Podcast Ep. 127: How HubSpot Can Revolutionize the Way Law Firms Market Their Services and Generate Business

In this episode of The Legal Marketing 2.0 Podcast, Guy is joined by Leia Dudek. Leia is Good2bSocial’s dedicated HubSpot Channel Account Manager. For about two years Leia has guided Good2bSocial’s clients through adopting HubSpot’s platform. 

Unlike most Legal Marketing 2.0 Podcast episodes, this show’s guest hosts the show. Leia talks with Guy about Good2bSocial’s experience using HubSpot, and how the platform has skyrocketed the agency’s growth. 

Additionally, Guy discusses how many of Good2bSocial’s clients have adopted HubSpot and how the platform has helped with their marketing efforts. You can connect with Leia on LinkedIn.

Podcast Show Notes

Guy, how did you get started with HubSpot?

When we started to look for both a CRM and marketing automation platform, we did a lot of research on the different options. We decided to go with Salesforce since it’s such a popular CRM. Once we started using Salesforce we decided we might as well also use Salesforce Pardot as our marketing automation platform. 

All in all, it was a terrible experience. We got a bit of onboarding consulting from a Salesforce representative who did a halfway decent job at setting us up. However, after that, we were basically on our own. We had never done marketing automation before and so we had a tough time using the platform. Whenever we would call Salesforce for help, instead of helping us, the company would try to upsell us on another solution.

Ultimately, even before our contract ended, we decided that we weren’t going to continue, and so we started to look for another solution. After we had a call with HubSpot we decided we not only liked the platform, but another thing that was really attractive to us is working with people like you, a Channel Account Manager. We liked the idea of having a Channel Account Manager help us figure out the best way to sell our services with the HubSpot platform and also help our clients as well. 

Four or five years later, and we are still huge proponents of HubSpot. I have found our business partnership with you and Anna, our former Channel Account Manager to be an incredible resource. These relationships have transformed our business and helped us to more effectively help our clients than we were able to in the past. 

Why do you think law firms, in particular, should use HubSpot?

Going back to my days as a lawyer or even in law school, no one really taught you how to run a business. After getting a job at a firm, many lawyers really struggle with figuring out how to develop new business. Not only that but in law firm culture, “sales” is a dirty word. Lawyers like to use the term “business development”, but at the end of the day, you’re selling your services just like any other professional services firm out there. 

Naturally, HubSpot really enables law firms to do a better job of raising awareness for their services, track that engagement, and convert opportunities into clients. HubSpot has so many great features from social media management, to managing online advertising, to email marketing, to landing pages, to chatbots. It truly is an all-in-one tool for law firm marketing and business development. 

Additionally, HubSpot is super user-friendly and you don’t have to be a tech guru in order to use it. If you ever get stuck, customer support is super helpful. 

I think it’s extremely powerful and that’s why we are seeing more and more of our clients and other law firms jumping on the HubSpot bandwagon. 

What are the biggest challenges law firms face when trying to implement or license HubSpot?

Interestingly, a lot of time we’ll talk to law firms that have several issues that they can’t quantify from a marketing perspective. They just don’t have the right tools to track and analyze the success of their marketing efforts. 

We ask these firms if they have ever considered HubSpot. Often they will respond by saying “We have considered HubSpot but it doesn’t seem like a good platform for law firms specifically”. Going back to what I said before, lawyers don’t like the word “sales” so when HubSpot reps start talking about sales software, lawyers can get turned off by the idea of using HubSpot. That being said, I think one of the biggest challenges law firms face is just understanding how HubSpot can actually help them. 

Alternatively, a lot of times law firms will purchase HubSpot but they can’t figure out how to use it and then they will decide it really isn’t right for them. I think the technology is phenomenal, but lots of law firms just need lots of help understanding how to use the technology to accomplish their business objectives.

What types of services does Good2bSocial provide law firms when it comes to HubSpot training and onboarding?

As far as onboarding goes, we upload clients’ contacts to HubSpot and help clients connect their domain so that they can create landing pages and send out emails.

A lot of the time we will create custom properties for clients in a way that makes sense for how they do business. Then we will get into training on how to use HubSpot. We offer a lot of training programs that cover how technology like HubSpot can help them in their day-to-day marketing and business development activities. We do this for lawyers as well as marketing and business development professionals at law firms. However, we work continuously with some clients to help execute their campaigns and develop strategies.

For instance, we will walk through how you can create very customized campaigns for the leads that are most engaged in order to turn them into clients. That’s the whole idea around Account-Based Marketing or ABM.

Speaking of Account-Based Marketing (ABM), why do you think that HubSpot’s ABM is such an important feature for law firms in particular to leverage?

ABM is incredibly important for law firms because it enables you to focus on your target accounts, understand what is important to them, and develop very customized strategies for them. 

This strategy can also help to build and expand relationships with existing clients and cross-sell additional services. Cross-selling isn’t something that’s necessarily new, but technologies like HubSpot now enable you to do so in a way that’s much easier than it used to be. 

You and I are hosting webinars soon on ABM as well, correct?

That’s correct. I am very excited about doing an ABM for law firms webinar and having you and some other people on the webinar. We’ll be announcing the webinar in the coming month.

How do you think HubSpot compares to the other CRM or even marketing automation platforms that your current clients or law firms use in general?

So I’m not going to name any names, but there is a CRM platform out there that a lot of larger firms use that has a huge penetration on the market. However, many lawyers, marketers, and business development professionals hate it because they think it’s overly complicated and difficult to use. 

HubSpot on the other hand is incredibly easy to use. Lawyers feel as though the platform just makes sense. There isn’t an abundance of features that you will never use and it’s not overly complicated. 

Additionally, with the introduction of custom objects within HubSpot, you can create an environment that can specifically handle law firms as the unique businesses that they are. These features can enable law firms to use HubSpot in a way that caters to how they do business. 

Takeaway 

HubSpot is often misunderstood by lawyers and as a result, many law firms gravitate towards other solutions. However, HubSpot can be a game-changing marketing and business development tool for law firms when used effectively. Unlike other platforms, HubSpot is extremely intuitive and can be customized to fit the specific needs of the unique law firm business model. 

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