Legal Marketers, Are You Already Doing What Marketing Automation Can Help You Do Better?

by ON24
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ON24

Marketing automation is a hot topic in legal marketing circles these days; everyone believes they should be doing some form of it but many aren’t sure where to begin. If you’re in this position, consider the following basic but important marketing best practices that are made easier and more effective (read: “scaled”) by automation. 

...if you're following these practices now, you’re probably ready to invest in automation.

Are you doing these now? If not, consider changing your processes to achieve these goals. And if you are, you’re probably ready to invest in automation.

1. Bringing data together under one roof

Are you a legal marketer who exports reports, opens them in Excel to manipulate the data, then uploads that data into a CRM, and then manually determines targets for follow up? Wish you could automate that repetitive behavior? You can.

One outcome of marketing automation is that it brings copious amounts of disparate by equally important information together in one place. Through the ease of an API, measurements and interactions can be gathered from multiple sources (including ON24) stored and accessed in one place. This gives you a centralized, continually updated repository of information without the time-intensive data entry. 

You can easily identify the prospects already most engaged with your firm, based on event attendance, open and click-through rates, social media interaction, shared content, etc. 

2. Following up on leads

What processes do you have in place to connect with an audience and convert single engagements into long-term relationships? When you author a client alert or host a webinar, do you routinely send follow-ups (emails, white papers, invitations to next webinars, etc.) to the people engaging your work? 

...we’re talking about engagement at scale.

Marketing automation can queue up a next steps based on the individual behaviors of your audience/readers/connections. If you are already following up on audience engagement by sending webinar invitations, writing thank you emails, sharing case study downloads, automation can make this happen for you. 

Again we’re talking about engagement at scale. That should be a goal – and automation platforms help to make that happen.

3. Always striving for more effective use of your time 

Are you frustrated by reactive marketing activities that yield little results? Do you reach the end of your day and wonder where the time went and how your to-do list remains untouched? 

Marketing automation not only frees you up for higher impact work, it also provides the insights you need to generate better prospects and ultimately more revenue. You no longer have to send broad messages to your entire contact list; you can know who wants what content and you can deliver it when they want it. The customized approach fosters goodwill and makes you look like a rock star.  

Ultimately, marketing automation makes you more efficient. It does things on your behalf, meaning you are free to do something else. It streamlines processes and organizes information, meaning you are not spending hours rifling through scores of spreadsheets. And it provides actionable intelligence on qualified leads, meaning you have powerful ROI. 

If you decide marketing automation is right for your firm, let’s talk about your strategy and its benefits

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[Samantha McKenna is a Regional Vice President, Sales at ON24Connect with her LinkedIn to learn how webinars can supercharge your firm's content efforts.]

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