Digital White Papers

I L T A W H I T E P A P E R | K N O W L E D G E M A N A G E M E N T & M A R K E T I N G T E C H N O L O G Y 62 journey, many different technologies are leveraged. For example: • The technology your firm's website is built upon, and the ability to track a user's journey to pick up on patterns and deliver appropriate messaging and identify opportunities; • The strategic use of social media to disseminate the right message to the right audience at the right time; • Content aggregators which help elevate the firm's thought leadership, equipped with robust analytics to study reader trends and formulate future content creation; • Varied solutions to communicate with firm clients, such as email or webinar-hosting verticals or with built-in analytics tools; • CRM solutions to ensure data integrity and track readership and attendance at client development events email solutions that provide data which can shape future communications to targeted segments of the firm's network; All of these strategic brand elevating activities are wholly dependent on the technologies that support them, as well as upon the client service professionals who cull the data to find useful and actionable takeaways that affect the firm's goals. Each of these tech solutions provides measurable analytics and data sources for our business professionals to utilize when making strategic decisions, segmenting the firm's audiences to provide the right information to the right people. Consideration Once the audiences segmented in the first stage have been determined, individual prospects are often identified and we move into the second phase of the client experience: is this client or prospect a good fit for your firm? From an attorney's or client- facing professional's perspective, technology is the connective tissue of this stage of the journey. Picture this: one of your lawyers meets a prospect at a firm client development event, or a prospect reaches out to you due to a successful marketing campaign. The vetting process is likely to be similar to this: • Does our firm handle the type of work the client needs immediately, or could need in the future? Here, technology affords the ability to easily access a knowledge management system; this intel is key to move to the next step. • Can we help this client, given our current clients? Here, technology provides the ability to run a reliable conflict search through your time and billing system. • Do we have the capacity to help this client, and from the available attorneys, is there one who would likely get along well with this client? Here, technology grants access to your attorneys' hours and projections, in order to determine if a good match exists who also has the time to take on this new matter with the appropriate amount of attention and care. Each of these stages marries the innate skills of client service professionals who know not only their firm's offerings, but also the personalities

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