Digital White Papers

MARKETING AND BUSINESS DEVELOPMENT 40 WWW.ILTANET.ORG | ILTA WHITE PAPER Marketing That Connects and Impresses Google receives over 100 billion searches a month, so it's no surprise that businesses are moving substantial portions of marketing budgets to digital platforms. However, the rest of the internet has caught on to this content-heavy solution, which means there's plenty of noise for potential and existing customers to cut through. According to a Think with Google article, 90 percent of B2B researchers are searching online, specifically for business purchases, and perform only 12 searches before seling on a website. That's a small window in which to delight and impress. The implications are that firms must completely understand their audience and connect with them before, during and aer their buying journey. "Emarketing is one of the most effective, low-cost ways to connect with your clients, prospects and alumni. However, your messaging can become noise to the recipient if you send out irrelevant information," says Sco Winter, Client Engagement Manager with LexisNexis. "To be most effective, the content of your messaging needs to be very specific to your audience." In fact, an Aberdeen Group study found that personalized email messages can improve click- through rates by 14 percent. Consumers are looking for personalized content more than ever before. About ILTA's Strategic Relationship Liaisons The appointment of Strategic Relationship Liaisons (SRLs) recognizes the importance of key vendor relationships and addresses that need. In their work with our strategic vendors, SRLs advocate for our members when issues arise with products, they facilitate vendor connections to support educational and product programming, they provide feedback from our members in future product/ service development, and they ensure that ILTA is involved in standard-setting initiatives. Strategic Relationship Liaison Pat Purdy Marketing Technology Manager at Drinker Biddle & Reath LLP Strategic Vendor Liaison John Lewellan Director of Marketing at LexisNexis Software Solutions find out more » Marketing That Connects and Impresses Connecting, Digitally Digital solutions exist to help firms with this endeavor. Customer relationship management (CRM) technology is changing the face of marketing by allowing businesses to analyze data points that help sales and marketing teams focus their efforts. "A CRM is designed to assist you in segmenting your contacts in a way that allows you to align your content strategy with your target audience," says Winter. This alignment is essential in building relationships with potential clients as they search for a trusted advisor. Clients and prospects are less of a mystery thanks to CRM data. In a digital world where legal searches are more competitive than ever, delivering the right content at the right time could make a big difference to the firm's boom line. CRM technology is continuing to grow and evolve. A SuperOffice study recently found that 91 percent of businesses with over 11 employees are using a CRM. Customer insights will continue to spread throughout the profession, and competition will continue to increase. It's All About the Relationship CRM technology can help firms understand prospects and clients so they can create content that will get them to take that next step in the buyer journey. The foundation of any great legal practice is the client relationship, and a CRM can be the nerve center of every current and future communication you make. ILTA by John Lewellan of LexisNexis

• Cover