Hapag-Lloyd is one of the largest container shipping companies in the world. The traditional company has existed for 177 years and employs over 16,600 people in 140 countries. The container shipping industry is characterized by fierce competition and a need to catch up in digital transformation. Against this background, transformation means the digitization of the value chain and thus the development of digital products. However, it is about taking the organization and the people on this journey of change. The recipe for success at Hapag-Lloyd is primarily based on changes in the structure that support and drive cultural change. As part of the transformation, digital marketing plays an important role. The case study shows how digital marketing came on board the traditional company within 2 years, what hurdles and challenges we had and have to overcome, and how we built a global, scalable marketing model. The focus is always on the customer and ongoing optimization. This case study describes a double pioneering work. Thanks to the customer-centric approach, we have developed a very good digital product for the industry with the online quotation tool Quick Quotes. In addition, we designed and launched multichannel online marketing campaigns in 144 countries for the first time for the container industry to sell digital products.