Marketing Technology How technology can and should

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Marketing & Technology How technology can (and should) help you market your law firm Digest Version Delaware Valley Law Firm Marketing Group May 25 th 2004 Justin Szlasa Triplebridge Consulting Ltd. New York, New York Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

In a perfect world… • Differentiation = allow your firm to stand out; provide a unique offering that is responsive to the needs of your clients Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

In a more perfect world… • Differentiation • Intelligence = allow you and your attorneys to make better decisions when allocating sales, marketing and client service resources Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

In the most perfect world*… • Differentiation • Intelligence • Efficiency = allow you and your staff to do more with less, cover more ground with fewer resources, transfer skills, increase awareness, touch more customers * Also known as the United Kingdom Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

But even in the most perfect world… • Differentiation • Intelligence • Efficiency …the fate of marketing technology projects is not encouraging. Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

On the Agenda I. Five Habits of Highly Effective Legal Marketing Technologists II. Six Examples You Can Use To Make It Work Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

1. Lunch monthly with your IT Director “At Dorsey & Whitney our CTO helps pitch our services to clients” –Silvia Coulter, CMO Dorsey & Whitney Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

Bartlit Beck is marketing technology • • • Defending Cases for Wireless Mobility Intel Small Business Testimonial 2002 Non-Techies Can Dazzle ‘em with Technology Wisconsin Law Journal 2003 Bartlit Beck’s Road Warrior CTO American Lawyer 2001 Courting Technology Northwestern University Report 2000 Wired Lawyers: Up Close with two traveling attorneys Law Office Computing 2001 Meet the Most Wired Lawyer in American Lawyer 2000 Still Packing American Lawyer 2002 What Do You Get When You Cross a Lawyer with a Laptop Small Business Computing 2001 Picture This: Facts Come Alive ABA Journal 1999 How Computers Improve Your Work – and Your Lifestyle The Litigation and Technology Management Report 1996 Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

“Alston + Bird is a recognized leader in the use of technology in the practice of law. Our goal at all times is to manage the flow of information from research to attorney to client as quickly and efficiently as possible…. we use state of the art equipment…to ensure that our attorneys have access to the latest information 24 hours a day from anywhere in the world. This system ensures that messaging between our lawyers and clients…is optimized. ” Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

3. Front-load business objectives and keep them in the cross hairs don’t let the software vendors, consultants and your tech committee throw you off course Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

4. Make sure your projects are aligned with your firm’s culture …and the culture of 100% of the firm’s I have encountered is defined by money Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

5. Master the facts “Get your facts first and then you can distort them as much as you please” –Mark Twain Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

The Facts • • Web site and intranet traffic reports Direct email/direct mail reports Current software; usage rate Marketing department requests for assistance • Time & dollars spent on marketing technology Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

Software that taps into billing and collection systems data to provide marketers with intelligent actionable fact-based reports Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

• RCL NYC managed entire creation of the PDF including flash, video, content, design • Message sent via email; reached 120, 000 people in 142 countries at the same time • First time the company sent a message to ALL of PWC’s employees in its 150 year history Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

Alumni channel marketing • “Number one source of new business. ” - Tom Tierney Bain & Company • “$82 m new business in 2002. ” - Big 4 Accounting Firm • “ 80% retention of former employees as clients. ” - Top 5 Investment Bank • “ 60% higher chance of client win, when alumni are on the board. ” - Big 4 Accounting Firm Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

Direct email marketing • Tremendous advances in the last few years • Growth in acceptance by end users • Anti-spam legislation has helped legitimize direct email • Probably the biggest bang for the buck of any marketing activity • Speech example: Duo Consulting Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

Direct Email Software • Prices start as low as $25/month • ASP providers—no IT stress • Sophisticated reporting, mail handling • Drag-and-drop design • Upload contacts from access or excel; later tie in with CRM (contacts & reporting) Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

Interaction Matters Module • First time in Interaction you can relate people and companies to something other than people and companies • Potential to serve as a Transaction Database or Client Teams Support center • Web client, decent report creation, improved configuration Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

Return to the perfect world… • Differentiation = technology to help your firm stand out • Intelligence = technology to help you and your attorneys make better decisions • Efficiency = technology to enable you to do more with less Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

Five Habits of Highly Effective Legal Marketing Technologists 1. 2. 3. 4. 5. Lunch with your IT director Market your technology Front load business objectives Align projects with your firm’s culture Master the facts Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

Six Examples You Can Use To Make It Work • • Analytics—Redwood system Rich PDF—PWC/RCL Borrowed Content—Mayer Brown Alumni Management—Bearing Point/Select Minds • Direct Email—Vedder, Duo, Third Party • Bill for Technology—Save the Match/HIPAA • Interaction Matters--new potential? Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com

Thank You For more information about this presentation contact Justin Szlasa at 917 355 9895 or jszlasa@triplebridgeconsulting. com Copyright 2004 Triplebridge Consulting Ltd. All rights reserved www. triplebridgeconsulting. com