With its headquarters in Switzerland, Hunkeler – Müller Martini is a global manufacturing and technology company specializing in paper processing solutions, including systems for digital printing, finishing, and book production.
With +500 employees worldwide and operations across Europe, North America, and South America, the company operates in a highly specialized and traditionally offline-driven industry.
A few months ago, we met Selina Stücker, Digital Marketing Manager at Hunkeler - Müller Martini, at a conference in Hamburg. She told us that LinkedIn has been part of their marketing mix for years.
But over time, Selina and her team noticed a fundamental change:
“LinkedIn was already our main channel. But we realized the focus is shifting more and more to personal profiles”
- Selina Stücker, Digital Marketing Manager, Hunkeler - Müller Martini
At the same time, more and more requests from inside the company emerged:
Employees wanted to be active on LinkedIn.
They just didn’t know how.
The challenge: LinkedIn motivation without a system
This created a situation that many larger B2B organizations face:
The team has a strong foundation
✅ Deep expertise across teams
✅ High-quality customer interactions
✅ Employees motivated to participate
But no scalable execution
❌ No clear structure for employee content
❌ Uncertainty about what “good content” looks like
❌ Fear of posting something irrelevant
❌ No system to turn knowledge into visibility
And on top of that:
Hunkeler - Müller Martini operates in a niche, traditional industry, where LinkedIn is still underutilized.
Instead of pushing more corporate messaging, the team made a decision:
👉 Make employee expertise visible.
Not by forcing content — but by enabling it.
“I believe the future of LinkedIn lies in corporate influencers.”
– Selina Stücker
The team knew LinkedIn could matter for visibility and future sales conversations — but they needed a way to operationalize it.
That’s when Scripe came in. We started mapping out a first phase of making it possible to get selected team members of Hunkeler - Müller Martini on LinkedIn in a strategic, efficient way.
The approach: Turning LinkedIn into a structured system with Scripe
Instead of treating LinkedIn as an addtional, individual effort, Hunkeler – Müller Martini partnered with Scripe to:
👉 Support employees to turn their expertise and everyday activities into a structured, repeatable content system – in a way they feel confident.
The focus wasn’t on “creating content”.
It was on enabling employees to:
✅ Understand why LinkedIn matters for their role
✅ Identify what knowledge is relevant to share
✅ Turn daily work into simple, effective posts
✅ Build confidence through early wins
Through hands-on workshops, 1:1 sessions, and ongoing support, Scripe helped the team shift from:
👉 “I don’t know what to post” to “I already have content — I just need to share it.”
The first group: 8 employees, guided by Scripe
The initiative started with a small group of 8 employees across:
- Sales
- Product
- Industry experts
- Senior team members
Scripe worked closely with this group to:
- Define simple content approaches
- Reduce complexity
- Provide structure without over-controlling
At the beginning, hesitation was high, Selina remembers:
“Almost all of them were new to posting – there was definitely a barrier at the beginning.”
But this is exactly where the structured approach made the difference.
The first results: Making content simple and scoring first wins
One of the key shifts was removing the idea that content needs to be complicated. Instead, employees learned to use what they already had:
👉 Customer conversations
👉 Sales insights
👉 Product knowledge
👉 Event experiences
“Thanks to Scripe, we learned how to turn our expertise into posts in a very simple way – posts that actually reach our customers.”
- Selina Stücker
This shift was needed for everyone to turn LinkedIn from:
A complex, additional, draining task – into a natural extension of daily work that is actually fun.
From first wins to a reliable content system
With Scripe’s structured guidance, the team started posting consistently.
And quickly, they saw results, Selina confirms:
“As we started posting, we quickly saw more engagement and more impressions.”
These early signals were crucial.
They created:, Confidence, motivation and a sense of progress
What used to feel like a barrier started to feel like a repeatable process.
Finally, a first real proof came when LinkedIn activity started influencing real-world outcomes.
After one of the first posts, created with Scripe and published by the CEO, the team saw immediate traction.
“Just a few hours after our CEO’s first LinkedIn post created with Scripe, we saw a clear increase in website clicks.”
– Selina Stücker
And beyond digital metrics, something even more important happened:
This is where LinkedIn became more than marketing.
👉 It became part of the sales & marketing motion.
Helping:
- Build awareness before meetings
- Warm up conversations
- Increase familiarity with the brand
Hunkeler - Müller Martini's LinkedIn system today: Structured, but still authentic
One of the key principles in the collaboration:
👉 Structure without losing authenticity
Scripe provided:
- Clear frameworks
- Guidance and sparring
- Content inspiration
- Strategic direction
But without over-controlling how people show up, says Selina.
“We want to support them — but not too much. Otherwise, authenticity gets lost."
This balance made the system scalable.
What’s next: Scaling the system across the company
After validating the approach, the next step is clear:
👉 Expand the Scripe-driven system to more employees says Selina:
“We definitely want to bring more people into the project.”
The focus now:
- Scaling participation across teams at a global scale
- Maintaining simplicity and a repeatable process
- Providing light support (e.g. visuals, ideas)
- Continuously improving the system
And we look super forward to supporting the Hunkeler – Müller Martini on that!
When we asked Selina about the advice she'd give to other B2B companies, she said the best closing word there could be for this case study:
“Just try it. Don’t be afraid, it's so worth it!” ☺️
----
For more details about Scripe’s Team and Enterprise solutions, please reach out to sales@scripe.io.