Morgan Cole Solicitors see a return on investment within a month

"I have been impressed with the ease at which the Trovus solution has allowed us to gain new business for us. The return on investment came within one month when we had our first course booking as a direct result of my team managing the opportunity in a more informed manner. I have no doubt that Trovus will continue to make a huge difference to our marketing of our training courses. " 

Ian Emery, Business Development Manager.

Background

Morgan Cole LLP is a large national law firm providing a range of legal services to public sector organisations and businesses in a wide range of industries. 

Business Challenge

Morgan Cole conducted a marketing lead generation campaign to deliver new clients for a specific service offering. The fully integrated campaign utilised a wide mix of marketing channels including:

• a dedicated website
• search engine optimisation (SEO)
• "pay-per-click" advertising
• e-marketing 
• direct mailing 

Solution

Trovus helped Morgan Cole accelerate its sales cycle by uncovering hidden opportunities and improving conversation rates. A number of key processes were developed including:

Business development 

• Track companies visiting the website on a daily, weekly and monthly basis
• Understand potential clients’ level of engagement with Morgan Cole’s service offerings
• Visibility on which services are of most interest
• Categorise organisations by their level of engagement
• Prioritise companies for follow ups with a sequence of marketing activities and identify quick wins and long term opportunities

Marketing efficiency 

By creating a number of specific marketing insight reports, Trovus helped Morgan Cole:

• Understand which website content did and didn’t work
• Create a clear picture of which services were of interest
• Focus their SEO strategy on keywords that attracted the right companies
• Fine tune their PPC budget to focus on keywords that attracted the right companies
• Focus their direct mail and e-marketing campaigns on companies that showed real potential interest in their services

Client cross selling 

Identifying cross selling opportunities is crucial for Morgan Cole’s Partners. Trovus allowed its Partners:

• To receive automated alerts of their clients and prospects when they visited particular pages
• Identify cross selling opportunities by showing which pages the companies looked at
• Integrate data with their in-house CRM, Interaction, allowing any of the 375 lawyers within the firm to know when a contact of theirs (a person or a business) had visited the site or made an enquiry following a visit

Results

• Deliver the return on investment within a month
• Increased inquiries per month
• Improve marketing efficiency
• Helping sales and marketing work closer together
• Demonstrate the necessity and the value of targeted business development and marketing campaigns
• Help marketing and business development teams demonstrate real added value of their work within the firm 

To find out more, speak to the Trovus team http://www.trovus.co.uk/contact 

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