Account-Based Marketing: A Primer for Lawyers

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By Omnizant Team
Law Firm Marketing Agency

We’ve got some good news for B2B law firms. With more data and more targeting options available through platforms like LinkedIn, account-based marketing (ABM) has never been more feasible for smaller businesses—including law firms.

ABM is an advanced marketing tactic that works best with robust CRM software and a well-developed audience. It can yield better efficiency, better alignment, and a higher ROI.

Whether you’re ready now or not quite yet, we’d like to explain why ABM is so powerful and how B2B firms can get started with ABM.

What is account-based marketing for B2B law firms?

Let’s start with what account-based marketing is not. There is one model of lead generation that goes like this: 1) Capture a broad selection of leads and 2) hope that at least a few turn into customers. This model wastes a ton of time and resources. 

Instead of starting with a vague idea, why not target specific accounts or clients?

That’s what account-based marketing (ABM) can help you do.

ABM is a tactic that can help B2B businesses identify qualified leads and then market to decision-makers. These prospects are businesses that fit your ideal client profile or persona. ABM typically engages prospective clients across multiple channels, from social media to PPC.

The key benefit of ABM is a more efficient allocation of resources:

  • A narrow focus on potentially high-revenue clients
  • Streamlined and aligned approach to nurturing leads
  • Shorter journey from prospect to client

In other words, personalized marketing to hand-picked prospects can yield a much higher ROI.

Account-based marketing + SEO = power punch

In the right situations, firms can use ABM in tandem with SEO to get even better results from your content strategy investments. To do this, ABM and SEO should be developed together so they complement one another.

SEO can help educate prospects so they’re more prepared to say yes when targeted with ABM. SEO can help reach the right people at the right moment in their research journey (read more about search intent here).

ABM can help inform the SEO team of the correct topics and emotions for prospects, which will guide the creation of useful content. ABM analytics can provide useful direction when the SEO team is doing technical A/B testing, too.

Key tactics for every law firm

You can invest in SEO or ABM, or something else entirely. But there are some tactics that are critical for every law firm.

  • Consistent content (which can fuel ABM touchpoints) 
  • Good user experience (UX) 
  • Strong messaging around your expertise and how you’re different from competitors

Alignment and efficiency are the two most important concepts for you to take away from this article. 

When your marketing investments are aligned around data-informed goals, you can more efficiently spend your resources on higher ROI campaigns and prospects. That means more revenue for you and more successes for your team. 

Review and next steps

ABM can be a powerful strategy to direct your firm’s resources toward the prospects with the highest potential. ABM is not an alternative to SEO, but it is different. You can use them together, especially if you have the audience and the data to inform your campaigns.

Still feeling flummoxed by B2B marketing? There’s another option. Start the conversation with an audit and then get a quote to see what it would take to get the wind in your sails again. 

Omnizant is a legal marketing agency with a team of expert attorneys, designers, and writers. On a bedrock of transparency and skill, we have built a reputation as the agency of choice for growth-oriented law firms. 

Please reach out to learn more about our B2B services—including SEO and ABM—and find out how we can help you grow.

About the Author
Since 2006, Omnizant's team of digital marketing experts, designers, developers and writers has helped over 2,000 law firms develop powerful websites that drive business growth.