City Dynamics - SaaS Marketing Case Study | EV

Differentiating City Dynamics in a noisy market space.

// Background

City Dynamics are a trusted Microsoft Gold Partner and an expert provider of Microsoft Dynamics 365 to the financial and professional services market. They have successfully delivered a range of ERP, CRM and cloud-based solutions to FTSE 100s and SMBs, and have an excellent track record in tailoring implementations to their clients’ exacting standards.

// The Challenge

When City Dynamics started their search for a new marketing partner, they were looking for a team 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 their team, there had previously been no formal strategy, making it difficult to maintain the execution.

“One of EV’s 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.”

// The Solution

Business class dynamics.

We recognised the unique nature of City Dynamics’ expertise as former accountants and focused their positioning around this, producing clearly defined messaging to help them stand out. “EV’s strategic insight was crucial to positioning us as industry leaders,” says City Dynamics 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 the EV team has demonstrated tangible ROI.”

// The Results

A true marketing partner.

Previously, Haseet had encountered marketers who struggled to deliver on their promises, informing his attitude about the wider industry, but EV 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.”


Building on solid ground.

EV and City Dynamics 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.

Impressive results have been delivered 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,” Haseet concludes. “EV recently shared their updated strategy plan with us and we’ve 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 Dynamics’ recent onboarding with marketing software provider, HubSpot. As a HubSpot Platinum Agency Partner, EV have overseen the implementation, with HubSpot on target to increase lead generation and gain greater analytical insight into City Dynamics’ marketing activities.

"It's a true partnership, rather than being a customer-supplier type of relationship."

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