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

by 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


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

Written by:


ON24 on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.


JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at:

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.