The idea of delivering content to clients in new ways stretches beyond the traditional marketing collateral and can be deployed to the bread and butter of the business development team in the form of more engaging client pitches. It would even seem sensible to prioritize the optimization of this content as it is a direct driver of winning new business.
The survey showed that, as with their marketing materials, law firms are still tied to the traditional methods with the PowerPoint slide deck still ruling this space. Only 11 percent of respondents indicated that they were using online digital content as a method for delivering client pitch materials.
Delivering content in a way that can be tracked and measured would provide huge benefits to the client pitch team as they would be able to ascertain more accurately the degree of interest in the materials produced, by measuring the time the client spends reading the content and which parts of the content the client was most interested in, while at the same time getting a deeper understanding of how many individuals the client shared the content with and how they in turn engaged with it. Having this information at your fingertips before a meeting could lead to a far greater level of understanding of the client and their requirements.
These factors are highlighted in the table to the right which shows that law firms currently focus on tracking win/loss rates rather than tracking the movement of pitch materials around the client's organization. Furthermore, respondents also indicated that their focus was on the creation and maintenance of a library of marketing materials to support the rapid creation of client pitches. A move to online content would reduce the burden of maintaining such a library of marketing materials and would also negate many of the issues around brand consistency and time to develop materials that have been raised throughout this report.