Wick

October 14, 2025

Top Questions to Ask Martech Vendors About Support

When choosing a Martech vendor in the UAE, support quality is just as important as features and pricing. Reliable support ensures smooth implementation, better performance, and compliance with local laws like the UAE Data Protection Law and global standards such as GDPR. Here's a quick guide to help you evaluate vendor support:

• Service Level Agreements (SLAs): Confirm response times that fit Gulf Standard Time (GST), including weekends and Islamic holidays.
• Language Support: Ensure support is available in both English and Arabic, with bilingual training and documentation.
• Training and Onboarding: Look for localised resources, in-person workshops, and UAE-specific onboarding plans.
• Compliance: Verify the vendor adheres to UAE Data Law, GDPR, and holds certifications like ISO 27001.
• Incident Management: Ask about their process for handling security breaches and providing post-incident support.
• Community Access: Check for local user groups, events, and peer networks for knowledge sharing.
• Product Roadmap: Ensure the vendor incorporates customer feedback and prioritises features relevant to UAE businesses.

Martech Explained #3 - The Most Frequently Asked Questions About Marketing Technology

1. What are your Service Level Agreements (SLAs) for support?

Service Level Agreements (SLAs) are crucial for defining the expected level of support and resolution timelines. They establish clear expectations, ensuring challenges are handled efficiently and without unnecessary delays.

Support Availability and Responsiveness in Gulf Standard Time

When choosing a martech vendor, it’s essential to confirm their support aligns with Gulf Standard Time (GST). Many global vendors may prioritise other regions, so this step ensures their availability matches your business hours.

Ask for written commitments on response times during GST. For critical issues, aim for a response within 1–2 hours, while general inquiries should be addressed within 24–48 hours. Additionally, confirm there are clear escalation paths that consider the unique needs of the UAE market, especially if the initial support fails to resolve the issue.

It’s equally important to check if the vendor offers support during UAE weekends (Friday–Saturday) and Islamic holidays like Eid. This ensures there are no gaps in support during critical periods.

For faster resolutions, prioritise vendors offering local direct phone support during GST. While email and chat support can be helpful, having access to a local or regional phone line often speeds up the resolution process significantly.

Finally, verify if support during GST is handled by senior technical staff. Ensure all interactions are documented with ticket numbers and tracking. This documentation becomes invaluable for addressing recurring issues or when onboarding new team members.

2. Do you offer support in Gulf Standard Time and in both English and Arabic?

When working with vendors, it’s crucial to ensure they provide prompt assistance in Gulf Standard Time (GST), rather than delayed responses from other time zones. Additionally, evaluate their ability to support both Arabic and English, along with offering training that aligns with local needs.

Support Availability and Responsiveness in Gulf Standard Time

Start by confirming who handles localised support. Ideally, technical support calls should be managed by experienced professionals fluent in Arabic. This ensures clear communication and faster issue resolution.

Check if the vendor offers comprehensive Arabic support, including technical documentation, error messages, and system notifications. During your evaluation, ask for a demonstration of their Arabic-language support portal. Pay close attention to whether error messages, notifications, and user interfaces are displayed correctly in Arabic, with proper right-to-left text formatting.

For businesses in the UAE, where teams are often multilingual, it’s important that vendors can handle bilingual queries within a single support ticket. This flexibility is invaluable when team members with different language preferences need to collaborate on resolving complex technical issues.

Local Training, Onboarding, and Documentation Resources

Ask for Arabic training materials that are tailored to UAE-specific business practices, regulatory requirements, and seasonal needs like Ramadan. Generic training resources from global vendors often fail to address the unique challenges of operating in the UAE market.

Effective training should cover practical topics such as running campaigns during Ramadan, managing bilingual customer data, and integrating with widely used regional payment gateways. These are crucial for businesses aiming to optimise their martech investments in the local context.

Additionally, inquire about access to customer success managers who specialise in the Middle East. These professionals should have a deep understanding of local market trends, seasonal business patterns, and regulatory requirements, ensuring their guidance is both relevant and actionable.

For more complex implementations, on-site training sessions in major UAE cities can be a game-changer. While remote training is fine for basic functionalities, in-person guidance is often more effective when dealing with intricate systems or training teams with varying technical expertise. A strong local support network further enhances this process.

Community Engagement and Local Support Ecosystem

Local engagement plays a critical role for UAE businesses. Ask vendors about their involvement in UAE-based user groups, regional conferences, and local partner networks. These connections can provide valuable support and additional expertise.

Some vendors maintain regional offices in Dubai or collaborate with local systems integrators who are well-versed in both the technology and the UAE market. These partnerships can be especially helpful when customisation or integration with regional business systems is required.

Also, check if the vendor actively participates in prominent regional events like GITEX or the Arab Social Media Influencers Summit. Their presence at such events often reflects a genuine commitment to the region, rather than treating it as an afterthought.

Finally, consider vendors that encourage peer-to-peer learning networks. These communities allow local customers to exchange best practices, address common challenges, and work together on solutions. Such networks are particularly useful for navigating UAE-specific marketing regulations and cultural nuances, ensuring your martech strategy is both compliant and effective.

3. What training and onboarding resources are available for UAE businesses?

When it comes to implementing martech solutions in the UAE, having access to locally relevant, bilingual training and clear documentation is essential for success.

Local Training, Onboarding, and Documentation Resources

Start by checking what training formats are offered. These could include in-person workshops, live virtual sessions, or self-paced modules, all available in both English and Arabic to cater to the local workforce.

It's also important to request onboarding documentation that addresses UAE-specific workflows, compliance requirements, and local case studies. According to a 2023 Gulf Business survey, 78% of UAE enterprises prioritise support in local languages and region-specific onboarding resources.

For larger organisations, find out if dedicated account managers can provide tailored onboarding experiences. Always ask for a detailed plan that outlines timelines, key milestones, and access to both live and recorded training sessions.

Beyond the initial setup, ongoing training plays a big role in maintaining long-term success. Request case studies or references from other UAE-based clients to understand how their onboarding experiences improved user proficiency and delivered measurable results.

In June 2023, Lemnisk developed a customised onboarding programme for Emirates NBD in Dubai. This included live Arabic-language training, workshops on UAE Data Law compliance, and access to a local user community. The initiative led to a 40% faster adoption rate and a 25% drop in support tickets within the first three months.

Additionally, explore options for continuous training after onboarding. Look for advanced training modules, refresher courses, webinars, and a well-maintained knowledge base that keeps users updated on new features and best practices. Make sure the training materials are regularly updated to reflect changes in UAE regulations.

Companies like Wick leverage analytics to track user progress and personalise training content. Their Four Pillar Framework ensures that onboarding aligns with the client’s digital maturity and business goals, making the process more effective and results-driven.

4. How do you ensure compliance with UAE Data Law and international standards like GDPR?

Staying compliant with data protection laws isn't just about avoiding penalties - it’s about earning customer trust and safeguarding your business. For Martech vendors, aligning with UAE Data Law and GDPR is essential for success. When assessing vendors, their approach to these regulations should be a key consideration.

Compliance with UAE Data Law and Security Standards

Start by asking vendors how they comply with UAE Federal Decree-Law No. 45 of 2021 (PDPL). This law emphasises obtaining clear consent, limiting data use, and ensuring secure cross-border transfers. Vendors should outline their data governance practices, such as implementing data classification systems and consent management tools. These measures demonstrate their ability to handle data responsibly within the UAE and beyond.

Check for recognised security certifications like ISO 27001:2013 for information security management and ISO 27018:2014 for cloud privacy. These certifications confirm adherence to both UAE and global security standards. Request documentation on their security policies, encryption methods, access controls, and data classification processes. Additionally, ensure the vendor conducts regular security testing and third-party audits to maintain compliance.

Ask about their Data Protection Officer (DPO) and incident response plans. UAE law mandates clear protocols for breach notifications, including timelines for informing affected clients in both English and Arabic.

In 2023, Lemnisk, a Martech vendor, earned ISO 27001 and ISO 27018 certifications while implementing GDPR-compliant consent systems for its UAE clients. This led to zero reported data breaches and a 15% increase in enterprise adoption in the region. The initiative, spearheaded by Lemnisk's Senior Associate Marketing, Bijoy K.B, also included regular vulnerability assessments and transparent incident management practices.

Also, confirm the vendor’s approach to data localisation. Ensure their data storage and processing systems meet UAE requirements, especially for businesses that also need GDPR-level practices to manage international data flows.

Finally, inquire about their process for managing third-party vendors and integrations. Vendors should have a robust risk management framework to assess partners, including regular compliance reviews and contracts that minimise regulatory risks across their ecosystem.

Wick's Four Pillar Framework is a great example of how data compliance can be integrated with advanced analytics and automation. This approach helps UAE businesses grow sustainably while meeting both local and international data protection standards.

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5. What is your process for handling security breaches or incidents?

Managing security breaches effectively is critical for protecting your data and ensuring your business keeps running smoothly. A vendor's ability to detect, respond to, and resolve incidents can make all the difference when it comes to minimising the impact of a breach.

Support Availability and Responsiveness in Gulf Standard Time

For businesses operating in the UAE, it's essential to confirm that a vendor can provide reliable support during Gulf Standard Time (GST). Look for vendors who commit to clear Service Level Agreements (SLAs), such as responding to security incidents within one hour. Verify whether they offer 24/7 incident response or if their support is restricted to specific hours.

Additionally, ask about their escalation procedures. The best vendors will have defined roles and automatic escalation protocols to ensure critical issues are prioritised and handled by senior security experts without delay.

Compliance with UAE Data Law and Security Certifications

It’s crucial that a vendor’s incident response process aligns with UAE Federal Decree-Law No. 45 of 2021 (PDPL). Ask how they manage breach notifications for both local authorities and affected clients. Vendors should also have established procedures for engaging with UAE regulators in case of an incident.

Vendors who adhere to international standards, such as ISO/IEC 27035 for incident management, and hold certifications like ISO 27001 and ISO 27018, are typically better equipped to handle breaches. These certifications reflect their ability to detect, contain, and recover from incidents effectively.

Request a documented incident response plan that outlines steps for detection, containment, investigation, recovery, and compliance with both UAE Data Law and GDPR. Also, confirm they conduct regular third-party vulnerability assessments and penetration testing to proactively identify and address security risks. A well-trained team with expertise in incident management tailored to UAE-specific regulations is another critical factor to consider.

Local Training, Onboarding, and Documentation Resources

Incident response isn’t just about the vendor’s capabilities - it also depends on how prepared your team is to act during a breach. Ensure the vendor offers training specifically designed for UAE clients. This might include bilingual playbooks and training materials to ensure clarity and accessibility for all team members.

Ask about their communication protocols during an incident. The vendor should have a clear process for informing you about the breach, the data potentially impacted, and the recommended steps to mitigate risks.

Finally, post-incident support is just as important. After resolving a breach, the vendor should provide a detailed report covering the root cause, steps taken to resolve the issue, and measures to prevent future incidents. Ongoing security awareness training for your team can also help them spot potential threats and respond effectively, reducing the likelihood of future breaches.

6. Do you provide access to local user communities or in-person workshops in the UAE?

Connecting with other Martech users and participating in hands-on training can be a game-changer for improving your team's skills and boosting product adoption. For businesses in the UAE, access to local communities and in-person workshops offers fantastic opportunities for networking, peer learning, and staying informed about best practices tailored to the region's unique market.

Community Engagement and Local Support Ecosystem

In the UAE, building relationships and sharing knowledge are highly valued. A 2023 Martech industry report found that over 60% of UAE-based businesses consider access to local user communities and in-person events a critical factor when choosing Martech vendors. This highlights the region's preference for face-to-face interactions and collaborative learning.

When assessing vendors, ask about their local user groups, meetups, and online forums. Many vendors maintain active online communities where UAE customers can exchange advice, share experiences, and discuss region-specific challenges.

It’s also worth requesting examples of how other UAE clients have benefited from these community resources. Case studies that showcase practical outcomes and regional relevance can help you determine if the vendor’s community initiatives align with your needs. These connections not only encourage peer learning but also strengthen the overall support framework.

Local Training, Onboarding, and Documentation Resources

While online support is essential, in-person events and workshops add another layer of engagement. Vendors should ideally offer a mix of online and in-person opportunities to facilitate peer learning and provide insights tailored to the UAE market.

Ask vendors about the frequency and locations of their in-person workshops. Some global providers host quarterly events in cities like Dubai or Abu Dhabi, while others may rely solely on virtual sessions. The regularity and location of these events can indicate how committed a vendor is to the local market.

Additionally, check whether workshops are scheduled to align with Gulf Standard Time, ensuring they’re convenient for UAE teams. Inquire about online resources such as FAQs, knowledge bases, and troubleshooting guides. These should be available in Arabic and include examples relevant to UAE users.

Many vendors collaborate with local agencies or consultancies to deliver region-specific training. Ask how they evaluate the success of these efforts. Metrics like attendance rates, community participation, and feedback from local workshops can provide insight into how well their support resonates with UAE businesses. Also, explore whether UAE customers have opportunities to influence the vendor’s product development through regional advisory boards or feedback channels tailored to the Middle Eastern market.

Hybrid event formats are becoming increasingly popular, blending in-person and virtual participation. These formats offer flexibility while preserving the personal connections so highly valued in UAE business culture. According to industry data, 45% of Martech buyers in the GCC region report that local workshops and networking opportunities significantly enhance their product adoption and ROI. This kind of community-driven support reflects a vendor’s dedication to providing timely, locally relevant assistance - something that’s crucial for businesses in the UAE.

7. What is your product roadmap, and how do you incorporate customer feedback?

Understanding a vendor's product roadmap and how they handle customer feedback can reveal a lot about their long-term value and commitment to improvement. These insights tie back to the earlier emphasis on the quality of vendor support.

Customer Feedback and Regional Relevance

Leading vendors actively engage with their customers to shape product development. In fact, a 2023 industry survey found that 68% of enterprise buyers place high importance on roadmap transparency.

When assessing vendors, ask about their structured feedback channels, such as customer advisory boards, user forums, or feedback sessions. Also, inquire about beta programmes that provide UAE-based clients with early access to features. For instance, features like Arabic language support or local payment integrations are crucial for businesses in the region. Push for specific examples of how feedback from UAE clients has directly influenced product updates. Features like Gulf Standard Time scheduling, AED currency formatting, and compliance with UAE Data Law are excellent indicators that the vendor understands and prioritises local needs.

Compliance with UAE Data Law

A strong roadmap should also address regulatory compliance, particularly with UAE Data Law and GDPR standards. Vendors should demonstrate their commitment through regular audits, legal reviews, and clear communication with clients.

For example, Salesforce's 2023 roadmap introduced enhanced data residency options for the Middle East after receiving direct input from UAE enterprise clients concerned about local data compliance. This update led to a 17% rise in new contracts from the region during Q2 2023.

Vendors should clearly outline how they update their products to reflect regulatory changes, such as adding new encryption features or revising consent workflows. It's equally important that they provide UAE clients with timely updates on these changes.

Many trusted vendors offer public product roadmaps and frequent updates through online portals. They strike a balance between global product priorities and regional needs, ensuring the core product remains strong while also addressing local customisations. This focus on compliance and localisation echoes earlier discussions about tailored support for UAE businesses.

Data from the industry also highlights that 57% of Martech vendors surveyed in 2022 attributed at least half of their annual product updates to customer feedback. For UAE businesses, this responsiveness often translates into features that align with local practices, meet regulatory standards, and respect regional preferences.

Conclusion

Choosing the right Martech vendor goes beyond comparing features and pricing. It's about ensuring they can provide localised, responsive, and secure support tailored to the UAE's distinct business environment. According to a Nielsen survey, over 60% of businesses consider support quality and responsiveness as key factors when selecting a Martech vendor. Asking the right questions not only helps evaluate a vendor's support capabilities but also ensures they align with the UAE's regulatory and cultural requirements.

As outlined earlier, the seven key questions provide a solid framework for evaluating vendors. Each question is designed to pinpoint potential weaknesses that could disrupt your business operations.

One of the most critical considerations is data security and compliance. With over 40% of large organisations now requiring ISO 27001 and ISO 27018 certifications from Martech vendors, it's vital to confirm that your chosen vendor meets these standards. This helps avoid legal risks and protects your company's reputation.

The increasing demand for localised support reflects the UAE's evolving market. Vendors offering in-person workshops, local user communities, and dedicated account managers often achieve higher adoption rates and stronger client relationships. UAE businesses that leverage these resources report smoother onboarding and faster integration of Martech tools.

To streamline your vendor evaluation, create a structured checklist based on these questions. Request detailed documentation on SLAs, compliance certifications, and incident management procedures. Additionally, seek references from other UAE-based clients to verify the vendor's claims about their support capabilities.

For additional guidance, expert consultancies like Wick can simplify this process. With a deep understanding of UAE compliance standards and market dynamics, Wick can help ensure your vendor selection aligns with your business goals while supporting a unified digital ecosystem.

FAQs

How can I confirm that a Martech vendor's support meets UAE business needs and regulations?

When evaluating a Martech vendor's support, it's crucial to ensure they align with UAE-specific business practices and regulations. Start by asking about their experience working with companies in the UAE and their understanding of local compliance requirements. This includes familiarity with UAE data protection laws, VAT regulations, and even marketing strategies that resonate with local preferences.

You should also check whether their support team operates during UAE business hours. Ask if they provide region-specific resources, such as Arabic-language support or insights into local consumer behaviour, to ensure their services are tailored to your needs.

Why is it beneficial to participate in local user communities and in-person workshops hosted by Martech vendors in the UAE?

Engaging with local user communities and attending in-person workshops hosted by Martech vendors in the UAE offers plenty of practical benefits. These gatherings create a platform for businesses to network with professionals who share similar goals, exchange valuable insights, and gain knowledge from experiences specifically tailored to the UAE market. This collaborative environment helps participants stay informed about industry trends and practices that are most relevant to the region.

Workshops, in particular, stand out for their hands-on approach. They provide a chance to work directly with experts, receiving personalised guidance that can make a real difference. In the UAE, where digital marketing strategies must often reflect the region's distinct cultural and economic dynamics, these sessions can play a key role in using Martech tools more effectively to support long-term growth.

How do Martech vendors use feedback from UAE clients to shape their products and services?

Martech providers frequently turn to customer feedback as a key tool to fine-tune their products and better cater to the specific needs of their clients. For businesses operating in the UAE, this often means aligning with local preferences, respecting cultural subtleties, and addressing distinct market requirements. Such feedback can shape product updates, introduce new features, and improve overall service delivery.

At Wick, we take a data-first approach to personalisation, ensuring that digital marketing strategies are not only aligned with client objectives but also tailored to regional expectations. Our Four Pillar Framework is crafted to build seamless digital ecosystems, enabling sustainable growth while meeting the unique demands of UAE businesses.