The document discusses 14 trends in marketing technology that law firms need to follow: 1) Chief Marketing Technologist, 2) Cloud computing, 3) Niche marketing, 4) Multi-device support, 5) Marketing automation, 6) Generational marketing, 7) Relationship capital, 8) Sales automation, 9) Intelligence tools, 10) Information platforms, 11) Content marketing, 12) Content branding, 13) Social marketing, 14) Multi-modal learning. It emphasizes that marketers need to master emerging technologies to effectively reach clients. Law firms should develop integrated marketing technology strategies and toolsets to optimize efforts in planning, creating, distributing, converting, and analyzing content.

1. Adam L. Stock
chief marketing & client services officer, allen matkins @adamlstock
http://www.slideshare.net/lmabayarea

2. My first college computer

3. Trends to follow
1. Chief Marketing Technologist
2. Cloud computing
3. Niche marketing
4. Multi device support
5. Marketing automation
6. Generational marketing
7. Relationship capital
8. Sales automation
9. Intelligence tools
10. Information platforms
11. Content marketing
12. Content branding
13. Social marketing
14. Multi-modal learning

4. “By 2017 the CMO will spend
more on IT than the CIO”
- Gartner

5. 1. Chief Marketing Technologist
Marketing success will more
tightly be coupled with
mastering technology

6. Chief Marketing Technologist
What’s being affected?
Marketers need to master technology
What to do
Create a marketing technology strategy
Map trends & visualize your marketing processes in 4 years

7. We must track fast moving technologies to understand
how to market effectively
2007 iPhone introduced
2015 More tablets than PCs!

8. Historically, marketers have ignored technology until it
became an existential issue…
0 10
incremental existential
That would be
nice to have
If we don’t master
this we may not be
around in 5 years!

9. The technology investment equation
new revenue +
usabilityValue
Cost
time + expense +
IT support
Should we
invest?=
… is getting much better

10. Marketing technology has been a
3rd tier IT support problem…
Tier 1
Tier 2
Tier 3
MISSIONCRITICAL
Uptime
99.99%
99%
95% YOU ARE
HERE
Is the Internet up?
Can every attorney work in MS Word?
Is our time and billing system up?
Can we check conflicts?
Is the 3rd floor copier working?
Is our CRM system up?
 We need to redefine our relationship with IT

11. 2. The rise of cloud computing delivery models &
standards is solving many of our time, expense and support
problems
More cost effective to implement
Easier to use
Easier maintain & upgrade
More agile
Reduced dependence on
IT department

12. Cloud computing delivery models &
standards
What’s being affected?
Marketing technologies are moving off of dedicated servers
What to do
Discuss your cloud strategy with your IT department (esp. security)
Plan how to integrate your information

13. Major technology & user trends
The Internet Our digital selves
(social, mobile, things)
Big data

14. The Internet
The most ubiquitous, interactive and
inexpensive way to connect with
customers and prospects

15. Marketing has become technological because WE are
online
American adults
87% are online
90% have mobile phones
71% use social networks

16. And in-house counsel use online sources to vet outside
counsel
Source: Kredible

17. We are online 24/7
Broadband
Mobile
Internet of Things
(Wearables/Devices)
transactions; at fixed times 
location info; waking hours 
automatic; 24/7 
24 2402 04 08 10 12 14 16 18 20 2206

18. During 2008 the number of things connected to
the Internet exceeded the number of people on
the earth
By 2020 there will
be 50 billion
Internet of Things (IoT)
devices we use are constantly collecting data
Source: Cisco
2003 2010
2015

19. Our information is being
tracked 24/7
Source: Jawbone
How the Napa earthquake woke up half the Bay Area

20. The Long Tail
the web has made it easier to profitably
reach new and more targeted markets
The cost of client
acquisition is reduced
We can offer more
products cost effectively
And there are shortened
sales cycles
The Long Tail: Why the Future of Business is Selling
Less of More (2006), Chris Anderson

21. 3. Niche marketing
Success is driven by the reduced “friction” of customer
acquisition
 Small firms are competing effectively with large firms

22. 3. Niche marketing
Success is driven by the reduced “friction” of customer
acquisition
 Large firms are effectively marketing niche practices

23. Success of niche marketing and targeted
marketing
What’s being affected?
Law firms are effectively using online tools to acquire customers
What to do
Evaluate your practices that can benefit from niche marketing
Add dedicated web pages for each specialty

24. There are now more internet-connected
smartphones and tablets than computers

25. 4. Multi device support
we need to optimize content for multiple devices
Responsive Design & Content Management Systems
optimize content across devices.

26. Need for multi device support
What’s being affected?
Mobile emails. Are your emails mobilized?
(25-50% are being read on a mobile device)
Mobile website. Is your website mobile friendly?
(20+% of web visitors are mobile)
What to do
Look at your website/emails on mobile and improve them

27. 5. Marketing automation
we need to engage customers across screens (and
offline)
Source: Google, Inc.
98%
of people use multiple screens sequentially
throughout the day to accomplish a task
Marketing Automation Platforms
coordinate messages to prospects.

28. Need for marketing automation
What’s being affected?
Coordinating message across social, online and offline
What to do
Look at next generation CRMs
Look at Marketing Automation solutions –
Marketo, Eloqua, Pardot, Hubspot, etc.

29. Our digital selves
(social, mobile, things)
we share our lives online and
generations share differently

30. We live our lives online
we choose to share our personal
information online
2013 Social Media Stats – US Adults
71%
Facebook use Facebook frequency Multiple site use
42%
Source: Pew Research Center
Daily
Weekly
Less
63%
22%
14%

31. Most in-house counsel use LinkedIn
to engage with outside counsel
How recently did
you use LinkedIn?
37% in the last
week
62%
Source: "2014 State of Digital & Content Marketing Survey" Greentarget, ALM Legal Intelligence, Zeughauser Group
25% in the last
month
To contact and/or build connections
To participate in groups on specific topics
To access content
56%
42%
37%
How do you use
LinkedIn with
outside counsel?

32. Should we be thinking of LinkedIn as the future
“online store” for our attorneys?

33. 6. Generational marketing
There is a generational split in the way that people
communicate online
“I visit social media sites
several times a day”
48%
millennials
Source: USC Annenberg Center for the Digital Future and Bovitz Inc.
20%
35+

34. Law firms are using Facebook to speak to younger
demographics

35. Silent Leading-Edge
Boomer
Trailing-Edge
Boomer
GenX
Ages of Leaders AmLaw 100 Fortune 100 CEO
Fortune 100 GC Nasdaq CEO
Social media will become more central as decision-
makers fall into younger age cohorts
69+
59-68 50-58
32-49
MP
Source: Heather Morse – Legal Water Cooler
AMLAW Man. Partner
Fortune 100 CEO
Fortune 100 GC
Nasdaq CEO
Nasdaq GC
Avg. 60 Avg. 52
 Law firm leaders are older than leaders of large companies

36. Build a generational marketing strategy that
integrates social media
What’s being affected?
Need to communicate differently to different demographics
What to do
Have a two pronged approach to communications (2x the work!)
Use Facebook for recruiting; use LinkedIn for publishing/distribution

37. Big data
The explosion of data – private, public & social –
is offering new insights & opportunities
and commoditizing information

38. Big data
more data is being created than ever before!
Source: Intel

39. How Walmart uses big data
Start predicting what
will happen as
Hurricane Frances
approaches based on
consumer data from
Hurricane Charley
Source: New York Times

40. Increased product sales ahead of hurricanes
How Walmart uses big data
Start predicting what
will happen as
Hurricane Frances
approaches based on
consumer data from
Hurricane Charley
Source: New York Times

41. Increased product sales ahead of hurricanes
How Walmart uses big data
Start predicting what
will happen as
Hurricane Frances
approaches based on
consumer data from
Hurricane Charley
Source: New York Times
Flashlights

42. Increased product sales ahead of hurricanes
How Walmart uses big data
Start predicting what
will happen as
Hurricane Frances
approaches based on
consumer data from
Hurricane Charley
Source: New York Times
Flashlights
Strawberry Pop Tarts
7x as many sold!

43. 7. Unlock relationship capital
Implement automated mapping tools
Automated relationship mapping using enterprise data (ERM systems)
ContactNet

44. 6. Unlock relationship capital
Implement automated mapping tools
Massing several
information sources
in one dashboard
Using big data
sources to make
connections
Relationship
Science

45. Capitalize on your firm’s relationships
What’s being affected?
Automated mapping tools provide a unified view of firm relationships
What to do
Implement some of these tools!

46. 8. Sales automation tools
Manage multiple data channels and increase data
accuracy
Automating CRM updates

47. How signature scraping works
Gwabbit, ContactNet, others

48. Invest in sales automation tools
What’s being affected?
Keeping client and prospect information fresh
What to do
Understand appropriate tools

49. 9. Intelligence tools
More choices and at lower costs

50. Take advantage of new
intelligence tools
What’s being affected?
New information is available – and at much cheaper prices
What to do
Sample at the buffet!
Integrate new tools into your Marketing/BD processes

51. There is more data, but
our capacity to absorb
information has not
changed

52. We need ways to filter information
that we value

53. 10. Information platforms
Help us understand markets, clients, competitors
Uses ShiftCentral
to help gather
relevant information

54. 10. Information platforms
Help us understand markets, clients, competitors
Using listening
platforms to track
information about
industries, clients,
competitors,
emerging issues
Manzama

55. 10. Information platforms
Help us understand markets, clients, competitors
On-demand
dashboards are
amassing multiple
relevant sources
(adding mobile to
the mix)
Thomson

56. Information tools help us turn
data into information
What’s being affected?
Filtering information relevant to our enterprise
Turning “data” into “information”
What to do
Understand how these tools fit into your business processes

57. 11. Content marketing
Marketing by sharing quality content – has become key
for law firms
Important
insights
That are
valuable
Communicated well
Regularly
We have an entire
organization that does
this!
What do we need to do great content marketing?

58. Good information gets
shared through social
networks
(Junk doesn’t)
Because there’s so much information,
we look at things from people we trust

59. Growth of law firm content marketing
What’s being affected?
An effective way to share expertise with new potential clients
What to do
Integrate content marketing into your BD strategy

60. 12. Law firm content “brands”
Information overload is encouraging
law firms to act like publishers
Benesch
MoFo
AllenMatkins
BakerDonelson

61. Emergence of law firm content brands
What’s being affected?
Law firms are becoming trusted brands for information
What to do
Integrate content branding into your sales strategy

62. 1 click to share
on LinkedIn or
to email
Hi, everyone. Please share one of
these articles below on your social
networks.
13. Emergence of “social marketing”
Clearview Social

63. “Gamification” drives activity/behavior

64. Transparency
shows a user’s
activity.
Leaderboards
encourage
competition
“Gamification” drives activity/behavior

65. Emergence of social marketing
What’s being affected?
Law firms are using their attorneys’ networks to distribute content
What to do
Consider using social marketing in your content distribution strategy

66. 14. Multi-modal training
An effective and convenient way to educate
Integrates
online video,
lessons and
tracking –
online and on-
demand
Practice
Boomers

67. Distance learning and coaching companies are using video,
internet & apps to bolster effectiveness

68. Employing online technologies for multi-
modal learning
What’s being affected?
People can learn effectively on their own time
What to do
Evaluate new training options!

69. How can we organize
technology to optimize
our marketing efforts?

70. Plan
Create
Distribute
Convert
Analyze
We need to develop and integrate our marketing
technology tool set
Research
Content production
Content governance
CMS, Email marketing, Social
media marketing, Syndication
Optimization
CRM, ERM
Marketing automation

71. Plan
Create
Distribute
Convert
Analyze
We need to develop and integrate our marketing
technology tool set
Research
Content production
Content governance
CMS, Email marketing, Social
media marketing, Syndication
Optimization
CRM, ERM
Marketing automation

72. Plan
Create
Distribute
Convert
Analyze
We need to develop and integrate our marketing
technology tool set
Research
Content production
Content governance
CMS, Email marketing, Social
media marketing, Syndication
Optimization
CRM, ERM
Marketing automation

73. Plan
Create
Distribute
Convert
Analyze
We need to develop and integrate our marketing
technology tool set
Research
CMS, Email marketing, Social
media marketing, Syndication
CRM, ERM
Marketing automation
Optimization
Content production
Content governance

74. Plan
Create
Distribute
Convert
Analyze
We need to develop and integrate our marketing
technology tool set
Research
CMS, Email marketing, Social
media marketing, Syndication
CRM, ERM,
Marketing automation
Optimization
Content production
Content governance

75. Plan
Create
Distribute
Convert
Analyze
We need to develop and integrate our marketing
technology tool set
Research
CMS, Email marketing, Social
media marketing, Syndication
CRM, ERM,
Marketing automation
Optimization
Content production
Content governance

76. Proactively manage your
career success
The heat is being turned up!
Major technology shifts
are fundamentally changing our
jobs!

77. It’s time to
channel your
inner geek!