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RubyLawStack.com is a complimentary resource, provided by RubyLaw, a leader in
Content Lifecycle Management (CLM) and legal marketing technology, for legal
marketers and business developers. 

The purpose of RubyLawStack.com is to give marketing and growth specialists an
outlet to find additional information, relevant thought capital, and
support—particularly in the area legal marketing technology. In today's market,
keeping updated and abreast of the latest options, emerging trends, and
preferred solutions is a full time job. To alleviate some of the strains, we
have compiled materials that we have prepared to benefit marketers at firms of
all sizes.

We welcome your presence, and your feedback, as we develop this project further.
Please reach us with any questions or comments, and thank you for visiting
RubyLawStack.com!


ABOUT

For more than 10 years, RubyLaw has brought cutting-edge legal marketing
technology and award-winning innovations to law firms everywhere.

This includes the RubyLaw Content Lifecycle Management (CLM) platform, and its
component modules RubyLaw Content, which powers websites; RubyLaw Experience,
which manages experience data; RubyLaw Proposals, which curates and automates
marketing documents; and RubyLaw Integrity, which ensures the integrity of
digital content. It also encompasses RubyShield, our secure hosting and support
offering which was Legalweek's 2021 Winner for Data & Cybersecurity.

At the same time, we have pioneered and developed critical insights and research
initiatives to carry the legal sector forward. Some of these efforts have been
conducted in concert with important organizations like the Legal Marketing
Association (LMA), and many have been published by leaders and media outlets
like International Legal Technology Association (ILTA) and ALM. Others have been
conducted independently and in partnership with other legal services providers
and industry experts. RubyLawStack.com is a resource to showcase the content
that is of the highest-impact, and the most relevant, beneficial, and current.

Specifically, this resource includes:

 * Map Your Stack, a tool to generate a custom blueprint of your firm's legal
   marketing tech stack
 * The 2022 Legal Marketing Technology Study, a report that presents the
   findings from our annual research study focused on gaps and opportunities for
   law firms in how, why, and which software they use to market themselves
 * Stack Ranking, Part 1, the first in our two-part webinar series on the
   initial findings of our 2022 study
 * Stack Ranking, Part 2, the second in our two-part webinar series, which
   includes special insights from three experts in legal marketing (both
   in-house and external)
 * RubyLaw Legal Marketing Tech Stack Blueprint, a visualization of the
   prevailing systems and solutions utilized by legal marketers and business
   developers, segmented by revenue
 * Platforms, Not Platitudes, an insights webinar presenting the findings from
   the 2021 Legal Marketing Technology Study
 * The 2021 Legal Marketing Technology Study, our 2021 report presenting the
   findings from our annual research study, as published in ILTA's Peer to Peer
   magazine

If you have any questions about this resource, the thought capital shared, or
what RubyLaw CLM can do for your firm, please contact us!

 


MAP YOUR STACK

Map Your Stack is on ongoing initiative and complimentary service that enables
law firms, and members of their Marketing, Business Development, Knowledge
Management, and IT teams to visualize the systems and tools currently deployed
by their organizations. 

Building on the existing RubyLaw Marketing Technology Stack Blueprint efforts,
which present and organize the prevailing software solutions by category from
across the legal sector, Map Your Stack offers individuals at law firms a chance
to have a digital copy of their team's respective martech stack.

You may be wondering, "What would this look like?" Here is a visualization of a
sample stack.

You may also be wondering, "How might we use this?" The most common application
of the blueprint is to see, in organized fashion, which systems and tools are
currently in use at your firm. This helpful reference can then be shared with
colleagues internally when discussions about existing pain points and future
opportunities arise. More, combined with the RubyLaw Marketing Technology Stack
Blueprint, within which you can find a blank version of the blueprint, your team
can map out an aspirational martech stack, i.e., filled with the systems and
tools that you intend to adopt in the coming 12-24 months. 

If you have other ideas about how to use it and/or improve it, please let us
know!

To receive your copy, please complete a brief questionnaire about your current
martech stack (or click the button below). We'll send back a PDF of your firm's
legal marketing technology ecosystem within a few days.



 


READ THE REPORT

As law firms continue to modernize, legal marketers and business developers, in
turn, are becoming increasingly reliant on technology. However, the time
required to gain awareness, make intelligent purchasing decisions about systems,
successfully roll out and adopt software, and use it to achieve competitive
gains is as considerable as the amount required to perform general marketing and
business development activities.

This constraint poses a unique dilemma: When and how can legal marketers manage
their education  about the landscape of marketing technology while also
performing their core job functions?

The 2022 Legal Marketing Technology Study aims to bridge the divide by providing
law firms with a convenient, accurate resource to serve as a guide, cheat sheet,
and visual reference point. It allows firms to assess the prevailing systems and
tools used by legal marketers at firms of all sizes.

As the sector’s leading Content Lifecycle Management (CLM) platform and a
solution that powers websites, automates proposal document creation, and manages
experience content, RubyLaw has a unique perspective and vested interest in
understanding how to best support law firms and their dependence on technology
to go to market. Our interest has only increased as we launched RubyLaw Express,
a streamlined version of RubyLaw tailored for growth-minded firms with limited
budgets, taking smaller teams’ needs and aspirations into greater account.

We invite you to read to complete report, which distills our findings down to
three key insights, and provides the data behind our perspectives—as well as the
inputs for this year's RubyLaw Marketing Technology Stack Blueprint. You can
also check out an excerpt, which was published in the LMA's Strategies &
Voices. 

Review a copy of The 2022 Legal Marketing Technology Study, or click the button
below.



 


VIEW THE WEBINAR SERIES

In addition to our report, we produced two high-impact webinars revealing our
key findings from The 2022 Legal Marketing Technology Study. The first,
conducted on July 14, 2022, covered the initial findings; the second, held on
September 30, 2022, took a deeper dive and included perspectives from three
legal marketing experts, as well as Jaron Rubenstein, President & Founder of
RubyLaw.

STACK RANKING, PART 1



On July 14, 2022, RubyLaw hosted an exclusive webinar focused on the results of
The 2022 Legal Marketing Technology Study. 2022 Legal Marketing Tech Study—the
first in our two-part series.

The program agenda included sharing the findings that led to the 2022 RubyLaw
Legal Marketing Tech Stack Blueprint, as well as the caveats and conditions
influencing the report.

The 35-minute program is hosted by Alexander Kotler, and features Jaron
Rubenstein, President & Founder of RubyLaw, who provides expert analysis on the
findings of our study.

View a replay of Stack Ranking, Part 1, or click the button below.



STACK RANKING, PART 2



On September 30, RubyLaw hosted an exclusive webinar focused on the results of
the 2022 Legal Marketing Tech Study—the second in our two-part series.

Beyond sharing insights and observations from The Legal Marketing Technology
Study '22, we conducted a panel that featured:

 * Jaron Rubenstein, President & Founder at RubyLaw
 * Roy Sexton, Director of Marketing at Clark Hill and President-Elect to the
   2022 LMA Board of Directors
 * Drew Hawkins, Director of Digital Marketing at Womble Bond Dickinson
 * Gordon Braun-Woodbury, Head of Consulting – Operational Excellence
   at Calibrate

Our guests responded and reacted to our findings, providing unique perspectives
from inside law firm Marketing departments, as well as from the service provider
angle.

View a replay of Stack Ranking, Part 2, or click the button below. 



 


DOWNLOAD THE BLUEPRINT



In late 2018, after attending a presentation by Scott Brinker, aka Chief Martec
and a leading thinker on marketing technology, the RubyLaw team decided to apply
and adapt his perspectives to the legal marketing field.

We focused our efforts on creating a blueprint to help law firms of all sizes
think strategically about how to organize and deploy marketing technology.

By early 2019, we released the first version: a visualization of the legal
marketing technology ecosystem. We adopted the categories that Scott Brinker
popularized,  including: Advertising & Promotion, Content & Experience, Social &
Relationships, Sales, Data, and Management, and we applied them to legal.

We then examined technology systems used by firms of all sizes, and published
the blueprint with the idea being that firms could document the current state of
their technology and then be aspirational about the future, adopting new systems
to accomplish new objectives, meet certain needs, and fill gaping holes. Next,
we articulated our point of view: that it’s critical to select systems of
appropriate size and power while avoiding misfits. Just as no one wants to wear
a pair of shoes two sizes too big, choosing powerful, “best-in-class” systems
that your firm can’t use optimally (or—the opposite—trying to squeeze into a too
basic of a solution when you’re a global enterprise) is wasteful. Instead, we
suggested focusing on making smart, efficient decisions that align with firm
culture, team capabilities, budget, and relative complexity. We believe these
ideas still hold although, tech stacks are not meant to be fixed in time.
Rather, they must evolve to continue supporting the ever-changing nature of
business and life itself.

In 2022, we took our efforts to the next level, partnering with the Legal
Marketing Association (LMA) to survey legal marketers and business developers
from firms of all sizes, and evolve the blueprint to most accurately reflect the
current legal marketing technology ecosystem. 

Download a copy of the RubyLaw Legal Marketing Tech Stack Blueprint, or click
the button below.



 


VIEW THE 2021 WEBINAR: PLATFORMS, NOT PLATITUDES



On September 23, 2021, we led a session, Platforms, not Platitudes, focused on
delivering high-impact insights to legal marketers.

The premise was simple: Firms the cutting edge don’t need websites, or mobile
apps, or dashboards. They don't need to obey oft-spoken cliches and platitudes
about “data being the next” or “content being king,” etc.

What they need are platforms. With a platform, marketing teams can elevate a
firm’s outward presence, deliver key messages across multiple channels, work
more efficiently and effectively from disparate locations, analyze performance,
make data-driven decisions, and drive business results.

In addition to sharing our insights, we invited a panel of experts to join us.
Hosted by Alexander Kotler, our session featured:

 * Jaron Rubenstein, Presider & Founder at RubyLaw
 * Liz Boehm, Director of Client & Business Development at Benesch
 * Aja Hendrix, Marketing Technology Manager at Pillsbury
 * Harry Marks, Senior Manager, Marketing Technology at Fenwick 

View a replay of Platforms, not Platitudes.

 


READ THE 2021 REPORT, AS FEATURED IN ILTA'S P2P

Before partnering with the LMA in 2022, we collaborated with Calibrate
to identify gaps and opportunities for firms of all sizes, maturities, and
complexities. Our effort in 2021 was published by the International Legal
Technology Association (ILTA), and this is what we found:

Compared to other  sectors, legal—and specifically the marketing and business
development domain—is lagging, as firms fail to invest in critical systems that
can drive greater efficiencies and reinforce under-resourced teams.

Perhaps it's no surprise, but our findings reveal a substantial gap in
technological adoption between large and small firms, with glaring holes where
key systems should be. In places where complementary systems should or could be
paired, they are not, suggesting a lack of budget, internal support, or
purchasing power. Equally, the use of pre-integrated or modular systems is
under-represented, meaning that marketing and business development teams miss
out on convenient synergies that can easily propel them forward.

Read The Legal Marketing Technology Ecosystem: Identifying Gaps and
Opportunities for Firms of All Sizes, our report in ILTA's P2P magazine.

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