DRIVING GROWTH FOR THOMSON REUTERS’ SMALL LAW ATTORNEYS

The Ask

Thomson Reuters, a global leader in professional services and legal solutions, sought to expand its reach to a new subsegment of small law attorneys within the educational law space.

To achieve this, we aimed to:

Drive more qualified leads.
Accelerate lead progression through the sales funnel.
Retain customers long-term.
Turn satisfied customers into brand advocates.

The targeted audience represented a niche within the broader small law attorney market, requiring a highly tailored marketing approach. Thomson Reuters faced challenges in identifying the unique needs of this audience, effectively engaging them throughout the buyer’s journey, and building lasting relationships that would drive advocacy.

Our 5 step Solution

To help Thomson Reuters achieve their goals, we implemented a comprehensive strategy comprising five key components:

1. Lead Scoring Aligned to the Sales Funnel

We developed a lead scoring model to evaluate prospects based on engagement, behavior, and demographic alignment with the new subsegment. This allowed sales teams to focus on the most promising leads and tailor outreach based on their stage in the sales funnel.

2. Audience Personas

Through extensive research, we created detailed personas to represent key decision-makers in the targeted subsegment. Each persona included insights into their challenges, motivations, and preferred communication styles, serving as a guide for personalized marketing and sales efforts.

3. Buyer’s Journey Definition

We mapped the complete buyer’s journey, identifying distinct touchpoints in the Awareness, Consideration, Decision, and Retention phases. This framework ensured all marketing and sales activities addressed the specific needs and questions of prospects at each stage.

4. Nurture Maps and Messaging

To move leads efficiently through the funnel, we designed nurture maps that provided tailored content and messaging for every stage of the buyer’s journey. Examples included:

Awareness Stage: Educational content such as whitepapers and blog posts.
Consideration Stage: Comparison guides and webinars.
Decision Stage: Case studies and testimonials.
Retention and Advocacy: Exclusive offers, loyalty programs, and customer success stories.

5. Comprehensive Marketing Automation Framework

We implemented a marketing automation map to streamline customer engagement and drive consistent communication.

Key features included:

Triggered email sequences based on lead behavior.
Real-time tracking of lead engagement for dynamic adjustments to campaigns.
Post-sale workflows designed to retain customers and nurture advocacy.

The Results

By combining audience insights, personalized engagement, and advanced automation, we helped Thomson Reuters successfully enter a new market segment, achieving measurable growth and stronger customer relationships. This approach not only increased sales but also established a foundation for long-term success through retention and advocacy.