UNTHA UK
UNTHA is a renowned manufacturer of industrial shredders. We work with the UK division as its outsourced marketing department. We act as the company’s fractional marketing director and provide tactical marketing services.
Across our work for UNTHA UK, the principal objectives are to build lead generation for the sales team and to engage with and warm up prospects within the customer relationship management (CRM) system.
The challenge
UNTHA shredders are widely recognised for their quality and reliability, but the business operates in an intensely competitive market. The sales cycle, from initial lead to deal won, is lengthy, and the average purchase price is high. All this means the challenge extends beyond generating leads – we must also maximise the conversion of opportunities within the CRM.
As part of our role as the extended marketing team, we identified the need for a coordinated organic and paid LinkedIn strategy aligned to the wider marketing objectives. Organically, the focus was on engaging with the existing audience, delivering consistent product and brand messaging, and generating opportunities from existing contacts. For the paid activity, the strategy was twofold – to generate new leads and to increase the visibility of organic content at key moments.
Our strategy
Before planning any tactical work, we needed to revisit the details of the strategy for UNTHA UK. We held a Think BigTM discovery workshop with key members of the UNTHA team with a view to defining target customer personas and developing comprehensive empathy maps. This strategic groundwork
is essential to all tactical marketing execution. It establishes who we’re speaking to, why we’re speaking to them and what matters most to them, and, importantly, which challenges UNTHA is uniquely positioned to address.
With the personas and corresponding key messages outlined, we developed a quarterly LinkedIn content strategy. Organic content would be centred around key brand and product messages, aligned to the needs and motivations of each persona.
Our solution
We integrated priority brand and product messages with key company developments, such as launching a new service – shredder hire – as well as focusing on stock machines and UNTHA UK’s first sales event. The balance between the needs of the audience and the business is key to a successful organic strategy.
At certain times throughout the year, our paid activity was intensified to support major objectives, such as launching a new service offering and promoting sales events. This included a range of boosted content, as well as carousel and video ads to persona-specific audiences.
Our ‘always-on’ paid strategy is focused on two personas across defined sectors. We developed two distinct LinkedIn Ads for UNTHA UK. The first, a persona-driven carousel ad, directly addresses the pain points that exist within logistics companies. The audience we used to build the ad was decision-maker roles within logistics and warehousing businesses. The second ad operates at the ‘top of the funnel’ and offers a one-click downloadable lead magnet to manufacturing decision makers aligned to our personas.
An essential buyer’s guide (paid campaign)
Our LinkedIn Ad promoting ‘A buyer’s guide to shredding technology’ targeted manufacturing decision-makers at the very top of the funnel.
Offering an easy, one-click route to valuable early- stage insight and tailored to audience pain points, it raised awareness of UNTHA’s expertise while generating high-quality leads for the sales team.
Shredder benefits (paid campaign)
A carousel ad, focused on each of the benefits of industrial shredders, targeted the manufacturing and logistics sector.
The messaging was built around persona pain points. It highlighted how UNTHA’s technology improves efficiency, reduces downtime, and supports long-term operational resilience – ensuring the content resonated with decision-makers evaluating investment in high-value machinery.
ShredFest 2025 (organic campaign)
A series of organic posts raised awareness of UNTHA’s ShredFest event, highlighting key moments, product demonstrations, and expert insights.
By engaging both existing and new audiences, the content built anticipation, encouraged event registration, and reinforced UNTHA’s position as a thought leader in shredding technology. Organic posts complement our paid activity.
Meet the shredder (organic campaign)
A series of posts factored into our organic social content plan enabled key decision-makers to become more familiar with each of the shredders and their unique features.
By highlighting practical applications, efficiency benefits, and differentiating capabilities, the content helped prospects understand how UNTHA machines can help address their operational challenges.
Influential messaging (thought leadership)
Insightful post content woven into the LinkedIn plan supports our positioning UNTHA and its key spokespeople as thought leaders in the shredding technology space.
By offering insight, rather than sales messaging, the posts help to establish UNTHA as a trusted voice, nurturing relationships with key decision-makers over time.
Marcus Brew, Managing director,
UNTHA UK
