ENH Marketing

Datagram Network TechnologiesENH

Case study · Enterprise IT distribution and ecommerce

Building an Enterprise IT Store That Converts Search Into Enquiries

Corporate and e-commerce websites built from the ground up, then supported by SEO, paid campaigns, social media and AI-search visibility.

Services for this project

  • Website Design & Development
  • Ecommerce Development
  • Search Engine Optimisation
  • Local SEO
  • Performance Marketing
  • Social Media Marketing
  • AI Search Visibility
  • Conversion Tracking
  • datagramstore.com
603 tracked enquiries in six months51 / 98 tracked keywords ranking in google’s top 10221 conversions from the dell google ads campaign456 website sessions referred by ai assistants51 / 98 tracked keywords in Google’s top 10221 conversions from the Dell campaign456 sessions referred by AI assistants

At a glance

The challenge
Serve buyers comparing whole product categories and buyers searching for one exact model or part number, across a corporate site and an online store.
What we did
Built the corporate website and Datagram Store, structured the catalogue, and ran SEO, a Dell Google Ads campaign, B2B social and enquiry tracking.
The result
603 tracked enquiries in six months, 338 of them through WhatsApp.
The proof
  • 51 / 98tracked keywords in Google’s top 10
  • 221conversions from the Dell campaign
  • 456sessions referred by AI assistants

01 The brief

Datagram Network Technologies is a Dubai-based enterprise IT distributor supplying networking, security, server and storage products to businesses across the region. ENH Marketing was engaged to build Datagram’s corporate website and e-commerce store, organise its technical product catalogue and generate demand through search, paid advertising and social media.

About Datagram Network Technologies

Its product range includes routers, switches, firewalls, wireless equipment, servers, storage systems and related enterprise infrastructure from brands including Cisco, Dell EMC, HPE, Fortinet, Aruba and Ubiquiti.

02 The challenge

Enterprise IT buyers often begin with a specific brand, model, part number, or technical requirement.

The website had to support people comparing complete product categories and experienced buyers searching for one exact switch, firewall, server, or storage model. General brand pages would not provide enough depth for both journeys.

Datagram also needed two distinct digital experiences. The corporate website had to present its partnerships, technical capabilities and B2B offering, while the ecommerce store needed to support product discovery, live pricing, checkout, customer accounts and order tracking.

The marketing team then had to bring suitable traffic into these platforms and identify which product pages, campaigns and channels generated genuine enquiries.

03 What we did

How we did it.

  1. 01 / 07

    Built the Corporate Website

    The corporate website was developed around Datagram’s enterprise IT capabilities and brand relationships.

    Dedicated authorised-partner pages were created for Cisco, Dell EMC, HPE, Fortinet, Aruba and other major technology brands.

    These pages gave business buyers clear information about the solutions available through Datagram and created relevant destinations for brand-led distributor and partner searches.

  2. 02 / 07

    Developed the Datagram Ecommerce Store

    Datagram Store was built from the ground up with features required for technical product purchasing.

    The platform included:

    • Live product pricing
    • Shopping cart and checkout
    • Customer accounts
    • Order tracking
    • Product search and filters
    • Brand and department navigation
    • Individual product and part-number pages

    The store created a direct buying route while continuing to support customers who needed technical guidance or a quotation.

  3. 03 / 07

    Structured the Technical Product Catalogue

    Products were organised across routers, switches, firewalls, servers, storage and other enterprise IT departments.

    Customers could browse by department or brand and search using model names and part numbers. This was important for technical buyers who already knew the exact equipment they required.

    The structure also allowed individual product and category pages to appear for detailed searches instead of sending every visitor to one broad IT solutions page.

  4. 04 / 07

    Ran a Regional SEO Programme

    A programme of 98 tracked keywords was developed around brands, products, authorised-partner terms and distributor searches.

    Website content, page headings, metadata and internal links were improved to support these searches. Dedicated brand and category pages gave the campaign suitable landing points for different types of buyer intent.

    Search performance was monitored across the UAE and other relevant regional markets.

  5. 05 / 07

    Managed the Dell Google Ads Campaign

    A dedicated Google Ads campaign was developed around Dell enterprise products and related buying intent.

    Campaign structure, keyword targeting, advertisement copy and landing pages were aligned so users could move directly to relevant Dell product or enquiry pages.

    Spending, clicks, conversions and cost per conversion were tracked throughout the campaign.

  6. 06 / 07

    Managed Social Media Across B2B Channels

    LinkedIn, Facebook and X were used to communicate Datagram’s products, partnerships and enterprise IT expertise.

    Content covered product launches, infrastructure solutions, brand-specific equipment and practical information for IT buyers.

    Social media supported broader brand visibility while the website, search and paid campaigns focused on product discovery and enquiries.

  7. 07 / 07

    Tracked Enquiries Across the Digital Journey

    Phone calls, WhatsApp clicks, forms and other enquiry actions were tracked separately.

    This made it possible to compare the business activity generated by organic search, paid campaigns, Google Business Profile visits and emerging AI referral traffic.

04 What changed

What changed.

Stronger Visibility for Brand and Product Searches

Datagram reached Google’s top 10 for 51 of the 98 tracked keywords.

“Dell EMC Platinum partners in Dubai” moved from position two to the number-one position. “Cisco switch Dubai” improved from position 11 to number two, while “firewall suppliers” moved from position four to number two.

These positions helped Datagram appear when buyers were actively researching products, distributors and authorised technology partners.

51/ 98
tracked keywords in Google’s top 10
  • “Cisco switch Dubai”#11#2
  • “firewall suppliers”#4#2
  • “Dell EMC Platinum partners in Dubai”#2#1
Google position, before and after

603 Tracked Enquiries in Six Months

The websites generated 603 tracked enquiry actions over six months.

WhatsApp produced 338 of these actions, making it the largest individual enquiry route during the measured period. The remaining actions came through other tracked contact points, including calls and website forms.

338of 603 tracked enquiries came through WhatsApp

  • WhatsApp: 338
  • Calls, forms and other contact points: 265

221 Conversions From the Dell Campaign

The Dell Google Ads campaign generated 221 conversions. It achieved a click-to-conversion rate of 20.89% and an average cost per conversion of AED 43.60.

The campaign gave Datagram a measurable paid route to buyers searching for Dell enterprise products and solutions.

  • 221conversions
  • 20.89%click-to-conversion rate
  • AED 43.60average cost per conversion
Dell Google Ads campaign

AI Assistants Became a Measurable Source of Demand

AI assistants referred 456 website sessions.

ChatGPT accounted for 409 of those sessions and recorded an engagement rate of 53.07%.

Visitors referred to the HPE distributors page engaged at 77.27%, while the Ubiquiti page recorded a 71.43% engagement rate. This showed that AI-referred users were reaching specific pages connected to their research.

These sessions produced 72 tracked enquiry actions, confirming that AI referral traffic was already contributing business activity rather than visibility alone.

409of 456 AI-referred sessions came from ChatGPT

  • ChatGPT: 409
  • Other AI assistants: 47
  • 72tracked enquiries from AI-referred sessions
  • 77.27%engagement on the HPE distributors page

More Local Interest in the Business

Google Business Profile direction requests increased by 96% year on year and reached 51 in August 2026.

This local activity gave customers another way to move from product or supplier research to direct contact with Datagram.

  • +96%year on year
  • 51in August 2026
Google Business Profile direction requests

05 Results

What it added up to.

The combined platform and marketing programme gave Datagram a connected digital sales system. Corporate buyers could research the company and its partnerships, technical buyers could locate specific products, e-commerce customers could order directly and prospective clients could enquire through the channel that suited them.

  • 603Tracked enquiries in six months
  • 51 / 98Tracked keywords ranking in Google’s top 10
  • 221Conversions from the Dell Google Ads campaign
  • 456Website sessions referred by AI assistants

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