marketing & technology

www.triplebridgeconsulting.comCopyright 2004 Triplebridge Consulting Ltd.All rights reserved

Marketing & Technology

Delaware Valley Law Firm Marketing GroupMay 25th 2004Justin Szlasa

Triplebridge Consulting Ltd.New York, New York

How technology can (and should) help you market your law firm

Digest Version


In a perfect world…

• Differentiation = allow your firm to stand out; provide a unique offering that is responsive to the needs of your clients


In a more perfect world…

• Differentiation• Intelligence = allow you and your

attorneys to make better decisions when allocating sales, marketing and client service resources


In the most perfect world*…

• Differentiation• Intelligence• Efficiency = allow you and your staff to do

more with less, cover more ground with fewer resources, transfer skills, increase awareness, touch more customers

* Also known as the United Kingdom


But even in the most perfect world…

•Differentiation

• Intelligence

•Efficiency

…the fate of marketing technology projectsis not encouraging.


How to make it work in your world

• Differentiation• Intelligence• Efficiency


On the Agenda

I. Five Habits of Highly Effective Legal Marketing Technologists

II. Six Examples You Can Use To Make It Work


Five Habits of Highly Effective Legal Marketing Technologists


1. Lunch monthly with your IT Director

“At Dorsey & Whitney our CTO helps pitch our services to clients”

–Silvia Coulter, CMO Dorsey & Whitney


2. Market your technology

To your lawyersTo your clients


Bartlit Beck is marketing technology• Defending Cases for Wireless Mobility Intel Small Business Testimonial 2002 • Non-Techies Can Dazzle ‘em with Technology Wisconsin Law Journal 2003• Bartlit Beck’s Road Warrior CTO American Lawyer 2001• Courting Technology Northwestern University Report 2000• Wired Lawyers: Up Close with two traveling attorneys Law Office Computing

2001• Meet the Most Wired Lawyer in America American Lawyer 2000• Still Packing American Lawyer 2002• What Do You Get When You Cross a Lawyer with a Laptop Small Business

Computing 2001• Picture This: Facts Come Alive ABA Journal 1999• How Computers Improve Your Work – and Your Lifestyle The Litigation and

Technology Management Report 1996


“Alston + Bird is a recognized leader in the use of technology in the practice of law. Our goal at all times is to manage the flow of information from research to attorney to client as quickly and efficiently as possible….we use state of the art equipment…to ensure that our attorneys have access to the latest information 24 hours a day from anywhere in the world. This system ensures that messaging between our lawyers and clients…is optimized.”


3. Front-load business objectives and keep them in the cross hairs

don’t let the software vendors, consultants and your tech committee throw you off

course


4. Make sure your projects are aligned with your firm’s culture

…and the culture of 100% of the firm’s I have encountered is defined by money


5. Master the facts

“Get your facts first and then you can distort them as much as you please” –Mark Twain


The Facts• Web site and intranet traffic reports• Direct email/direct mail reports• Current software; use; usage rate• Marketing department requests for

assistance• Time & dollars spent on marketing

technology


Six Examples You Can Use To Make It Work


Software that taps into billing and collection systems data to provide marketers with intelligent actionable fact-based reports


• RCL NYC managed entire creation of the PDF including flash, video, content, design

• Message sent via email; reached 120,000 people in 142 countries at the same time

• First time the company sent a message to ALL of PWC’s employees in its 150 year history


Alumni channel marketing• “Number one source of new business.”

- Tom TierneyBain & Company

• “$82m new business in 2002.”- Big 4 Accounting Firm

• “80% retention of former employees as clients.”- Top 5 Investment Bank

• “60% higher chance of client win, when alumni are on the board.”- Big 4 Accounting Firm


Direct email marketing

• Tremendous advances in the last few years

• Growth in acceptance by end users • Anti-spam legislation has helped legitimize

direct email• Probably the biggest bang for the buck of

any marketing activity• Speech example: Duo Consulting


Direct Email Software• Prices start as low as

$25/month• ASP providers—no IT

stress• Sophisticated reporting,

mail handling• Drag-and-drop design• Upload contacts from

access or excel; later tie in with CRM (contacts & reporting)

http://website.exacttarget.com/


Interaction Matters Module

• First time in Interaction you can relate people and companies to something other than people and companies

• Potential to serve as a Transaction Database or Client Teams Support center

• Web client, decent report creation, improved configuration


Return to the perfect world…

• Differentiation = technology to help your firm stand out

• Intelligence = technology to help you and your attorneys make better decisions

• Efficiency = technology to enable you to do more with less


Five Habits of Highly Effective Legal Marketing Technologists

1. Lunch with your IT director 2. Market your technology3. Front load business objectives4. Align projects with your firm’s culture5. Master the facts


Six Examples You Can Use To Make It Work

• Analytics—Redwood system• Rich PDF—PWC/RCL• Borrowed Content—Mayer Brown• Alumni Management—Bearing Point/Select

Minds• Direct Email—Vedder, Duo, Third Party• Bill for Technology—Save the Match/HIPAA• Interaction Matters--new potential?


Thank You

For more information about this presentation contact Justin Szlasa

at 917 355 9895or

[email protected]

marketing & technology

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