DFDS is a shipping company offering short cruises, such as between Copenhagen and Oslo. They struggled with an image problem, particularly in the B2B sector, where clients were hesitant to book due to the presence of B2C clients known for rowdy parties. Additionally, the company faced stiff competition and a lack of knowledge about their offerings among B2B clients.

DFDS encountered several challenges: 1) Increased competition in the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, with competitors offering similar services at lower prices, particularly in the Baltic region. 2) A shift in B2B client behavior towards trying different providers instead of remaining loyal to a few. 3) Inadequate experience in online marketing and lead generation, which had become a dominant trend in the industry.