Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing Automation for Law Firms - Webinar by Good2bSocial

400 views

Published on

How to use marketing automation to measure the ROI of your law firm's marketing and business development efforts

Published in: Marketing
  • Be the first to comment

Marketing Automation for Law Firms - Webinar by Good2bSocial

  1. 1. How to Use Marketing Automation to Measure the ROI of Your Firm’s Marketing and BD Efforts • Guy Alvarez – Good2bSocial • Leah Schloss – Freshfields Bruckhaus Deringer • Stefanie Knapp – Allen Matkins • Anna Norregard – HubSpot
  2. 2. AGENDA  What is Marketing Automation and What are the Benefits for law firms?  Is Your Firm Ready for Marketing Automation? Items to consider before you invest in a marketing automation platform.  How to Make the Case for Marketing Automation at your Firm?  A tale of two firms: How Allen Matkins and Sullivan & Worcester are using marketing automation  How other law firms and professional services firms are using marketing automation and what their results have been  The right content to the right people at the right time  Using marketing automation to measure your marketing and business development efforts.  Lessons learned and Q&A
  3. 3. What is Marketing Automation?  Marketing automation refers to the software that exists with the goal of automating marketing actions.  The technology allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
  4. 4. Why is it important for law firms?  Flat growth in the industry, increased competition of consumers visit a law firm's website to take action. (Google's Legal Services Study) of people seeking legal advice use a search engine. (Google Consumer Survey) of professionals prefer to use email when communicating for business purposes. (HubSpot, 2017)
  5. 5. What are the Benefits for law firms?  Drive more visitors to your website > convert more unknown visitors to known contacts  Increase contact engagement while increasing efficiency (reduced operational costs)  Cross-sell relevant services or events
  6. 6. Is Your Firm Ready for Marketing Automation? Items to consider before you invest in a marketing automation platform.  What are you hoping to achieve with marketing automation? Can you get the same results with the tools you already have?  To be successful, marketing automation requires a lot of content. Do you have systems in place to ensure the creation of adequate content?  Determine the resources (human and financial) you need to devote to a marketing automation system to make it successful. Are these available to you?  Where will your data live and how will your marketing automation software integrate with your other systems, ie CRM?
  7. 7. How to Make the Case for Marketing Automation at your Firm  Marketing automation will allow us to collect data on our clients and prospective clients that we can use to:  Cross-sell  Alert us of significant changes in engagement  Provide users with targeted content and information  Better understand who is consuming our content  Track a contact’s journey
  8. 8. A tale of two firms: How Allen Matkins and Sullivan & Worcester are using marketing automation
  9. 9. A tale of two firms: How Allen Matkins is using marketing automation  Started our search for marketing automation several years ago as a way to do lead scoring on our contacts  Summer 2017 started a trial and launched one of our largest campaigns of the year using this system  Using a combination of landing pages, forms, calls-to-action and lead flows we were able to track everyone who downloaded the survey
  10. 10. A tale of two firms: How Allen Matkins is using marketing automation  August 2017 launch numbers:  901 downloads of the Survey  44% conversion rate  500+ new contacts
  11. 11. A tale of two firms: How Allen Matkins is using marketing automation  Now that we’ve implemented, changes for the January 2018 launch:  Create workflows  Based on download behavior  Website behavior  Email interactions  Video views  Expand the use of lead flows  Create additional content to send as follow up
  12. 12. Sullivan & Worcester – A desire for integrating our systems led to HubSpot  Found HubSpot in 2015 after looking at a number of marketing automation tools  CRM, ERM, accounting systems, and email marketing were all separate systems. We needed all of the data in one place  Our blogs were bringing in new prospects, but we weren’t capturing them in our systems  Our email system was particularly labor intensive for events and we weren’t able to track our attendees  By 2017, we had integrated BDP, Elite and Hubspot
  13. 13. Sullivan & Worcester – Launch of blog for in-house counsel  Launched our first blog on the HubSpot blog platform at the ACC Annual Meeting in October 2015  Asked attendees to suggest blog topics and they became subscribers to the blog  Added our in-house counsel clients to the subscriber list  Immediately gained insights about which topics were engaging  Found a way to start a conversation with new prospects and found out more about our current clients  Future goals  Lead scoring – We were working on a formula when I left the firm, but felt that we did not have enough content to make it work well
  14. 14. Sullivan & Worcester – Data and insights are great, but workflows also automate repetitive tasks Set up mailing list Email invitation Registration/Decline landing page Register Decline Thank you for registering email Sorry we’ll miss you No answer Another email sent a week later Reminder day before event Clone the whole campaign for the next event
  15. 15. How other law firms and professional services firms are using marketing automation and what their results have been  Accounting firms and law firms  Created personas by client type. Targeted them with content (ebooks, articles, whitepapers and checklists), gated behind landing pages. Used Calls-to-Action (CTAs) and forms to capture user data  Created educational workflows to nurture these leads through the marketing funnel 300% Increase in leads 2X Increase in customers 59% Increase in organic traffic
  16. 16. How other law firms and professional services firms are using marketing automation and what their results have been  Law firm specializing in disability, dismissal and insurance claims  Moved from PPC and social to cross-channel communication strategy.  Calls-to-Action and Forms to encourage people to interact with its content  Created personalized automated nurturing workflows tailored to prospect needs and stage in the buying process. 7X Increase in clients 100% Increase in revenue 2X Increase in leads
  17. 17. How other law firms and professional services firms are using marketing automation and what their results have been  Applicant screening and verification services company  Adopted content creation and SEO strategy to drive better traffic  Increased number of landing pages, forms, throughout site  Dynamic Calls-to-Action to personalize conversion messages  Lead nurturing workflows to educate prospects over a longer sales cycle 35X Increase in leads 50% Increase in customers MOM 180% Increase in organic search
  18. 18. The right content to the right people at the right time
  19. 19. Using marketing automation to measure your marketing and business development efforts. While web analytics can provide you with a wealth of insight and data into the performance of your website, legal marketers really need much richer data to understand the impact of their marketing campaigns on conversion rates and a client’s journey through the marketing and biz dev funnel. Marketing automation platforms provide law firms with digital marketing analytics, which offer a much more comprehensive view of what’s working and what isn’t.  Integration across different marketing channels  People-centric data on the client journey  Closed-loop data
  20. 20. Lessons learned and Q&A

×