ALM Forms New Marketing Services Team to Offer Full Suite of Legal Marketing Solutions to Clients
New York, NY, May 24, 2012—ALM, a leading provider of news and business information to the legal and real estate industries, today announced the formation of a new Marketing Services team that will work with clients to plan, execute and measure a comprehensive legal marketing campaign to better achieve their business goals.
The objective of the new team is to deliver greater return on investment for clients by offering a full suite of marketing services from a single source, reducing the need to engage with multiple vendors to acquire new leads and build customer relationships. The team will meet with clients to assess their overall marketing goals, then customize a package of services – including market research, national and regional advertising, live events, Webcasts, email marketing, advertorials, and other ALM offerings – in order to build a turnkey marketing campaign, and finally to provide lead management and measure campaign results.
Heading up this new team for ALM is Eric Biener, who joined the company last month as director of marketing services. In his new role, Biener will be responsible for business development and overseeing the development of integrated marketing services packages for ALM clients. Biener came to ALM from Ziff Davis Enterprise, where he served as vice president of strategic accounts and focused on business development for integrated multimedia programs including print, online, mobile, tablet, Webcasts and live events. Previously, he headed up strategic account business for InXpo, Nielsen, United Virtualities and the National Basketball Association.
“Our clients in the legal services industry are moving away from ad hoc marketing investments and moving toward sustainable relationship marketing strategies that will help them better achieve their overall business goals,” said Kevin Vermeulen, senior vice president at ALM. “The ability to deliver end-to-end marketing campaigns that are created with clients across all stages of the marketing process – from planning to execution to post-campaign follow-up – is the future of our industry. Eric is the ideal person to head up this new group and I look forward to his contributions at ALM.”
According to Vermeulen, the new ALM Marketing Services team will incorporate customized solutions in a four-step consultative approach:
• Research and Market Intelligence
• Content Services
• Program Execution
• Lead Management
“ALM is the dominant franchise in the legal information business, with a reputation for delivering must-have information, news and reference content,” said Biener. “We have a unique opportunity to leverage this content and our multiple industry platforms in order to present clients with a stable of marketing options for them. We’ll then work with them to package together the offerings that make the most sense for their specific marketing needs, collaborate with them on executing those programs, and then provide them with the necessary lead management tools to conduct ‘closed-loop’ marketing for interaction with their customers.”