Digital White Papers

54 WWW.ILTANET.ORG | ILTA WHITE PAPER MARKETING TECHNOLOGY Strategic Experience Management and Proposal Best Practices Create a Strategy Once you have identified opportunities, review them against your plans, goals, priorities and culture. Does pursuing the identified opportunities make sense? What resources do you need to strengthen your market position? What can you do to differentiate your firm? At Orrick, we embarked on this strategic planning process to introduce a new line of service. By tracking and tagging experience records, we identified an upward trend in privacy and cybersecurity maers. While at first our maers were classified in broad categories in our experience system, over time we started tagging more specific sub-areas, such as cyber insurance and government investigations, and digging deeper into client and market trends. Our clients told us that they were concerned about privacy, security and increasingly complex regulations, while market studies such as the ACC Chief Legal Officers Survey reported the same. In response, we created a cross- practice initiative to organize lawyers, maximize client value and pursue business opportunities in these key areas. When the European Union Parliament approved the General Data Protection Regulation (GDPR), we had the perfect opportunity to map a firm strength (EU privacy) to market insights about this looming regulation. With the opportunity defined, we leveraged experience data to identify priority clients for cross- marketing activities and successfully grew both our revenue and market awareness. We can now do the same exercise in reverse, to prioritize new firm clients that are currently "GDPR only" and to consider how we can expand both the services and value we provide. ILTA HELENA LAWRENCE Helena Lawrence is the Senior Marketing & Business Development Manager for Orrick's Cyber, Privacy & Data Innovation practice. She provides strategic guidance, thought leadership, and recommendations for innovation, product development and marketing, client service, and business development. Helena is the Strategic Marketing Lead on Orrick's award winning GDPR Readiness Assessment Tool and global marketing campaign. Additionally, Helena is the Immediate Past President of the Legal Marketing Association Mid-Atlantic Region Board of Directors. As the region's senior adviser she provides leadership regarding strategic guidance, best practices, institutional knowledge and mentoring to govern the Association to maximize member benefits.

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