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 personalised 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 programmes 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 personalise each piece for the end-user.”
Marketo Engage, integrated with their CRM system, helped the LegalVision marketing team hone their understanding of customer behaviour and map their journey to develop a series of personas at a micro-level. Now they can monitor every single touchpoint, from clicking 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.”