Overview
Developed a digital marketing strategy for a Nordic shipping company, defining how digital channels could support commercial growth beyond relationship-led sales. Delivered audience and channel strategy, content marketing approach connecting domain expertise to inbound enquiry generation, and a measurement framework attributing digital investment to pipeline and commercial outcomes.
Who This Is For
Nordic shipping companies, maritime service providers, or shipping-related businesses with 500-10,000 employees seeking to build commercial visibility and inbound lead generation through digital marketing. Typically operating in a relationship-driven sector where digital marketing has been treated as a secondary channel behind direct sales and industry events.
The Challenge
The shipping company has strong industry relationships and operational reputation but limited digital marketing capability. The website is primarily a company profile. Content is produced reactively for events and press. The commercial team depends on personal networks and direct outreach. Digital channels are not generating meaningful inbound enquiry. As buyers in the shipping sector increasingly conduct initial research digitally, the absence of a coherent digital marketing strategy is becoming a commercial risk.
What We Propose
Digital Marketing Strategy - Strategy defining how digital channels can support commercial growth across target segments and shipping service lines. Audience & Channel Strategy - Audience definition and channel mix connecting the right content to the right decision-makers across web, LinkedIn, and sector media. Content Marketing Approach - Content strategy connecting deep shipping domain expertise to buyer-relevant content that builds authority and generates inbound enquiry. SEO & Organic Visibility - Keyword research and content optimisation for organic visibility across the shipping and maritime search categories where target buyers are researching. Measurement Framework - Attribution model connecting digital marketing investment to inbound enquiries, pipeline, and commercial outcomes.
Why It Matters
Digital visibility - A commercial presence that represents the company capability in the digital channels where buyers increasingly research shipping services. Inbound generation - Digital marketing that supplements relationship selling with content-driven enquiry from buyers the commercial team has not yet reached. Authority building - Content that establishes credibility and expertise in target service categories before buyers initiate direct conversations. Measurable return - Digital marketing investment attributed to pipeline and commercial outcomes not just traffic and engagement metrics.
Over several years, delivered repeated cycles of content strategy, content production and content localisation in up to 20 European and Asian languages for a global industry association serving the seafood sector. Covered web content across three CMS platforms simultaneously, localisation of reports, infographics, video and complex presentations, and multilingual SEO for organic discovery across priority export markets.
Developed a data operations strategy for a professional association to improve member and non-member insights and enable more effective marketing investment decisions. Designed a secure, privacy-compliant data architecture connecting CRM, web analytics and event systems, and implemented data governance processes aligned to GDPR obligations.
Developed a CRM activation strategy and workflow redesign for the advertising sales team of a Nordic digital marketplace, covering both B2B advertiser and B2C platform relationships. Redesigned sales workflows, integrated content and pitch assets into CRM stages, and implemented a pipeline governance model to improve revenue forecasting and sales team adoption.