Digital White Papers

39 WWW.ILTANET.ORG | ILTA WHITE PAPER POTPOURRI Adapt and Adopt: Bring Marketing Automation to Your Firm dynamic of a professional services environment. Outside of legal, relationships are built by automatically delivering content to clients at key points in the sales process. In the legal profession, a lawyer's expertise is the product. Oen, this person is also the relationship owner and is responsible for "winning" new work. If you struggle to get lawyers to record their client interactions in the CRM, how can you contemplate inserting a client-nurturing program into this relationship? Instead, think about the nurturing process as being with the internal client. How do we make the lawyers more successful? Most firms will spend significant time and money on growing their professionals, so adding an automation layer into this process will be natural (and as an upside, you might argue that it falls under someone else's budget). There are three crucial pieces you want to build into a lawyer nurturing program: » Empower the Aorney: Lawyers are smart, driven people. When given the "right" information, they will (usually) do the "right" thing with it. Our goal, therefore, is to automate the "right" information to them when they can take action on it. At events, automatically provide upsell/cross-sell opportunity information for their clients aending the event. For example, what has the client looked at on the website in the past few weeks? What key topic areas have they been interested in? Especially if dealing with a new area of law, who is the most obvious upsell prospect of all of their clients at an event? Notify lawyers (or a member of their team) of key indicators of a client being interested in a new area of law. Have targeted information about a small selection of clients that can lead to new opportunities. Automate the tracking process back to the CRM. It's great if you are generating new opportunities, but you need to prove it, and this is an easy way to track the information. » Nudge the Aorney: The biggest challenge for many marketing teams is having aorneys focus on non-legal work. How many times have you had to ask lawyers to update their LinkedIn profile, refresh their section of the website or write content for their practice area? There are two things you can do to nudge them into doing what you need: Event marketing content is controlled by the marketing team, making it optimal for automation.

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