Legaltech marketing
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The JC pontificates about technology
An occasional series.
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In which the JC sallies forth in the unusual cause of offering unsolicited marketing advice to legaltechbros.
This comes not from a place of wishing legaltechbros well, but rather wishing his inbox were clear of their jokey spam. What is with the emoticons? 🦾🚀🖖
Evidently simply attending legaltech start-up conferences makes one prone to being eye-scanned wherever you go. You even get clipped when on a furtive, inebriated, free swag and branded pen-raid with an inflatable horse and your South African attorney. True story.
In any case, shelling out for a stall at a legaltech start-up conference just to harvesting email addresses and spam them is, it seems to us, bad business. People have made the effort — minimal though it maybe, and with the aim of nicking your swag as it undoubtedly is — of showing up bodily at your stall and submitting to your QR scanners. The least you can do is make an effort when you go back to them.
So here is our advice.
1. Manually review your gathered prospects. Bucket them as follows:
- Yes: Those who seemed interested in your product, and not just out for swag;
- No: Those who looked disinterested, avoided eye contact, smiled wanly and if approached, left quickly with armfuls of squeezy cubes, biros, bran muffins and flashing disco balls; and
- Maybe: Those about whom who you are not sure: they seemed interested, but shrugged their shoulders a lot and still took a lot of free stuff.
2. Next:
- Call the Yesses: Call those who are: you know, in person, on the telephone: put in some effort: show a commitment signal. See if you can arrange a demo or something. Sending out form emails with “click here to meet with us” or “click on this button to see our demo” is lazy. It shows a lack of interest in the customer. Why should the customer make all the moves, off your lazy spam?
- Ditch the Nos: Delete the email addresses of all the Nos. Do it now. They have your branded biros and some jelly beans. They are happy. Beyond that, these people are no use to you: irritating them with jokey spam will not win you business, and may impede it, should those people move somewhere that might be interested in the future.
- Email the Maybes: Email, individually, those about whom you are not sure, asking them whether there might be a business case for your product. They will tell you.
3. Then, deal with replies from the Maybes:
- Yesses: see “Call the Yesses” in the previous step.
- Noes: see “Ditch the Nos” in the previous step.
- No reply: Is a No. See “Ditch the Nos” in the previous step.