Exploring New Technology Insights with an Expert Panel
By: LMA International
Technology can be a tricky thing to get your arms around. These days, it seems that everyone has their favorite tool, and reasons why it is the best option available. But making an educated decision on technology comes down to finding the right resources that work specifically for you and your business.
The Nov/Dec issue of Strategies features a panel of marketing technologists sharing their recommendations on favorite technologies, strategies and other tactics that legal marketers can embrace. Extending on those thoughts we explore some of the resources they turn to on a regular basis when it comes to researching the right technology.
1. Live Events
Patty Azimi, Marketing Technology Manager, Akin Gump Strauss Hauer & Feld LLP, says live
events, like the ILTA Conference, as great opportunities to get up-close with the latest developments in technology. She said, “Attending the annual ILTA conference has really helped me connect with other marketing technology colleagues and what new technology they are using at their firms. Now that there is a marketing technology track, there are really informative sessions at the conference and we discuss what new technology is out there.”
2. Social Media
Social media still plays a heavy role in connecting people with the right resources. “I follow a lot of companies [on LinkedIn] and see them on my feed — this is where I tend to share a lot of information.” – Jacqueline Madarang, Digital Marketing Communications Technology Manager, Bradley Arant Boult Cummings
And as part of that social media strategy, tools like Hootsuite, can play a valuable role and streamline tasks. “Hootsuite is a great tool that lets me set up columns based on key words, people whose content I want to follow and not have it get lost in the noise, and hashtags for events or breaking news. Not only does the tool help me find posts from a variety of sources, it also helps me find thought leaders and blogs to subscribe to.” – Deb Dobson, Marketing Technology Manager, Fisher & Phillip LLP
Blogs are still a highly acclaimed go-to source for technology recommendations. John Witts, Marketing Technology Manager, Fox Rothschild LLP, points to one in particular that he checks on a regular basis:
“Outside of personal relationships, I follow Scott Brinker’s Chief Marketing Technologist Blog. It’s not as heavy on specific technologies so much as the current marketing technology environment and its effect on management, strategy, etc.,” said Witts.
Azimi points to the Moz Blog, saying, “… they have compelling articles and great insight!”
4. Curated content
“I use an iPad app (also available in android and web) called Flipboard where I can curate technology articles for when I have time to read. Flipboard also provides an easy way to share to your social channels which then attract technologists interested in the same topic areas to follow me or connect.” – Deb Dobson
5. Data Visualization Tools
“With these tools, one can manipulate and interact directly with data and help visualize relationships and patterns. We are always looking to interpret big data and show management how BD ties with ROI.” – Jacqueline Madarang
At the end of the day, it’s still about the personal relationships. Witts says, “Honestly, my personal relationships with others (both inside and outside the legal industry) are my first stop for new technologies. The LMA is a great resource – I’ve discovered new technologies speaking with peers at local and national events and also stopping into booths at local and national conferences. I also keep an eye on what friends and peers outside the legal space are using for marketing technology and will discuss with them.”