Digital White Papers

28 WWW.ILTANET.ORG | ILTA WHITE PAPER MARKETING TECHNOLOGY The Evolving Role of Marketing everyone a chance to ask questions in live sessions, clarify any terminology, or even provide feedback on the user interface for future enhancements. In addition to conducting training sessions, I also record videos for our international offices and new employees. In certain circumstances, depending on the soware, I may conduct in-person training at different office locations. Lots of communication and training! Then even more communication! It's important to always approach it from the "what's in it for me" perspective, and demonstrate the value any new technology is providing. If possible, I try to get them engaged early in the process and give them an opportunity to weigh in on SB how it is built and implemented. Sometimes, however, a change is mandated (e.g., GDPR) and all you can do is explain as early as possible what's coming and provide a forum for airing their concerns, so they feel prepared for dealing with lawyer backlash. Not everyone is going to be a champion, but hopefully you can prevent misunderstandings and inaccurate communications out to the business. I try to get the appropriate folks in the loop as early as possible and actually rely on the team to float new technology suggestions my way for evaluation. If the team is suggesting the technology or involved in evaluation/demos up front, it's an easier sell since they see a tool and its value before we're even under contract. Aside from that, I try to communicate as much as possible to manage expectations and, following deployment, check in frequently to make sure there are no issues, appropriate support is available internally or from the vendors, etc. What marketing systems and tools are vital in today's law firm environment? In my opinion, you absolutely need a CRM to manage relationships, opportunity pipeline, and key contacts. Without this tool, it becomes nearly impossible to provide proper reporting on your clients and prospects. You also need an advanced email marketing system to track recipient engagement, utilize automation, and report statistics. A good email marketing JW PA I try to get the appropriate folks in the loop as early as possible and actually rely on the team to float new technology suggestions my way for evaluation. If the team is suggesting the technology or involved in evaluation/demos up front, it's an easier sell since they see a tool and its value before we're even under contract.

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