Learn how law firms can deliver a superior digital experience to clients.

1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
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0
Digital Marketing
Transformation in Law
Firms

2. 1
Agenda – The Road to Digital Transformation
 Digital Engagement: The Future of Digital Marketing in Law Firms
 Digital Technology that Delivers Digital Engagement
 An Engaging Website
 Content & Communications
 Data, Analytics, Measurement and Intelligence
 Demand Generation
 Social Media

3. 2
Strategy
Interactive
Digital
Technology
Engagement
Offerings
Digital
Strategy&
Roadmap
Multi-
channel
Acquisition
Content
Strategy
Campaign
Planning
Digital
Platform
Selection
eCommerce
Metrics&
Analytics
Mobile
Digital
Creative
User
Experience
Research
WebDesign SocialMedia
Emailand
Microsites
SEOand
SEM,
Advertising
Consulting
Services
Global
Delivery
Model
Application
Maintenance
Outsourcing
Onsite,
Onshore&
Offshore
Staffing
ITSupport
Outsourcing
Managed
Hosting
Services
Community
&Social
Media
eCommerce Sharepoint CRM
Marketing&
Email
Automation
Business
Intelligence
Mobile
Analytics&
Reputation
Tools
Content
Management
Empowering the Digital Marketer
Our capabilities center around empowering the marketer to engage with their
audience

4. 33
Future of digital marketing
in Law firms

5. 4
Spray and pray marketing is not bringing
results
Market Conditions
 Competition is more immense than ever
Global growth
 Opportunities in emerging markets need
to be seized; marketing needs to be play
a key role in communicating the value
proposition in new markets
Business development and sales process
is evolving
 Marketing needs to enable business
development to differentiate the value
proposition
 New ways to engage with clients and
influence conversion
Changing Times
Social media
 Transforming how clients and
organizations engage; it is more
pronounced with the talent in the hiring
pipeline
Revenue responsibility
 Marketing is going to be responsible for
revenue attribution…a common B2B
practice, but non-existant in law firms…
 This will change the role of marketing in
law firms and put pressure on conversion
New Buyer
 Better informed and drives the sales
process
There is pressure now more than ever to transform digital marketing in law
firms

6. 5
Departments Challenges
Business Development
 Unable to engage with clients based on their segmentation
 Growing small to mid-market opportunities through manual efforts is to
expensive
Human Resources (HR)
 Ability to market staffing opportunities attractively
 Not showcasing staffing effectively
Marketing
 Lack of insight into clients and their needs
 Marketing your firm practices and services to existing clients
 Antiquated and inflexible online platforms and poor solution support
Practice Management
 Search does not provide satisfactory results (e.g. matters, experts,
thought leadership)
 Providing attorneys with new client insights
 Difficult to up-sell and cross-sell clients
Talent
 Maintaining an effective dialog with talent prospects
 Sharing information across Talent solutions
Departmental challenges with Digital Marketing
Challenges with digital marketing are not specific to one department
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7. 6
Digital Maturity Curve in Law Firms
Organizations looking to optimize their investment in digital technologies must
ascend the Digital Maturity Curve
1995-2005
IT Led
•Brochure-ware
•Webmaster
bottleneck
2005 – Now
Marketing driven
informational
marketing
•Spray and pray
•Static content
•Marketing-driven
•Interactive
•Some intelligence
•Disconnected assets
2011+
Digital
Engagement
•Personal and
contextual
•Social
•Multi-device
experiences
•Predictive 1 to 1
marketing
•Measurement
•Focus on ROI

8. 7
Focus on
Multi-Device
Social
Measurement
The Digital Maturity Curve in Law Firms
Digital engagement requires focus across several areas
2011+
Digital Engagement
Predictive

9. 8
Where are you on the Digital Maturity Curve?
Knowing where you are can help prepare a plan to get to your objectives
1995-2005
IT Led
2005 – Now
Marketing
driven
informational
marketing
2011+
Digital
Engagement

10. 9
• The right message to the right person at the right time ….on the right device
• Consistent communication across channels – web, mobile and social in 1-to-1
personalized manner
• Create single view of client and behavior across channels and target audience
based on behavior and segmentation
• Engage socially
• Measure engagement
• Information is ‗findable‘
• Supported by capabilities, integrated technologies and processes
What is Digital Engagement?
Integrated multi-channel marketing which creates personalized dialogue with
clients that drives conversion and measurable ROI

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So how do you
get to Digital
Engagement?

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Digital Engagement Starts with an effective digital strategy
A roadmap to success
Define your digital strategy of how you get to digital engagement
1. Market Research
• Don’t just focus on Legal, consider broader professional
services and cutting edge B2B industries
2. Identify capabilities
3. Create a roadmap
4. Select appropriate digital marketing technology and create a
blueprint

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Digital
Strategy
Roadmap
•Outline a recommended
approach and timeline to
deliver the capabilities
Technology
Blueprint
•Align the technology
platforms and
architecture to support
capabilities
Capabilities
Blueprint
•Identify capabilities based
on current and future
state needs
Research,
Understand
& Identify
Needs
•Understand corporate
objectives
•Understand client needs
•Leverage best practice
insight to inform strategy
Strategic process
Such a process can take between 4 to 12 weeks to complete

14. 13
Digital Marketing Framework (DMF) for digital marketing
strategy in Law firms
Our framework explores opportunities based on marketing goals
Understand
& Identify
Needs

15. 14
Digital Marketing Framework (DMF) for digital marketing
strategy in Law firms
Our framework explores opportunities based on marketing goals
Understand
& Identify
Needs

16. 15
Digital Marketing Framework (DMF) for digital marketing
strategy in Law firms
Our framework explores opportunities based on marketing goals
Understand
& Identify
Needs

17. 1616
Digital Technology that
drives Digital
Engagement

18. 17
Technology needs to get out of the way!
Technology needs to be unobtrusive and
give the power to marketers to
accomplish their objectives
What is the best thing technology can do for
marketers?

19. 18
- Siloed technology
- Islands of data
- Legal specific technology that may be
dated
- Inability to personalize
communication
- Inability to manage the website
experience
- Need for IT for smallest change
Challenges with Digital Technology
Significant issues that prevent marketers to succeed

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Digital technology is confusing the world of marketing
Digital marketing technology is exploding; too many options to chose from.

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- Must haves
- CMS
- Analytics
- Onsite Search
- Email automation
- CRM
- And now, social tools
Digital marketing technology in Law firm
While there are many options there are a few technologies that law firms
should consider

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1. Technology platforms: Start with CMS,
Marketing/Email Automation Platform (MAP)
and CRM
2. Integration: Sharing a common view of the
lead requires integration across platforms
3. Engagement strategy: Strategy implemented
to drive content personalization and
relevance
o CMS, MAP and CRM Integration: Integrating
the three systems to create centralized buyer
profiles that could then be mapped to a
defined buying process.
o Measurement and Reporting: Implementing
the dashboards and measurement tools
necessary to support ongoing performance
measurement and management
Increasing engagement with your audience
Technology platforms + Integration + Engagement strategy = increasing
engagement
Web Page
Landing
Page
Email
CMS CRMMarketing Automation
Forms
Tracking Tags
Content
Personalization
Engine
Behavior
Data
Rules Engine
Profile
Data
Customer Profile
Link
Personalized Email
Personalized Landing Page
Personalized Web Page
Prospect

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Engaging Website – A
Key Asset of your
Digital Strategy

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• Experience is engaging
• Multi-device
• Multi-language
• Intelligent content
• Personalized
• Relevant content
• Easy to find content and information
• SEO
Engaging website
Next generation websites engage your site visitors

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Focus on the basics…
• Effective branding
• Easy to navigate
• Interactive content and use of videos
• Simple and minimalistic copy
• Thought leadership content that
drives lead gen
• Wraps around the buying lifecycle
Experience
Next generation websites are contextual

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- Relevant experiences for devices
- Mobile
- Office locations, People directory,
thought leadership content, events
- ‗You don‘t need an app for that‘
- HTML5 and responsive design can
provide experiences that cater to
specific devices
- App – offline availability
- Single CMS and centralized content
should drive multi-device experiences
Multi-device experiences
Create relevant experiences for devices

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• Offer localized/regional sites
• Leverage translation technologies
• Drive users in regions to local
language sites through IP detection
Multi-Language
CMSs allow localization and offer the ability to provide regional content

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•One size doesn‘t fit all
•An effort to differentiate yourself, based on making
what you‘re selling relevant to each prospect
•Interacting with prospects on a personal level:
delivering content that speaks directly to their needs on
email and web
•Technology has made this concept easier to execute
Personalization: What is it?
What does ―Personalization‖ mean in the context of online marketing?

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Personalization: Why it Matters
Engage your customer or lose her to the competition
• Prospects are more
informed than ever.
• A deeper, richer Web
experience keeps
customers engaged.
• A better engaged prospect
is that much closer to a
sales-ready lead.

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• Opportunity
• Provide personalized customer
experience for various
customer segments
• Result
• Accelerate the journey through the
buying cycle to more quickly achieve
conversions
• Delivery
• Integrated data
• Use CMS and email capability to
drive personalization based on rules
Driving Dynamic Personalized Experiences
Based on user context, content can be provided that
drives engagement

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Personalization Example
Based on user behavior and digital footprint you can segment users…
Next time the
person
comes back
to the site,
relevant
information is
presented on
the home
page banner
Navigates to
services page
and related
content

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Personalization Example
Based on user behavior and digital footprint you can segment users…
Determines user is
customer depending on
footprint
User is
an
existing
customer

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Type-ahead
 Enable people to understand the
available content while entering search
terms
Guided Navigation
 Suggestive recommendations by
integrating personalization capabilities
with the user’s search experience
Faceted Search
 User quickly filter search results with
common parameters
Guided navigation and search
Law firms have rich content and complex taxonomy which makes search
essential

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- Core to your website and the digital experience
- Acontemporary CMS should offer
- Experience management
- Content management
- Personalization
- Decisioning
- Multi-Device Experiences
- Extended capabilities may include
- Analytics
- Digital asset management
- Social tools
- Email Automation
Content Management System (CMS): The technology that
drives the website experience
While there are many options there are a few technologies that law firms
should consider

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Trends
- Legal specific CMS‘s vs best of breed
- Law-specific solutions find it hard to
match the capabilities of industry leaders
in web content management
- Core CMS capabilities become
commoditized
- New capabilities include marketing/email
automation, analytics and digital asset
management
- Focus on customer engagement through
personalization
- Extending beyond the ―web‖ channel to
support social, community, mobile and
email channels
Web Content Management: Central toYour Digital
Marketing Success
considerations
- Do not just focus on legal specific CMS‘s
- Product roadmap
- Key capabilities and features
- Value
- Ease of use
- Content Management
- Multi-device
- Personalization
- A/B and MVT
- Social capabilities
- Integration with Email and CRM
- Architecture
- Data Management
The emerging trends within the web content management market are good for law firms,
as mature vendors emerge with competitive solutions

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Leaders that law firms seem to
focus on
 Sitecore
 Ektron
 HubbardOne CMS platform
 SDL Tridion
 Adobe CQ (Formerly Day)
 Sharepoint
Web Content Management:Analyst‘s Perspective
Gartner and Forrester consider a vendor‘s ability to execute and their
technical vision—providing a consistent set of criteria to measure vendors

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Content Strategy

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The Challenge with Content
Producing content that engages clients is a challenge
36% of B2B marketers said their
biggest challenge is “producing the
kind of content that engages
prospects and customers”

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• Focus on Buyers needs
• Consider mapping the buying lifecycle
• Keep copy minimal
• Focus on thought leadership content
• Ensure your content is findable
• Leverage interactive content like vidoes
• Content Relationships need to be structured
and implemented effectively
• Attorney bio, cases and thought
leadership
Content Strategy for the Website
Your content strategy should focus on the needs of the buyer/client, while ensuring
other audiences such as talent get the information they need

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Compelling content specifically mapped to buyers‘personas,
journey and buying stages is the most effective.
Content strategy
Develop an intelligent content strategy to get the right message to the right
person at the right time
Segment your Audience
Understand
Motivations/Pain Pts
Map the Messages
Understand
Communication
Channels

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Demand Generation

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• Firms must direct and guided prospects through the buying phases of
their decisions
• Publishing and social media has fostered an ongoing dialogue among
peers, and Web 2.0 tools have enabled B2B buyers to be well-versed
on services before they have their first conversation with a firm
The New Informed Buyer
Clients are more informed than ever, and they will drive the
buying process
Almost 95% of the recent b2b purchasers said the
provider they chose “provided them with ample
content to help navigate through each stage of the
buying process.” Consistent with other industry
research, case studies, best practices data, white
papers, ROI tools and vendor comparison analysis
were cited as the most helpful content sources
(Source: DGR Report)

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Capturingtheprospect‘s online footprint allowsthe salesteam tounderstand whereinthebuying cycle the
prospectis,andplaninteractions accordingly
Leadsdeemednot tobe―salesworthy‖ shouldbepassedbacktomarketing. These areusuallyqualified
prospectswhosimplyaren‗treadytopurchase -yet
The old sales process is not as effective anymore
A mismatch between buying and selling processes can lead to salespeople trying to
close deals with prospects who are not ready to buy or not following up at the right time
Market
Education
Recognize
Opportunity
Problem
Defined
Evaluate
Options
Select Best
Option
Negotiate
Purchase
Target
Prospects
Qualify
Prospects
Value
Proposition
Submit
Proposal
Close Fulfill
gap
Sales
Buying
“Customers’ buying processes have evolved in our world of ubiquitous,
instant, global communication … but companies’ marketing & selling
processes have for the most part stayed the same.”
- Thomas Stewart, Editor, Harvard Business Review

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Marketing and Business Development has a key role to
play in the new world of sales
Marketing and business development will engage and influence the buyer

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Key Elements of anAcquisition Strategy
Driving Traffic Conversion Nurturing Sales
Several factors must be considered throughout the different phases of the acquisition cycle to
ensure an effective and productive process
Acquisition Process
• Listening to the
customer
• Multiple
methods to drive
traffic
• Social media
marketing
• Lead
management
• Dynamic
experiences
• Analytics
• Lead scoring
• Personalization
• Lead nurturing
tactics
• Email and
marketing
automation
• Marketing and
sales
enablement
• Sales force
automation
Website Limited use in law firms

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Importance of Nurturing
Moving people from consideration to commitment is the most important path
of the sales process — also the most necessary
17.50%
12.50%
70%
Average B2B Initial Lead Break-down
Discard / disqualified
Sales-ready now
Longer-term opportunity /
worth nurturing
Marketing Sherpa B2B Benchmarking Report

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Define your own buying process
The buying process will help you define your approach to marketing
Sample buying process by Bloom
Group

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Impact on content strategy
Develop an intelligent content strategy to get the right message to the right
person at the right time
Segment your Audience
Understand
Motivations/Pain Pts
Map the Messages
Understand
Communication
Channels

49. 48
Execute initiatives across the buying lifecycle
The buying lifecycle provides direction to your digital marketing initiatives

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The days of batch email marketing campaigns with low response rates
are over! Execute mail dialogue campaigns --
Multi-step email campaigns based on thought leadership marketing can deepen
prospect relationships over time
Engage in 1:1 dialogue marketing capabilities that segment and deliver personalized
content
Track who opens and clicks on each email or who visited a specific webpage
Continuous Testing and Optimization coupled with targeted email marketing
Employ lead scoring to score opportunities and identify leads that are sales ready
Email automation is key to the nurturing strategy
Engage in a 1:1 DIALOGUE with your prospects; no more ‗spray and pray‘

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• Events: Introduction of event-specific
landing pages and lead nurturing
campaigns, increased the event sign-
up rate.
• Sales Ready leads: Use of forms
capture, lead nurturing and lead
scoring delivered sales-ready leads,
enabling the sales team to prioritize
which prospects they spent their time
on.
EmailAutomation
Completed Poll
Download
Whitepaper
Journey Includes
Contact Page
Yes
Yes
Disposition:
“Information
Search”
Lead Score: 20
No
Disposition:
“Information
Search”
Lead Score: 15
No
Disposition:
“Purchase Decision”
Lead Score: 40
Yes
Disposition:
“Evaluate Options”
Lead Score: 30
No
Landing page, lead nurturing campaigns and form capture drive higher
conversions and deeper relationships with visitors
50

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• Considerations
• Legal specific vs industry leading
• Capabilities
• Segmented email marketing
• Contact Management
• Lead Management
• Campagin Management
Vendors to consider
Eloqua, Marketo, Concep and Silverpop are
popular tools with law firms
Moving from spraying and praying to digital engagement requires personalized
email marketing to prospects
Source: Gartner Magic
Quadrant

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Build link traffic back to the website by
using online article distribution, public
relations, blogging and social media.
Search engines use that traffic to
determine relevancy.
Regularly publishing new content
containing ―long tail‖ key words (e.g.
―Clean Energy Litigation Law‖). Long tail
traffic can precisely target articles, micro-
sites and web content.
SEO
Law firm grew traffic exponentially by
using an effective SEO strategy
Generate link-back traffic and long-tail searches through internal and external
article distribution, social media and blogs
52

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Data, Analytics, measurement
and Intelligence

55. 54
Getting a common view of your client
Obtaining a common view of clients is a key objective of marketers; this is
driven by cohesive and integrated data across channels
Coremetrics and Bloomberg BusinessWeek
Report on Optimizing Online Marketing 2009

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- Single view of the client and closed
loop marketing
- Cross Channel Analytics across web,
mobile and email
- Integration with CRM
- Insight and behavior allows marketers
to make decision
No more pulling reports for each channel
to gain insight, rather than making
decisions
Data andAnalytics
Getting a single view of the client allows you to make effective decisions

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- Key capabilities to consider
- Insight across multiple channels –
web, mobile and email
- Dashboarding and reporting
- Integration with CRM, CMS and
Email tools
Vendors
Key Players to consider
- Omniture
- Google Analytics
- Coremetrics
Multi and cross channel analytics allows you to get a holistic view

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Social Media

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According to a survey conducted by Lexis-Nexis in 2011:
• 77% of firms surveyed had profiles on LinkedIn
• 31% used Twitter
• 29% used Facebook
• 10.9% used YouTube
• 8% had official firm blogs
• 7% used social media widgets to integrate firm web sites
Social Media
While many law firms have started using social media, few have are leveraging
it in a meaningful manner

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The Social Ecosystem
The social ecosystem spans across internal and external communities

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• Social media in law firms - Leverage Web, Social Media and more to drive
ROI
• Build communities to Brand Positioning and Customer Engagement:
• Become newsworthy with Twitter
• Leverage LINKEDIN profile, discussions, updates, posts, blogs….etc
• Build internal communities for employee engagement
• Utilize social media to connect with talent
• Link social to your marketing assets like website and email
Social Media
Build your Online Reputation!!
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