Marketing Technology Primer

Pat Purdy, Marketing Technology Manager Pillsbury Winthrop Shaw Pittman LLP John Veldkamp, CRM Database Manager Morrison & Foerster LLP

Pat Purdy

 20+ Years in Legal (Marketing, IT and other support roles)  Member of LexisNexis InterAction’s Customer Advisory Board  ILTA Strategic Relationship Liaison to LexisNexis, Member of ILTA’s Professional Services Peer Group Steering Committee  Speaker at LMA local events and ILTA local events and national conference

John Veldkamp

 12 Years in Legal Marketing  Worked with InterAction at 5 law firms  Member of LexisNexis InterAction’s Customer Advisory Board  Member of ILTA’s Professional Services Peer Group Steering Committee  Past speaker at LMA and ILTA national conferences

Agenda

 Web tools  Proposal and Pitch Automation Software  Social Networks  CRM & ERM  E-Marketing, Event Software, Surveys  Experience Databases

Web Tools

 Development    Use a company familiar with law firms Offer social media connectors Ensure access to SEO tools on the backend  Design   Long term investment KIS and KIF

Web Tool Vendors

 Content Pilot – CP Web Pilot (development and design)  Greenfield Belzer (design)  ICVM (development, some design)  MoreVisibility (development and design)  One North Interactive, f/k/a Hubbard One(development and design)  RightHat (design)  There are dozens of others; refer to ILTA and LMA e groups

Web Tracking & SEO/SEM

 Use social media  Track only information that is valuable to your firm 

Use social media

 Track information that business development or marketing can use to create actionable tasks 

Use social media

 Start small – perhaps your event pages 

USE SOCIAL MEDIA

Web Tracking & SEO Vendors

 The list is ever-growing but here’s a few to get started  Google Analytics  Bright Edge  HubSpot  MoreVisibility (GA certified partner)  SiteImprove (also good for site maintenance)

SEO blogs

 www.searchengineland.com

 www.seobook.com/blog  www.SEOmoz.com

 www.searchenginewatch.com

 www.mattcutts.com/blog

Proposal & Pitch Automation Software

 Many tools available; most aren’t used in legal  Centralized or dispersed?

 Focus on what your clients want  Involve your business developers early in the process

Proposal & Pitch Automation Software Vendors

 ANSOR Software Inc – Ansor Proposal  Content Pilot – CP Proposal Pilot  Elite Business Development Suite f/k/a Hubbard One – Proposal Generator  Proposal Software Inc. – pmaps  Qvidian – don’t know anyone in legal using it but a lot of legal vendors are using it

Social Networks

 LinkedIn  Twitter  Blogs  Facebook  Google+  YouTube  Wikipedia

CRM & ERM

 Contact Relationship Management     Professional services have different needs than other industries (i.e., Salesforce.com) CONTACT VS CLIENT Collection of contacts with additional information Set up mailing lists based on industry, practice or geography Requires commitment to maintain the data  Enterprise Relationship Management    Can be independent or used in conjunction w/ CRM Evaluates the strength of the relationship based on email traffic – may not be the senior attorney WHO

HAS THE STRONGEST RELATIONSHIP

Especially useful for quick connections

CRM & ERM Vendors

 CRM       Cole Valley Software – Contact Ease LexisNexis –InterAction Microsoft – CRM4Legal Sugar CRM Tikit - TikitConnect Versys Corporation – IntelliPad  ERM   Elite Business Development Suite f/k/a Hubbard – ContactNet LexisNexis – InterAction IQ

Event Software

 Tracks all aspects of event management      Venues Contracts Registration & payments Food, entertainment options Schedules reminders, thank you, after-event surveys

Event Software Vendors

 Concep  Copper Services  Constant Contact  Cvent

E-Marketing

 Gets your message out to clients and potential clients  Has almost completely replaced hard-copy (snail mail)  May be governed by data privacy & spam regulations and by state bar associations

E-Marketing Vendors

 Concep  Constant Contact  Tikit  Vuture

Survey Tools

 Important for:   Client teams Analysis of marketing efforts  Vendors     InstantSurvey SurveyGizmo SurveyMonkey Zoomerang (recently purchased by SurveyMonkey)

Experience Databases

 Used for      Pitches & RFPs Chambers & other rankings Building teams for matters Justification for AFAs Insight for existing matters  Integrate to other systems    Web site & extranets Time & billing CRM/ERM

Experience Databases Vendors

 ANSOR Software – Ansor Experience  Content Pilot – CP Deals & Cases  Elite Business Development Suite f/k/a Hubbard One - Experience Management  Firmseek – Experience Database  Microsoft – SharePoint (build it yourself)

Contacts Pat Purdy

Marketing Technology Manager Pillsbury Winthrop Shaw Pittman LLP [email protected]

John Veldkamp

CRM Database Manager Morrison & Foerster LLP [email protected]