MARKETING TECHNOLOGY
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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