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HOLISTIC DIGITAL SUCCESS: SECURITAS

Safety, visibility and collaboration

A structured framework solves complex challenges and builds strong relationships, ensuring success in the collaboration with Securitas A/S.
300%

Growth in the number of leads

Successfully

Test and Learn framework

Collaboration: 2022-now

Education and training
Strategic consulting
Meta Ads
Google Ads
LinkedIn Ads
Search engine optimization/SEO
Dashboards
Reporting
Tracking

Industry sector
B2B - Security solutions, Surveillance, Alarm systems, Security guards.

'Test and Learn' tool has given Securitas new opportunities

Since June 2022, InboundCPH and Securitas A/S have collaborated to develop and refine a continuous presence with ad packages that are continuously evaluated and optimized through reporting, our Test & Learn template and close dialogue. The collaboration is largely defined by trust, chemistry, sparring and development.

Securitas A/S is one of Denmark's largest security providers to the B2B market with a full range of security solutions from physical guards to surveillance and alarms. They are present in over 44 countries and have more than 365,000 employees worldwide. At the core of their business is security. And as Mia González Sommer-Larsen, Marketing Manager, aptly points out, "safety only comes when you have trust", which is why it is crucial for the marketing team to be able to inspire trust both online and offline.

During her five years as Marketing Manager, Mia González Sommer-Larsen has devoted energy to building and developing the internal marketing department. Part of that development has been to bring in an external specialist in areas where Securitas' own competencies no longer reached the full potential.

Securitas A/S has previously worked with two other agencies before starting the collaboration with InboundCPH.

01
Why did you choose InboundCPH?

"As a customer, you buy specialist help because you don't know where the professional challenge lies. But on the other hand, you often know what you want from a collaboration, and we fulfilled that wish with InboundCPH," says Mia González Sommer-Larsen.

02
Valuable Test and Learn framework

To succeed in gathering the right knowledge, we developed a Test and Learn framework that continuously educates us on the target group's behavior. "The framework is extremely valuable. So valuable that we have been able to share the learning across the global organization," says Mia González Sommer-Larsen.

03
Tripled the number of leads in the last few years

Josephine Ludvigsen, Partner & Head of Social at InboundCPH, believes that this is largely due to the way they challenge and spar with each other; "They are receptive to our inputs and advice, but also constructively critical, so we always achieve the best mutual result in our collaboration," says Josephine Ludvigsen.

How the collaboration grew big

01 Situation: A desire for trust-based collaboration and visibility in the SME market

Securitas A/S came out of an existing collaboration, but needed to hit "reset" on some specific activities and therefore sought a fresh start with InboundCPH.

"As a customer, you buy specialist help because you don't know where the professional challenge lies. But on the other hand, you often know what you want from a collaboration, and we fulfilled that wish with InboundCPH," says Mia González Sommer-Larsen.

She explains that they were looking for a partner with a clear business understanding and an experienced team of senior profiles with experience from different projects and challenges. It was crucial for Mia González Sommer-Larsen to enter into a collaboration where both parties have a shared responsibility for creating good results.

Specifically, they wanted to create greater visibility in the SME market and generate more leads for the sales team. Together, we agreed that the efforts should cover Paid Social, Google, consulting, and SEO, which Securitas had already worked dedicatedly with.

02 Process: Test and Learn

After a thorough pre-analysis of Securitas' set-up, it became clear that together we needed to find new solutions to get to know the target group better. We wanted to learn more about:

  • What kind of advertising makes sense for Securitas to focus on?
  • What opportunities do we have to collect leads?
  • What content can we create with the most impact on the target audience?

To successfully capture this knowledge, we developed a Test and Learn framework that continuously educates us on the target group's behavior.

Specifically, it involves 1) testing ads against each other - emotional, high-level, brand communication against product-oriented, tactical communication. We then assessed what worked best. This led us to 2) test the "packaging" of the message, for example through images of the target group, images of the sender, graphic images, product images, etc. And finally, we then took that learning with us to 3) give the content a twist of e.g. seasonality, topicality or similar.

"The framework is extremely valuable and has made us much smarter about our advertising - so valuable that we have been able to share the learning across the global organization," says Mia González Sommer-Larsen.

Our work with the framework is so dedicated that our collaboration consists of much more than just handovers and transactions. We have ongoing close dialog and sparring about content development and setup.

"We produce our own content, and then InboundCPH provides us with sparring on it and subsequently sets it up," says Mia González Sommer-Larsen.

03 Result: Three times as many leads and a detailed media plan

As a result of the collaboration, Securitas has tripled the number of leads over the past few years. And Josephine Ludvigsen, one of the primary contact persons from InboundCPH, believes that this is largely due to the way they challenge and spar with each other.

"They are receptive to our input and advice, but also constructively critical, so we always achieve the best mutual result in our collaboration. In addition, they are just really fun, skilled and ambitious to be in the room with," says Josephine Ludvigsen.

Both parties also agree that shared responsibility for tasks and communication play an active role in successful collaboration.

"They are just generally incredibly reflective in the way they collaborate with their customers. Our joint tasks appear in their project management tool, so we always have our eyes on the ball and know which tasks we're each working on. It gives a good overview and is completely transparent for both parties," says Mia González Sommer-Larsen.

Going forward, we will focus on putting even more structure on how we work with Paid Social. This means that we will be more specific about media planning and funnels based on the experiences from our Test and Learn framework.

"We'll probably see the results of this over the next six months, and I personally look forward to evaluating this effort," says Mia González Sommer-Larsen

"Safety only comes when you have trust"

"The idea that you're growing 2000% in something can actually be incredibly difficult to relate to if you don't know your budget or starting point. So it's not an obvious basis for choosing an agency in my eyes. On the other hand, the good chemistry and trust is," says Mia González Sommer-Larsen.

Mia González Sommer-Larsen
Marketing Manager at Securitas Denmark

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