account based marketing for law firmsMany law firms depend on Account Based Marketing (ABM) as a critical part of their business development strategy. account based marketing focuses on delivering personalized and highly relevant messaging and content to a list of specific, key companies. The goal is to engage each company on an individual level by basing messaging on their specific attributes and needs. A one-size fits all approach just won’t cut it with account based marketing. To help you achieve stronger results with your law firm’s account based marketing campaigns, here are 5 creative ways you can personalize your strategy.

1. Offer target companies a personalized collection of content.

If your law firm’s account based marketing campaign is broad enough (think segmented by company size or persona) then one of the simplest ways to personalize your campaign is to curate a collection of content for each intended audience. When you hand-select pieces from your current content library and package them for your account based marketing campaign, you’re able to give target accounts a personalized experience without creating any new content.

2. Offer target companies personalized, vertical-specific content simply by updating existing content.

For a bit more personalization, segment your law firm’s target accounts by industry vertical and serve variations of the same asset to them. Rather than creating all new industry-specific content, just focus on editing the high-impact elements such as titles, headlines, visuals, and examples. For example, if you’ve published a general franchise law eBook, take it and adapt it into 3 more niche eBooks: one specific to hotels, another for coffee shops and a third for restaurants.

3. Personalize your website’s user experience.

Given the targeted nature of account based marketing, it’s pertinent that your law firm’s account based marketing programs deliver high conversion rates. Crafting personalized landing pages or microsites is one effective tactic for doing this. Legal marketers should create account-specific landing pages that display custom copy, images, offers, forms, and call to action’s depending on the person or account that is visiting the landing page. If you’d rather not create multiple landing pages for a campaign, set up dynamic text replacement.

4. Create highly personalized email sequences that address a lead’s unique challenges and goals.

Never send generic, impersonal emails to your target accounts. Rather than just uploading your account based marketing list for a general email blast, segment your account contacts based on a contact’s unique business needs, challenges or interests. This shows you’ve really done your homework. Creating personalized emails will provide your target accounts a unique experience, engaging and converting them into leads and clients.

5. Create blog content that mentions target accounts.

Make affirmational mentions of your target accounts within your law firm’s blog content. This will build respect and appreciation between your firm and the prominent players at the companies you target. Most companies have alerts in place that notify them whenever their company name is mentioned online. You can also tag or mention them on LinkedIn and Twitter to further draw their attention.


Freshen up your law firm’s account based marketing program with these personalization strategies and you’re more likely to improve your conversion rate and overall return on investment. Unlike traditional marketing that’s based on a broader audience, account based marketing requires personalization to work. Rely on data, research, and third party tools to help you better focus your efforts.

If you are curious how other law firms have already started running account based marketing campaigns or if you’d like help getting started with your own campaigns, contact us today for help.