(Case study)
How we enabled an emerging SaaS platform establish authority, awareness, and user growth in a traditionally conservative industry.
Signal Ocean is an AI-powered maritime intelligence platform that delivers real-time insights to charterers, brokers, and shipowners, helping them make faster, more informed commercial decisions in the complex shipping market. As an innovative technology entering a traditionally conservative sector, Signal Ocean faced the dual challenge of introducing a new category of intelligence while driving tangible commercial growth. To support this mission, Signal Ocean partnered with MARKETING FOR TECH to increase awareness, grow its user base, and establish the company as a trusted thought leader across its key audience segments.
Industry
Shipping
Client
Signal Ocean
Services
strategy
lead generation
content
social media
(The challenge)
Introducing new technology into the maritime industry requires education, trust, relevance, and visibility. Signal Ocean faced several marketing challenges as it introduced its platform:
- Raising industry awareness for a new technology: Early on, the market needed to understand not only what Signal Ocean did, but why AI-driven maritime intelligence mattered.
- Lead Generation: Awareness alone was not enough. Signal Ocean needed to attract and convert site visitors into active platform users.
- Establishing authority across multiple target segments: Each audience group had different priorities and perspectives, requiring tailored narratives while maintaining a consistent brand voice.
- Scaling social media presence: A regular, consistent presence was necessary to grow the community and stay visible in industry conversations.
(The solution)
We worked closely with Signal Ocean to create a focused marketing approach designed to build awareness, drive engagement, and support user growth.
Marketing Foundation
- Worked closely with the team to understand the product, value proposition, and target audiences.
Growth Marketing
- Set-up and managed digital marketing campaigns to drive inbound interest and generate leads.
- Set-up, managed, and optimized paid advertising across key B2B platforms.
Social Media
- Created and maintained a social media calendar.
- Supported the company's social media channels to amplify market insights and thought-leadership.
- Helped grow engagement, followers, and visibility among industry professional across global markets.
Raising Industry Awareness
- Proposed a content strategy and supported the development of purposeful content that positioned Signal Ocean as a trusted voice in maritime intelligence.
- Authored high-value articles.
The Impact We Made
Our work played a meaningful role in increasing awareness of AI-driven maritime intelligence across the shipping industry. Signal Ocean strengthened its recognition as a trusted, forward-thinking platform, with clearer positioning across its key audiences. Consistent lead generation and ongoing market education supported user growth, while a more authoritative and cohesive presence helped Signal Ocean stand out as an innovator in a competitive and traditionally conservative market.
(Testimonial)
Partnering with MARKETING FOR TECH helped us establish a practical approach and a sturdy marketing foundation for Signal Ocean. They devised effective digital marketing and lead generation strategies to kick-start and progress our bid to become a key technology player in the shipping and commodities technology market
Dimitris Tsapoulis
Chief Operating Officer, The Signal Group
