How to Use Marketing Technology Effectively in 2023 and Beyond – Part 1 | ClientsFirst Consulting

Trends in 2023

digital first

Given the changes in law firm marketing due to social distancing, we can continue to see companies and organizations implement digital-first strategies. Companies are balancing face-to-face business development and marketing strategies with their digital counterparts, as most businesses are no longer fully face-to-face. For example, some companies have shifted their focus from attending many face-to-face meetings to hosting their own webinars to build relationships and share knowledge.

Many law firms had already planned to develop and implement a digital strategy, but the long-term effects of the pandemic have made it a more important focus. This has also been observed outside the legal world, with many companies accelerating their digital strategy development through acquisition of email marketing tools, switching or acquisition of CRMs and other marketing automation tools.

The rise of the marketing technology manager

Interestingly, outside of legal, marketing budgets are beginning to outpace IT budgets. Marketing departments have been allocated more marketing budgets to execute different parts of their marketing plans as they focus more on digital channels.

Part of these plans includes implementing marketing technology that is new to the company. Implementing new technology can be a difficult and time-consuming process without the right resources, so companies should allocate more budget to their marketing departments to ensure the success of such initiatives. , whether you outsource or hire a martech manager in-house, we are happy to assign you. -House.

Increase in outsourcing

One marketing technology trend we continue to see is the increasing outsourcing of various CRM or marketing technology positions. This includes CRM managers, CRM help desk staff, and data quality stewards.

Beyond mere cost savings, outsourcing CRM and martech positions has many benefits for businesses that may not have the resources to hire in-house staff.

Outsourcing allows companies to select the resources they need for ongoing full-time positions or to staff a limited range of projects. Most outsourced service providers can quickly grasp client goals and work more efficiently than in-house resources with other responsibilities and priorities.

Non-Legal Mobile First

As mobile web traffic has surpassed desktop web traffic, Google and other search engines are placing greater emphasis on making websites mobile-friendly. As a result, some law firms invest in developing mobile sites, opting for more modern web designs and features to keep users on site longer and lower bounce rates.

How to choose the right email marketing tool

Email marketing has become an essential communication vehicle for law firms, and choosing the right tool is critical. So how do you decide which email marketing software to choose? Chris says to make sure the software can be integrated with his CRM system. There are several reputable legal service providers that offer this, such as Vuture and Concep.

Some law firms opt for email marketing tools that aren’t specific to the legal industry, but make sure they integrate with your current software infrastructure before investing in them. Most importantly, CRM as disconnected data can create data silos and get in the way of email. The ability of the marketing system to accurately report key metrics essential to list health and maintain a positive sender reputation.

Stefanie said many law firms create high-value content such as blog posts and client alerts, but it’s important to ensure that your target audience actually receives them. . So, to manage a sender’s reputation, it’s important to have an email marketing system that provides useful metrics that highlight the performance of your content, such as open rates, click-through rates, bounce rates, and unsubscribe rates. am. It’s even more important to use this information to create more effective content strategies based on audience preferences.

Understanding how each of these martech trends impacts your company is critical to your success today. If you’d like to see Chris and Stefanie discuss these and other topics, watch the free masterclass replay here.

Click here to watch the video.