Infographic: Tools to Optimize Your MarTech Stack

By Vikram Gupta, Jacqueline Madarang
February 28, 2022 | 2-minute read

Business of Law Financial Management and Measurement Process Improvement Project Management Content Type Infographic

Technology Management

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A marketing technology (MarTech) stack is a collection of tools or technologies selected to make marketing operations and processes more effective and efficient. To fully understand a client’s journey, legal marketers build upon and integrate the various technologies available to them so they can track leads, customize and monitor campaigns and report on ROI. Below is an illustration of the various tools available to legal marketers as you start to think about optimizing your MarTech stack to attract and engage clients, as well as your workflow and reporting on ROI.

Editor’s Note: This is not a full representation of all the MarTech tools available in the legal industry. This illustration is an example of a client journey while thinking of the various MarTech tools used by many legal marketers, and is not an endorsement of specific products.

Vikram Gupta
Cozen O'Connor P.C.

Vikram Gupta is a deeply experienced marketing team leader, skilled in creating and optimizing branding, marketing operations and marketing communications to drive business development for large, international legal organizations. He has been a former LMA Your Honor Awards judge and is currently the LMA Marketing Technology Shared Interest Group (SIG) co-chair. He recently oversaw strategic direction and execution of global marketing and business development initiatives for a top 100 Am Law firm, including brand development, website/intranet deployment, client relationship management (CRM) systems, marketing collateral development, advertising, digital marketing, distribution of thought leadership elements, graphic design, pitches/proposals, vendor management and a robust events/webinar program.

Jacqueline Madarang
Bracewell LLP

Jacqueline Madarang is not a stranger to technology and digital marketing, and has led and implemented many large-scale projects. Her work has received many awards within and outside of the legal profession, including several LMA Your Honor Awards on CRM implementations, a website award on the innovative use of technology and design, and thought leadership awards that lawyers have received due to the success of the programs she has launched. She is the director of marketing technology and operations at Bracewell, and co-chairs LMA’s Marketing Technology SIG with Vik Gupta.