Law firms have traditionally failed to embrace the values of marketing automation and relied on traditional single channel platforms. For those firms that are willing to take a closer look, marketing automation can not only help save time and money, it can also increase the book of business of current clients and help convert prospects to new clients.

1. Marketing
Automation in
Law Firms

2. Presenter
Caroline.Schmid@edynamic.net
• Marketing Leader with over 17 years of experience in B2B
direct market strategies; 8 years experience in Marketing
Automation
• Experience with integrated, global multi-channel demand
generation marketing programs including marketing
automation, lead nurture, digital, branding, SEO/SEM,
social, content, events and analytics dashboard
components.
• Worked with legal, high tech, professional services and
financial services clientsCaroline Schmid
VP, Demand Generation

3. Topics for Today’s Webinar
• The Benefits of Marketing Automation for Law Firms
• The difference between Marketing Automation and
email service providers
• Specific use cases for Marketing Automation at your
firm
• How Marketing Automation can drive event attendance
and thought leadership content
• The process for evaluating and setting up Marketing
Automation

4. The legal
business is
facing and
reacting to
significant
headwinds
• Flat Growth
• Increase Competition
• Increase Client Demands
• Diminished Career Opportunities
• New Growth Segments

5. Firms must evolve in order to compete.

6. LAW FIRMS MUST
EMBRACE A
CLIENT-FIRST
DIGITAL
STRATEGY

7. 96%
Of people looking for legal
advice use search engines.
74%
Of potential clients will
visit your website before
deciding to take action.
Legal marketers rank
Content and 60% email as
the most effective channels.
64%
Source: Good2bSocial and eConsultancy

8. Important
Digital Trends
for Legal
• Focus on Social Media Conversions
• High Importance on SEO
• Customized Practice Strategies
• Continued rise of Mobile
• “Intelligent Content”
• Actionable Insights and Measuring ROI
• Multi-channel Marketing
• Valuable Marketing Automation
Emerges

9. MARKETING AUTOMATION EMERGES

10. Marketing automation, simply put, is the ability to
automatically communicate with clients and prospects at
certain points during their online contact journey with
your firm. The aim is to increase their engagement with a
minimum of effort and resource, to ultimately provide
new or further instructions for the firm.” Nick Andrews

11. Law firms are their reputation and Marketing
Automation connects you with clients and helps
you build your practices.
1. Legal marketing automation can build trust with clients,
display legal knowledge and proven success.
2. Reach out to clients where they are with their preferred
communication method.
3. Nurture clients through automatically personalized
campaigns that cater to their personal legal needs.
4. Measure the value of your campaigns and branding
efforts.

12. 86%
Improved lead
management and
nurturing
73%
Measurable Results Enhanced Targeting &
Personalization
66%
Marketers see the Benefits of Marketing Automation
Source: Respondents of Marketing Automation Survey B2B Marketers Worldwide
64%
Seamless campaign
execution & tracking

13. How Marketing
Automation
can Benefit
Firms
• Can reduce costs by automating your
on-going processes
• Improve reach and productivity by
positioning lawyers as thought leaders
in their practice areas
• Build a client journey that improves
customer satisfaction
• Allows a law firm to stay top of mind
by effectively automating and
distributing your content
• Helps firms provide targeted
communications across channels

14. GO BEYOND EMAIL
While marketing automation is associated with email, you can use the same
workflows and mechanisms across channels including SMS, Direct Mail, Social and
Online.
The best marketing automation campaigns combine multiple channels for a more
effective message.

15. EmailTools vs MarketingAutomation
• Broad Message
• Same Content
• Basic One-off Reporting
• Drive traffic blog/website
• 1:1 Marketing- ContentTailored to
your audience
• Segment & Sort your client dB
• More than email
• Alternate choice- paths
• Useful reports over client lifecycle

16. Align Across
Channels
• Audience Segmentation- Relevant
materials based on their responses to
triggers and most relevant to their
expressed interest
• Subscription/Data Management-
Manage subscribers and their
preferred methods of communication
• Social Postings- Queue, schedule and
repeat posts
• Email/SMS Marketing- Create
automated client journeys for you
subscribers- not just one time sends

17. AUTOMATETHE CLIENT
JOURNEY
Law firms can automatically send valuable and useful content at each point of the
client journey based upon client, in-house counsel’s, recruits and alumni actions.
In many instances, they may do some initial research and then not take any further
action.With marketing automation systems, they can be placed into a “nurture”
campaign, which would periodically send interesting content to stimulate further
interaction.

18. Client Journey
Website +
Marketing
Automation
• Creates an environment that focuses on
identifying and targeting specific client
journeys and use cases.
• Client history and interaction data can be
used to serve up the most relevant,
personalized experience, content,
message, and offer.
• Nurture campaigns based on website and
other channel activity that delivers value
through your firm’s most marketable asset,
lawyers’ knowledge and thought
leadership
• Enables a law firm to cross sell its services
and to deliver value to their clients even
after they have hired the firm.

19. Unknown Person
Orchestrate the client journey
Subscription Center
manages profile
Capture engagement in CRM
Anonymous profile
created and client is
segmented
Personalized and Dynamic
content
Profile is
matured
Sees Brexit story on social mediaSees article on websiteIs served the next interesting article Subscribes Becomes Known
Receives Brexit email on mobile
device
Share network on social mediaInvited to Event Partner recognize interestEngages with prospect
Search delivers next
article

20. POWER YOUR CONTENT
STRATEGY
Designate the type of content a prospect or client will receive based upon that
person’s actions and profile and their response to previous efforts.
This allows a law firm to stay top of mind and to continually provide valuable and
targeted content.

21. The Role of
Content
Automation
• Maximize ROI of your content and fuel
your Content Engine
• Automate the creation and curation of
your content
• Contextualize Content across
Channels
• Align Content and Client Journeys
• Learn what Works and Rapidly Adjust

22. MARKETING
AUTOMATION FOR LAW
FIRMS IN ACTION

23. Automate Events
Automate, personalize and measure event management and
marketing activities, to increase event attendance and
revenue generated from events while also improving the
overall event experience.

24. Events Management
• Pre-Event
• Invitation and form sign-up
• Event landing page
• Multi-channel Reminders
• During the Event
• Social Updates during the event
• Appointment Setting
• Upload and capture attendees
• After the Event
• Post-event follow-up
• Measure /Track event ROI
• Create attendees profiles and design
nurture and follow-up campaigns
Event Invitation
Practice B
Practice A
Event
Landing Page
Form
Email Reminders
SMS Reminders
Event Posting on Social
Segmentation of clients by geographic, practice,
attorney, interest or combination

25. Manage Newsletters &
Subscriptions
Tailor your communications to when, where and how prospects
and clients want to receive them. Craft newsletters, alerts and on-
going communications that have higher engagement and
therefore better ROI. These communications will deliver
automated, targeted content that is timely and welcome.

26. Subscriptions & On-Going Communications
• Subscription Center
• Data Collection
• Communication Preferences
• Determine Interests
• Customize Communications
• Preference-based
communications
• Targeted content
• On-going Communications
Stream
• Newsletters
• Alerts
• Blogs
Welcome Email
Subscription
RequestWeb Visit
Targeted Newsletter
Targeted Alert 1
Targeted Alert 2

27. Re-engage
Prospects & Clients
Actively re-engage your prospects and existing clients on a
regular basis. Keep your firm top of mind during the
awareness stage and follow-up with existing clients with
targeted campaigns that align with their interests.

28. Re-engagement Campaigns
Meeting
Follow-up
Email
Targeted Email 1
In-person Meeting
• Meeting or
Communication Follow-
up
• Check-in after lack of
response
• Provide relevant
content to them on-
going around their
particular interests or
issues
• Have them provide
relevant information via
survey
Wait
Engaged
Call
No Response
Survey or
Subscription
Request
Targeted Email 2

29. Promote your Lawyers
Your lawyers are your largest asset. Provide multi-channel
content that promotes your lawyers as thought leaders that
represent the knowledge of your firm. This improves your
reputation and reach in the law community.

30. Cross-Channel Thought Leadership
• Provide Cross-Channel
Thought Leadership
• Email
• Social
• Blogs
• Website
• Promote lawyers and
provide automated
follow-ups to client
interests
Subscription
RequestWeb Visit to
Lawyer Page
Social Like
Email w Thought
Leadership
Sign up for
Email Content
from Lawyer
Thought Leadership
Landing Page
Link
Practice Blog
Download
Follow-up Email

31. GETTING STARTED with
MARKETING AUTOMATION

32. • Align your Business Units Discuss MAP solutions
and needs with a cross-section of the business
including marketing, sales, support and IT.
• Requirements Gathering Gather business and
technical requirements that can help you narrow
down or pinpoint your best MAP fit.
• Select a Platform Compare requirements against
specific platforms to get to one that meets your
specific needs.

33. MAP Platform
Criteria
• CRM Integration/Capabilities
• Business Model
• Size of your business
• Size of your contact list/data base
• Basic Platform Use
• Higher-level Use
• Transactional Capabilities
• Cross-channel capabilities
• App Community
• Vertical understanding/features
• Global scale

34. • Cost savings
• Higher Return on Marketing Investment
• Improvements in roadmap
• Faster time to market
• Improved BD and marketing alignment
• Expanded capabilities
• Improved customer experience(C-SAT)
• Better marketing investment and decision-
making
• Improved reporting and response capabilities
Communicating the Benefits

35. • Platform costs
• Implementation costs
• Staff and agency support
• Training
• IT support and alignment of
roadmap
• Features may require additional
strategy, support or investment to
accomplish the benefits
Expected Costs

36. Planning your Roadmap
• CX Strategy
• Understand Goals
• Assessment of Email
Campaigns &
Conversion
• Planning & Blueprint
• Complex CX & lifecycle
• Advanced
Personalization
• Leverage personas &
customized
communications
• Subscription Center
• Data Management
Set-up
Campaigns
Testing &
Monitoring
Strategy &
Discovery
Implement
your
Environment
Advance
Maturity
• Install Platform
• Set-up & Deployment
• Email Delivery- IP
Warming
• SPAM Checkers
• Integrations
• Subscription/Bounce
back Management
• Campaign Set-up
• Custom Email
Components
• Email Preference
• Reporting Setup
• Personalization
• A/B & Multivariate
Testing
• Reporting
• Tracking KPIs

37. Questions?