Clinton Gary\'s presentation titled "Externally-Oriented Experience Management for the Web-Driven General Counsel" at the 2010 Hubbard One Innovation Forum

1. Externally-Oriented Experience Management for the
Web-Driven General Counsel
October 2010
Clinton Gary
Director of Marketing
Arnall Golden Gregory LLP
Recently served as Associate Director of Marketing for Kilpatrick Stockton LLP and led new Brand and Website Re-launch which
ranked #1 Law Firm Website/Brand Re-launch by Legal Marketing Association 2011

2. Starting with the End in Mind

3. Program Objective
• Business Drivers:
– New firm business strategy
– New drivers of selection and value for legal services
– Need to more efficiently and effectively manage marketing content
• Foundation to our Program:
– New Brand Platform (defining who we are; our target market and their persona)
• Key Findings:
– Target GC visits firm website early in process
– Key interest is “relevant” experience
– Live in a Google world

4. Approach
• Four Integrated Projects:
– Define new firm brand
– Implement experience management process (3,000 records – project to collect, then process to
maintain/enhance)
– Create experience-based website (make freely accessible and searchable by visitor)
– Incorporate into proposal generation (incorporate your most relevant and “best” into your bus dev)
• Using and Collecting Experience:
– Not all experience is created equal; define your most influential
– Emphasize the team that delivered the value to the client
– Make it searchable (don’t try and guide the visitor to only see what you want them to see)
– Think SEO
– Promote firm’s broad capabilities
– Content style guide (a must)

5. Our Timeline
Define Launch
Process & Internal
Brand Experience Capture Launch & Review
Site
Database Externally
Platform

6. Technologies
• Sitecore – Content Management (aggregator and workflow)
• SharePoint – Experience Management (maintained experience records)
• Hubbard One – Marketing Database (maintained majority of content)
• Adobe/Omniture – Website Analytics

7. Approach – Best Practices and Lessons Learned
• Best Practices
• Strategies, plans and processes in place before starting
• Information architecture and workflow (plan first to reduce complexity)
• Define resources (who does what)
• Lessons Learned
• SharePoint significant decision (increased our speed of implementation)
• Single record, no leader created complexity
• Attorneys providing little experience proactively and through technology
• Tremendous team effort; Set your Leadership’s expectations on resources
and budget
• don’t expect to do a project like this with three people, also doing their full-time jobs, in 6
months)

8. Kilpatrick Website Screenshots
Homepage Experience Search Results
(give them what they want; not self promotion) (show them your best, empower them to go deep)
1 2
4
5
6
3

9. Kilpatrick Website Screenshots
Experience Record Case Study
(easy to cross-navigate) (add additional insight)
7
8

10. Results
• Quantifying Success
• Improved Awareness and Relevance
• Doing More with Less
• Reduced Technology Cost
• “Real” Winning Stories
• Advancing the Business Development Process
‒ Prospects calling and referencing specific experience; Reduction in basic collateral
requests.
• Empowering the Long Tail (i.e., IP + Pharma + Europe)