Here's food for thought for law firms seeking to trace the source of new leads, and determine which are their best marketing tools.
A recent study found that nearly half (44%) of B2B marketers surveyed said their highest level of lead generation measurement capability was to give all credit to the last marketing touchpoint.
In a law firm, this might mean giving full marketing credit to the lawyer(s) who pitched a prospect and successfully persuaded the prospect to retain the firm.
But how did the prospect find that lawyer (or the firm) in the first place? Did anyone ask?
The study further found that some B2B firms were able to employ more sophisticated techniques that would more accurately attribute lead generation across multiple touchpoints.
In a law firm, this would mean that if an individual received an email newsletter from the firm, clicked a link to read an article, and then contacted the lawyer who wrote the article, someone will record that the lead resulted from the initial click through from the email newsletter.
In short, employing a more sophisticated approach to lead tracking can help law firms better understand which are their most successful marketing vehicles.