Identify the Need for a CRM Integration at LMA Tech West

In 2020, we learned a lot about the legal industry and its ability to pivot. Firms increased their communications at a rapid pace (one ContactEase firm reported increasing communications by more than 400%) and transitioned in-person events to webinars. How did they do this? Having the right teams and the right technology in place certainly helped.

Even before the pandemic completely changed the way law firms do business, law firm marketers were evaluating their existing technology stacks for ways to improve efficiencies, deliver excellent client service, and, yes, make their lives easier.

And that’s because technology is intended to make our lives easier. Today, there’s an app or a software solution for almost everything. But, with so many tools available, it’s important to ensure that the ones you use work together. This is why software integrations are so popular. When we talk about software integrations, we’re talking about the process of combining two or more software platforms to solve problems and improve efficiencies.

If you’re attending LMA Tech West this year, be sure to join ContactEase President, Jennifer Whittier as she moderates a discussion with Jodi Coverly, Director of Marketing & Business Development at Hutchison and Shannon Donnellan, PMP, Project Manager – Business Development at Procopio. This session will examine how the two firms adopted a forward-thinking approach to:

  • Identify the need for an integration between their systems
  • Solve the problems they identified
  • Improve efficiencies at their firms

Can’t make it to LMA Tech West this year? Contact us anytime to learn how integrations can make your life easier, improve efficiencies at your firm, and allow you to better serve your clients.

Details:

When One Solution Won’t Do: Identifying the Need for a CRM Integration
Date: April 29, 2021 at 9:30 a.m. PDT

Register for the LMA Tech West 2021 Virtual Conference at https://www.legalmarketing.org/e/in/eid=1572.

Playing the Relationship Game in Today’s Connected World: Insights from the LMA Annual Conference

John Simpson, CEO, and Kalev Peekna, Managing Director of Strategy for One North Interactive lead an engaging session during the LMA Annual Conference entitled: Playing the Relationship Game in Today’s Connected World. The session focused on the effects relationships have and how they can impact a firm’s business and opportunities.

John and Kalev showcased how other businesses are using interactive marketing to reach their clients at every point in their decision-making experience. They also shared how essential it is to align your digital marketing and business development efforts along “The Relationship Cycle.”

Relationship Cycle

From the session, the key lesson that resonated with me was that in the relationship cycle many firms are not participating in the “Active Evaluation” phase. It is in the evaluation phase that you can really learn about your business; then by following-up on the feedback, it formalizes a relationship and creates loyalty.
My favorite quote from the session reinforces this:

 “Loyalty counts more and costs less than awareness.”
– Harvard Business Review

It shocked me to learn from the session that only 1 in 8 (12%) of firms always meet up with their clients to see how satisfied the legal department was with their work and 18% NEVER meet with their clients to discuss satisfaction. By engaging your clients and asking for feedback it opens the dialogue so that in future situations if an issue arises they may feel more comfortable coming forward with issues or input. Client retention should be a key part of the marketing and business development plan.

INTERACT: Does your firm actively seek feedback?

A Successful Marriage: Marketing & IT Working Together

Yesterday we had the opportunity to attend the LMA-LA Chapter’s Continuing Marketing Education event where big ideas were brought to life. Our own Jennifer Whittier and Sam Shipley participated in the Cross Collaborations that Work segment of the conference.

Their session A Successful Marriage: Marketing & IT Working Together provided best practices and insights to succeed with technology. By collaborating together marketing and IT departments can identify and prioritize investments that grow into business for a firm. Here are a few best practices for collaboration:

  • Hold quarterly meetings with both departments to discuss projects and road blocks
  • Review the annual marketing budget together before submission so everyone knows what to expect
  • Discuss new large cross department projects at the outset
  • Make sure project plans and timing are discussed and agreed to
  • Communication and documentation are key in a successful partnership
  • Get to know each other personally by having team activities or social gatherings
  • Encourage/invite CIO to participate in committees such as client team meetings
  • Help market each other internally and give recognition and appraisal

The session wrapped up by leaving the audience members in laughter as the differences in the thought process between the two departments were showcased.

Mktg v. IT

For more information on the conference visit their website: http://lmalaconference.la/ or check out the conference tweets #LMACME.