B2B LinkedIn content programme for a German engineering company entering the UK

Kessler Antriebstechnik makes industrial gearboxes and geared motors for conveyors, packaging lines and water treatment plants. About 70% of its €58 million revenue comes from Germany and Austria. It opened a small sales office in Birmingham last year to win UK customers, but the UK pipeline is thin: 14 qualified opportunities in twelve months, against a target of 40.

The company page on LinkedIn has 3,100 followers, mostly German employees and suppliers. It posts trade-fair photos and job adverts in German. The UK sales manager, Tom Bradley, says UK engineers and procurement managers have never heard of Kessler and see it as "another German supplier with long lead times".

The marketing lead, Julia Weber, wants a 12-week LinkedIn programme that: - is based on real research into who buys gearboxes in the UK: maintenance managers, design engineers, procurement and OEM buyers; - sets content pillars that answer their concerns, such as lead times, spare parts in the UK, energy efficiency and total cost of ownership; - plans the company page and five employee profiles, in English for the UK, with German posts kept separate; - includes sample assets: three posts, one carousel, one 800-word article and one short video script; - defines how interested people are handed to sales and what counts as a lead; - measures what matters: reach among UK target job titles, engagement from target accounts, website visits and qualified conversations.

You must not run paid ads with real money. Use LinkedIn’s free tools, public information about UK manufacturing, and interviews with engineers if you can arrange them. Done looks like a strategy, calendar, assets, an employee guide and a measurement plan that Julia can present to the managing director.