Marketing
Technology
Primer
Pat Purdy, Marketing Technology Manager
Pillsbury Winthrop Shaw Pittman LLP
John Veldkamp, CRM Database Manager
Morrison & Foerster LLP
Pat Purdy
 20+ Years in Legal (Marketing, IT and other
support roles)
 Member of LexisNexis InterAction’s Customer
Advisory Board
 ILTA Strategic Relationship Liaison to LexisNexis,
Member of ILTA’s Professional Services Peer
Group Steering Committee
 Speaker at LMA local events and ILTA local
events and national conference
John Veldkamp
 12 Years in Legal Marketing
 Worked with InterAction at 5 law firms
 Member of LexisNexis InterAction’s Customer
Advisory Board
 Member of ILTA’s Professional Services Peer
Group Steering Committee
 Past speaker at LMA and ILTA national
conferences
Agenda
 Web tools
 Proposal and Pitch Automation Software
 Social Networks
 CRM & ERM
 E-Marketing, Event Software, Surveys
 Experience Databases
Web Tools
 Development
 Use a company familiar with law firms
 Offer social media connectors
 Ensure access to SEO tools on the backend
 Design
 Long term investment
 KIS and KIF
Web Tool Vendors
 Content Pilot – CP Web Pilot (development and
design)
 Greenfield Belzer (design)
 ICVM (development, some design)
 MoreVisibility (development and design)
 One North Interactive, f/k/a Hubbard
One(development and design)
 RightHat (design)
 There are dozens of others; refer to ILTA and LMA egroups
Web Tracking & SEO/SEM
 Use social media
 Track only information that is valuable to your firm
 Use social media
 Track information that business development or
marketing can use to create actionable tasks
 Use social media
 Start small – perhaps your event pages
 USE SOCIAL MEDIA
Web Tracking & SEO Vendors
 The list is ever-growing but here’s a few to get
started
 Google Analytics
 Bright Edge
 HubSpot
 MoreVisibility (GA certified partner)
 SiteImprove (also good for site maintenance)
SEO blogs
www.searchengineland.com
www.seobook.com/blog
www.SEOmoz.com
www.searchenginewatch.com
www.mattcutts.com/blog
Proposal & Pitch Automation
Software
 Many tools available; most aren’t used in legal
 Centralized or dispersed?
 Focus on what your clients want
 Involve your business developers early in the
process
Proposal & Pitch Automation
Software Vendors
 ANSOR Software Inc – Ansor Proposal
 Content Pilot – CP Proposal Pilot
 Elite Business Development Suite f/k/a Hubbard
One – Proposal Generator
 Proposal Software Inc. – pmaps
 Qvidian – don’t know anyone in legal using it but
a lot of legal vendors are using it
Social Networks
 LinkedIn
 Twitter
 Blogs
 Facebook
 Google+
 YouTube
 Wikipedia
CRM & ERM
 Contact Relationship Management
 Professional services have different needs than other
industries (i.e., Salesforce.com) CONTACT VS CLIENT
 Collection of contacts with additional information
 Set up mailing lists based on industry, practice or
geography
 Requires commitment to maintain the data
 Enterprise Relationship Management
 Can be independent or used in conjunction w/ CRM
 Evaluates the strength of the relationship based on
email traffic – may not be the senior attorney WHO
HAS THE STRONGEST RELATIONSHIP
 Especially useful for quick connections
CRM & ERM Vendors
 CRM
 Cole Valley Software – Contact Ease
 LexisNexis –InterAction
 Microsoft – CRM4Legal
 Sugar CRM
 Tikit - TikitConnect
 Versys Corporation – IntelliPad
 ERM
 Elite Business Development Suite f/k/a Hubbard –
ContactNet
 LexisNexis – InterAction IQ
Event Software
 Tracks all aspects of event management
 Venues
 Contracts
 Registration & payments
 Food, entertainment options
 Schedules reminders, thank you, after-event surveys
Event Software Vendors
 Concep
 Copper Services
 Constant Contact
 Cvent
E-Marketing
 Gets your message out to clients and potential
clients
 Has almost completely replaced hard-copy (snail
mail)
 May be governed by data privacy & spam
regulations and by state bar associations
E-Marketing Vendors
 Concep
 Constant Contact
 Tikit
 Vuture
Survey Tools
 Important for:
 Client teams
 Analysis of marketing efforts
 Vendors
 InstantSurvey
 SurveyGizmo
 SurveyMonkey
 Zoomerang (recently purchased by SurveyMonkey)
Experience Databases
 Used for
 Pitches & RFPs
 Chambers & other rankings
 Building teams for matters
 Justification for AFAs
 Insight for existing matters
 Integrate to other systems
 Web site & extranets
 Time & billing
 CRM/ERM
Experience Databases Vendors
 ANSOR Software – Ansor Experience
 Content Pilot – CP Deals & Cases
 Elite Business Development Suite f/k/a Hubbard
One - Experience Management
 Firmseek – Experience Database
 Microsoft – SharePoint (build it yourself)
Contacts
Pat Purdy
Marketing Technology Manager
Pillsbury Winthrop Shaw Pittman LLP
patricia.purdy@pillsburylaw.com
John Veldkamp
CRM Database Manager
Morrison & Foerster LLP
jveldkamp@mofo.com