{"id":49116,"date":"2023-11-06T13:46:33","date_gmt":"2023-11-06T13:46:33","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=49116"},"modified":"2026-02-03T07:47:19","modified_gmt":"2026-02-03T07:47:19","slug":"law-firm-marketing-automation","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/law-firm-marketing-automation\/","title":{"rendered":"A Roadmap to Mastering Law Firm Marketing Automation"},"content":{"rendered":"<p><span data-preserver-spaces=\"true\">It\u2019s a vicious cycle. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Lawyers at small firms spend&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.thomsonreuters.com\/en-us\/posts\/legal\/small-law-firms-administrative-burden\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">40% of their time<\/span><\/a><span data-preserver-spaces=\"true\"> on administrative tasks rather than client work. Tasks like filing intake forms or writing legal drafts cannot be wished away. But that leaves little time for marketing which results in fewer qualified leads and lower billable hours.&nbsp;<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Many lawyers wish there were a way out of this conundrum. We\u2019re here to tell you that there is \u2013 law firm marketing automation! The right <a href=\"https:\/\/www.engagebay.com\/blog\/free-marketing-tools\/\">marketing tools<\/a> can help you build a solid pipeline of qualified leads without necessarily hiring more people, outsourcing, or working after hours.&nbsp;<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">All it takes is a willingness to experiment and find an approach that works best for you.&nbsp;<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">In this blog post, you\u2019ll learn how to set up marketing automation at your law firm and choose the best possible software for your needs. Let\u2019s begin.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/law-firm-marketing-automation\/#What_is_Law_Firm_Marketing_Automation\" >What is Law Firm Marketing Automation?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/law-firm-marketing-automation\/#Benefits_of_Law_Firm_Marketing_Automation\" >Benefits of Law Firm Marketing Automation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/law-firm-marketing-automation\/#How_to_Get_Started_with_Marketing_Automation_at_Your_Law_Firm\" >How to Get Started with Marketing Automation at Your Law Firm<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/law-firm-marketing-automation\/#4_Marketing_Automation_Best_Practices_to_Grow_Your_Law_Firm\" >4 Marketing Automation Best Practices to Grow Your Law Firm&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/law-firm-marketing-automation\/#Top_10_Law_Firm_Marketing_Automation_Tools\" >Top 10 Law Firm Marketing Automation Tools<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.engagebay.com\/blog\/law-firm-marketing-automation\/#Law_Firm_Marketing_Automation_Software_Dedicated_vs_Generic\" >Law Firm Marketing Automation Software: Dedicated vs Generic<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.engagebay.com\/blog\/law-firm-marketing-automation\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"What_is_Law_Firm_Marketing_Automation\"><\/span><span style=\"color: #339966;\"><strong>What is Law Firm Marketing Automation?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Law firm marketing automation streamlines tedious tasks like following up with leads, scheduling meetings, launching campaigns, and more. For example, you can set up an <a href=\"https:\/\/www.engagebay.com\/marketing\/autoresponder-emails\">email autoresponder<\/a> to automatically reply to new inquiries in your inbox.&nbsp;<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">That\u2019s not all. It can also track emails, social media posts, and SMS messages. All you need to do is <a href=\"https:\/\/www.engagebay.com\/blog\/customer-journeys-marketing-automation\/\">map your customer journey<\/a>. Most importantly, it leverages the power of <a href=\"https:\/\/www.engagebay.com\/blog\/customer-data-analytics\/\">data analytics<\/a> to discover growth opportunities for your law firm. No mean feat!<\/span><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Benefits_of_Law_Firm_Marketing_Automation\"><\/span><strong><span style=\"color: #339966;\" data-preserver-spaces=\"true\">Benefits of Law Firm Marketing Automation<\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Law firm marketing automation has several advantages for small businesses that want to streamline or scale their operations:<\/span><\/p>\n<ul>\n<li>Improve response time<\/li>\n<li>Personalize your responses<\/li>\n<li>Streamline content strategy and performance<\/li>\n<li>Scale marketing efforts<\/li>\n<\/ul>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">1. Improve response time<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">The sooner you respond to a new inquiry, the better your chances of bagging new businesses. Most law firms have a response time of <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/hennessey.com\/2021-law-firm-responsiveness-study\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">less than 20 minutes<\/span><\/a><span data-preserver-spaces=\"true\">. In all fairness, that\u2019s a tall order for most small law firms. Chances are that by the time you reply, the prospect will have already moved on.&nbsp;<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Marketing automation can close the gap by automating replies to emails and <a href=\"https:\/\/www.engagebay.com\/marketing\/web-forms\">lead forms<\/a>. That sets the stage for deeper communication and understanding of their needs.&nbsp;<\/span><\/p>\n<figure id=\"attachment_49143\" aria-describedby=\"caption-attachment-49143\" style=\"width: 504px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Legal-report-img1.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-49143\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Legal-report-img1.png\" alt=\"Client expectations from law firms\" width=\"504\" height=\"223\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Legal-report-img1.png 1038w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Legal-report-img1-300x133.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Legal-report-img1-1024x453.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Legal-report-img1-768x340.png 768w\" sizes=\"(max-width: 504px) 100vw, 504px\" \/><\/a><figcaption id=\"caption-attachment-49143\" class=\"wp-caption-text\"><em><a href=\"https:\/\/www.slideshare.net\/goClio\/key-insights-from-the-2022-legal-trends-report\">Source<\/a><\/em><\/figcaption><\/figure>\n<p>EngageBay offers a suite of tools to let you automatically send personalized welcome emails based on triggers, ensuring that potential clients are engaged right from the beginning. No more lost leads!<\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">2. Personalize your responses<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">You might have been the first to respond to an incoming query. But if the response was a generic, \u201cThanks for contacting ACME Associates,\u201d you\u2019re not making the impact you could. <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.smartinsights.com\/ecommerce\/web-personalisation\/consumers-personalized-marketing-engagement\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">72% of people<\/span><\/a><span data-preserver-spaces=\"true\">&nbsp;will only respond to messages (that at least look like they were) written for them.&nbsp;<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Ideally, your message should address them by name and briefly allude to their situation. The right automation can help you do this at scale. For example, AI copywriting tools or <a href=\"https:\/\/www.engagebay.com\/blog\/what-is-a-chatbot\/\">chatbots<\/a> can generate remarkably contextual responses to customer queries. They can even perform basic lead qualifications before a lawyer joins the conversation.<\/span><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-5.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-48962\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-5.png\" alt=\"EngageBay campaign personalization\" width=\"500\" height=\"435\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-5.png 916w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-5-300x261.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-5-768x668.png 768w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/p>\n<p>EngageBay lets you segment your contacts using various filters and automations. Using segmented lists, you can send personalized, tailored campaigns with better conversions.&nbsp;<\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">3. Streamline content strategy and performance<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Misaligned content is one major reason for low engagement and poor conversion. If prospects can\u2019t find answers to their questions, they will gravitate away from your website. Tailoring content to <a href=\"https:\/\/www.engagebay.com\/blog\/buyer-persona\/\">different customer personas<\/a> and sales funnel stages takes time and effort.&nbsp;<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Marketing automation can help you discover popular keywords, find gaps in your existing content, and streamline content creation across channels like websites and social media. With detailed <a href=\"https:\/\/www.engagebay.com\/blog\/customer-data-management\/\">customer data<\/a>, behavior analytics, and more, you can choose to promote the products and services that appeal to your audience.&nbsp;<\/span><\/p>\n<p>Automation works best when your content engine is tied to search demand. Consider complementing your workflows with <a href=\"https:\/\/firmpilot.com\/services\/seo\/\" target=\"_blank\" rel=\"noopener\" data-wpel-link=\"internal\">law firm SEO services<\/a> that use AI to surface practice-area keywords, optimize service pages, and scale local GEO targeting. These solutions can audit your website, build location pages, and optimize your Google Business Profile, helping you win more \u201cnear me\u201d searches while your automations capture and nurture those leads. With call tracking and rank monitoring feeding your CRM, your team can double down on what converts and refine drip sequences around high-intent queries.<\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2020\/08\/sales-dashboard-screens.gif\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-24204\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2020\/08\/sales-dashboard-screens.gif\" alt=\"EngageBay sales dashboard\" width=\"499\" height=\"318\"><\/a><\/p>\n<p>EngageBay offers a series of visual dashboards to give you a bird&#8217;s eye view of various key metrics.&nbsp;<\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">4. Scale marketing efforts&nbsp;<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Small law firms find themselves torn between expanding to new target segments or retaining existing clients. Often, they end up doing neither. With marketing automation, you can finally scale both customer acquisition and retention consistently.<\/span><\/p>\n<p>EngageBay offers a suite of marketing tools to help convert leads into paying clients. You can also send <a href=\"https:\/\/www.engagebay.com\/blog\/re-engagement-emails\/\">re-engagement emails<\/a>, upsell and cross-sell, and analyze customer data to retain clients better.&nbsp;<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/law-firm-crm\/\">Read also: A Complete Guide on Law Firm CRM &#8212; Why Every Lawyer Needs One<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_Get_Started_with_Marketing_Automation_at_Your_Law_Firm\"><\/span><span style=\"color: #339966;\"><strong>How to Get Started with Marketing Automation at Your Law Firm<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Law firm marketing automation must be aligned with your overall business goals. Here\u2019s a step-by-step approach to setting up marketing automation:<\/span><\/p>\n<ol>\n<li>Define your objectives<\/li>\n<li>Fine-tune your branding and unique value proposition<\/li>\n<li>Map your workflow<\/li>\n<li>Identify the right marketing automation tools<\/li>\n<\/ol>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">1. Define your objectives<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Let\u2019s say you want to increase the conversion rate by 10%. If most prospects scheduling a meeting fail to show up, you may be attracting the wrong kinds of leads. To get to the root cause, you need to <a href=\"https:\/\/www.engagebay.com\/blog\/positive-online-reviews-for-your-business\/\">choose the right KPIs<\/a> and metrics. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For example: email unsubscribe rates, website bounce rates, and response rates. A high email unsubscribe rate or <a href=\"https:\/\/www.engagebay.com\/blog\/bounce-rates-email-deliverability\/\">bounce rate<\/a> indicates that you need to segment leads better.&nbsp;<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\">2. Fine-tune your branding and unique value proposition<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">More often than not, law firms need help to differentiate themselves in a crowded market. They may need to spell out their niche better.<\/span><\/p>\n<p>This challenge is especially visible in practices dealing with <a href=\"https:\/\/studiopanamaitalia.com\/en\/\" target=\"_blank\" rel=\"noopener\" data-wpel-link=\"internal\">International Legal Services<\/a>, where positioning and audience clarity can easily blur across jurisdictions.<\/p>\n<p><span data-preserver-spaces=\"true\"> That might affect how they communicate their unique value proposition. More importantly, this can affect channel selection and reduce the impact of marketing automation.&nbsp;<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The key to improving your firm\u2019s positioning is to think from the perspective of your target audience. Think about their needs and contrast them with your area of expertise. Then, condense it to a single statement. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For example: an employment lawyer specializing in eligibility assessment for H1B visas.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">3. Map your workflow<\/span><\/strong><\/h3>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_49147\" aria-describedby=\"caption-attachment-49147\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-49147 \" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Legal-report-img2.png\" alt=\"Legal marketing technology revenue impact\" width=\"500\" height=\"293\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Legal-report-img2.png 648w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Legal-report-img2-300x176.png 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><figcaption id=\"caption-attachment-49147\" class=\"wp-caption-text\"><em><a href=\"https:\/\/www.slideshare.net\/goClio\/key-insights-from-the-2022-legal-trends-report\">Source<\/a><\/em><\/figcaption><\/figure>\n<p><span data-preserver-spaces=\"true\">Next, it\u2019s time to <a href=\"https:\/\/www.engagebay.com\/blog\/marketing-workflow-guide\/\">analyze the routine workflows<\/a> and tasks performed by your team daily. Rank those tasks in order of importance and match them to each stage of your <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-sales-funnels\/\">sales funnel<\/a>. This should help you understand the impact. Now, categorize rule-based tasks and those that need human input into two separate categories. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Highlight tasks that usually have the most errors and take time to complete. This process should help you zero in on the tasks to be automated.&nbsp;<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">4. Identify the right marketing automation tools<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Before you buy a marketing automation tool, make sure they have all the right features. For example, the tool should allow for bulk messaging if you plan on sending confirmation and reminder messages on scheduled meetings. Make sure the tool can sync with existing tools like your CRM and calendars.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">List the campaigns you have running by funnel stage and visualize how to <a href=\"https:\/\/www.engagebay.com\/blog\/marketing-automation-implementation-guide\/\">implement the right automation<\/a> in a way that increases both efficiency and effectiveness.<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/positive-online-reviews-for-your-business\/\">Read also: Get Positive Online Reviews For Your Business, Consistently<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Marketing_Automation_Best_Practices_to_Grow_Your_Law_Firm\"><\/span><span style=\"color: #339966;\"><strong>4 Marketing Automation Best Practices to Grow Your Law Firm&nbsp;<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now that you have a plan for setting up marketing automation, here are some best practices worth adapting:<\/p>\n<ol>\n<li>Automate follow-ups<\/li>\n<li>Supplement emails with SMS messaging to increase the open rate<\/li>\n<li>Capture customer interactions across channels in real-time<\/li>\n<li>Use real-time reports to optimize performance<\/li>\n<\/ol>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">1. Automate follow-ups<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">From the moment an inquiry comes in, a typical workflow looks like this \u2013 lead capture, data collection and analysis, <a href=\"https:\/\/www.engagebay.com\/blog\/welcome-email\/\">welcome emails<\/a>, and follow-ups. You might even include hand-off to sales in it. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Marketing automation tools like EngageBay allow you to automate this entire process end-to-end. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Here\u2019s how. Dynamic lead capture forms can request the right information from leads based on their input. <\/span><span data-preserver-spaces=\"true\">They can also sync data directly from multiple channels to your CRM or <a href=\"https:\/\/www.engagebay.com\/blog\/sales-lead-management\/\">lead management system<\/a>. This gives you a complete view of your lead gen efforts in one place. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Next, automatic <a href=\"https:\/\/www.engagebay.com\/blog\/lead-scoring-guide\/\">lead scoring<\/a> can prioritize who to contact first and assign them automatically to your best lawyers. You can choose whether to trigger welcome emails before or after a lead is scored. It all depends on your marketing goals &#8211; engagement or conversion.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The welcome emails should have the right CTAs that spell out your value proposition and contact information. Most tools come with various customizable <a href=\"https:\/\/www.engagebay.com\/marketing\/email-templates\">email templates<\/a> that get the job done.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>2. Supplement emails with SMS messaging to increase open rates<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">If you\u2019ve segmented your audience correctly, you\u2019ll have figured out the client\u2019s exact pain point. This means you can customize your follow-up sequence to address those needs. But you don\u2019t need separate emails for different personas or journey stages. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">With dynamic emails, you can send a broadcast to your entire database but add variable elements like <a href=\"https:\/\/www.engagebay.com\/blog\/best-email-subject-lines\/\">subject lines<\/a> based on behavior patterns and demographic data. You can also run emails in tandem with <a href=\"https:\/\/www.engagebay.com\/marketing\/sms-marketing\">SMS campaigns<\/a> to increase the open and engagement rate. This combination can be used for sending confirmation messages and reminders.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">3. Capture customer interactions across channels in real-time<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Why spend hours sorting and assigning inquiries when you can simply connect all your lead sources to a single database? If you set up rules to tag and categorize incoming messages by source, they\u2019ll even be routed to the correct team member.<\/span><\/p>\n<p>A <a href=\"https:\/\/www.engagebay.com\/marketing\/marketing-automation\">marketing automation software<\/a> collects lead information from various channels, including landing pages, email, web forms, social media, and more.&nbsp;<\/p>\n<p><span data-preserver-spaces=\"true\">You can also use tracking codes for attributing leads to channels like email or website. Lastly, you can set up notifications to alert you each time you receive new leads &#8212; even when you\u2019re on the move!<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">4. Use real-time reports to optimize performance<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Law firm marketers need real-time data to back up their ROI projections when talking to management. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Marketing automation tools come with standard reports and <a href=\"https:\/\/www.engagebay.com\/blog\/sales-dashboards\/\">dashboards<\/a> to simplify the number-crunching. They can pull data on leads generated, conversion rate, channel performance, or customer demand and turn them into charts and graphs. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">This clarifies how to improve what works, change what doesn\u2019t, and brainstorm innovative ideas that could give you an edge over the competition.<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/law-firm-marketing-ideas\/\">Read also: 13 Game-Changing Law Firm Marketing Ideas to Try in 2023<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Top_10_Law_Firm_Marketing_Automation_Tools\"><\/span><span style=\"color: #339966;\"><strong>Top 10 Law Firm Marketing Automation Tools<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Legal marketing automation tools come in all shapes and sizes. Here are the ten best marketing automation tools for law firms:<\/span><\/p>\n<table>\n<tbody>\n<tr style=\"background-color: #f0ebf4;\">\n<td style=\"text-align: center;\"><strong>Law firm marketing automation software<\/strong><\/td>\n<td style=\"text-align: center;\"><strong>Starting price<\/strong><\/td>\n<td style=\"text-align: center;\"><strong>Free plan?<\/strong><\/td>\n<td style=\"text-align: center;\"><strong>G2 rating<\/strong><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Clio Manage<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$39\/month<\/span><\/td>\n<td><span style=\"font-weight: 400;\">No<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4.5<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Law Ruler<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$169\/month<\/span><\/td>\n<td><span style=\"font-weight: 400;\">No<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4.8<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Constant Contact<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$12\/month<\/span><\/td>\n<td><span style=\"font-weight: 400;\">No<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4.0<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">EngageBay<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$14.99\/month<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Yes<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4.6<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">CoSchedule<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$19\/month<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Yes<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4.4<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Keap<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$199\/month<\/span><\/td>\n<td><span style=\"font-weight: 400;\">No<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4.2<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">ActiveCampaign<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$29\/month<\/span><\/td>\n<td><span style=\"font-weight: 400;\">No<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4.5<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Adobe Marketo<\/span><\/td>\n<td><span style=\"font-weight: 400;\">custom-priced<\/span><\/td>\n<td><span style=\"font-weight: 400;\">\u2013<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4.1<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">HubSpot<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$18\/month<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Yes<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4.4<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Zapier<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$19.99\/month<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Yes<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4.5<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3><span style=\"color: #993300;\"><strong>1. Clio Manage&nbsp;<\/strong><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Clio1.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-49148\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Clio1.png\" alt=\"Law firm marketing automation software: Clio Manage\" width=\"501\" height=\"220\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Clio1.png 1297w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Clio1-300x132.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Clio1-1024x449.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Clio1-768x337.png 768w\" sizes=\"(max-width: 501px) 100vw, 501px\" \/><\/a><\/p>\n<p><span data-preserver-spaces=\"true\">Clio Manage is a law firm management and CRM tool, part of the larger Clio case management suite.<\/span><\/p>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Top features<\/span><\/strong><\/h4>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Appointment scheduler:<\/strong> Offers payment gateway integration.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Custom reports:<\/strong> Offers in-depth data for lead pipeline and channel tracking.<\/span><\/li>\n<li><strong>Payments:<\/strong> Provides client-centered billing, flexible payment plans, and more.&nbsp;<\/li>\n<li><strong>Regulatory compliance:<\/strong> Offers financial tools and automation features in compliance with various regulatory standards.&nbsp;<\/li>\n<\/ul>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Pricing<\/span><\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">Clio Manage offers four plans:&nbsp;<\/span><\/p>\n<ul>\n<li><strong>EasyStart:<\/strong> $39\/month<\/li>\n<li><strong>Essentials:<\/strong> $69\/month<\/li>\n<li><strong>Advanced:<\/strong> $99\/month<\/li>\n<li><strong>Complete:<\/strong> $129\/month<\/li>\n<\/ul>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">2. Law Ruler<\/span><\/strong><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Lawruler2.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-49150\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Lawruler2.png\" alt=\"Law firm marketing automation software: Law Ruler\" width=\"501\" height=\"243\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Lawruler2.png 1235w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Lawruler2-300x146.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Lawruler2-1024x497.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Lawruler2-768x372.png 768w\" sizes=\"(max-width: 501px) 100vw, 501px\" \/><\/a><\/p>\n<p><span data-preserver-spaces=\"true\">Law Ruler is a specialized legal CRM offering case management and growth marketing features in one solution.&nbsp;<\/span><\/p>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Top features<\/span><\/strong><\/h4>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Custom filters:<\/strong> Prioritize cases and leads that fit your <a href=\"https:\/\/www.engagebay.com\/blog\/customer-profile\/\">ICP<\/a> (ideal customer profile) more closely than others.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Dashboards:<\/strong> Show key performance metrics and analytics at a glance. Has more than 100 customizable reports.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>360-degree customer profiles:<\/strong> View case history, contact information, and recent interactions.<\/span><\/li>\n<\/ul>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Pricing<\/span><\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">Law Ruler offers three plans: <\/span><\/p>\n<ul>\n<li><strong>Pro:<\/strong> $169\/month<\/li>\n<li><strong>Premium:<\/strong> $212\/month<\/li>\n<li><strong>Enterprise:<\/strong> Custom-priced<\/li>\n<\/ul>\n<h3><span style=\"color: #993300;\"><strong>3. Constant Contact<\/strong><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/CC3.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-49152\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/CC3.png\" alt=\"Law firm marketing automation software: Constant Contact \" width=\"501\" height=\"216\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/CC3.png 1333w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/CC3-300x129.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/CC3-1024x442.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/CC3-768x331.png 768w\" sizes=\"(max-width: 501px) 100vw, 501px\" \/><\/a><\/p>\n<p><span data-preserver-spaces=\"true\">Constant Contact offers lead gen and <a href=\"https:\/\/www.engagebay.com\/blog\/crm-functionality\/\">CRM features<\/a> in addition to its core email marketing capabilities.&nbsp;<\/span><\/p>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Features<\/span><\/strong><\/h4>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Email marketing:<\/strong> Leverage AI content generator to write and optimize high-converting subject lines and offers. Has a drag-and-drop editor for customizing email layout and design.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>CRM:<\/strong> Allows you to score leads and track lead progression across the <a href=\"https:\/\/www.engagebay.com\/blog\/lead-funnels\/\">funnel<\/a>.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>SMS marketing:<\/strong> Run multi-channel marketing campaigns via SMS, email, and social media and track performance.<\/span><\/li>\n<\/ul>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Pricing<\/span><\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">Constant Contact offers three plans:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong> Lite:<\/strong> $12\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Standard:<\/strong> $35\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Premium:<\/strong> $80\/month<\/span><\/li>\n<\/ul>\n<h3><span style=\"color: #993300;\"><strong>4. EngageBay<\/strong><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/engagebay.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-47365\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/engagebay.png\" alt=\"Law firm marketing automation software: EngageBay\" width=\"501\" height=\"226\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/engagebay.png 2596w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/engagebay-300x135.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/engagebay-1024x462.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/engagebay-768x346.png 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/engagebay-1536x692.png 1536w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/engagebay-2048x923.png 2048w\" sizes=\"(max-width: 501px) 100vw, 501px\" \/><\/a><\/p>\n<p><span data-preserver-spaces=\"true\"><a href=\"https:\/\/www.engagebay.com\/\">EngageBay<\/a> is an all-in-one CRM, sales, and marketing automation platform with competitive pricing.<\/span><\/p>\n<h4><span style=\"color: #666699;\"><strong>Features<\/strong><\/span><\/h4>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Lead management:<\/strong> seamless workflows for capturing, scoring, and <a href=\"https:\/\/www.engagebay.com\/blog\/marketing-qualified-leads\/\">qualifying leads<\/a>.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Reporting and analytics:<\/strong> Custom reports on campaign performance and real-time dashboards for quick decision-making.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Campaign management:<\/strong> Segment and target audiences across multiple channels and drive them to conversion.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Email marketing:<\/strong> Streamline <a href=\"https:\/\/www.engagebay.com\/blog\/10-ways-crm-can-help-create-better-email-campaigns\/\">email campaigns<\/a> with built-in templates, list management, and A\/B testing features.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Email deliverability:<\/strong> Verify email inboxing, track bounce rate and unsubscribes, and create suppression lists.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Dynamic landing pages:<\/strong> Personalize <a href=\"https:\/\/www.engagebay.com\/marketing\/landing-pages\">landing pages<\/a> for specific customer personas and drive conversions.<\/span><\/li>\n<\/ul>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Pricing<\/span><\/strong><\/h4>\n<p>EngageBay offers four plans:&nbsp;<\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Free:<\/strong> $0\/month (free forever)<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Basic:<\/strong> $14.99 per user\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Growth:<\/strong> $49.99 per user\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Pro:<\/strong> $99.99 per user\/month<\/span><\/li>\n<\/ul>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">5. CoSchedule<\/span><\/strong><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Img5.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-49157\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Img5.png\" alt=\"Law firm marketing automation software: CoSchedule\" width=\"502\" height=\"225\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Img5.png 1341w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Img5-300x134.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Img5-1024x459.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Img5-768x344.png 768w\" sizes=\"(max-width: 502px) 100vw, 502px\" \/><\/a><\/p>\n<p><span data-preserver-spaces=\"true\">CoSchedule may be a content management tool, but it also offers additional marketing automation capabilities.<\/span><\/p>\n<h4><span style=\"color: #666699;\"><strong>Features<\/strong><\/span><\/h4>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Content calendar:<\/strong> View the status of all active campaigns in real-time, optimize, and move them toward completion.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Asset organizer:<\/strong> This lets you tag, store, and manage creative assets and ensure compliance with brand guidelines.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Automated workflows:<\/strong> Create custom workflows with role-based user permissions and approval stages.<\/span><\/li>\n<\/ul>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Pricing<\/span><\/strong><\/h4>\n<p>CoSchedule offers four plans:&nbsp;<\/p>\n<ul>\n<li><strong>Free:<\/strong> $0\/month<\/li>\n<li><strong>Social Calendar:<\/strong> $19\/month<\/li>\n<li><strong>Content Calendar:<\/strong> custom-priced<\/li>\n<li><strong>Marketing Suite:<\/strong> custom-priced<\/li>\n<\/ul>\n<h3><span style=\"color: #993300;\"><strong>6. Keap<\/strong><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img6.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-49161\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img6.png\" alt=\"Law firm marketing automation software: Keap\" width=\"501\" height=\"230\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img6.png 1354w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img6-300x138.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img6-1024x470.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img6-768x353.png 768w\" sizes=\"(max-width: 501px) 100vw, 501px\" \/><\/a><\/p>\n<p><span data-preserver-spaces=\"true\">Keap is an <a href=\"https:\/\/www.engagebay.com\/products\/crm\">all-in-one CRM<\/a> system with sales and marketing features for small businesses.<\/span><\/p>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Features<\/span><\/strong><\/h4>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Contact management:<\/strong> Segment contacts for running targeted campaigns at different <a href=\"https:\/\/www.engagebay.com\/blog\/sales-pipeline-stages\/\">funnel stages<\/a>.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Automated notifications:<\/strong> Send automatic confirmation and reminder messages to clients scheduling meetings.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Email marketing:<\/strong> Optimize email content and timings based on engagement data.<\/span><\/li>\n<\/ul>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Pricing<\/span><\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">Keap offers three plans: <\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Pro:<\/strong> $199\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Max:<\/strong> $289\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Max Classic:<\/strong> Pricing available on request<\/span><\/li>\n<\/ul>\n<h3><span style=\"color: #993300;\"><strong>7. ActiveCampaign<\/strong><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img7.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-49162\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img7.png\" alt=\"Law firm marketing automation software: ActiveCampaign\" width=\"500\" height=\"238\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img7.png 1305w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img7-300x143.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img7-1024x487.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img7-768x365.png 768w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/p>\n<p><span data-preserver-spaces=\"true\">Active Campaign offers email, text, and social media automation plus CRM functions.<\/span><\/p>\n<h4><span style=\"color: #666699;\"><strong>Features<\/strong><\/span><\/h4>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Message optimization:<\/strong> Map conversations by customer journey stage and customer persona. The conversation maps can then be used for optimizing chatbot, SMS, and <a href=\"https:\/\/www.engagebay.com\/service\/free-live-chat-software\">live chat<\/a> functions.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Social listening:<\/strong> Monitor brand conversations across <a href=\"https:\/\/www.engagebay.com\/blog\/omnichannel-marketing-examples\/\">multiple channels<\/a> and set up trigger campaigns for lead nurturing and conversion.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Advanced targeting:<\/strong> Leverage customer profile data and social conversations to refine campaign targeting.<\/span><\/li>\n<\/ul>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Pricing<\/span><\/strong><\/h4>\n<p>ActiveCampaign offers four plans:&nbsp;<\/p>\n<ul>\n<li><strong>Lite:<\/strong> $29\/month<\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Plus:<\/strong> $49\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Professional:<\/strong> $149\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Enterprise:<\/strong> Available on request<\/span><\/li>\n<\/ul>\n<h3><span style=\"color: #993300;\"><strong>8. Adobe Marketo<\/strong><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img8.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-49163\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img8.png\" alt=\"Law firm marketing automation software: Marketo\" width=\"501\" height=\"256\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img8.png 1179w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img8-300x153.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img8-1024x524.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img8-768x393.png 768w\" sizes=\"(max-width: 501px) 100vw, 501px\" \/><\/a><\/p>\n<p><span data-preserver-spaces=\"true\">Adobe Marketo is another option if you\u2019re looking for an end-to-end marketing automation platform. Keep in mind that Adobe caters to enterprises, and may not suit small businesses.&nbsp;<\/span><\/p>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Features<\/span><\/strong><\/h4>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Revenue planning:<\/strong> Use predictive analytics to estimate campaign ROI and plan a budget based on it.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Customer journey analytics:<\/strong> Analyze customer actions across funnel stages. Ideal for measuring <a href=\"https:\/\/www.engagebay.com\/blog\/account-based-marketing-vs-marketing-automation\/\">account-based marketing<\/a> (ABM) campaigns.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Website personalization:<\/strong> Use the built-in dynamic content engine that adapts promotions and CTAs to suit specific audiences based on pre-defined criteria.&nbsp;<\/span><\/li>\n<\/ul>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Pricing<\/span><\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">Available on request.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>9. Hubspot Marketing Hub<\/strong><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img9.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-49164\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img9.png\" alt=\"Law firm marketing automation software: Hubspot\" width=\"498\" height=\"273\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img9.png 1141w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img9-300x164.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img9-1024x561.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img9-768x421.png 768w\" sizes=\"(max-width: 498px) 100vw, 498px\" \/><\/a><\/p>\n<p><span data-preserver-spaces=\"true\">Hubspot offers CRM, <a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing\">email marketing<\/a>, lead management, and other marketing automation capabilities in one comprehensive package.<\/span><\/p>\n<h4><span style=\"color: #666699;\"><strong>Features<\/strong><\/span><\/h4>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Lead management:<\/strong> Rank leads based on their demand and behavior patterns and prioritize follow-ups.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Automation:<\/strong> Set up automated welcome and <a href=\"https:\/\/www.engagebay.com\/marketing\/email-sequences\">follow-up email sequences<\/a> to educate and convert leads into meetings.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Lead-gen forms:<\/strong> Use lead forms to streamline lead capture and sync it to CRM and other lead management tools.<\/span><\/li>\n<\/ul>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Pricing<\/span><\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">HubSpot offers four plans: <\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Free:<\/strong> $0\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Marketing Hub Starter<\/strong>: $18\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Marketing Hub Professional:<\/strong> $800\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong> Marketing Hub Enterprise:<\/strong> $3,600\/month<\/span><\/li>\n<\/ul>\n<h3><span style=\"color: #993300;\"><strong>10. Zapier<\/strong><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img10.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-49165\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img10.png\" alt=\"Law firm marketing automation software: Zapier\" width=\"500\" height=\"246\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img10.png 1291w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img10-300x148.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img10-1024x504.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/img10-768x378.png 768w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/p>\n<p><span data-preserver-spaces=\"true\">Zapier is a <a href=\"https:\/\/www.engagebay.com\/blog\/workflow-automation-explained\/\">workflow automation<\/a> toolkit that lets you connect various business apps within minutes \u2013 without any coding required.<\/span><\/p>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Features<\/span><\/strong><\/h4>\n<ul>\n<li><strong>UI:<\/strong> Visual interface for developing integration logic for connecting one or more apps<\/li>\n<li><strong>Integrations:<\/strong> Comes with a library of ready-to-use connectors (code that allows apps to talk to each other), and templates<\/li>\n<li><span style=\"font-size: 16px;\"><strong>Customization:<\/strong> Create custom connectors using Zapier\u2019s built-in toolkit<\/span><\/li>\n<\/ul>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Pricing<\/span><\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\"> Zapier offers four plans: <\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\"><strong>Free:<\/strong> $0\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong> Starter:<\/strong> $19.99\/month <\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>Professional:<\/strong> $49\/month<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong> Team:<\/strong> $399\/month<\/span><\/li>\n<\/ul>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/marketing-automation-use-cases\/\">Read also: Marketing Automation Use Cases &amp; Examples [101]<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Law_Firm_Marketing_Automation_Software_Dedicated_vs_Generic\"><\/span><span style=\"color: #339966;\"><strong>Law Firm Marketing Automation Software: Dedicated vs Generic<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Notice some of the tools listed above are designed from the ground up for law firm marketing. The rest can be used by any industry or niche. How do you decide which to choose? Here are some points to consider:<\/span><\/p>\n<table>\n<tbody>\n<tr style=\"background-color: #f0ebf4;\">\n<td style=\"text-align: center;\"><strong>Criteria<\/strong><\/td>\n<td style=\"text-align: center;\"><strong>Generic marketing automation software<\/strong><\/td>\n<td style=\"text-align: center;\"><strong>Dedicated law firm marketing automation software<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Cost<\/strong><\/td>\n<td><span style=\"font-weight: 400;\">Typically more cost-effective as they cater to a wider range of industries and niches.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Generally more expensive as they are specialized for the legal industry.<\/span><\/td>\n<\/tr>\n<tr>\n<td><strong>Scalability and Integration<\/strong><\/td>\n<td><span style=\"font-weight: 400;\">May offer a broad range of third-party integrations, making it versatile and adaptable to different business needs.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Integration options might be limited to legal-specific tools and platforms, potentially requiring custom development for unique integrations.<\/span><\/td>\n<\/tr>\n<tr>\n<td><strong>Integrated CRM<\/strong><\/td>\n<td><span style=\"font-weight: 400;\">Often relies on third-party CRM solutions for specific functionalities.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Frequently includes built-in CRM features tailored to the legal industry, allowing better management of client relationships and leads.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3><span style=\"color: #993300;\"><strong>Cost<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Generally, specialized legal marketing tools cost more than all-purpose marketing automation software. If you\u2019re looking for a good mix of features and value, consider opting for the latter.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>Scalability and integration support<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\"> As your practice grows, you must integrate new technologies into your workflows. Choose a product that offers a wide range of third-party integrations and is easy to customize.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">Integrated CRM<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\"> If you have a growing list of contacts (email\/<a href=\"https:\/\/www.engagebay.com\/blog\/cold-calling-tips\/\">cold calling<\/a>), you will need a CRM solution sooner rather than later. A marketing automation platform with its own CRM (plus sales or customer service modules) could be a better option in the long run.<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/law-firm-crm-guide\/\">Read also: Law Firm CRM: Why Every Lawyer Needs One? The Complete Guide<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><span style=\"color: #339966;\"><strong>Conclusion<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Small law firms can adapt and change faster than their larger counterparts. With law firm marketing automation, you can accentuate your advantages and deliver personalized, value-added services to clients. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">EngageBay is designed as a flexible toolkit that can be adapted to the unique needs of your legal practice while keeping costs low. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">If you want to know more, get a <a href=\"https:\/\/meetings.engagebay.com\/book-demo\">free tour of our product<\/a>!<\/span><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_6268678992035840' data-id='6268678992035840'><\/div>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s a vicious cycle. Lawyers at small firms spend&nbsp;40% of their time on administrative tasks rather than client work. Tasks [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":49972,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[61],"tags":[8857,30,52],"class_list":["post-49116","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-automation","tag-law-firm-marketing-automation","tag-marketing","tag-marketing-automation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.3 (Yoast SEO v25.3.1) - 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