by @Jenna_Tessier
There is so much marketing data available to us now and sometimes we forget how to utilize it in a strategic way. Taking a large scale look at what is and has been effective for your department and aligning it with your firm’s strategic goals is the most effective way to position and promote marketing data. Here are some key takeaways from our webinar with Jason Kennedy, CRM Consultant at Wilson Allen.
- A marketing scientist is the combination of the idea of a “financial” analyst and the traditional legal marketer. You don’t need to have a master’s degree to get there. Start with strategic intent- why are we doing this and what is the end goal?
- Focus on email, events, contacts, and campaigns for the main metrics you turn to for understanding the firm’s marketing and business development effectiveness.
- If you don’t have access to the main firm financial data or statistics you should try to get as far as you can with the data that is available. Tap all of the marketing engagement metrics and pitch data to create a bigger picture. This can still paint a very strong idea of what the firm is doing.
- Think about what you need to see on a regularly basis but avoid providing vanity metrics that only serve to make people “feel good” but doesn’t align with the goals of the department.