THE EMERGING ROLE OF THE MARKETING TECHNOLOGIST IN LAW FIRMS: Three seasoned marketing technologists weigh in on the digital marketing landscape and their evolving roles.

• Author: Madarang, Jacqueline
• Position: Cover story

There is no doubt that the digital age has changed not only our daily lives but also the way we conduct business. Think back to when you had to look something up 10 years ago and how you do it now. Digital tools such as email, social media, mobile apps and the Web have become extremely effective communication channels. Driven by the rapid change of technology, many law firms are seeing the need for a special kind of role that can bridge the gap between marketing and IT--a hybrid that is part strategist, part creative and part technologist: a marketing technologist.

So, What Is a Marketing Technologist?

At last year's LMA Tech Conference West in San Francisco, Allen Matkins' Chief Marketing and Client Services Officer Adam Stock gave a keynote speech on essential technologies for law firm marketers, during which he touched on the role of a chief marketing technologist. A Gartner survey in 2014 reported 81 percent of big firms have reported to have someone in this role (titles may vary, but functions are essentially the same).

According to Stock: "Marketing success will more tightly be coupled with mastering technology." This is where we come in as marketing technologists. We understand and take full advantage of the latest technology, while still possessing the requisite marketing acumen. We are familiar with both marketing techniques and technical applications, including website design and development, marketing software and applications, email marketing and automation tools, CRM, social and mobile platforms, data and analytics, digital branding, content marketing, and of course, big data.

We are seen as strategists, architects, technologists, innovators and creatives. We develop marketing technology strategies that align with the firm's business development goals, work directly as liaisons with IT, and evaluate and choose marketing technology providers that align with the firm's business development objectives.

In many ways, we have helped marketing teams gain independence from IT and external resources or vendors, making marketing departments more tech-savvy and independent.

Playing Nice in the Sandbox with IT

Bridging the divide between IT and marketing has not always been easy. Cross-functional integration between these two groups increases efficiencies, and by breaking down barriers, we are able to communicate seamlessly and work collaboratively.

As marketers, we know that technology is the key to effective marketing programs. For...