Q&A with Legal Technology Expert, Jacqueline Madarang
By: LMA International
You can say that marketing technologists are, in a sense, bilingual. These professionals are both fluent in data and analytics, as well as the traditional creativity of marketing practices. According to a 2016 study conducted by DataXu, in which 532 marketers across the US, the UK, Germany, France, Spain and Italy were consulted, 68 percent of senior marketers globally say that understanding marketing technology is a critically important skill, surpassing data literacy (58 percent).
Jacqueline Madarang, senior marketing technology manager at Bradley, offers some words of wisdom on the hot topic of merging these two worlds and how it best applies to legal marketing.
For curious marketers at firms without a designated marketing technologist, how should they get started?
Start with what you have now and create a roadmap of key things that are important to you and your firm. Prioritize these and create a plan. If social media is on the top of your list, develop a social media strategy and plan. Don't feel like you have to complete everything in a year. Plan for a long-term strategy that you can execute in multiple years. There are so many things you can do with your social media, such as growing your followers, creating targeted campaigns, etc. Also, use the strengths of your current internal team members. You may have team members who want to learn more about social media and analytics — take advantage of that and teach them.
What skill-set is most important for budding marketing technologists to develop?
I don’t think there is one specific skill-set for someone who aspires to be in this role. In order to be successful, one should have an understanding of both digital and traditional marketing approaches and how to effectively apply the appropriate strategy. Working in the legal marketing industry does not always have “right” and obvious solutions. One should be comfortable working in the “gray areas” and have the willingness to experiment with different tactics to produce desired results.
What actions can marketers take to get the most benefit from their in-house marketing technologist?
Oftentimes, firms that have marketing technologists do not really know how to work with their marketing technologists because they do not understand what they do.In many cases, their in-house marketing technologist is the first in that role. Talk to your in-house marketing technologist and find out what his or her strengths are and how you can partner together.
What resources do you turn to most often to stay up-to-date on new technologies?
I find a lot of information on LinkedIn. I follow a lot of companies there and see them on my feed — this is where I tend to share a lot of information. I often turn to Content Marketing Institute, CMO.Deloitte.com and have the McKinsey app on my iPhone. I also love Hubspot, and I often download their white papers on best practices.
What is your favorite marketing technology, and what do you love about it?
I am not sure if I have a favorite tool, however, I recently saw a piece that generated this beautiful data visual produced by Tableau. I have talked to other colleagues who have used it, and they have said some great things about it. Now I am really curious. I can be a bit of a geek and love to play around with data/numbers and produce beautiful visual charts.
Similarly, what up-and-coming social platforms should marketers be watching?
I think marketers should continue to enhance their content marketing strategy. Along with that will be their social strategy. It's not really a social platform, but continuing to enhance social strategy, such as optimizing their images and using original imagery versus stock for social to tie in with their content marketing strategy.
I think marketers should also look out for 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 in with ROI. Hopefully, we could do it with one of these tools.
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