Website
Case studies, process pages, proof of capability
Retargeting Ads
Google Display, Meta, LinkedIn Stay top-of-mind
Peer Network
"Have you worked with Martinville?" Word of mouth validation
What Decision-Makers Ask AI
Real questions your buyers type into ChatGPT and Claude
AH
Ahmed Al-Hashimi
Project Director, Mall Developer — Riyadh
"We're adding a 12-screen cinema to our new mall development in Riyadh. What are the critical
acoustic requirements we need to specify in the tender documents to prevent sound bleed between
auditoriums and into adjacent retail spaces?"
Intent: Learning what to specify before going to tender
RV
Rajesh Venkataraman
Procurement Manager, VOX Cinemas
"For our upcoming 8-screen multiplex in Bahrain, should we hire separate contractors for acoustic
consultancy, soundproofing installation, seating, and AV systems—or is there an advantage to using a
single turnkey contractor who handles everything from design to commissioning?"
Intent: Deciding procurement approach
SM
Sarah Mitchell
Senior Architect, Dar Al-Handasah — Dubai
"I'm specifying acoustic wall assemblies for a cinema project in Abu Dhabi. What STC ratings should
I target for walls between premium large-format auditoriums, and what construction details typically
achieve these ratings in GCC climate conditions?"
Intent: Technical specification for design documents
MA
Mohammed Al-Rashid
Technical Director, Muvi Cinemas — KSA
"We need to shortlist acoustic consultants and cinema installation contractors for our 2025
expansion across Saudi Arabia. Which companies have actually delivered multiplex projects in the GCC
region with proven Dolby Atmos and IMAX acoustic compliance?"
Intent: Building tender shortlist — HIGH INTENT
JD
James Davidson
Head of Projects, Majid Al Futtaim Entertainment
"For our cinema renovation projects across GCC, we need a contractor who can handle acoustic
upgrades, premium seating replacement, and screen/projector installation as a single package. What
companies offer this integrated capability with regional coverage?"
Intent: Finding strategic partner — VERY HIGH INTENT
The Opportunity
When your content answers these exact questions, AI tools cite Martinville as the source. You
become the default recommendation. This isn't optional—it's how 2025 procurement works.
Section 4
Live Project Opportunities
Active cinema and entertainment projects in GCC right now
Using construction intelligence databases (Ventures Onsite, MEED, ProTenders), we identify projects at
the right stage and target the right decision-maker. Here are real opportunities available today:
Tender for Consultancy$10M
Al Ahmadi Market & Cinema Rehabilitation
Kuwait • Al Ahmadi
Client: National Council for Culture Arts & Letters
Completion: August 2029
Target: Client directly
Pitch acoustic consultancy services NOW
Tender for Construction$50M
The Gold Entertainment Project
Saudi Arabia • Al Khobar
Client: Saudi SBS
Consultant: Lemay
Target: Contractors bidding + Lemay
Get on contractor bid teams as acoustic sub
On Hold$20M
VOX Cinema at Sharjah Avenues - Fit Out
UAE • Sharjah
Client: Majid Al Futtaim Group
Consultant: Unick Consulting
Target: MAF + Unick Consulting
You've done VOX before—leverage that relationship
Construction 52%$25M
Al Othaim Park - Cinema
Saudi Arabia • Dammam
Contractor: Bonyan Contracting
Completion: October 2027
Target: Bonyan Contracting
Check if cinema fit-out scope still open
Construction 73%$30M
MISK City - Cinema
Saudi Arabia • Riyadh
Contractor: SAUDICO
Completion: June 2027
Target: SAUDICO
Late stage—check if acoustic scope awarded
Design Stage$549M
Madar Mall in Aljada (Entertainment)
UAE • Sharjah
Client: Arada Development
Consultant: Dar Al-Handasah, Zaha Hadid
Target: Dar Al-Handasah
Get specified for entertainment acoustic scope
Part of Our Service
We monitor 50+ project databases weekly, filter for acoustic/cinema/entertainment opportunities, and
run targeted outreach to the right persona at the right stage. This is Circle 1—the
trigger.
But remember: the outreach just starts the journey. If you're not present in Circle 2 when they
research you, the outreach was wasted.
Section 5
12-Month Roadmap
Four phases to build a complete lead generation system
Month 1-2
1
Foundation: Fix the Proof Gap
Rebuild core website pages to speak to Project Directors and Procurement Managers. Set up lead
capture. Launch Google Ads to test messaging.
5 Money Pages 48h Audit Lead Magnet Google Ads Setup CRM + Tracking
Month 3-4
2
Proof Building: Win Circle 2
Turn your 12 projects into case studies. Build objection-handling pages. Start LinkedIn outreach
to decision-makers. Launch retargeting.
5 Case Studies 5 Objection Pages LinkedIn Outreach Retargeting Ads
Month 5-8
3
Scale: Build the Pipeline
SEO pages start ranking. Increase ad spend on what converts. Build architect and GC partnerships.
Pipeline fills with qualified opportunities.
Scale Google Ads Partner Outreach AI Answer Optimization Monthly Reporting
Month 9-12
4
Optimize: Predictable System
Double down on winning channels. Kill underperformers. Document the system. Hand off a
predictable lead generation machine.
Performance Review Channel Optimization System Documentation Team Handoff
Section 6
Expected Outcomes
Conservative targets based on industry benchmarks
12-Month Lead Generation Funnel
5,000+Website Visitors
3% convert ↓
150+Audit Requests
65% qualify ↓
100+Qualified Meetings
40% progress ↓
40+Bid Invitations
75% propose ↓
30+Proposals Sent
Where Do 5,000+ Visitors Come From?
Multi-channel acquisition powered by SEO + Outreach
Growing channel as content gets cited in AI answers
Total Projected Visitors (12 months)
5,000+
Conservative estimate. Actual results depend on content quality, market
conditions, and ad spend.
By Month 6
15+
Bid Invitations
Qualified Leads40+
Proposals Sent12+
Website Traffic3x current
By Month 12
40+
Bid Invitations
Qualified Leads100+
Proposals Sent30+
Predictable System✓
Section 7
Investment
The Xtrusio Model: SEO + Outreach working together
This isn't just SEO. It's not just outreach. It's a unified system where outreach triggers the discovery
phase, and your content presence wins it. We call this the Xtrusio Model.
The Xtrusio Model
Outreach triggers. Content wins.
Project Intelligence
Monitor 50+ databases for cinema, acoustic, entertainment
projects in GCC
→
Targeted Outreach
LinkedIn + Email to decision-makers at the right project stage
→
Content Presence
SEO pages, case studies, AI answers ready when they research you
Investment depends on scope, market, and goals. Let's discuss what makes
sense for Martinville.
The Non-Negotiable
The discovery phase—Stage 2—is where your deals are won or lost. If you're not investing in
presence here, every outreach dollar is partially wasted.
This isn't about vanity metrics. It's about being there when the decision-maker Googles your name
after ignoring your first email. That's the moment that determines whether you get the meeting in
month 3—or never hear from them again.
