However, law firms still lag behind other professional services sectors in their use of martech. We've seen evidence of this lately, as a deluge of poorly targeted COVID-19 related e-alerts and announcements floods law firm clients' inboxes. Unfortunately, clients are tuning out, as this Law.Com article shows.
What clients want
Earlier this month, McKinsey addressed this issue in their comprehensive report on the implications of COVID-19 for law firms.
“Clients are looking for sound information, hard data, and impartial advice. They are flooded with information. What innovative channels, beyond the standard articles or emails, can you use to get your perspectives to clients? If it is taking longer than a week from idea to publication or a client discussion, that is too long in this fluid time.”
One week from idea to publication? That is truly a high bar to clear. Getting there requires a finely tuned suite of digital marketing tools and business processes. How confident are you that your marketing team is fully leveraging the power of data driven digital marketing ‒ or even the full capabilities of the martech tools you have available today?
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