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Marketing Technology
Peer Group
Educating Your Attorneys on the Value of Business Development,
Marketing and CRM
Maura Brandt, Chief Marketing OfficerMiller & Chevalier
Deborah Holt, PresidentDH Training & Technology Consulting
Rachael Loper, Client Service ManagerNixon Peabody
Marketing Technology
Peer Group
Agenda
• Law firm “business development,” what is it?
• Guiding lawyers to solutions to their business development needs
• Using technology to make business development initiatives more targeted and more effective
• Specific technologies that add real value to business and client development strategies
• IT and Business Development working together
Marketing Technology
Peer Group
What Is Law Firm Business Development?
• Developing a client relationship with a prospect
• Expanding a relationship with an existing client
• Knowing what clients need and want
• Marketing or sales. What’s the difference?
• Marketing creates an impression in the minds of your buyers
• Sales is the process of uncovering and endeavoring to fulfill a buyer’s specific needs
Marketing Technology
Peer Group
One Size Doesn’t Fit All
• Determine your lawyers’ business development styles
• Trusted Advisor - The role many lawyers strive to play
• Finders - the movers and shakers
• Minders - budding rainmakers
• Grinders - technical specialists
• What paths do they follow to form strong relationships?
• “What’s in it for me?” Getting lawyers to share
• Customize your support to fit the needsand approach of the lawyer
Marketing Technology
Peer Group
What Lawyers Need to Know
• How to stay current with regard to his/her clients and their needs
• The firm’s client base, practice developments, and capabilities
• Which information can help them “start the conversation” with the client or prospect and how to get it
• How to make the best sales call
• Here’s where coaching helps
Marketing Technology
Peer Group
Data, Data, Data
• Categories of information
• Firm data
• Client and prospect data
• Market data
• Opportunities for slicing and presenting the data
• Change at the client – merger, sale, someone new at the
top
• Changes in the industry – stimulus funds, bankruptcy
• Changes in the firm – new laterals or a full-blown merger
Marketing Technology
Peer Group
Targeted Communication
• How are you measuring the value of your communications?
• Use these metrics to demonstrate the value of targeted communications
• Report back to teams, practice groups and management
• Make sure you know your jurisdiction’s bar rulesRule 7.3 Direct Contact With Prospective Clients
(a) A lawyer shall not by in-person, live telephone or real-time electronic contact solicit professional employment from a prospective client when a significant motive for the lawyer's doing so is the lawyer's pecuniary gain, unless the person contacted:
(1) is a lawyer; or
(2) has a family, close personal, or prior professional relationship with the lawyer.
Marketing Technology
Peer Group
CRM – Your “Go To” Tool
• Deliver the right message
• CRM is a practice support, client service and business
development “work smarter” tool
• Relate it to other industries that utilize CRM
• CRM is the firm’s internal “Google”
• It’s all about the content
• Identify key workflow and business development questions
to ask attorneys
• Focus on each attorney’s business development goals
• Easy access to contact intelligence and business
development reports
Marketing Technology
Peer Group
CRM – Increasing Participation
• Work with leadership to understand ongoing goals and plans
• Practice Group education
• Have practice group leaders promote, use and demo CRM to their practice groups
• Demonstrate the value with real-world examples
• Be aware of new developments & initiatives
• Deliver short, targeted training sessions
• Continuous, consistent reinforcement
Marketing Technology
Peer Group
Other Technologies That Support Business Development
• Deals and experience databases
• RFP generator or database
• Intranet
• Webinars and teleconferences
• Newsletter delivery systems
• Internal – Tikit, home grown
• Hosted – Concep, Exact Target
Marketing Technology
Peer Group
Where Does *IT* Fit In?
• IT can help build and support a business development program
• They need to understand the strategic goals of the firm
• Marketing needs to develop a collaborative relationship
with IT
• Technical support - Who’s job is it?
• Collaboration among IT – HR, Library, KM, CI, others
Marketing Technology
Peer Group
Wrapping Up
• Keep it simple. Tap into technology
• Customize your approach
• Demonstrate results and promote your success!
Marketing Technology
Peer Group
Thank you!
Maura Brandt, [email protected]
Deborah Holt, [email protected]
Rachael Loper, [email protected]