Digital White Papers

MT18

publication of the International Legal Technology Association

Issue link: https://epubs.iltanet.org/i/1031816

Contents of this Issue

Navigation

Page 35 of 57

MARKETING TECHNOLOGY 36 WWW.ILTANET.ORG | ILTA WHITE PAPER Marketing automation provides a strategic approach that can really pack a punch. Marketers believe the most important strategic goals for marketing automation is increasing lead generation and supporting lead nurturing 1 . The return on this investment is, of course, business development and revenue growth, so how can marketers in the legal industry realise these goals and set themselves and their firm up for success? Here, Vuture offers eight best practices to harness the power of marketing automation: 1. Start with a strategy When surveyed, 52% of marketers cited lack of an effective strategy as their barrier to marketing automation adoption 2 . Having the right foundation in place is paramount to the successful adoption of marketing automation. You don't have to have all the answers but start by considering what would help with the day-to-day running of your marketing team, implement tools that will support this and build from there. Starting too big won't set you up for success. 2. Put the client at the centre of your organisation By 2020, it has been suggested that customer experience will overtake price and product as the key brand differentiator 3 . With that in mind, there has never been a more important time to put your clients front and centre of your business. A marketing automation strategy should start with your client; curate customer insights, create personas, and cultivate customer journeys. Customer-centric organisations were found to be 60% more profitable than companies that were not focussed on the client. by Ma Parfi and Megan Ryan of Vuture Be a Marketing Automation Leader: Eight Best Practices for The Legal Sector Be a Marketing Automation Leader: Eight Best Practices for The Legal Sector

Articles in this issue

Links on this page

Archives of this issue

view archives of Digital White Papers - MT18