Fleet management icon flaticon2/21/2023 ![]() ![]() The solution lessened the burden of following up on leads, as well as increasing productivity for sales calls because the leads being passed over to their sales teams were of a higher quality. The solution was an automated marketing system which automatically nurtured and ranked the quality of the leads based on users’ behaviour on the website. ShipServ also had to improve their productivity and efficiency on sales calls (, 2010a,, 2010a). Trust was vital to foster an advisor relationship towards the industry which was dispersed geographically worldwide. A major challenge faced was that their innovative e-marketplace solution for the maritime industry was a big change in how their customers conducted business, thus in order to close sales they had to spend resources to educate their risk averse and conservative audience, in an attempt to secure the sale by lowering the barriers for customers to purchase and use TradeNet. Faced with a limited marketing budget and few employees they needed to improve their marketing efforts in order to keep up with the overall growth of the company. ![]() ShipServ had grown a lot in a short period of time, and with a strong focus on closing sales, they rapidly faced becoming an impersonal enterprise. Social media as an integral part of the marketing strategy TradeNet reduces the order cycles, the procurement costs as well as the possibility for human errors which can happen when entering information into their system since TradeNet connects directly with the existing purchasing, fleet management and asset management systems using MTML (, 2010c,, 2010d). TradeNet increases trading efficiency by leveraging the power of information technology in order to reduce the overhead made by the “communication chaos” buyers are facing multiple ships, with multiple agents, suppliers and logistic companies through multiple communication channels with many transactions. The suppliers are also listed in ShipServ’s online directory of ship suppliers, ShipServ Pages (, 2010b). Currently ShipServ have approximately 150 shipping companies managing 5,000 ships, which are connected to their approximately 30,000 suppliers. The core product of ShipServ is TradeNet, an e-commerce platform connecting buyers and suppliers. ShipServ also have the chairman of the non-profit organisation Maritime eCommerce Association which governs the industry standard Marine Trading Mark-up Language (MTML), which utilises XML to standardise the electronic exchange of purchasing information in the maritime industry (, 2010a,, 2010,, 2010b). The company was founded in 1999 by Paul Østergaard with the vision to drive out inefficiencies and increasing competitiveness in the global maritime shipping industry by using the Internet to create an e-marketplace where global maritime suppliers meets to do business (, 2010a). ShipServ is the leading e-marketplace in the maritime industry by providing “an innovative portfolio of software, services and hosted applications designed by shipping people, for shipping people” (, 2010a). Whilst their product is an innovative technological service, the target audience are conservative late adopters the challenge ShipServ faced was solved by creating relationships with their target audience through multiple social networks backed by a high-quality content marketing strategy. ![]() ShipServ designed a social media strategy which evolved around using social media platforms as beacons to drive traffic to their main site, in order to qualify the “readiness to buy” of the visitors by tracking and nurturing them with an automated marketing solution. ![]() Leder produktutvikling og marked i Spleis. Har jobbet hele karrieren i tverrsnittet mellom teknologi, strategi, markedsføring og brukeropplevelse. It does not store any personal data.Haakon Follow Glad i fantastiske produkter. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. The cookie is used to store the user consent for the cookies in the category "Performance". This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other. The cookies is used to store the user consent for the cookies in the category "Necessary". The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". The cookie is used to store the user consent for the cookies in the category "Analytics". These cookies ensure basic functionalities and security features of the website, anonymously. Necessary cookies are absolutely essential for the website to function properly. ![]()
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