Let’s talk about a familiar story. A mid-sized plastic manufacturing company, let’s call them Plastico GmbH with great machines, reliable service, and engineers who could reverse-engineer a coffee machine into a CNC router.
Their quality? Solid.
Their lead pipeline? Not so much.
“We’re not really on LinkedIn,” they told us in the first meeting, sipping lukewarm coffee in a breakroom filled with 2012 wall calendars and suspiciously silent fax machines.
No judgment, we’ve seen this before.
They weren’t ignoring marketing because they didn’t care. They just didn’t know what to do with it. Their sales still came through word of mouth, and trade fairs.
However, by 2025, one cannot simply rely on it, as competitors are doing everything to be in front of the customer.
The Problem
They had:
No real digital presence
No clear messaging for decision-makers
A LinkedIn page last updated during the Merkel era
They were missing out on a huge opportunity. Because here’s a fun fact:
80% of B2B leads from social media come through LinkedIn
(Source: LinkedIn B2B Marketing Report, 2023)
Yes. Eight. Zero.
And another stat that blew their minds:
60% of B2B buyers say they’ve looked up a supplier on LinkedIn before making a purchasing decision
(Source: Gartner B2B Buyer Journey Study, 2023)
Translation? People were researching them. And finding… nothing.
The Fix
We rolled up our sleeves and got to work:
Rebuilt their LinkedIn page
No more pixelated logo, no more “Founded in 1973” as the only description. We gave them a voice. One that actually spoke to purchasing managers and engineers.Trained their sales team on LinkedIn Sales Navigator
Because cold calling in 2025 is like faxing your CV, technically still possible, mostly ignored.Built a content strategy
Short application stories, smart posts showing off their capabilities, explaining their processes, and yes, even giving love to the maintenance team (because nothing says “we’ve got our act together” like showing how you prevent downtime).Started running targeted outreach
Instead of shouting into the void, we whispered into the right inboxes, purchasing heads, product developers, R&D leads. People who actually make the calls.
The Results
Within 4 months:
Their followers grew by 130%
They booked 12 qualified meetings through LinkedIn alone
Their sales team finally said “Hey, this LinkedIn thing actually works”
One German OEM said: “We found your post on LinkedIn.”
Not bad for a company that “wasn’t even on LinkedIn.”
The Lesson
If you make things, especially in plastics but no one sees you online, it’s like building a showroom in the forest. You might have the best parts in the world, but if nobody’s looking, nobody’s buying.
At Rihla Creative, we help B2B companies get seen without selling their soul.
No trickery. No fake hype. Just solid strategy that helps real companies grow.
And no, you don’t have to start dancing on TikTok.
