Who is Shipnet, really?

A marketing conversation

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When we first joined Shipnet – Jenny just over four four years ago, and me (Danny) three years back – neither of us came from maritime. We knew marketing, but this was a new world entirely. And it didn't take long for us to realise just how much we had to learn.

So what did we have to learn? The industry, the customers, the language, how the technology fits in ... how compliance works. And, just as importantly, how we as a company are perceived from the outside.

Inside Shipnet, we see a clever, committed group of people building software that quietly helps shipping companies run better. But on the outside? The story isn’t always the same. Some still see Shipnet as the safe pair of hands, but maybe not the most exciting. And that’s understandable in an era of shiny new startups and AI-fuelled innovation.

But being in marketing, we sit at the crossroads of product and perception. We stay close to our sales and account management teams so we can hear directly from our customers. That’s where the real insight lies. Because our job isn’t just to describe Shipnet – it’s to connect the real people behind the brand with the people using our products, and to build lasting relationships that bring value to both sides.

So we thought we’d have an honest conversation. About what we’ve learned, what surprised us, what we love about this world, and what still challenges us. Here goes ...

What was the biggest surprise when you started working in the shipping industry?

Jenny: How misunderstood the industry is. People hear the negatives but rarely stop to think about what wouldn’t happen without shipping. It touches everything.

Danny: I was cautious too. You picture big polluting ships, but they’re way more efficient than most other transport. And then I fell down the rabbit hole – ship videos, cross-sections, weird engine parts. I might be turning into a sea geek… which is ironic because the open sea terrifies me!

“Shipping gets a lot of bad press – but it’s at the heart of everything we build and use.” – Jenny

How does maritime marketing feel different?

Jenny: Oh, it’s tough. I worked in hospitality before, which was a lot simpler – people in shipping are sharp. They don’t want fluff. You have to know your stuff, or you’ll lose their attention fast.

Danny: I agree. In a past job, we marketed software that had to adapt to different use cases – so messaging had to be specific. Same here. You’re not selling something flashy – you’re showing how it makes their working life better.

“You can’t get away with vague in shipping.” – Jenny

What was the steepest learning curve?

Jenny: All of it. I came in cold. And it’s serious business – there’s real risk if things go wrong. That means you need to come in prepared and professional.

Danny: Yeah – product knowledge was the big one for me. And the terminology! Every chat with a Shipnet expert is a reminder that I still have more to learn. Oh, and we’ve finally nailed the ship vs. boat thing. We think.

“There’s always something else to learn – and that’s part of the fun.” – Danny

Did you expect to learn so much about ships and trade routes?

Jenny: No! I never thought I’d know this much. But when you care about understanding your customer, you naturally pick it up. I’ve definitely cornered a few people at dinner parties with facts they didn’t ask for.

Danny: Yep – same. It just creeps in. You start explaining shipping logistics to a mate and realise, ‘Wait… who am I?!’

“I’m a marketer – but now I know more about shipping than I ever imagined. And I’m still learning.” – Jenny

How would you describe the type of customers Shipnet works with?

Jenny: We want to work with forward-thinking partners who trust us to help them grow. A typical Shipnet customer is established but open to change – they want solutions that evolve with their business.

Danny: Yep, and the people we meet are sensible, business-minded – but also warm and full of stories. Especially if they’ve worked at sea. That human connection matters.

“A Shipnet customer is more of a partner.” – Jenny

What do you think our customers most value about us?

Jenny: Our heritage, our honesty, and the fact that we know their world. We don’t oversell. If we’re not right for you, we’ll say so.

Danny: Agreed – we’ve been around a long time, just like many of our customers. There’s history there, and mutual understanding. That kind of trust can’t be faked.

“We’re not just here for the money – we’re here to make their business better.” – Jenny

What stands out about the people at Shipnet?

Jenny: They’re seriously smart. They understand data inside out, and they care deeply about doing their jobs well and being respected in the industry.

Danny: And they’ve got real-world experience. Some of our product people have worked on ships – they build with those challenges in mind. It shows.

“We apply real maritime experience to everything we build.” – Danny

What surprised you about the people behind shipping?

Jenny: A former colleague who worked at sea had stories that were wild, sometimes terrifying – and it drove home how dangerous and demanding this work is.

Danny: Totally. I’ve got a healthy respect for the sea – it’s huge, terrifying, and unpredictable. And the fact that our customers can manage all that and do business is really impressive.

“Shipping isn’t just complex – it’s dangerous. That’s why people in this industry take it so seriously.” – Jenny

Has the sea inspired or changed you in any way?

Jenny: I think so. The mystery, the scale – it’s romantic in a way. I always imagined sea travel like an Agatha Christie novel, set in the 1920s. Maybe one day.

Danny: You’re more adventurous than me. I get queasy on the ferry to the Isle of Wight. But I do find the sea fascinating. The logistics, the challenges – and the sheer scope of what goes on out there.

“I love the idea of a long voyage… but it would need to come with white tablecloths and murder mystery.” – Jenny

Does working in shipping help you feel more connected to how the world works?

Jenny: Absolutely. I never used to think about global trade. But now? I can’t not think about it. What we do impacts everything – quietly, but powerfully.

Danny: Same. You suddenly realise how reliant we are on ships, and how much of the world is built on getting things from A to B across oceans.

“Shipping is how the world moves – once you see that, it changes how you see everything.” – Danny

What inspires you, even if you’re not out at sea?

Jenny: It’s the people, honestly. There’s a certain kind of person drawn to this world – curious, resilient, practical. The stories are endless.

Danny: I love hearing the stories too. I don’t need to go to sea – I just want to understand the people who have. It’s why we try to keep our work human and personal.

“You don’t have to stand on deck to feel connected to shipping. You just need to listen.” – Danny

How do you think Shipnet is perceived – and is it different from how we see ourselves?

Jenny: I think so, yes. Internally, we see all the effort, the innovation, the personalities behind the brand. But externally, people might just see a name that’s been around for a long time. That can be good – it says we’re trusted. But maybe they don’t always see the exciting stuff happening underneath.

Danny: Yeah, I think there’s always a bit of a gap. Especially in B2B software – perception can lag behind reality. And it really depends on when someone last interacted with us. But the good news is, the more we share, the more people start to see the full picture.

“We see the energy and innovation from the inside – but we need to make sure others do too.” – Jenny

How does our history help or hinder us?

Jenny: It definitely helps in this space. Longevity equals credibility. We’re not a here-today-gone-tomorrow company. But we’ve also shown we’re not stuck in the past.

Danny: Yeah, and in shipping, experience matters. Our customers aren’t experimenting with critical systems – they want solutions they can rely on. Our track record proves that.

“Being around for decades doesn’t mean you’re outdated – it can mean you’re trusted.” – Danny

What’s the hardest part about changing perception?

Jenny: You can’t force it. It takes time, consistency, and a bit of humility. We don’t need to change the whole world’s view of shipping – we just need our customers to know we get it, and we’ve got their back.

Danny: And it’s a shared journey. Shipping companies want to modernise how they’re seen too. We’re evolving side-by-side – and that’s exciting.

“Perception shifts slowly – but if you keep showing up with value, people start to see it.” – Jenny

What would surprise people most about what goes on behind the scenes at Shipnet?

Jenny: That we talk about shipping… a lot. It’s not just a job – it’s the thread that connects all of us. Whether we’re marketing, coding, or customer supporting, it’s what we care about.

Danny: And that we laugh a lot too. We’re professionals, but we’re also people. There’s a real sense of camaraderie here – and yeah, a fair number of off-topic chats.

“Behind the scenes, it’s not cold and corporate – it’s passionate, human, and surprisingly fun.” – Danny

What excites you most about what we’re doing at Shipnet now?

Jenny: Honestly? The people. I’m learning something new every week – about our tech, the industry, the customers. It keeps me energised.

Danny: Same. There’s so much going on behind the scenes with our product roadmap – stuff that’s going to really shift things for our users. And when the people building it are genuinely excited, it’s infectious.

“There’s momentum here – and it’s coming from people who really care about making things better.” – Danny

What are you most proud of, from a marketing point of view?

Jenny: Taking a brand that felt a bit… dry, and bringing out the people behind it. Making it feel approachable. Human. That was always the goal.

Danny: Yeah – showing that marketing isn’t just about ‘stuff to send’. It’s strategic. It connects the brand with the people who use it. And I think we’ve earned trust internally, as well as externally.

“We brought humanity back into the brand – because we’re a company full of people.” – Jenny

If you could help the world understand one thing about Shipnet, what would it be?

Jenny: That we’re not just a software company. We’re a group of people who genuinely want to make life easier and safer for people in one of the world’s toughest industries.

Danny: That we listen. That we build with care. And that we’re always trying to learn more – because shipping deserves more than generic tech.

“We’re not here to sell, we’re here to help – and that’s not a tagline, it’s a mindset.” – Danny

     Jenny Duffy                               Danny James

Marketing Director           Product Marketing Manager