case studies
how to pull them in. The good news with this "pull" strategy is the
platforms, services and resources to do so are available to everyone.
Of course, firms with large budgets do have an advantage;
however, it's the smaller firms with nimble budgetary and decisionmaking processes that can take advantage of rapidly changing
technology and respective opportunities, maximizing results.
Marketing technologies
have leveled the playing
field for many firms
regardless of size or
geography.
It is essential to stay aware of how the industry is changing,
to learn what the competition is doing and to be ready to act, since
catching up after lagging behind is difficult and costly.
After more than 13 years juggling both marketing and
technology in one role, I can tell you it's a fantastic yet demanding
job. Its duality has afforded me the opportunity to expand my
knowledge and skills, meet and work with incredibly talented
people, and speak at several conferences to share my experience.
As testimony to the importance of this dual role and my part in its
evolution, last summer I was honored with ILTA's Distinguished
Peer Award for Professional Services Champion for my work in
legal social media.
While peer recognition is greatly appreciated, the best
part of my job is the day-to-day discovery of the junction where
technology, marketing and creativity meet, and seeing the fruits
of that labor with measurable results and value for the firm.
Laurie Hause is the Chief Information Officer and
Director of Marketing with McKenzie Lake Lawyers
in London, Ontario. After 25 years with one of the
largest firms in London, Ontario, she was lured
by new challenges and a greater influence on
decision-making at a growing midsize firm. Laurie
has a passion for combining technology and
marketing to deliver creative solutions that result in value for the business, staff
and clients. Contact her at hause@mckenzielake.com.
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Peer to Peer
