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Aker Solutions
How is Aker Solutions winning the energy transition?
The company reported a record order backlog above 100 billion NOK in early 2025 after pivoting toward offshore wind, carbon capture and integrated subsea solutions. Its Power the Change framework shifted sales and marketing from oilfield services to diversified energy engineering.
Sales focuses on large EPC bids and long-cycle partnerships with energy majors while marketing drives technical thought leadership, sustainability narratives and targeted account-based campaigns to secure multi‑billion contracts. See Aker Solutions Porter's Five Forces Analysis.
How Does Aker Solutions Reach Its Customers?
Aker Solutions sales channels combine a direct, high-touch B2B model with strategic alliances and growing digital procurement and consultancy offerings, enabling long sales cycles and early-stage engagement with energy operators.
Direct B2B and Frame Agreements
Primary channel is direct sales via long-term frame agreements and complex tendering, focused on large EPC and life-of-field contracts.
Strategic Alliances
The Subsea Integration Alliance with SLB and Subsea 7 acted as a major channel in 2025, enabling integrated offerings and capturing multi-year projects.
Digital and Consultancy Channels
Specialized software, consultancy arms and digital procurement platforms streamline deals with Equinor, BP and Shell and support pre-FEED consultative selling.
Regional and Localized Sales Force
Local teams in Norway, the UK, Malaysia, Brazil and West Africa handle regulatory and local content requirements, aiding penetration in renewables and low-carbon markets.
By 2025 the company directed sales efforts toward early-stage engineering engagement and dedicated renewables teams, with renewables and low-carbon accounting for approximately 40 percent of revenue and strategic alliances contributing a significant share of large EPC wins; see related analysis in Revenue Streams & Business Model of Aker Solutions.
Sales Channel Strengths and Tactics
Sales approach emphasizes consultative pre-FEED entry, long sales cycles, and joint-venture delivery to reduce single-vendor limitations.
- High-touch B2B model with multi-year frame agreements
- Alliance-led channel (Subsea Integration Alliance) for integrated life-of-field services
- Digital procurement and software-led interactions to shorten transactional friction
- Dedicated sales teams for floating wind and CCUS to capture renewables growth
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What Marketing Tactics Does Aker Solutions Use?
Marketing Tactics center on technical thought leadership and evidence-based content tailored to C-suite executives and project managers in energy, combining digital SEO and LinkedIn focus with experiential trade-show innovations and sustainability-led messaging to generate high-quality consultancy leads.
Thought leadership content
Whitepapers, technical webinars and detailed case studies showcase subsea engineering and floating wind expertise to a specialist audience.
Digital-first targeting
In 2025 the emphasis shifted to SEO and LinkedIn to reach decision-makers; content optimized for purchase intent and long-tail queries drives organic leads.
Data-driven lead generation
Advanced CRM tracks touchpoints across multi-year sales cycles, enabling personalized outreach for oil & gas versus new energy prospects.
Experiential trade shows
Presence at OTC and ONS is augmented with AR and digital twins so stakeholders can virtually explore subsea production systems and wind foundations.
Sustainability as a marketing asset
2024–2025 disclosures are used as proof-points: 50 percent reduction in operational emissions emphasized alongside product-level carbon-avoidance metrics.
Consultancy positioning
By publishing data-driven analyses on offshore wind efficiency and carbon sequestration costs, experts are positioned as go-to authorities to drive consultancy inquiries.
Integrated marketing tactics
Marketing mixes technical proof, experiential demos and CRM personalization to convert enterprise opportunities across traditional and new energy markets; messaging aligns with global climate goals to support talent attraction and investor engagement.
- Targeted SEO and LinkedIn campaigns focused on C-suite and project managers
- AR and digital twin demonstrations at major events to shorten sales cycles
- CRM-driven nurture sequences tracking multi-year procurement timelines
- Sustainability reporting leveraged as marketable ESG proof-points
Mission, Vision & Core Values of Aker Solutions
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How Is Aker Solutions Positioned in the Market?
Aker Solutions positions itself as the Enabler of the Energy Transition, balancing oil and gas heritage with a renewable future under the rallying message 'Power the Change'. The brand emphasizes technological excellence, safety and reliable execution of large-scale offshore projects.
Core Positioning
Brand message 'Power the Change' frames Aker Solutions sales strategy and marketing strategy around enabling decarbonization while retaining delivery scale.
Visual & Tone
Clean, industrial aesthetics with ocean and high‑tech palette; authoritative yet collaborative voice to support Aker Solutions go-to-market strategy.
Unique Selling Proposition
USP: integrated lifecycle services from concept to decommissioning, reinforcing Aker Solutions customer acquisition and channel partners sales strategy.
Market Differentiator
Positions against green-tech startups by leveraging 180-year industrial track record as the lower‑risk choice for high‑stakes infrastructure.
Brand governance and evidence
Centralized Brand Management
Global brand office ensures consistent customer experience across markets, supporting international energy markets targeting and CRM strategy.
2025 Brand Perception
Ranked in the top decile for technological innovation and project execution among energy service companies, validating the Aker Solutions marketing campaigns for renewable energy sector.
Rebranding Initiatives
Subsea and topside segments rebranded to emphasize efficiency and emission reduction, aligning messaging with sustainability and net‑zero commitments.
Value Proposition in Offshore Wind
Integrated delivery capability is highlighted in pitches for offshore wind, reinforcing the Aker Solutions value proposition in offshore wind development.
Sales Enablement
Sales training and development programs focus on selling integrated solutions, including decommissioning and decarbonization technologies for existing assets.
Competitive Positioning
Leans on scale and execution experience to counter emerging green‑tech threats; marketing emphasizes proven delivery and lower project risk.
Operational Evidence & KPIs
Key metrics used in brand and sales reporting tie perception to performance and inform Aker Solutions business strategy.
- Top‑decile innovation and execution score in 2025 Brand Perception Index
- Integrated lifecycle contracts share growing year‑on‑year in core markets
- Reduced proposal-to-win cycle time following rebrand and unified messaging
- Improved cross‑sell rate between subsea and topside divisions
Relevant reading:
Brief History of Aker Solutions
Aker Solutions Business Model + Strategy Bundle
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What Are Aker Solutions’s Most Notable Campaigns?
The Key Campaigns chapter summarizes flagship marketing efforts through 2024–2025 that reshaped Aker Solutions' market positioning, drove investor re-rating, and converted technical project delivery into commercial advantage for sales and marketing.
The Power the Change campaign
Running through 2024 into 2025, this brand campaign targeted investors and talent with high-production LinkedIn video, programmatic ads in financial press, and summit keynotes, delivering over 5 million targeted impressions and supporting a 15 percent stock valuation increase over 18 months.
Northern Lights CCUS campaign
Positioned Aker Solutions as lead EPC on the Northern Lights CCS project using drone site footage and engineer interviews to explain CCUS; the campaign underpinned the firm’s low-carbon engineering credentials and contributed to winning the 2025 Energy Transition Award.
Integrated Solutions (subsea) campaign
Launched with alliance partners to showcase synergy in integrated engineering; messaging highlighted up to 20 percent cost reductions and faster delivery, directly leading to three major frame agreements in 2025 with independent operators.
Campaign outcomes and metrics
Collectively these campaigns prioritized measurable KPIs — impressions, investor sentiment shifts, award recognition, and new frame agreements — aligning Aker Solutions marketing strategy with quantifiable business wins.
Key tactical and strategic lessons from these campaigns emphasize credibility, data-backed claims, and project-led storytelling to support Aker Solutions sales strategy and go-to-market positioning.
Investor-targeted digital reach
Programmatic ads and LinkedIn video yielded >5 million professional energy impressions, shifting market perception and aiding capital markets re-rating.
Project-led proof points
Northern Lights content converted technical delivery into accessible value messaging for CCUS, strengthening the Aker Solutions marketing strategy in renewables and low-carbon services.
Commercial impact
Integrated Solutions messaging helped secure three frame agreements in 2025, evidencing conversion of B2B campaigns into contractual sales outcomes.
KPIs tracked
Primary metrics: targeted impressions, investor sentiment delta, stock re-rating (+15%), award wins, and new contract volume.
Sales and marketing alignment
Campaigns integrated sales enablement materials and data-backed claims to support the Aker Solutions sales strategy and channel partners sales strategy.
Relevant reading
For wider market context see Competitors Landscape of Aker Solutions.
From Five Forces to Full Company Analysis
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- What is Brief History of Aker Solutions Company?
- What is Competitive Landscape of Aker Solutions Company?
- What is Growth Strategy and Future Prospects of Aker Solutions Company?
- How Does Aker Solutions Company Work?
- What are Mission Vision & Core Values of Aker Solutions Company?
- Who Owns Aker Solutions Company?
- What is Customer Demographics and Target Market of Aker Solutions Company?
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