CASE STUDY: John Watton of Shipserv wins marketer of the year

When John Watton took the helm at ShipServ, he already had two decades worth of marketing to the high-tech industry under his belt. He took on a tough role at e-commerce business for the maritime industry too - before he took over as its VP of marketing the company faced a problem of flexibility and scale.

With only a small marketing team and a limited budget, Watton needed to organically create awareness, demand and a captive community for ShiServ Pages, a supplier directory, and ShipServ TradeNet, an e-commerce trading platform where ship owners, managers and ship yards conduct business online.