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<b><i>Marketing Tech</i></b>: Driving the Engagement Marketing Process With Technology

By Lisa Flynn

It is a commonly held belief that marketing is a combination of art and science, although the two have never been equal. The art side held the driver's seat until a few years ago, when technology sparked a revolution that changed everything ' and now science is gobbling up most of the equation to shine. This shift provides marketers the ability to do more with less ' and better yet, prove that they are driving revenue. This article outlines the engagement marketing process, including my favorite: how technology is driving each step.

Engagement marketing (aka: content marketing) is exactly as it sounds ' a form of marketing where the objective is to engage your target by becoming a resource for them. It paves the way for business development by creating opportunities to reach out to clients or prospects with relevant information. And, since most lawyers aren't comfortable with a “salesy” approach, engagement marketing positions you as a trusted adviser rather than a salesperson constantly “checking in.”

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