AI-powered lead tracking transforms legal marketing

A decade ago, tracking the source of your firmʼs cases was a puzzle you couldnʼt piece together, making it hard to measure campaign success, improve marketing efforts, and drive more calls. Today, lead tracking technology has transformed the game, making it easy to track the activity of prospective clients across all channels and campaigns. Better still, AI is transforming the future of marketing for law firms.

This photo shows how businesses used marketing tools in the past: billboards, radio ads, and website visits.

Past: Law firms could not track marketing, spending 20% more for each lead.

Law firms had a limited number of marketing channels and were often left in the dark about the effectiveness of their marketing campaigns. It was difficult to assign attribution and track results. Was it the billboard, the radio ad, or the website that was driving leads?

Even if you asked a lead how they found you, the caller may have had only the vaguest notion of what caused them to call your practice. And it costs firms money – because businesses that donʼt track leads spend 20% more for each lead.

Communication channels were limited.

Legal marketers were limited to communicating with prospects by phone or email, making it difficult to reach potential clients who preferred other forms of communication, such as social media or online chat. It also limited the ability to target specific demographics, as not all prospects use the same communication channels. This made it challenging to effectively engage with potential clients and track the success of marketing efforts.

There was a single number for multiple campaigns.

You used one phone number to talk to leads, whether they found your number in the phone book, on a billboard, or from the side of a bus. This made it difficult to track the effectiveness of different marketing efforts and determine which campaigns were bringing in the most leads. Without this information, it was challenging to make informed decisions about where to allocate marketing resources and how to adjust strategies for better results.

Manual tracking was the only tracking.

You needed to ask each client how they found you, and you still had to guess where to best spend your marketing dollars. This was a time-consuming and unreliable tracking method, leading to missed opportunities and wasted resources. Identifying patterns and trends in lead generation took a lot of work, limiting the ability to make data-driven decisions.

This photo shows what marketing tools businesses use currently: digital marketing, call and form tracking, and conversation intelligence.

Present: As marketing channels become more sophisticated, law firms get 10% more leads with call attribution.

Law firms have embraced digital marketing, giving them access to more marketing channels. Itʼs also now possible to measure attribution for even non-digital channels with lead intelligence. CallRailʼs lead intelligence solutions, which include Call Tracking, Form Tracking, and Conversation Intelligence, are used to analyze, transcribe, tag, and score conversations. In a hyper-competitive industry like law, this visibility is critical because businesses with no way to attribute calls see 10% fewer leads.

Digital channels improve insights and attribution.

With the rise of digital marketing, law firms can now reach a wider audience through various channels. SEO, social media, text messages, and Google ads with lead tracking allow for better source attribution and insights into the client journey. This data can inform marketing strategies and help law firms target specific audiences with personalized messaging.

But it's not just about reaching more people; digital marketing also allows for better measurement and tracking of results. With lead intelligence solutions like CallRail, law firms can accurately attribute leads to specific sources and even track calls from non-digital channels. This level of visibility is crucial in a highly competitive industry like law, where every lead counts.

There are more ways to communicate.

With the web, you can connect with prospects and clients through more marketing and communication channels and tailor their messaging accordingly. But it's not just about the quantity of channels but also the quality. Firms can create engaging and interactive content that resonates with their audience and sets them apart from the competition.

Additionally, digital marketing allows for real-time communication and engagement through features like live chat on websites or social media platforms. This level of accessibility helps build trust and establish strong relationships with clients, ultimately increasing the chances of conversion.

Targeting and tracking efforts are more accurate.

With lead tracking, your team can see the performance of all marketing channels–even offline–in one place. This allows for a more comprehensive understanding of the customer journey and helps identify the most effective channels for driving conversions.

It also enables firms to make informed decisions on where to allocate their resources and budget. Moreover, digital marketing provides valuable data and insights to inform strategic decisions. By analyzing metrics such as website traffic, click-through rates, and conversion rates, firms can identify areas for improvement and optimize their marketing strategy accordingly, enabling continuous growth and adaptation.

This photo shows what marketing tools businesses will use in the future: virtual reality and AI.

Future: Emerging technology allows firms to outmaneuver competitors and spend 50% less time qualifying leads.

Emerging technologies like virtual reality and AI are likely to revolutionize how you reach potential clients and manage leads. Youʼll have access to more channels, but that wonʼt have to increase complexity. AI will make channels easier to track and manage. And the technology will not only be able to instantly analyze conversations but create smarter lead campaigns. With AI-powered solutions, youʼll be able to automate critical tasks and spend 50% less time qualifying leads.

Marketers will have even more channels to use.

Emerging technologies like virtual reality, voice assistants, and smart devices will provide new marketing opportunities. These technologies will allow for more personalized and interactive experiences, allowing you to engage with potential clients in a whole new way. You'll be able to have conversations with clients through voice assistants and use data from smart devices to target specific audiences.

AI-powered chatbots are becoming increasingly popular for firms of all sizes. These bots can handle client inquiries and provide personalized responses 24/7, freeing up valuable time for your team to focus on essential tasks. As AI technology advances, these chatbots will become even more sophisticated and human-like, providing an even better experience for clients.

Notifications & insights will be centralized.

Smart technologies will organize and integrate data from all of your channels and campaigns: better lead tracking and attribution results in a 7% higher call-lead-to-close rate.

Imagine having comprehensive notes from all your previous interactions with leads, capturing key insights into interests, sentiment analysis on how the call outcomes, and more. With centralized notifications and insights, your team gains a better understanding of client behavior and trends, allowing for more targeted marketing initiatives. You can use this data to personalize the client experience and improve overall satisfaction, leading to increased client retention and loyalty, ultimtely driving long-term revenue growth.

Insights are instantly summarized.

AI – like whatʼs used in CallRailʼs Premium Conversation Intelligence™– efficiently summarizes and prioritizes client conversations while providing key highlights at-a-glance. With the automated features included in Premium Conversation Intelligence, teams spend 60% less time reviewing and analyzing calls, freeing up valuable time to focus on serving clients and growing the firm.

Through CallRail's Premium Conversation Intelligence, firms can extract actionable insights from client conversations to use to their advantage, and pinpoint areas for enhancing customer service. These AI-powered insights pave the way for more productive and successful client engagements.

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Transforming legal marketing: The impact of AI-powered lead tracking

Past: Law firms could not track marketing, spending 20% more for each lead.