2010 Planning

OUTLOOK FOR THE NEXT 12 MONTHS

About Hubbard One
• 10+ years of experience working with law firms
• Over 200 law firm clients in the North America and Europe
• 150+ team members located in Chicago, Eagan, London,
New York and Boston
• Hubbard One also includes ContactNet and Monitor Suite
• Best in class Client Development solutions including
Website, Enterprise Relationship Management, Contact
Management, Competitive Intelligence, SharePoint and
Proposal Automation solutions
Today’s Agenda

• A Look Back At Our Predictions for 2009

• How Did We Do? – Scoring Ourselves

• What’s Top of Mind – Outlook for Next 18 Months

• What’s Inspiring Us – Around the Web

A Look Back At Our Predictions for 2008
Our Predictions for 2009
“The Next Big Thing”
1998 Push, Multicasting
1999 E-Commerce, E-Auctions, Portals, XML
2000 Online Banking, MP3, Cell Phones
2001 ASP, Napster, Wireless devices
2002 P2P, Web Radio, E-mail marketing
2003 XHtml, Google, Wikipedia
2004 iPod, HDTV, TIVO
2005 Blogs, VOIP
2006 RSS, Desktop Search
2007 User-Generated Content
2008 Video, Audio, Site Search
2009 SEO/SEM, Meaningful Globalization, Social Networking
How Did We Do?
SCORING OURSELVES
We Got Two out of Three Right

 Search Engine Optimization

 Social Networking
 Meaningful Globalization
 Business Development

Business Development was the most

dominant trend in 2009
Business Development is More Important than Ever

Business development is the most important goal of CMO’s by a factor of 2.5

2 of the 3 top biz dev strategies all involve increasing attorney access to information

Client-Focused
Research

#1 most difficult aspect of the CMOs role: engaging and energizing

attorneys for business development

Source: BTI’s Benchmarking Law Firm Marketing and Business Development Strategies 2008
More Informed Business Development

Companies

Market Lawyer Contacts

Firm
Intensive Collection of Information

Relationship Intel

Competitive Intel
Trends in Legal
Spend

Pitch or Client
Team Materials
Benchmarking

Share of Wallet

SWOT Analysis
Opportunity Pipeline
Opportunity Win Rate
Business Development & Lead Generation
Key Theme on the Web Too
Search Engine Optimization
For the first time, the corporate law firms of the NLJ 250 are turning to their web
sites to generate more “sales leads”…and in a year when web site spending was
down, SEO spending was up. Here is why:

B2B marketers have

realized in the last six
months that search engine
optimization (SEO) is the
“most effective way to get
traffic, leads, and sales.”

Source: B2B Magazine,

“Natural Search Adherents
Learn the Value of Tweets and
Tweaks,”
Search Engine Optimization
Social Networking
Social Networking: Relationship Management
Example: Hubbard One
• 200 Employees
• 50 Connections
on LinkedIn
• 10,000 total
Connections
• Using CN:
– 136624 Relationships
– 15,745 Companies
– Expected to double in next
12 mos
What’s Top of Mind?
OUTLOOK FOR THE NEXT 18 MONTHS
Our Predictions for 2010
“The Next Big Thing”
1998 Push, Multicasting
1999 E-Commerce, E-Auctions, Portals, XML
2000 Online Banking, MP3, Cell Phones
2001 ASP, Napster, Wireless devices
2002 P2P, Web Radio, E-mail marketing
2003 XHtml, Google, Wikipedia
2004 iPod, HDTV, TIVO
2005 Blogs, VOIP
2006 RSS, Desktop Search
2007 User-Generated Content
2008 Video, Audio, Site Search
2009 SEO/SEM, Meaningful Globalization, Social Networking
2010 Social Media, Accessible Intelligence, Macro to Micro metrics
Micro-Topics for Micro-Blogging
Firms Experimenting with Social Media
Experimenting with Social Media
Firms Experimenting with Social Media
Courts Experimenting with Social Media
Who Cares?
• 50% of lawyers at Medium/Large Firms participate in
online social media/networks

• 72% of the time that usage is for business & professional

reasons

• Gaining information is the most important reason

for participating.

• Respondents prefer online communities of their

peers.

Thomson Reuters Survey of 208 Medium/Large attorneys 2009

Accessible Intelligence
Imagine all the critical
pieces of information
that are needed to
successfully pitch Companies
CVS…

Market Lawyer Contacts

...and at the center

of all this
information is the
Firm lawyer.
Challenges to Delivering Accessible Intelligence

Marketing & Biz Devpt teams are shrinking, or remaining at

current levels

The number of pursuits and RFPs is increasing at a rapid clip

Attorneys need more from Marketing & Biz Devpt teams

Clients are demanding more in-depth analysis to win their

work
Accessible Intelligence

Intelligence applications will only benefit the business development

process if attorneys are engaged.
“In the last few months, law firms have become increasingly
aware that training lawyers in marketing and business
development is a key way to drive business”

- Wall Street Journal

But information needs to be proactive, timely and easily

accessible for time-starved lawyers.

“Everyday I need to be thinking about these existing clients”

- Ed Turlington, lawyer at Brooks, Pierce, McLendon, Humphrey & Leonard LLP

Making it Manageable for the Lawyers

Through the client

intelligence portal,
LAWYERS have
CONTACT,
COMPANY,
MARKET and
FIRM information
at their fingertips,
when it can make
a difference.
Making it Manageable for the Lawyers

FIRM information
pertaining to this
client and their
industry is
aggregated,
including
opportunities with
this client,
financials and
contact
information.
Making it Manageable for the Lawyers

Proactive
MARKET and
COMPANY
intelligence
provides real-time
intelligence on
trends affecting
the client, their
competitors and
their industry.
Making it Manageable for the Lawyers

FIRM
information
pertaining to this
client and their
industry is
aggregated,
including
opportunities
with this client,
financials and
contact
information.
Making it Manageable for the Lawyers
CONTACT
intelligence
including who we
know, how well
we know them
and who at my
firm has the best
relationship
enables the firm
to leverage is
most important
assets – its
relationships.
Macro to Micro Metrics: Longtail
Macro-marketing has tapered dramatically. Today, biz dev saavy firms
are taking a one-to-one approach to marketing.

Privacy lawyers Washington, DC

Privacy data security
Privacy Lawyer breach enforcement
actions & “attorney
general”

Chris Andersen
Wired Magazine
October 2004
Macro to Micro Metrics
Followers
RT Tweets

Click-Thrus

IP Address

Registration
Macro to Micro Metrics
Micro metrics enable the firm to evaluate engagement levels
with at the specific client, prospect or even contact level.

Contact A

Contact B

Contact C

Contact D

Contact E

Contact F
Macro to Micro Metrics
What a “micro” focus means to law firms:
• Deeper relationships with clients/prospects
– Account programs driven by the interests of the client/prospect

• Stronger ability to monitor health of relationships

– Micro metrics provide “temperature” of key relationships –
“We have a great relationship with Contact X” vs.
“Contact X clicks-thru on 75% of M & A emails we send him, he
attended 3 of the 4 events we invited him to and he has referred A,
B and C clients to us in the past 24 months”

• A more sophisticated ROI conversation

– “Our click through rate is x%” vs.
“Our email campaign generated leads with target cmpy A, B and C,
who spent $Y over the past 12 months”
What’s Inspiring Us Today on the Web
OUTLOOK FOR THE NEXT 18 MONTHS
What’s Inspiring to us Today on the Web
• Rich Interfaces
• Bold Design
• New Navigation
• Social Web Elements
Rich Interfaces
Rich Interfaces
Rich Interfaces
Quick Thought: Lead Generation
Bold Design
Bold Design
Bold Design
Bold Design and Interior Page
Bold Designs
Bold Designs
Bold Designs & Rich Interfaces
New Navigation: Mega Menus
New Navigation: Tag Clouds

Tag Clouds
New Navigation: Below the Fold
Social Media
Social Web is Everywhere: Design Elements
Towers Perrin Facebook
Towers Perrin Facebook
Towers Perrin Facebook
Towers Perrin Twitter
Social Network Support Sites
Twitter Management Content Sharing
Social Media: Competitive Intelligence

In a recent poll of 314

marketers, 33% said
they are actively using
social media to monitor
the competition
Questions?
Thank You!

Upcoming Webinars

Business Development for Firms with Regional Practices

Wednesday, September 16, 2009
12:00-1:00 PM CST

Advancing Analytical Strategy: A Competitive Advantage: Part 2

Wednesday, September 30, 2009
12:00-1:00 PM CST

Engaging Your Audience: Designing a User Experience

Wednesday, October 7, 2009
12:00-1:00 PM CST