Disruptive lawyers drive results with digital-first approach.

New South Wales, Australia

legalvision.com.au

$100K

Savings in external agency costs

Products:

Adobe Marketo Engage ›

Objectives

Improve lead conversion through personalized campaigns

Automate and personalize customer engagements

Better engage clients and add ongoing value

Results

44% increase in click-through rates

$100K savings in external agency costs

15K increase in new prospects with new landing page

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From the very beginning, LegalVision has disrupted the legal space through its digital-first business model.

Starting as a resource for business owners to download DIY legal documents without needing a lawyer, over several reinventions they’ve evolved into one of APAC’s fastest-growing commercial law firms. Based in Australia, LegalVision provides a different approach to the legal sector, helping SMEs, start-ups, and corporate enterprises by operating primarily online.

Recently, LegalVision launched a membership model called LVConnect, offering unlimited legal consultations, free legal templates, and faster turnarounds for subscribers. The new service is the first of its kind in Australia for a law firm, designed to give customers access to affordable, specialist legal advice.

LegalVision has consistently worked to meet and exceed customer needs using digital capabilities. This includes a forward-thinking content strategy based on a library over 5,000 articles aimed at driving lead generation.

Their content, written in plain English and addressing customer pain points, brings over 15,000 visitors each day along with over 100 leads. The firm needed a platform to automate nurturing and improve conversion rates as well as develop a more robust understanding of their pipeline and customer lifecycle.

“No law firm in Australia that I know of uses marketing automation. We wanted to push the boundaries for the industry and enhance the customer experience.”

Anthony Lieu

Head of Marketing, LegalVision

A heightened state of marketing ― identifying the right time to connect with leads

With the implementation of Adobe Marketo Engage, LegalVision introduced a strategic approach to their marketing. With it, the firm was able to curate content and prompt engagement with leads in a more personalized manner, improving lead nurturing and conversions. The automation of their email marketing and structured approach helped Anthony Lieu, Head of Marketing at LegalVision, upskill his team and develop a data-based methodology to their programs and campaigns.

“Most firms will send a monthly email with the latest court case, written in a very austere style,” says Lieu. “We flipped this on its head, writing content in plain English and using the Marketo Engage nurture feature to personalize each piece for the end-user.”

Marketo Engage, integrated with their CRM system, helped the LegalVision marketing team hone their understanding of customer behavior and map their journey to develop a series of personas at a micro-level. Now they can monitor every single touchpoint, from clicking on a Google Ad to phone conversations with sales and engagement with lawyers.

The evolution of the firm’s marketing strategy means they’ve developed an analytical focus, backed by the data insights delivered through Marketo Engage.

This includes introducing Net Promoter Scoring to gauge customer satisfaction and improve client interactions by identifying the right time to connect with leads through a phone call or email.

“No law firm in Australia that I know of uses marketing automation,” says Lieu. “We wanted to push the boundaries for the industry and enhance the customer experience.”

Understanding customers delivers new business

Customer understanding is further facilitated through LaunchPoint’s ecosystem of third-party providers, helping LegalVision improve lead capturing and scoring. By analyzing customer interactions across all touchpoints, leads can be assessed for their legal needs based on what content they read, and then scored and passed on to sales (once meeting the threshold) so the right person can reach them at the most opportune moment.

“Marketo Engage contains all the info we need to leverage all the features for relevant teams across the business — not just marketing — so the right person can reach out at the right time. This means we’re meeting customers in a more relevant and helpful way.”

Anthony Lieu

Head of Marketing, LegalVision

The approach helped LegalVision enjoy a 44% improvement in their click-through rates, along with a 477% increase in marketable contacts through their custom CRM integration. As a result of bringing strategy and execution in-house, they’ve saved $100,000 in external agency costs. And the ability to improve customer segmentation and personalization has driven 15,000 new prospects through landing pages built with Marketo Engage.