Our Client is launching a new aggregator website which aims to help consumers and businesses find the right legal services for them, and reduce the access to justice gap. With 12 categories covering over 130 legal services ranging from personal injury to wills and probate, our client needed to drive early adoption amongst law firms.
What they needed
After a multi-million pound investment in the company, our client had the resources to get the website up and running but as the website was in early stages of development, they needed law firms on-board and engaged before the launch to ensure high quality user experience for consumers from the offset. Although our client had done some PR and marketing to build brand awareness, they wanted to generate a stream of qualified leads off the back of these marketing efforts. As with any innovative service, one of the challenges was driving early adoption before the concept had been widely accepted. Also, initial findings were that the law sector could be relatively traditional, particularly in their approach to marketing, and this was sometimes an obstacle to getting law firms on-board.
What we did
We used a multifaceted approach to lead generation to progress each lead in the most appropriate way to optimise the opportunity for our client to on-board the legal firm. This included introducing the concept to prospects, answering objections and overcoming barriers to adoption. Using email communications, an online demo site, and face-to-face appointments with our client’s business development team we guided prospects through the buying process.
Through one-to-one conversations with senior partners and digital marketers in law firms, we were able to educate them on the benefits of this form of digital marketing and help them build the business case for participation. We logged their level of interest in a service like this and nurtured any warm leads which weren’t ready to commit at launch stage. Our telemarketing was fully integrated into the wider marketing strategy – for example, building bespoke, targeted prospect databases and using website traffic tracking to prioritise and profile the data.
What we achieved
We have achieved a pipeline conversion rate of over 50% when speaking to the correct decision maker, arranging face-to-face demos and providing access codes as relevant. Of those which we have arranged appointments with, over half have been brought on board by our client. Our client has fed back that telemarketing has proved the most successful marketing channel they are using, and they have quadrupled their investment as we continue to work with them in the immediate lead up to launch.
In addition we have built a marketing database of over 1,000 interested law firms, along with key decision maker details and email addresses. This database is an invaluable asset and as they continue to develop and cascade out content, they hope to continue building on the interest generated.