How Lime Technologies built a data-driven product culture with Contentsquare

Key metrics

• Faster, more confident roadmap prioritization across the product and engineering teams

• Insight into feature adoption driving more targeted, value-led customer success conversations

• Personalized in-app communications to the right users at the right time

The company

Lime Technologies is a Nordic SaaS vendor headquartered in Sweden. With over 30 years of experience, Lime serves small to large-market companies across the Nordics, Germany, and the Netherlands.

Unlike many competitors, Lime operates as a genuine one-stop shop: it develops, sells, implements, and supports all of its own products. Today, the company offers 4 products across 4 dedicated business units. With Lime CRM as its flagship, it’s a highly customizable platform designed to help you optimize the complete customer journey, primarily in industries such as Utility, Real Estate, Membership and Wholesale.

The challenge

For a company that prides itself on being close to its customers, Lime had no shortage of qualitative insight. Its teams spoke directly to customers, gathered feedback through sales and support, and ran regular interviews. But when it came to understanding how users actually behaved inside its products, the picture was far less clear.

We have the benefit of owning the entire chain. We're a one-stop shop. We develop our product, we sell our product, we implement our product, and we support our product. We get a lot of qualitative data. But we lacked the quantitative layer on top.

Magnus Fagerlund,

Head of Pricing & Partnership

The team’s core challenges were:

• No scalable way to track user behavior. Pulling data from logs required hands-on engineering support, and it wasn't done in a structured way. As Magnus put it, "It always required some hands-on work from precious engineering time" with no repeatable process for understanding how customers were actually using the product.

• Gut feelings drove decisions. Without quantitative data, the product team had to rely on anecdotal feedback from sales and support to shape what got built next.

• No visibility into feature adoption. Basic questions like how many users were actively using a specific feature or how onboarding was progressing simply couldn't be answered with confidence. 

The ambition was clear: "We wanted to be more data driven in our product decisions," says Magnus.

The solution

Magnus Fagerlund, now Head of Pricing & Partnership at Lime Technologies, brought in Contentsquare's Product Analytics powered by Heap when he was leading the product team at Lime CRM. What started as a focused effort to solve a product and engineering problem quickly became something far broader.

One thing that stood out from the start was flexibility. Lime CRM is a highly customizable platform: no 2 customer deployments look the same, with different workflows and configurations tailored to each client's needs.

Contentsquare made it possible to create custom events for specific workflows and features that weren't standard. As Magnus explains, "With the flexibility of Contentsquare, we could easily create events for specific workflows or features that weren't standard. That gave us the possibility to go deeper than just the most basic metrics."

Today, Contentsquare is embedded across 3 distinct parts of Lime's organization: 

1. The product and engineering team

2. The delivery and customer success organization

3. The product marketing team

Contentsquare is not only used now by product and engineering, product management, but also in our delivery organization and in the governance of customers to make them more satisfied. And that has created great value for us, kind of unlocking that motion in a better way.

Magnus Fagerlund,

Head of Pricing & Partnership

How Contentsquare helped

1. Empowering the product team to prioritize with confidence

With Product Analytics in place, the product and engineering team could finally get answers to the questions that had long gone unanswered: 

• Which features were being used

• Which weren't

• Where users were spending their time

Behavioral data provided the team with a solid quantitative foundation that complemented the qualitative input they were already receiving.

One particularly impactful discovery came when Contentsquare revealed a feature adoption rate that wasn't where Lime wanted it to be. That single insight triggered a cross-department strategic initiative spanning sales, delivery, product marketing, and pricing, all working together to move the needle. 

"That was a very valuable input in identifying what strategic projects we wanted to drive that year," says Magnus. "We realized that we needed to do certain things to move this needle in the right direction. Which we couldn't have understood on that level if we didn't have a product analytics tool."

2. Driving customer success through adoption visibility

Contentsquare opened up a new layer of intelligence for Lime's delivery organization. Rather than going into customer projects without visibility into how individual accounts were using the product, the team can now see exactly what's being adopted and what isn't on a per-customer basis, transforming the quality of customer conversations. 

"We can very easily see what products and features our customers are using. This helps our delivery and customer success organization drive more value for our customers," says Magnus. 

Teams can now also proactively identify training opportunities, help customers get more value out of Lime CRM, and increase the stickiness of the product before churn becomes a risk.

3. Delivering personalized in-app communications at scale

By creating audience segments in Contentsquare and syncing them with Intercom, Lime's product marketing team can now deliver in-app messages that are genuinely relevant to each individual user.

Users only see prompts about features they haven't tried yet, not generic pop-ups that interrupt their workflow. The same segmentation is used to proactively communicate product issues, ensuring only affected users receive a notification. 

Magnus sums up why this matters: "When logging into a product and 3 different pop-ups that aren’t all relevant are appearing at the wrong time, it creates a bad user experience."

The result

At the start of their journey, Lime set out to solve a problem that just impacted the product and engineering team. However, the end result was a transformation across the business. 

"Contentsquare unlocked other possibilities that we didn't have in the plan originally. It’s been somewhat of a bonus and very valuable for us," said Magnus. 

Contentsquare is now driving impact across 3 teams: 

• Product and engineering: the team makes faster, more confident roadmap decisions. Behavioral data has replaced gut-feeling decisions, and product prioritization is backed by real evidence of how users engage with the platform. Feature adoption has become a strategic metric, informing not just product builds but company-wide initiatives.

• Delivery and customer success: customer projects are more targeted and value-driven. Adoption gaps are identified early, enabling the team to take action before customer satisfaction suffers. Better-informed, data-backed conversations are contributing to improved customer retention and a stronger sense of partnership.

• Product marketing: in-app communications are more relevant, more timely, and better received. Users get messages about features and issues that actually apply to them, reducing noise and improving the overall in-product experience.

Contentsquare’s Product Analytics complements the existing quantitative data we have. It’s the missing piece of the puzzle, which has enabled us to make better decisions in our product and engineering, product marketing, and delivery organizations.

Magnus Fagerlund,

Head of Pricing & Partnership

What’s next

For Lime Technologies, the priority is to continue to go deeper with what's already working. The most immediate opportunity is rolling out Contentsquare more consistently across the delivery organization, where adoption data is already proving its value but hasn't yet reached every customer project.

Further ahead, Magnus has his sights set on connecting Contentsquare's behavioral data with Lime's own CRM, bringing product insights and customer relationship data together into a single, unified view of the customer journey.

We haven't connected this data to our own Lime CRM yet to get that connected insight. That is something that I would want to do. Being even more informed throughout the customer journey in an easier way would be very valuable.

Magnus Fagerlund,

Head of Pricing & Partnership