We’re operating in a digital world where clients have so many ways to engage, which is why law firm marketing teams needs somebody to manage the technology.
Our guest, Jacqueline Madarang is senior marketing technology manager at Bradley, an AmLaw 200 firm with over 500 attorneys in nine offices across the U.S. Jacqueline leads the firm’s marketing technology team, its efforts in business development technology, marketing technology and digital marketing. Twitter: @JHMadarang
Why is marketing technology important today?
Recent research conducted by Gartner found that a CMO’s marketing budget will continue to increase and will soon surpass the budget of a CIO’s marketing spend. In the last couple of years, law firms have began investing in digital technologies such as their website, email marketing automation systems, CRM, and digital commerce. As technology continues to advance, marketing evolves. Firms have learned to adapt by using digital marketing channels to communicate to their audience and enhance their brand. We’re operating in a digital world where clients have so many ways to engage, which is why marketing teams needs somebody to manage the technology that’s available.
Bridging the gap between marketing and IT
A marketing technologist differs from the rest of the marketing and business development team and exists as a hybrid between marketing and IT. They develop the marketing and business development strategy and work as a liaison with IT to evaluate which technology tools align with the business development objectives.
Bradley uses a variety of technologies to facilitate their marketing processes such as WordPress for the blog, Sitecore for the website, Vuture for email marketing, and Bradley Connect as a CRM tool. First, it’s crucial to create a marketing technology roadmap to identify the best tools to use. When choosing a tool, consider industry standards, the ease of use, and how it integrates with other software and IT’s strategies.
Marketers and marketing technologists should look at all the resources available from organizations like the LMA and ILTA. Follow not only agencies, but influencers on social media to stay on top of trends and develop professionally. Other important tools include social sharing platforms like Sprout Social and Hootsuite. At Bradley, security is incredibly important which is why password management tool, KeePass is used to store login information for company accounts.
Advice to someone starting out as a marketing technologist
Marketers shouldn’t be afraid to fail and experiment. Both online sites and colleagues can be used as resources to help you discover new technologies and stay on top of trends in your industry.