Digital White Papers

I L T A W H I T E P A P E R | M A R K E T I N G T E C H N O L O G Y 21 Jacqueline Madarang is Associate Director of Marketing Technology at Blank Rome, an Am Law 100 law firm. She oversees Blank Rome's marketing technology-related solutions, develops strategies and programs to support the strategic growth and business objectives of the firm. As a seasoned marketing technologist, she and her team implement and execute firm wide marketing technologies and digital marketing strategies that align with business development goals. She is an active member of LMA and ILTA. Currently, she is co-chair of LMA Mid-Atlantic's second annual regional conference and serves on the LMA Mid-Atlantic Board. You can follow her on LinkedIn at https://www.linkedin.com/in/ jacquelinemadarang E X P E R I E N C E M A N A G E M E N T : A T A L E O F T W O F I R M S approach to building a knowledge platform, making sure that each new source of data that comes in is clean and consistent so that lawyers have confidence in the information it's providing. Institute roles in the system such as contributor and approver to ensure that manually entered information is as reliable as that passively collected. People assigned these roles should be given training and guidelines to follow, as well as clear time expectations. Build internal marketing programs to help show the value of the platform you're building to all the stakeholders. Gather internal successes and share them firm wide. Highlighting attorneys' quotes on why they like your system and how it's improved their efforts helps build forward motion. On-going training with all roles keeps the momentum going and ensures everyone is following best practices. During bi-weekly calls with BD at Blank Rome, I'm asking everyone to share their top three tips for using Foundation as well as any new challenges. Including people from across the country helps break down silos and improves knowledge sharing. Recording meetings and compiling these learnings builds a library that will pay ongoing dividends. Summary It's exciting to see my former firm at the beginning of a journey with many opportunities ahead of them, as well as glimpse the possibilities at a firm like Blank Rome that's well into their implementation. Because the legal profession is constantly evolving, we'll continue to improve what we have — whether that's client development insights for the practice teams, refining profiling processes, or building internal marketing programs to expand the use. Too often firms delay strategic implementations, believing it won't be the right time until their data is all cleaned up and their waterfall plan has been mapped out point by point. But the longer a firm delays, the longer it takes to make progress. Instead, firms should carve out a high impact pilot project and pull the trigger. Start small with a manageable set of data and enlist a platform that can be configured as you go. Continually iterate, capturing and leveraging new forms of data that can broaden firm insights and improve the bottom line. ILTA

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