iSynergy: Helping clients achieve an edge over the competition

Digital marketing has been around for years, but there’s still a lot of confusion about how it works and its benefits. Due to the misconceptions and confusion around digital marketing, businesses often stick to traditional marketing tactics. This lack of understanding can equate to a lack of trust—especially when agencies use a “rinse and repeat” strategy.

iSynergy’s approach is the complete opposite – no two strategies are the same because no two clients are the same. “When done correctly, digital marketing can have an enormous impact on a client’s bottom line, and that’s iSynergy’s bread and butter,” explains Steve Cross, the creative director at iSynergy. To make such an impact, the company leverages multiple outlets for programmatic campaigns and inbound strategies to find what works best for each client and thus leverages insights to change direction when needed. In our recent chat with Steve, he walked us through the journey and offerings of iSynergy. We also discovered how the company has become one of the crucial innovators in the industry.

Q. Please walk us through the establishment of iSynergy? How has the organization sustained growth throughout the decade?

Initially, we started as an IT company in the early years, which is really funny to think about now. But when you get to the core of our business and what led us to where we are today, it’s our “permanent beta” mindset that has sparked evolution and growth, which means, there is always room for improvement. Our industry is moving so fast that even when something (an idea, a concept, and a pitch) is perfect today, it can be improved tomorrow. Our process is what makes us different. We are constantly getting focused and re-focused, and we are challenging the status quo daily.

Q. What makes iSynergy’s offerings exceptional in the industry?

We don’t resell any product or platform because it’s not our job to push a product on a business; instead, we want what works best for that business. We believe an omnichannel strategy is the way to go, and while there are tactics that we continuously employ (like SEO, programmatic, content marketing, and social), each iteration is different. It all depends on the client’s ultimate goal, and we are constantly researching, optimizing, and testing to see what will work and what won’t. We believe that if we do what’s in the client’s best interests, iSynergy benefits from long-lasting relationships, referrals, and a trusted reputation.

Q. What kind of culture do you embrace at iSynergy?

Our team is made up of individuals who have a desire to be the best. They’re driven and focused. They take responsibility for the success they want to achieve (for both themselves and our clients). But even more importantly, our employees are simply good human beings. We want people who are inquisitive by nature, positive, and team-oriented. These important attributes create unity and keep people working toward something bigger than themselves.

Q. How does work-life balance look like for the iSynergy team members?

When it comes to work/life balance, iSynergy is acutely aware that work is not life. To be great at what we do, there has to be flexibility, because if there isn’t, burnout will spread like wildfire. That’s where the “taking responsibility for the success they want to achieve” part comes into play. Each person here is accountable to both the client and their fellow employees. We grind when we need to, but downtime is a necessary means to a successful end. We offer hybrid/flex schedules to senior staff as well as extremely generous vacation time to ensure everyone gets a break to re-energize and give their loved ones the attention they deserve.

Q. Covid-19 has drastically affected several businesses. What was the impact on your company?

The COVID outbreak was uncharted territory for us, as it was for every other business worldwide. But interestingly, being a digitally focused marketing agency, we were fully equipped to pivot without even really realizing it. Our team easily transitioned to remote work because we already utilized internal platforms for communicating well. Fortunately, there were no major mishaps. In fact, we grew a lot and added numerous employees over the past 12 months.

Q. What is the process or tools involved in generating new ideas, beyond the traditional whiteboard brainstorming sessions?

We start with research. New ideas are great, but if they’re not rooted, then they’re worthless. When we onboard a new business, we “go dark” during the research phase. We gather information about the client, the competition, and the market landscape; then, we come together to discuss the situation and what will work best for the client. That’s when the real magic starts.

Q. Being one of the crucial innovators, could you advise on how does one become a linchpin of innovation in their respective industry?

It doesn’t happen overnight, and it certainly doesn’t happen by chance. You can never be in a place where you’re comfortable or satisfied, and you need to have an unquenchable thirst to find the next great idea. Drive and passion are at the root of it all, and surrounding yourself with people who push you to be a better person and professional doesn’t hurt either.

Meet the Creative Director

Steve Cross is the Creative Director of iSynergy and shares extensive experience in SEO and programmatic media with competency in inbound methodologies. As a leader, he has always stressed building trust among the team members. His leadership style shows a striking similarity to a famous Steve Jobs quote – “It doesn’t make sense to hire smart people and tell them what to do. We hire smart people so they can tell us what to do.”