At the recent PM Forum conference, I picked up some legal marketing case studies from technology suppliers there about the use of marketing technology by law firms.

Farrer & Co CRM

Farrer & Co (220 fee-earners including 78 partners) has used CRM solution Lexis® Interaction® since 2005. As part of a larger Microsoft upgrade initiative, it recently implemented Interaction® for Microsoft® Outlook (IMO) to enable users to access the system directly from their Outlook screens.

The marketing systems manager explained the difference that IMO has made to CRM adoption at the firm:

  • Whilst CRM is embedded into the culture, the convenience of lawyers and other staff accessing it directly from Outlook was a huge benefit
  • The biggest benefit was the increase in use of the system across the board – including the finance department which can now look up and verify client information eliminating the need to confirm data with lawyers
  • It has reduced time on data administration
  • The alerts feature helps lawyers stay tuned to client developments and the wider firm’s exchanges with their contacts
  • There is personal motivation to keep the data updated
  • The relationship intelligence available allows users to react immediately to client-related developments – particularly before meetings

Future developments at Farrer & Co include possible integration with an emarketing tool and the use of mobile devices. The full case study can be seen here:

Berwin Leighton Paisner and Siteimprove’s web governance suite

Head of brand and sector marketing indicated:

  • With finite resources I needed technology-based tools to help me optimise our site
  • We now have four or five “hard core” users of Siteimprove and the key features used include spell checker and broken link facilities
  • What has been most helpful is that we can group pages or sections of our web site so that different people can focus exclusively on their respective parts of the web site – that has offered great clarity – everyone here knows who is responsible for what
  • Benefits include: significantly reduced errors, improved task and resource management, easier to fix, track and access web content and a robust, highly performing web site.

You can read the full case study here:

I have produced a full conference report of the 2014 PM Forum conference which will appear in a future edition of PM Forum magazine