Interview with Olivia Reed – Marketing Executive Enable Business Solutions
Since its launch in September 2013, PitchPerfect has been transforming the way law firms create new business proposals and pitch documents, and has been adopted by a range of international law firms in the UK, US, Europe, Australia and the Middle East. PitchPerfect enables law firms to produce fully branded, design-quality documents created in Microsoft Word and PowerPoint, with the flexibility and ease-of-use of any other document.
Our team is made up of IT, Legal Industry and Marketing experts with decades of experience in developing innovative business solutions to the professional service industry. This week we spoke to Enable’s Marketing Executive Olivia Reed, about the future of marketing in the legal sector and her unique insight on the strength of the PitchPerfect product.
1. What are your thoughts on the future of marketing within the legal sector?
Marketing will take a bigger focus on lead nurturing and relationship management, simply relying on the expectation that existing clients will just come back to you isn’t an option anymore. Backing this up with a stronger internet presence, presenting the company and ‘making it human’. Society is focused on becoming green, so it is important to show that we as a company are doing our part and considered highly socially responsible.
2. What makes you passionate about your work at Enable?
I love seeing a firm realise their wants and needs for our products and then witness the satisfaction when the software has been implemented. The feedback we get is always positive and people can see a huge difference in the way they work. Another passion would be the planning and executing of events; seeing them run so smoothly and being able to talk to people and seeing their reactions when we show them how simple but effective PitchPerfect is. We are always getting ‘oohs’, ‘ahhs’ and ‘wow!’.
3. How do you feel PitchPerfect is shaping the legal marketing sector?
PitchPerfect is definitely a game changer in the legal marketing sector. The Software is an add-in in Word or PowerPoint meaning people already know how to use the software. Problems are minimised with formatting and enables consistent branding and the most up-to-date data is always being used. They’re no annoying wizards or paperclips to overcome and content can be added, removed or changed once inserted into the proposal like any normal text inside a Word or PowerPoint document.
4. In your opinion what are the benefits PitchPerfect possess to ensure the quality of work is achieved?
Enable’s Pitch Management report conducted by Dominic Carmen on "Pitching to win", gathered feedback from 46 of the top 100 UK law firms. We saw that 70% of the people surveyed reiterate that each pitch document should be unique. PitchPerfect ensures that nothing below par will get sent out to prospects, first drafts are made in a fraction for the time which allows you to focus on the finer details. Not only does PitchPerfect save time, but it also ensures quality throughout by always having the most up-to-date data pulled into the templates and consistent branding (without the worry of formatting issues).
5. What drew you to the marketing sector and Enable?
The ability to stay creative within my work pulled me into marketing, along with the ability to explore new avenues such as event management. Enable was "one to watch" in the legal technology space when joining over 3 years ago. Being a start-up, the possibilities were endless. Seeing the company grow and develop was an exciting prospect and the list of happy client’s ever-growing.
6. From a marketing perspective, what are your top 5 tips to include in a legal presentation?
My top 5 tips to include in a legal presentation would be as follows:
Make sure your presentation is targeting the specific needs of the client’s/audience. I have seen many people go off on a ramble and lose the interest of their audience. Keep points specific and always bring it back round to the overall topic.
List the key points, keep them clear and concise so people are aware of how the presentation will run.
White space is underrated, if there is too much going on in the presentation people will be spending more time on the screen rather than listening to you.
Just listening and reading a presentation can be dull and result in people turning off. Simply making sure that you are using a variety of media within your presentation can boost engagement.
The last but not the least, branding. Consistent branding throughout a presentation allows people to recognise you in the future just from logos, fonts or colours.
7. When attending business presentations what is the first thing you notice?
Branding is what stands out most to me. This can tell a person a lot on how they wish to be portrayed and what they do and what they are about. I always see how they follow through with the branding, any freebies or items to take away help people remember who they are later.
8. How relevant do you feel social media is within the legal sector?
Social Media within law firms is a growing trend, many more companies are beginning to utilise social media. It allows them to expand their reach to a much wider audience with no extra cost. Social Media platforms like LinkedIn and Twitter also give law firms the ability to talk directly with their prospects and clients; understanding them and get a better picture of their target audience through data.
9. From a legal tech perspective, who are your favourite account to follow to keep up to date with legal tech news and gain inspiration?
There are several accounts that I like to keep up with; LegalIT Insider being one with leading legal tech news. They always have the latest story whether it's a merger or exclusive interviews. Another account would be LSN always giving updating on the legal business services community.
10. What would you consider to be PitchPerfect’s most beneficial feature?
PitchPerfect hosts so many beneficial features but the one that stands out most to me would be PitchTracker. The ability to customise how users track and analyse active and historic pitches, along with being able to strategically review performance and profitability to help determine the likelihood of success. All of which is displayed using PowerBi in visual charts and graphs.
With this, the user can gain a better understanding of areas to adapt for best practice to help improve pitch positioning. Analyse win rates by region, sector or fee earner.
Just for fun
1. What is your favourite country to visit?
Amsterdam is definitely at the top of my list. With art galleries galore; including my favourite Moco Museum featuring Banksy, relaxing down the canals and Europe’s tallest swing!
2. What do you do outside of the office for fun?
Sketch. I love to keep creative. Especially in summer, you’ll find me in local parks drawing and taking photos.
3. What is your favourite restaurant?
Spice Lodge in Cheltenham. The bold mix of Thai and Indian the flavours stand out for sure!
The product was designed to save law firms time, money and alleviate stress. With legal marketing and business development constantly evolving and the competition increasing it is essential for firms to stand out from their competitors by ensuring their pitch documentation is of high standard, professional, consistent and engaging. It is also vital that the presentation portrays your firm's brand, tone of voice and objectives.