The Technology Horizon: Essential Technologies for Legal Marketers

Adam L. Stock

chief marketing & client services officer, allen matkins @adamlstock

http://www.slideshare.net/lmabayarea

My first college computer

Trends to follow

1. Chief Marketing Technologist

2. Cloud computing

3. Niche marketing

4. Multi device support

5. Marketing automation

6. Generational marketing

7. Relationship capital

8. Sales automation

9. Intelligence tools

10. Information platforms

11. Content marketing

12. Content branding

13. Social marketing

14. Multi-modal learning

“By 2017 the CMO will spend

more on IT than the CIO”

- Gartner

1. Chief Marketing Technologist

Marketing success will more

tightly be coupled with

mastering technology

Chief Marketing Technologist

What’s being affected?

Marketers need to master technology

What to do

Create a marketing technology strategy

Map trends & visualize your marketing processes in 4 years

We must track fast moving technologies to understand

how to market effectively

2007 iPhone introduced

2015 More tablets than PCs!

Historically, marketers have ignored technology until it

became an existential issue…

0 10

incremental existential

That would be

nice to have

If we don’t master

this we may not be

around in 5 years!

The technology investment equation

new revenue +

usabilityValue

Costtime + expense +

IT support

Should we

invest?=

… is getting much better

Marketing technology has been a

3rd tier IT support problem…

Tier 1

Tier 2

Tier 3MIS

SIO

N C

RIT

ICA

L

Uptime

99.99%

99%

95% YOU ARE

HERE

Is the Internet up?

Can every attorney work in MS Word?

Is our time and billing system up?

Can we check conflicts?

Is the 3rd floor copier working?

Is our CRM system up?

We need to redefine our relationship with IT

2. The rise of cloud computing delivery models &

standards is solving many of our time, expense and support

problems

More cost effective to implement

Easier to use

Easier maintain & upgrade

More agile

Reduced dependence on

IT department

Cloud computing delivery models &

standards


Marketing technologies are moving off of dedicated servers

What to do

Discuss your cloud strategy with your IT department (esp. security)

Plan how to integrate your information

Major technology & user trends

The Internet Our digital selves(social, mobile, things)

Big data

The Internet

The most ubiquitous, interactive and

inexpensive way to connect with

customers and prospects

Marketing has become technological because WE are

online

American adults

87% are online

90% have mobile phones

71% use social networks

And in-house counsel use online sources to vet outside

counsel

Source: Kredible

We are online 24/7

Broadband

Mobile

Internet of Things (Wearables/Devices)

transactions; at fixed times

location info; waking hours

automatic; 24/7

24 2402 04 08 10 12 14 16 18 20 2206

During 2008 the number of things connected to

the Internet exceeded the number of people on

the earth

By 2020 there will

be 50 billion

Internet of Things (IoT)devices we use are constantly collecting data

Source: Cisco

20032010

2015

Our information is being

tracked 24/7

Source: Jawbone

How the Napa earthquake woke up half the Bay Area

The Long Tailthe web has made it easier to profitably

reach new and more targeted markets

The cost of client

acquisition is reduced

We can offer more

products cost effectively

And there are shortened

sales cycles

The Long Tail: Why the Future of Business is Selling

Less of More (2006), Chris Anderson

3. Niche marketing Success is driven by the reduced “friction” of customer

acquisition

Small firms are competing effectively with large firms

3. Niche marketing Success is driven by the reduced “friction” of customer

acquisition

Large firms are effectively marketing niche practices

Success of niche marketing and targeted

marketing


Law firms are effectively using online tools to acquire customers

What to do

Evaluate your practices that can benefit from niche marketing

Add dedicated web pages for each specialty

There are now more internet-connected

smartphones and tablets than computers

4. Multi device support we need to optimize content for multiple devices

Responsive Design & Content Management Systems

optimize content across devices.

Need for multi device support


Mobile emails. Are your emails mobilized? (25-50% are being read on a mobile device)

Mobile website. Is your website mobile friendly?(20+% of web visitors are mobile)

What to do

Look at your website/emails on mobile and improve them

5. Marketing automationwe need to engage customers across screens (and

offline)

Source: Google, Inc.

98%of people use multiple screens sequentially

throughout the day to accomplish a task

Marketing Automation Platforms

coordinate messages to prospects.

Need for marketing automation


Coordinating message across social, online and offline

What to do

Look at next generation CRMs

Look at Marketing Automation solutions –

Marketo, Eloqua, Pardot, Hubspot, etc.

Our digital selves(social, mobile, things)

we share our lives online and

generations share differently

We live our lives onlinewe choose to share our personal

information online

2013 Social Media Stats – US Adults

71%

Facebook use Facebook frequency Multiple site use

42%

Source: Pew Research Center

Daily

Weekly

Less

63%

22%

14%

Most in-house counsel use LinkedIn

to engage with outside counsel

How recently did

you use LinkedIn?37% in the last

week62%

Source: "2014 State of Digital & Content Marketing Survey" Greentarget, ALM Legal Intelligence, Zeughauser Group

25% in the last

month

To contact and/or build connections

To participate in groups on specific topics

To access content

56%

42%

37%

How do you use

LinkedIn with

outside counsel?

Should we be thinking of LinkedIn as the future

“online store” for our attorneys?

6. Generational marketingThere is a generational split in the way that people

communicate online

“I visit social media sites

several times a day”

48% millennials

Source: USC Annenberg Center for the Digital Future and Bovitz Inc.

20%35+

Law firms are using Facebook to speak to younger

demographics

Silent Leading-EdgeBoomer

Trailing-EdgeBoomer

GenX

Ages of Leaders AmLaw 100 Fortune 100 CEO

Fortune 100 GC Nasdaq CEO

Social media will become more central as decision-

makers fall into younger age cohorts

69+59-68 50-58

32-49

MP

Source: Heather Morse – Legal Water Cooler

AMLAW Man. Partner

Fortune 100 CEO

Fortune 100 GC

Nasdaq CEO

Nasdaq GC

Avg. 60 Avg. 52

Law firm leaders are older than leaders of large companies

Build a generational marketing strategy that

integrates social media


Need to communicate differently to different demographics

What to do

Have a two pronged approach to communications (2x the work!)

Use Facebook for recruiting; use LinkedIn for publishing/distribution

Big data

The explosion of data – private, public & social –

is offering new insights & opportunities

and commoditizing information

Big datamore data is being created than ever before!

Source: Intel

How Walmart uses big data

Start predicting what

will happen as

Hurricane Frances

approaches based on

consumer data from

Hurricane Charley

Source: New York Times

Increased product sales ahead of hurricanes



will happen as

Hurricane Frances

approaches based on

consumer data from

Hurricane Charley





will happen as

Hurricane Frances

approaches based on

consumer data from

Hurricane Charley


Flashlights




will happen as

Hurricane Frances

approaches based on

consumer data from

Hurricane Charley


Flashlights

Strawberry Pop Tarts

7x as many sold!

7. Unlock relationship capital Implement automated mapping tools

Automated relationship mapping using enterprise data (ERM systems)

ContactNet

6. Unlock relationship capital Implement automated mapping tools

Massing several

information sources

in one dashboard

Using big data

sources to make

connections

Relationship

Science

Capitalize on your firm’s relationships


Automated mapping tools provide a unified view of firm relationships

What to do

Implement some of these tools!

8. Sales automation toolsManage multiple data channels and increase data

accuracy

Automating CRM updates

How signature scraping worksGwabbit, ContactNet, others

Invest in sales automation tools


Keeping client and prospect information fresh

What to do

Understand appropriate tools

9. Intelligence toolsMore choices and at lower costs

http://www.google.co.uk/url?sa=i&rct=j&q=dow+jones&source=images&cd=&cad=rja&docid=UB0yndzKJ5aY3M&tbnid=dwVVv3kkFXNP7M:&ved=0CAUQjRw&url=http://deweybstrategic.blogspot.com/2012/06/shake-up-at-dow-jones-can-shake-up-in.html&ei=m-lmUffjDMjh4APTzYHoDw&bvm=bv.45107431,d.dmg&psig=AFQjCNFtV7tfYjME4TT1QSYTIjAxCk0LiQ&ust=1365785367589270


Take advantage of new

intelligence tools


New information is available – and at much cheaper prices

What to do

Sample at the buffet!

Integrate new tools into your Marketing/BD processes

There is more data, but

our capacity to absorb

information has not

changed

We need ways to filter information

that we value


Help us understand markets, clients, competitors

Uses ShiftCentral

to help gather

relevant information



Using listening

platforms to track

information about

industries, clients,

competitors,

emerging issues

Manzama



On-demand

dashboards are

amassing multiple

relevant sources

(adding mobile to

the mix)

Thomson

Information tools help us turn

data into information


Filtering information relevant to our enterprise

Turning “data” into “information”

What to do

Understand how these tools fit into your business processes

11. Content marketing Marketing by sharing quality content – has become key

for law firms

Important

insights

That are

valuable

Communicated well

Regularly

We have an entire

organization that does

this!

What do we need to do great content marketing?

Good information gets

shared through social

networks

(Junk doesn’t)

Because there’s so much information,

we look at things from people we trust

Growth of law firm content marketing


An effective way to share expertise with new potential clients

What to do

Integrate content marketing into your BD strategy

12. Law firm content “brands”Information overload is encouraging

law firms to act like publishers

Ben

esch

MoF

o

Alle

n M

atki

ns

Bak

er D

onel

son

Emergence of law firm content brands


Law firms are becoming trusted brands for information

What to do

Integrate content branding into your sales strategy

1 click to share

on LinkedIn or

to email

Hi, everyone. Please share one of

these articles below on your social

networks.

13. Emergence of “social marketing”

Clearview Social

“Gamification” drives activity/behavior

Transparency

shows a user’s

activity.

Leaderboards

encourage

competition

“Gamification” drives activity/behavior

Emergence of social marketing


Law firms are using their attorneys’ networks to distribute content

What to do

Consider using social marketing in your content distribution strategy

14. Multi-modal trainingAn effective and convenient way to educate

Integrates

online video,

lessons and

tracking –

online and on-

demand

Practice

Boomers

Distance learning and coaching companies are using video,

internet & apps to bolster effectiveness

Employing online technologies for multi-

modal learning


People can learn effectively on their own time

What to do

Evaluate new training options!

How can we organize

technology to optimize

our marketing efforts?

Plan

Create

Distribute

Convert

Analyze

We need to develop and integrate our marketing

technology tool set

Research

Content production

Content governance

CMS, Email marketing, Social

media marketing, Syndication

Optimization

CRM, ERM

Marketing automation

Plan

Create

Distribute

Convert

Analyze


technology tool set

Research

Content production

Content governance



Optimization

CRM, ERM




Plan

Create

Distribute

Convert

Analyze


technology tool set

Research



CRM, ERM


Optimization

Content production

Content governance

Plan

Create

Distribute

Convert

Analyze


technology tool set

Research



CRM, ERM,


Optimization

Content production

Content governance

Proactively manage your

career success

The heat is being turned up!

Major technology shifts

are fundamentally changing our

jobs!

It’s time to

channel your

inner geek!

The Technology Horizon: Essential Technologies for Legal Marketers

Education

Transcript of The Technology Horizon: Essential Technologies for Legal Marketers