Digital White Papers

MBD 17

publication of the International Legal Technology Association

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2 WWW.ILTANET.ORG | ILTA WHITE PAPER MARKETING AND BUSINESS DEVELOPMENT From The Editor ABOUT ILTA Technology solutions to law firms and legal departments gets more complex every day. Connecting with your peers to exchange ideas with those who have "been there done that" has never been more valuable. For over three decades, the International Legal Technology Association has led the way in sharing knowledge and experience for those faced with challenges in their firms and legal departments. ILTA members include firms of all sizes and all areas of practice, all sharing a common need to have access to the latest information about products and support services that impact the legal profession. STATEMENT OF PURPOSE ILTA is the premier peer networking organization, providing information to members to maximize the value of technology in support of the legal profession. DISCLAIMER This report is designed for use as a general guide and is not intended to serve as a recommendation or to replace the advice of experienced professionals. If expert assistance is desired, the services of a competent professional should be sought. Neither ILTA nor any author or contributor shall have liability for any person's reliance on the content of or any errors or omissions in this publication. COPYRIGHT NOTICE Copyright © ILTA 2017. All rights reserved. No part of this report may be reproduced in any manner or medium whatsoever without the prior written permission of ILTA. Published by ILTA c/o Editor, 9701 Brodie Lane, Suite 200, Austin, Texas 78748. Professionals in marketing and business development have a difficult task in finding ways to make their message stand out among the deluge of information people receive every day. Whether they are trying to gather information from lawyers on experience, implement a culture where client relationship data are captured throughout the maer life cycle or put together the perfect pitch, their focus is continually on winning and keeping clients. But marketers oen struggle to get the firmwide participation needed to differentiate their firm from the competition. We developed this white paper focused on marketing and business development to assist with these challenges. Our authors have considered your clients from many angles. We begin by presenting six trends in marketing that are being driven by the need to focus on the client experience and then explore how your data can be used to gain more market share. Members share stories of an experience management implementation and how you can take advantage of technologies you already have when you can't get the latest and greatest tools. We wouldn't be able to say this white paper is all about clients without covering client relationship management (CRM), and our authors discuss improving low adoption rates and what the future of CRM could look like. We round things out by outlining the effects of the upcoming GDPR regulation, using experience for successful pitches and making sure your business has a good email reputation. Dive in and get inspired! We thank the many contributors who provided valuable insight into the topics explored in this white paper. Tell a peer in marketing and business development about ILTA! From The Editor KRISTY COLE

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