Published
August 28, 2025
Category
Optimization / Media
client
Uniter Engineering Products
Uniter Engineering Products
01. The Client Overview & Challenge
Uniter Engineering Products has been manufacturing road paving machinery for over 50 years — building a legacy of engineering excellence with sensor pavers, hydrostatic pavers, road wideners, tandem rollers, and more. With over 1,500 clients and a presence spanning multiple countries, their product quality and track record are undeniable. Yet despite this impressive legacy, they faced a challenge that many established manufacturers know well:
their digital marketing was not keeping pace with their scale and ambition. Reaching infrastructure contractors, government procurement teams, and project managers required a smarter, more targeted digital strategy. That’s when they partnered with 247 Manufacturing Marketing.
02. Our Digital Marketing Strategy
When Uniter Engineering came to us, the objective was clear strengthen their digital presence and build a consistent pipeline of high-quality inbound leads from the right buyers. We implemented a comprehensive strategy that included:
- Industrial SEO Optimized their website around technical search terms used by infrastructure contractors and procurement teams actively sourcing road paving equipment.
- Account-Based LinkedIn Marketing Targeted key decision-makers project managers, procurement heads, and infrastructure contractors directly through precision LinkedIn campaigns.
- Paid Advertising Ran focused Google Ads campaigns around high-intent machinery and equipment searches to capture buyers who were already in the market.
- Content Marketing Developed technical content highlighting product specifications, applications, and operational advantages to build credibility with engineering audiences.
- Performance Tracking & CRM Integration Aligned digital campaigns directly with their sales pipeline, ensuring every inquiry was tracked, attributed, and followed up on efficiently.
Our strategy was built to match the scale of Uniter’s 50-year engineering legacy with a digital presence and lead pipeline worthy of it.
03. The Results
Since partnering with 247 Manufacturing Marketing, Uniter Engineering Products has seen significant and sustained growth in their digital performance:
- Stronger online visibility among infrastructure contractors and procurement teams actively sourcing road paving machinery.
- Consistent inbound inquiries from qualified buyers, reducing reliance on referrals and trade events alone.
- Greater reach across target markets, with their capabilities now visible to the right buyers at exactly the right moment.
Today, Uniter Engineering continues to build on their 50-year legacy, reaching more contractors and procurement teams than ever before while we remain committed to matching their engineering excellence with a digital strategy worthy of it.
%
Increased Website Traffic
%
Growth in Lead Conversions
%
Higher Engagement on Content
Uniter Engineering Products partnered with 247 Manufacturing Marketing to bring their 50-year legacy of road paving machinery into the digital age. Through industrial SEO, LinkedIn ABM, and targeted paid campaigns, we helped them achieve stronger visibility, more consistent inbound leads, and a growing pipeline of qualified buyers.