We need to be challenged to evolve - that's what InboundCPH does

01 Situation: Danish test period turned into five more markets

Lime initiated a collaboration with InboundCPH with the desire to initially streamline and optimize their Danish digital set up. And the agreement was clear from the start; if we together achieved the set KPIs for the pilot project, we would expand the collaboration with the remaining markets.

We did, and it was the start of a great and meaningful collaboration for both parties.

Lime explains how the learning process for them has been great right from the start.

"We have learned a lot right from the start. Both in qualifying our leads, but also in tracking and data," says Lina Andolf-Orup. "We have, especially in the beginning of the collaboration, focused on setting up proper tracking across countries and channels to ensure we collect as much data as possible for further development of campaigns and efforts. We have used our own CRM and its data combined with data from our various digital channels to see which channels are performing and actually generating business in the end." In parallel, Lime has undergone an extensive internal development of their brand identity.

"In general, we have gone through a lot of work with our brand and services during the period when InboundCPH has been our marketing extension," says Lina Andolf-Orup.

"Among other things, they have worked incredibly hard to identify their core target group, which has also proven to have a positive effect when it comes to paid advertising. So it's clearly a process we've also supported them in from the sidelines," says Mads Toft from InboundCPH.

02 Process: An Allbound effort becomes centralized

There are major cultural differences between markets and this is also evident in our data. Therefore, it is necessary to test different strategies in terms of what works in e.g. Denmark versus Germany, for example. This is why InboundCPH has become an active part of the entire Lime Allbound effort.

"Around 60% of our leads come from digital marketing, so this area is obviously very important for our sales strategy. Previously, we have been extremely sales-driven, but now we have defined and practiced a large common Allbound strategy in Lime, and of course InboundCPH also plays a role in that," says Lina Andolf-Orup.

And that's why, despite the differences in the markets, it has been a common focus to centralize their entire digital efforts, which proper tracking and data has supported.