City began working with EG in late 2016. At the time, they were searching for a marketing partner who could differentiate their offering in a noisy market space and get them on target clients’ radar. Due to a lack of deep marketing skillsets within the team, there had previously been no formal strategy, making it difficult to maintain the execution.
EG recognised the unique nature of City’s expertise as former accountants and focused their positioning around this, producing clearly defined messaging to help them stand out. “Estrella Green’s strategic insight was crucial to positioning us as industry leaders,” says City CEO, Haseet Sanghrajka. “That’s allowed us to approach big conversations with big clients much more confidently.”
This new-found assuredness hasn’t gone unnoticed by Microsoft, either. “We’ve gone from barely being on their radar to a really valuable Microsoft partner in a short time span,” Haseet continues. “I was unable to make a decision about investing in marketing for some time, but EG have demonstrated tangible ROI.”
Previously, Haseet had encountered marketers who struggled to deliver on their promises, informing his attitude about the wider industry. But EG proved to be a welcome exception: “The fact that you can have a straightforward and honest conversation with them is crucial for us. It’s a true partnership, rather than being a customer/supplier type of relationship.
“One of their key insights was providing clarity on what we’re really good at and where we sit in the market space. Properly understanding our strengths has been really important in taking the business forwards.”
EG and City have now been working together for several years. Though meeting the challenge of constant innovation hasn’t been easy, the partnership is still bearing fruit.
During the first half of 2019, EG delivered some impressive results for City Dynamics, including a 74% increase in direct website traffic, a 21% increase in organically searched traffic and a new user increase of 33%.
“Following our move into our new HQ at WeWork on Finsbury Pavement, we’re ready to build on our growth in 2019 and have a great 2020,” Haseet says finally. “EG recently shared their updated strategy plan with us and we’re fully bought in. We’re excited to review its progress at the end of this year and confident that our marketing partners will help bring in a lot of new leads.”
Haseet’s goals will be supported by City’s recent onboarding with marketing software provider, HubSpot. EG, a HubSpot Platinum Agency Partner, have overseen the implementation, with the tool on target to increase lead generation and gain greater analytical insight into City’s marketing activities.
"Estrella Green’s strategic insight was crucial to positioning us as industry leaders. That’s allowed us to approach big conversations with big clients much more confidently. I was unable to make a decision about investing in marketing for some time, but EG have demonstrated tangible ROI"City Dynamics - Haseet Sanghrajka - CEO
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