Case study

How Hutchinson Engineering drove 2 million impressions and brought buyers to site

Hutchinson came to us to make their leadership the visible face of the business on LinkedIn. The programme drove over 2 million impressions and brought key decision-makers to site.

Headline figures

2M+

Brand impressions generated

150+

Site visits from key decision-makers

6 months

Project duration

We've worked with noticed. for nearly three years, and they've done a fantastic job. They understand what we do on the shop floor and how to tell that story well. It all now works together, and it's opening doors for us commercially. They feel like part of our team rather than an agency.

About Hutchinson Engineering

What they do

Steel fabrication for energy, infrastructure and transport

Industry

Manufacturing

Headquarters

Northern Ireland

Engagement

Content, Outreach

TL;DR

Hutchinson Engineering is one of the UK's leading steel fabricators, delivering complex projects across energy, infrastructure and transport. It partnered with noticed. to make its leadership the visible face of the business on LinkedIn, supported by lead magnets and an account-based campaign against the accounts it most wanted to win.

• Reach: more than 2 million brand impressions.
• Commercial: 150+ site visits from key decision-makers, and a clear uplift in conversations with qualified prospects.
• Method: leadership-led content, a lead magnet worth downloading, and outreach aimed at a named list rather than a market.

Challenge

A reputation built entirely offline, in a sector that does almost nothing online.

Hutchinson's reputation for quality was well established among the people who already knew them. Online they were invisible, and like most manufacturers they were not getting the attention the work deserved from the decision-makers who award it.

That is the ordinary situation in industrial B2B, and it is why the opportunity is so large. Almost nobody in the sector is competing for attention on the channel where their buyers are, which makes the ground cheap to take. We wrote the approach up as the LinkedIn playbook for manufacturers.

Whose face the business wears

Posts from named people travel. Posts from a company page do not.

Engagement flows through human networks, so content published by a person reaches far further than the same content on a brand page. For a fabricator that matters twice over: the credibility is in the people who run the shop floor, not in a logo.

1. Put the leadership in front. The content came from the people who actually run the business, so the expertise on the page was the expertise a buyer would meet.
2. Write from interviews, not briefs. Content built from a brief reads exactly as it was made. Content built from thirty minutes with the person who did the work carries detail nobody could invent.
3. Keep the company page for the check. It is what a prospect looks at before replying, so it has to support the person rather than compete with them.

The lead magnet

Opening someone's inbox is a transaction. Pay for it with something useful.

We choose the asset with a filter we call the 60-minute test: list every problem your buyers have, then cross off every one you could not solve in under an hour. What survives is what the magnet should be. A five-year plan fails the test. Something a works director can use this week passes it.

Targeted lead magnets gave the outreach a reason to exist that was not a pitch, and gave the content somewhere to send people other than a contact form.

Going after a named list

The list was accounts they wanted, not a market segment.

An account-based campaign runs against a finite set of companies the business has already decided are worth winning. That changes the economics of research: when the list is fifty accounts rather than five thousand contacts, it is worth knowing something real about each one.

• Decide the accounts first, then find the engineering and operations people inside them who influence the award.
• Write to the job, not the title. Use the buyer's own vocabulary; a message in the language of the shop floor reads as someone who understands the work.
• Support it with the profile, because the first thing a prospect does with an interesting message is look at who sent it.

Results

Six months of leadership-led content, lead magnets and account-based outreach, run together.

Reach

More than 2 million brand impressions generated.

Decision-makers on site

150+ site visits from key decision-makers at target accounts.

Pipeline quality

A clear uplift in conversations with qualified prospects.