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The competitive situation meant that Spies had to act
After researching the competitive landscape, Rasmus Panduro, Head of Digital Operations at Spies, realized that action was needed - competitors were running dry and getting most of the visibility on Google. Rasmus had heard that one of their competitors had worked with Henning Madsen from InboundCPH and contacted him to hear about a similar collaboration. In the conversation with Henning, it turned out that a collaboration was possible, as the collaboration with the competitor was only a start-up project and therefore not in conflict with a collaboration within the same industry.
But for Rasmus and Spies, it's not just about finding the right skills - it's also very much about partnership: "The most important thing was whether there was a match. When we at Spies work with someone, no matter who it is, both parties must get something out of it. In addition, there must be chemistry and mutual understanding that you are working for the same cause" says Rasmus Panduro.
At the start of the collaboration, it was important for Rasmus to make a plan for how to utilize Spies' skills in collaboration with Henning's skills. Spies already had an SEO employee, so it was a matter of finding a balance between which tasks should be solved by whom: "We are not an easy customer. We have many requirements for our partner. We were sitting with our own marketing department and copywriters, and a single dedicated SEO employee. So the need was really to figure out - how do we grow this together. Pretty quickly we found out what we were good at and what Henning was good at. This allowed us to put a team together and make a plan for how the collaboration would work best" says Rasmus Panduro.
Together with InboundCPH, Spies developed a commercial model driven by commercial gain. The partnership with InboundCPH has allowed the company to strengthen their SEO knowledge and draw on learnings that they would not have been able to do on their own before: "Quite simply, we wanted to be the best in the travel industry in terms of visibility. That was our goal. We didn't have a time horizon, but we were aiming for within a year. The most important result is that we have achieved that visibility and we are now number 1 in 3 Scandinavian countries."
Therefore, a plan was made for which tasks should remain in-house with the company's own SEO employee and how the strategic work should proceed in parallel: "Our SEO employee took care of the very technical and operational part. Henning and I could take care of the strategic part. At the same time, the team InboundCPH provided could deliver the part of the package that primarily consisted of quick wins."
