General counsel reaffirm power of personalization in legal marketing

April 12, 2014

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At last week’s Legal Marketing Association annual conference in Orlando, three highly accomplished general counsel addressed more than 1,000 legal marketers on ways to better market to them. While they shared a wealth of insights, one common theme arose—personalization.

While many marketers think about personalization in terms of advanced customer relationship management (CRM) tools, Amazon’s “if you like this, you’ll like that” technology, digital ad tracking, and more, personalization in law firms means delivering targeted, customized information to prospects, demonstrating an understanding of not only the issue, but how it impacts its audience. As you can imagine, attorney involvement is key.

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