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Online and offline events are also popular among marketers trying to reach the legal audience. webinars, in particular, have been successful in reaching law firm buyers at multiple levels, said Jobst Elster, VP at Envision Agency, a legal technology marketing agency—particularly when the seminars have an educational focus. “[Legal technology vendors] are focusing quite a bit on thought leadership as a means of getting mind share, versus using webinars to do heavy sales pitches,” he said. “You can much more effectively blanket your audience. We're seeing clients use [webinars] to reach out not only to the attorney but also to three or four other people within the law firm.” Elster also said his clients are finding that decision-makers at law firms—whether it's an IT executive or an attorney—are collaborating on technology decisions much more than in the past.
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