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NEW [Legatics] campaign landing page to house resources. Second phase -…
NEW [Legatics] campaign landing page to house resources. Second phase - dynamic content to deliver a personalised experience
Target list: 1. Associate in corporate who has never used Legatics on a deal
Outbound marketing campaign
Vuture - NEW contacts module: a single place to organise targets based on who they are and their engagement. Ability to manage multiple lists and segment our audience data (record triggers against records)
PP consideration - keeping the staff up to date with SLC
Client relationship management system (CRM).
Purpose of data management:
a single place to organise targets based on their engagement and who they are
Output: Segment data for targeted campaigns
Who: Partner, Associate, Team, New joiner, Matter manager, Sector. Engagement: Never used Tech, Return users, Read one pager, Watch the online demo video twice, Attended a live demo.
Current: Epic - does not talk to other system or hold marketing intel in a structure way for segmentation
Potential: MS Dynamics has the capability
Watch series of on-demand demos
goal
Speak to engagement manager
goal
Legatics platform
goal
Book a training session
eDM - Legatics personalised email
Forward to a colleague
Rewards the referral
Watch the 40 second ad video - from peer explaining what, why now, why them. Telling them where to go for the latest resources
goal
Talk to a person
Record this conversation manually as an activity in the contacts module
Explored landing page (dwell time 20 second +).
Automated email to reengage - latest case study, invite them to a live demo
Legal team, PSL and BD global meetings
Inbound marketing traffic
Identify person with lead gen form - interest preferences
Vuture to confirm process to get them back into the contacts module without duplication
Generates an email to welcome and register their preferences - split by tech service, tool or type - for example, "show me how tech can help reduce the closing time on my next deal"
Intranet
Fuse
Practice group strategy
Tech vendor training
Regional tech training and inductions
Journey ends
MVP to deliver repeatable tech campaigns internally across our global network
Objective of every campaign - to increase the use of legal technology by x% (to be specified per campaign)
KPI's for each campaign will be linked to the objective set. For example - effectiveness of content and messages will be measured using engagement indicators (views, watched minutes, sign ups). Success of overall campaign will be measure by attendees, leads and increase in tech usage.
4 principles for internal tech campaigns
- 1. build for our external client (this means use platforms and processes that clients can tap into long term to make collaboration easier. 2. Premium content produced with golden thread approach. 3. Messaging is personalised and relevant. 4. Invest to drive more value from existing tools.
Audience journey
People process
Vuture
Automated trigger points
Channels directing traffic
EARLY STAGE ENGAGEMENT
UNDERSTAND ANALYTICS, ASK WHY, PERSONALISE, DO IT AGAIN