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Marketing Automation Defined: Soware platforms and
technologies designed for marketing departments to more
effectively market on multiple digital channels (email,
websites, etc.). The platform(s) will automate repetitive
tasks, nurture client relationships and generate quantifiable
business development opportunities.
Legal marketing has been somewhat behind the curve in
implementing marketing automation. This has nothing to do with the
legal sector being slow to adopt new technologies; it is more related to
the inherent structural nature of how legal marketing departments
work and the internal power dynamic of a professional services firm.
Can marketing automation work for your firm?
The Reality of Marketing Output
Content for the majority of marketing campaigns is driven by lawyers
(e.g., an event or article). This content is oen supported, nudged or
coerced out of partners by the marketing team, but it is led by the fee
earner. Marketing output in a law firm is driven by three scenarios:
A fee earner is responding to an external event (hands up if
you have delivered content on "the impact of Brexit" in the past
couple of months)
A lawyer is providing content (either a seminar or article) based
on their specialty
Big annual events organized for various teams within the firm
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by Robin Stephens of Vuture
Adapt and Adopt: Bring Marketing
Automation to Your Firm
Adapt and Adopt: Bring Marketing Automation to Your Firm
