1 / 23

Marketing Technology Primer

Marketing Technology Primer. Pat Purdy, Marketing Technology Manager Pillsbury Winthrop Shaw Pittman LLP John Veldkamp, CRM Database Manager Morrison & Foerster LLP. Pat Purdy. 20+ Years in Legal (Marketing, IT and other support roles)

aisha
Download Presentation

Marketing Technology Primer

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing Technology Primer Pat Purdy, Marketing Technology Manager Pillsbury Winthrop Shaw Pittman LLP John Veldkamp, CRM Database Manager Morrison & Foerster LLP

  2. Pat Purdy 20+ Years in Legal (Marketing, IT and other support roles) Member of LexisNexis InterAction’s Customer Advisory Board ILTA Strategic Relationship Liaison to LexisNexis, Member of ILTA’s Professional Services Peer Group Steering Committee Speaker at LMA local events and ILTA local events and national conference

  3. John Veldkamp 12 Years in Legal Marketing Worked with InterAction at 5 law firms Member of LexisNexis InterAction’s Customer Advisory Board Member of ILTA’s Professional Services Peer Group Steering Committee Past speaker at LMA and ILTA national conferences

  4. Agenda Web tools Proposal and Pitch Automation Software Social Networks CRM & ERM E-Marketing, Event Software, Surveys Experience Databases

  5. Web Tools • Development • Use a company familiar with law firms • Offer social media connectors • Ensure access to SEO tools on the backend • Design • Long term investment • KIS and KIF

  6. Web Tool Vendors Content Pilot – CP Web Pilot (development and design) Greenfield Belzer (design) ICVM (development, some design) MoreVisibility (development and design) One North Interactive, f/k/a Hubbard One(development and design) RightHat (design) There are dozens of others; refer to ILTA and LMA e-groups

  7. Web Tracking & SEO/SEM Use social media Track only information that is valuable to your firm Use social media Track information that business development or marketing can use to create actionable tasks Use social media Start small – perhaps your event pages USE SOCIAL MEDIA

  8. Web Tracking & SEO Vendors The list is ever-growing but here’s a few to get started Google Analytics Bright Edge HubSpot MoreVisibility (GA certified partner) SiteImprove (also good for site maintenance)

  9. SEO blogs www.searchengineland.com www.seobook.com/blog www.SEOmoz.com www.searchenginewatch.com www.mattcutts.com/blog

  10. Proposal & Pitch Automation Software Many tools available; most aren’t used in legal Centralized or dispersed? Focus on what your clients want Involve your business developers early in the process

  11. Proposal & Pitch Automation Software Vendors ANSOR Software Inc – Ansor Proposal Content Pilot – CP Proposal Pilot Elite Business Development Suite f/k/a Hubbard One – Proposal Generator Proposal Software Inc. – pmaps Qvidian – don’t know anyone in legal using it but a lot of legal vendors are using it

  12. Social Networks LinkedIn Twitter Blogs Facebook Google+ YouTube Wikipedia

  13. CRM & ERM • Contact Relationship Management • Professional services have different needs than other industries (i.e., Salesforce.com) CONTACT VS CLIENT • Collection of contacts with additional information • Set up mailing lists based on industry, practice or geography • Requires commitment to maintain the data • Enterprise Relationship Management • Can be independent or used in conjunction w/ CRM • Evaluates the strength of the relationship based on email traffic – may not be the senior attorney WHO HAS THE STRONGEST RELATIONSHIP • Especially useful for quick connections

  14. CRM & ERM Vendors • CRM • Cole Valley Software – Contact Ease • LexisNexis –InterAction • Microsoft – CRM4Legal • Sugar CRM • Tikit - TikitConnect • Versys Corporation – IntelliPad • ERM • Elite Business Development Suite f/k/a Hubbard – ContactNet • LexisNexis – InterAction IQ

  15. Event Software • Tracks all aspects of event management • Venues • Contracts • Registration & payments • Food, entertainment options • Schedules reminders, thank you, after-event surveys

  16. Event Software Vendors Concep Copper Services Constant Contact Cvent

  17. E-Marketing Gets your message out to clients and potential clients Has almost completely replaced hard-copy (snail mail) May be governed by data privacy & spam regulations and by state bar associations

  18. E-Marketing Vendors Concep Constant Contact Tikit Vuture

  19. Survey Tools • Important for: • Client teams • Analysis of marketing efforts • Vendors • InstantSurvey • SurveyGizmo • SurveyMonkey • Zoomerang (recently purchased by SurveyMonkey)

  20. Experience Databases • Used for • Pitches & RFPs • Chambers & other rankings • Building teams for matters • Justification for AFAs • Insight for existing matters • Integrate to other systems • Web site & extranets • Time & billing • CRM/ERM

  21. Experience Databases Vendors ANSOR Software – Ansor Experience Content Pilot – CP Deals & Cases Elite Business Development Suite f/k/a Hubbard One - Experience Management Firmseek – Experience Database Microsoft – SharePoint (build it yourself)

  22. Contacts Pat Purdy Marketing Technology Manager Pillsbury Winthrop Shaw Pittman LLP patricia.purdy@pillsburylaw.com John Veldkamp CRM Database Manager Morrison & Foerster LLP jveldkamp@mofo.com

More Related