Digital White Papers

MT18

publication of the International Legal Technology Association

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2 WWW.ILTANET.ORG | ILTA WHITE PAPER MARKETING TECHNOLOGY Introduction ABOUT ILTA Technology solutions for law firms and legal departments get more complex every day. Connecting with your peers to exchange ideas with those who have "been there done that" has never been more valuable. For over three decades, the International Legal Technology Association has led the way in sharing knowledge and experience for those faced with challenges in their firms and legal departments. ILTA members include firms of all sizes and all areas of practice, all sharing a common need to have access to the latest information about products and support services that impact the legal profession. STATEMENT OF PURPOSE ILTA is the premier peer networking organization, providing information to members to maximize the value of technology in support of the legal profession. DISCLAIMER This report is designed for use as a general guide and is not intended to serve as a recommendation or to replace the advice of experienced professionals. If expert assistance is desired, the services of a competent professional should be sought. Neither ILTA nor any author or contributor shall have liability for any person's reliance on the content of or any errors or omissions in this publication. COPYRIGHT NOTICE Copyright © ILTA 2018. All rights reserved. No part of this report may be reproduced in any manner or medium whatsoever without the prior written permission of ILTA. Published by ILTA c/o Editor, 1431 Opus Place, Suite 110, Downers Grove, IL 60515. A new type of marketer is emerging in legal — a marketing technologist. Oen referred to as "unicorns" because we are a rare breed, marketing technologists at law firms are at the center of digital transformation. We are change agents and work as part of cross- functional teams — creating that competitive edge for law firms to compete in the market. Why is marketing technology important today? Technology is now intersecting with marketing. Recent research conducted by Gartner found that a CMO's marketing budget will continue to increase and will soon surpass the budget of a CIO's marketing spend. In the last couple of years, law firms have began investing in digital technologies such as their website, email marketing automation systems, CRM, and digital commerce. As technology continues to advance, marketing evolves. Firms have learned to adapt by using digital marketing channels to communicate to their audience and enhance their brand. We're operating in a digital world where clients have so many ways to engage, which is why marketing teams needs somebody to manage the technology that's available. This white paper is a reflection of the evolution of marketing technology. I hope you learn something new on marketing automation, SEO best practices, strategic best practices on proposals and experience management, the shared responsibility of security between marketing and IT, creating a roadmap to a website redesign, content marketing strategies using data and how the role of marketing technology and marketing operations fits in law firms. I encourage you to share this publication with a colleague or friend, or pay it forward by educating others. A big Thank You to the Content Coordinating Team for their support in geing this white paper published and the editorial staff for editing the articles. We are pleased to the present the 2018 ILTA Marketing Technology white paper. by Jacqueline Madarang, Senior Marketing Technology Manager at Bradley Jacqueline Madarang Sr. Marketing Technology Manager Bradley Arant Boult Cummings LLP

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