Figma: “Web Summit Qatar served as the ultimate bridge to the Middle East”

Figma’s presence at Web Summit Qatar successfully captured upwards of 500 high-quality leads.

Figma’s cutting-edge demos and their approach to on-the-ground networking at Web Summit Qatar enabled them to build a robust sales pipeline, gathering more than 500 high-quality B2B leads.

To engage directly with Doha’ and the Middle East’s rapidly growing tech ecosystem, Figma combined two packed masterclasse and live AI product demonstrations that captured the communities’ interest.

“EMEA and the Middle East specifically are very “handshake cultures,’” explains Pedro Hernandez, Figma’s Advocacy Manager. “You need to see people eye-to-eye, shake hands. Being on the ground is key for us to understand who is partnering with whom.”

The design giant was keen to connect with what they call the local “Friends of Figma” communities in Qatar, Dubai, Abu Dhabi, and India.

“Web Summit Qatar served as the ultimate bridge to the Middle East, resulting in over 500 high-quality leads and a deeper connection with the local community.”

The Figma team engaging with founders and creators on the ground at Web Summit Qatar

Bringing a global partnership to the Middle East

Following successful partnerships in Web Summit Lisbon, in Portugal, and at Web Summit Vancouver, in Canada, Figma identified their presence in the Middle East as a priority.

“Web Summit brings that one-to-one attention to everybody. In a world of AI and digital tools, people miss that. Here, they get our full attention.”

This presence was bolstered by two “packed-to-the-rim” masterclasses. These sessions allowed Figma to demonstrate Figma Make, the company’s AI-powered prototyping tool, as well as introduce attendees to Figma’s “eight products” ecosystem.

Pedro highlighted one specific interaction at their stand that perfectly illustrated the event’s immediate value:

“A founder took a screenshot of his current site on his phone and sent it to me. I put it in my laptop, injected it into Figma Make, and we created a working website file on the spot. He said, ‘This is exactly what I need.’ We put him in front of a sales rep immediately”, highlights Pedro.

Luis Ouriach from Figma hosting a packed masterclass

“While our Sales and Marketing teams focus on the high volume of leads, my goal is building long-term relationships. I’m leaving with a robust list of potential speakers and a much clearer path to engaging with local designers across the region”.

Pedro sees both the immediate value of generating leads as well as the bigger-picture goal of community engagement that comes from their participation at Web Summit Qatar.

“For Figma, success is measured by both the tangible leads we bring home and the depth of our connection to the community”, explains Pedro. “Web Summit was key in meeting the community and understanding the ecosystem of the region”.

Ready to position your brand alongside industry giants and global tech leaders? Explore Web Summit Qatar partnership and exhibition opportunities today.