Process Is the Key to Successful Lead Generation: 5 Ways Lawyers Should Focus Business Development

by ON24


The most successful lawyers know that positive results come less from the act of generating leads, and more from the process they’ve developed around lead generation.

A good process allows you to identify and pursue the most meaningful opportunities, removing the guesswork and setting you up for success. What does such a process look like? This:  

1. Realistic Targets 

The key to developing solid leads is identifying and engaging with the right targets for your services – companies similar to your clients, in industries you know well, facing challenges you know how to overcome.

...those who are successful at turning leads into new work focus their outreach on potential clients in their sweet spot

Taken a step further: those who are successful at turning leads into new work focus their outreach on potential clients in their sweet spot, from whom business is more probable than possible. Of course it requires more work at the outset to identify those groups, but it ensures that you don’t waste time chasing opportunities you probably won’t get.

2. Relevant Content 

Once you’ve identified targets, generate a list of everything that keeps those potential clients from the success they seek, like HR problems and regulatory challenges and the tax burden and IP theft and contract disputes. That list becomes the catalog of content you will create (webinars, white papers, video snippets, blog posts), to speak directly to your targets and demonstrate your understanding of the issues they regularly face.

3. Insight That’s Easy to Access 

Professionals with a strong lead process know that some of their targets prefer white papers while others like webinars. Or, that others still would rather watch high-level video overviews of possible solutions.

To engage with as many as they can, they package content into a broad range of forms. They turn news alerts into webinars then into in-house CLE programs. They extract actionable bullets from an industry presentation to create an email that goes out to all contacts in that sector. They find ways to re-use material and get more content in front of more prospects, increasing their chances that targets contact them directly, to find out more, to request a meeting, to ask a substantive question. You should be doing the same.

4. Multiple Distribution Channels 

Similarly, promote your content – in all of its forms – in the places your targets turn for information. For some, it’s through online digital media channels. For others, email is the best way to connect. Some even respond better to mailed event announcements (yes, people still do that and yes, it still works). Lawyers who do this well use data analytics to understand which channels work best for connecting with which companies. 

As I've said many times before, the beauty of digital content today is that enables you to smartly repurpose. So, your webinar on a pressing legal issue can be used to build short videos in a drip campaign, and so on. Match your content to the occasion and the channel.

5. Automatic Responses 

Put into place a system that allows potential clients to easily contact you. But that’s just the first step: also develop procedures that capture all inbound leads, that funnel requests to the right lawyers in your firm, that ensure that those who contact you don’t end up waiting for a response that never comes. 

What does the lead generation process look like in your firm? I’d love to hear about it. Cheers, Sam.


[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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