Many law firms – all around the world – are finding new opportunities to leverage marketing technology with a focus on supporting and growing the business development efforts of their attorneys.
How can firms ensure the success of these technology initiatives by fostering meaningful and productive relationships between IT and marketing?
Shawn Samuel, chief architect at Hubbard One, contributed his thoughts on this topic in a white paper from the International Legal Technology Association (ILTA). Shawn’s article is titled “Social Networks to Firmwide Collaboration.” The ILTA white paper, published in October 2009, is Marketing Technology: Making Connections, Keeping Clients.
Samuel specifically looks at social media and the integration of those tools with enterprise systems to boost a firm’s business development efforts. He says:
Chief information officers (CIOs) and chief marketing officers (CMOs) in the legal field, many of whom encourage a close relationship between IT and marketing, are beginning to translate the advantages of social media and networks into terms legal eagles can understand.
Samuel also writes that it isn’t only CIOs promoting the partnership of marketing and IT and their combined role as proponents of marketing technology. He quotes Kim Perret, director of Marketing and Business Development at Hunton & Williams in Washington, D.C., about the marketing technology team at her firm that focuses on helping attorneys leverage technology to communicate with key audiences:
“Our team is focused on CRM, Web, electronic communications, webinar technologies and communications,” she said, “They serve as the coordinators working with the business development team and liaise with IT for more involved projects.”
For more of Samuel’s insight into law firm collaboration between marketing and technology, listen to this Westcast podcast interview with him or download the PDF of his article.
Posted by Kevin Hunt in:
Client development | In Business |
