Marketing Funnel Conversion Rates

If I was starting a $10k LinkedIn Ad Account fresh in 2025. Here's how I approach it in 5 steps: ↓ Step 1: Understand Historical Data Firstly, going in blind with LinkedIn Ads is 99% guaranteed to burn your budget. Some strategy work is essential before investing in the platform. Understand all current available data sources you already have. Some common sources to analyse are: → CRM → Sales calls → Web Traffic → Other channels/tools (Google/Meta/GA) These data sources should answer the questions of: → Where does our revenue come from? → Where do our conversions come from? → Who do we want more of? → Who do we want less of? If a segment or tactic isn’t already showing positive signs elsewhere, it likely won’t perform well on LinkedIn. Step 2: Pick your battles Not every strategy works for everyone on LinkedIn Ads. Pinpoint what differentiates you: → What is your strength? Is it Product/Content/Brand? → Do you have existing performing content? → Does it translate to LI? There’s no universal playbook - what works will vary from company to company. Step 3: Find the fastest path to statistical significance. Speed is key in validating your approach. Some formats collect more data and provide valuable insights faster: → Thought Leader Ads for engagement rates → Conversation Ads to test messaging/offers → Lead Forms to test conversion rates → Videos to test content relevance This way you'll learn far quicker what messaging/positioning/offer works. Once you know, you can reverse engineer your longer-term plays such as your: → Blog Topics → Landing Page Copy → Templated Dashboards etc. Step 4: Make the Campaign Manager tool work for you. → Audience network? Off → Audience expansion? Off → Lead Forms? Work Email Validated → Bidding? Start with manual bidding → Creatives? Invest in 4-8 great creatives → Targeting? AND targeting only, rarely use OR. → Exclusions? Competitors/entry roles/customers. → Retargeting? Active in a separate campaign to native targeting. → Audience size? Match it to your budget. Not too big, not too small. Around 50,000-60,000 audience is plenty for a $10k monthly budget. Step 5: Let it run for 3-weeks before making changes If you've done the strategy work and correctly setup everything, back yourself and give it time. Frequency is important on LinkedIn, the more people see your ads the more likely they are to respond. LinkedIn Ads are too costly to hit and hope. Start with data, measure early, and build for long-term success.

Trending across Am Law and top professional services firms: bringing business development (BD) coaching in-house. Firms are increasing ROI on marketing and BD spend by hiring full-time, dedicated BD coaches. Several Am Law 100 firms have already made this move. Why it works: 🎯 Capacity gap: Marketing and BD teams are fully utilized executing requests; attorneys are focused on client work. No one consistently owns pipeline discipline and follow-through. 🎯 Missed opportunities and revenue: Leads from events are often not captured or followed up upon, and opportunities stall from lack of structured tracking and execution. Coaching solves for both: It creates accountability, momentum, and measurable outcomes. What an experienced in-house BD coach can deliver: ➡️ Consistency: A unified, trackable approach across practice groups replaces fragmented, point in time programs and efforts. ➡️ Culture change: Rainmaking becomes a habit across levels, not a one-time training event. Coaching is embedded in real opportunities as they arise and evolve. ➡️ Leverage: Coaches draft and support outreach, meeting prep, and follow-up - freeing attorneys to focus on high-value interactions. ➡️ Cost efficiency: One strategic hire often outperforms a rotating bench of external vendors. The result: stronger client penetration, more new matters, better referral flow - and less wasted partner time. If you are considering this model, three factors drive success: 1. Pilot first: Start small, prove impact, then scale. 2. Select for commitment: Partner with practice leaders to identify who is interested, then confirm attorneys are willing to invest time - not just those who expressed interest. 2. Right-size the model: Begin with 50 to 60 participants and scale toward roughly one coach per 20 to 30 ACTIVE attorneys. A pilot is the lowest-risk way to validate impact and build internal momentum. This is a model I have helped firms design, staff, and implement in-house - from pilot through full rollout - with measurable results. If you are evaluating an in-house BD coach save this post. If you want to discuss this model, please reach out. #lawfirms #legalprofession #businessdevelopment

Content marketing isn’t just about visibility—it’s about building trust, showcasing expertise, and offering value before potential clients even step through your doors. For law firms, it’s essential to focus on strategies that genuinely resonate with your audience. Here are key approaches that have proven successful: 1️⃣ Case Studies: Bring Your Expertise to Life People trust examples of real-world results. Sharing anonymised case studies demonstrates how your firm handles challenges and achieves outcomes. Highlight the problem, your approach, and the resolution. Example: “Our client faced a complex property dispute, but through strategic negotiation, we secured a favourable outcome without going to court.” 2️⃣ FAQs: Answer Questions Before They’re Asked Legal clients often have pressing questions before they commit to hiring a solicitor. Creating FAQ content can position your firm as a reliable and helpful resource. Example FAQs: “How much does a family law consultation cost?” “What should I bring to my first meeting with a solicitor?” Providing clear, direct answers builds confidence and encourages potential clients to reach out. 3️⃣ Gated Resources: Exchange Value for Leads Offering downloadable guides or checklists is an effective way to engage potential clients while growing your email list. Examples of valuable resources: “Top 10 Mistakes to Avoid After a Car Accident” “Your Step-by-Step Guide to Probate” “Understanding Your Rights as a Tenant” This approach not only educates your audience but also identifies prospects who may need your services. 4️⃣ Explainer Videos: Simplify Complex Concepts Legal processes can feel overwhelming to the average person. Short, engaging videos can break down these concepts, making them easier to understand. Topics could include: “What Happens During a Divorce Mediation?” “The Basics of Filing a Personal Injury Claim in the UK.” These videos not only educate but also humanise your firm, building rapport with potential clients. 5️⃣ Build a Content Plan for Consistency Consistency is critical. Posting content regularly on your website and social media channels ensures your audience stays engaged. Create a schedule for blogs, videos, and social posts that align with your target audience’s needs and your firm’s areas of expertise. Content marketing done right doesn’t just attract clients—it creates meaningful connections that keep your firm top of mind. 💬 What content marketing approach has worked best for your firm? Share your thoughts or ask questions in the comments below!

We tripled leads in 90 days for a law firm. And with no extra spend. Just process. Most firms hit a wall and crank up the budget. Wrong move. We attacked friction first. Here’s how: 1️⃣ We audited their website and lead flow—page by page, form by form. 2️⃣ We mined sales transcripts to help rewrite key messaging on the site. 3️⃣ We removed unnecessary friction and confusion from the funnel Result: Cost per lead dropped from $695 → $77. Same traffic. Triple the qualified leads. No increase in budget. That’s not a fluke. That’s what happens when you fix the conversion bottleneck first. 📉 No more “just get more clicks.” 🚫 No hacks. No guesswork. ✅ Just a system that removes hesitation and drives action. What changed? We didn’t fix the whole funnel. We fixed the important part of it. Sustainable growth doesn’t start with spending more. It starts a dialed in funnel. If you’re still throwing budget at a leaky funnel, you’re burning cash. Want to see how to 3X your inbound without touching ad spend? Let’s talk.

Most people think LinkedIn is the #1 B2B channel. They’re wrong. LinkedIn is NOT a demand gen channel. Not a content channel. Not a “personal branding” channel. Unless you run it as a funnel, LinkedIn won’t generate revenue. I’ve spent the last 4 years testing every play: – Content-first approaches that looked good on vanity metrics but never touched pipeline. – DM automation tools that got accounts flagged and networks burned. – “Thought leadership” that attracted likes, but no buyers. Here’s what actually works 👇 The 7 hardest lessons I’ve learned turning LinkedIn into a revenue engine:   1. Your profile is not a resume, it’s a landing page.   Nobody cares about your career path. Buyers care if you can solve their problem. Headline + proof = your first conversion event. If your profile doesn’t signal authority instantly, you’ve already lost.   2. Lists don’t matter, signals do   I’ve seen 10K lead lists generate nothing. But 50 Tier-0 leads with job-change or hiring signals? Pipeline every time. ICP-specific triggers (posts, job ads, funding events) → +50% reply lift.   3. Short beats smart   Founders don’t read essays in the DMs. One screen. One point. <150 characters. That clarity alone = +22% replies.   4. Cold doesn’t convert, warm does   A profile visit → like → comment → follow → connect. This micro-warmup boosts acceptance by 30%+. Skip the sequence, lose the deal.   5. Multi-channel wins   LinkedIn alone is fragile. Algorithms shift. The top teams pair LinkedIn + email + calls. No reply on LI? A quick follow-up email adds +14% reply rate.   6. Speed is pipeline Your “I’ll reply tomorrow” = lost deal. Reply in 5 minutes, not 24 hours. Fast responses = up to 8× higher conversion.   7. Pages don’t sell, people do   Company page reach is 1.6%. Dead on arrival. Employee posts = 3× impressions, 5× engagement. Revenue lives in personal networks. Period.   LinkedIn isn’t the #1 channel by default. It’s #1 when you run it as outbound: 📈 Prioritize signals ⚡ Move fast 🔁 Work across channels   Founders, marketers, sales leaders → stop treating LinkedIn like a content billboard. Start treating it like a pipeline system. That’s how you turn ignored posts and DMs into meetings, pipeline, and revenue. #linkedin #leadgen #outbound

I’ve been playing around with Customer Journey Analytics, and here’s what I realized: If you look at it in isolation, it doesn’t tell you much. But once you start comparing different time periods, and especially once you define your own rates, like the add-to-cart drop-off rate or whatever makes sense for your brand , that’s where it gets really interesting. When you start tracking those over time, it becomes insanely insightful. Every time we make a change — running Brand Tailored Promotions, coupons, new ad strategies, or AMC audiences— I go back to this tool. I use it to see if those experiments actually changed how people move through the funnel. Here’s one example: let’s say we target people who added to cart with a Brand Tailored Promotion. Some people might say, “You’re just cannibalizing — they were gonna buy anyway.” Maybe. But I don’t like guessing — I want proof. So I look at how many people added to cart but didn’t buy. Then I track that drop-off rate over time. If the drop-off goes down after our promo, great — it worked. If not, maybe we’re just handing out discounts for no reason. That’s what I love about this tool — it’s not just a funnel snapshot. It’s a way to see how your experiments actually impact behavior over time.

Don't bore prospective clients credentials presentations—people tune out when lawyers start reciting their experience and capabilities. Try a different approach to differentiating yourself and demonstrating your value. Develop an "insight brief" before an important new business meeting—an analysis of developments affecting your prospect's industry. Instead of eating up valuable time talking about yourself, share insights that can help them improve their decision-making (and position yourself as a trusted advisor): - Recent industry developments and data points that impact their business - Clear implications of these trends for their operations and strategy - Specific ways your legal expertise can help them navigate these changes - Relevant examples from your work with similar clients This approach: - Shows you understand their business context and challenges - Demonstrates your unique perspective as an industry-focused advisor - Creates natural openings for discussing how you can help - Positions you as not just another service provider The key is connecting market developments to specific implications for their business, showing how your experience helps you spot risks and opportunities they might miss. As a lawyer who serves similar clients in similar situations, you have a unique and valuable vantage point and perspective. You can connect dots and spot patterns. Leverage this competitive advantage. Not converting enough opportunities? Try something different! You can turn boring "pitches" into engaging strategic discussions that prospective clients benefit from—you make them smarter, more informed, and more capable of making better decisions. When you lead with insight rather than credentials, the two-way (as opposed to one-sided) business development conversation flows naturally.

We analyzed 100K+ LinkedIn DMs to figure out what works. Here's what we found: 1️⃣ Personalization beats volume every time Campaigns with copy tailored to the ICP got up to 54.7% more replies. We stopped blasting generic messages and started personalizing based on specific pain points. We're using Clay for data enrichment and personalization, LinkedIn Sales Navigator for precise targeting. Next month target: Scale personalization without losing quality. Why? Take some time to personalize your messages; it'll go a long way. 2️⃣ Short messages crush long ones Messages under 150 characters had 22% more replies on average. We track which message length converts from each persona. We aim to get our point across in as few words as possible - nobody's reading novels. Next month plan: Test extra short hooks under 100 characters. 3️⃣ Contextual outreach destroys generic Messages referencing recent activity (LinkedIn posts, role changes) saw +18% replies. We find relevant reasons to reach out every time. Tool stack breakdown: Clay for finding recent activity, role changes, company updates LinkedIn Sales Navigator for activity monitoring Expandi for sequencing Zapier for workflow automation Next month: Keep refining context triggers - when something works, you optimize it. 4️⃣ Warm approach sequences that build relationships Connection requests sent after profile visits, post likes, or follows saw +30.2% acceptance rates. We make ourselves seen before reaching out. Sequences with 3+ steps performed 42% better than single-message flows. Different relationship temperatures get different approaches. 5️⃣ Multi-channel orchestration across every platform Adding email follow-up after no LinkedIn reply lifted reply rates by 13.8%. We don't rely on LinkedIn only. This is where most agencies lose pipeline - we track everyone who doesn't respond and re-engage via other channels. 6️⃣ Conversational copy beats direct pitches The messages that actually work: "Noticed you're hiring [role] - what's working for you?" (+18.2% replies) "Saw your post on [topic], curious what are you testing right now?" (+19.3% replies) "Saw you joined [company] - how's the first month going so far?" (+21.5% replies) "We analyzed [findings] - worth sharing what others in your space are doing?" (+27.1% replies) The results: 54.7% higher reply rates with personalized outreach 40%+ acceptance rates consistently 18%+ reply rates across campaigns 8%+ positive reply rates The system works because it's not just LinkedIn messaging - it's relationship building at scale with contextual touchpoints where your prospects actually engage. Want the full outbound playbook that's generated 54.7% higher reply rates? 👉 Comment "OUTBOUND" for our 7-day email series on the exact sequences we use.

Imagine walking into a bakery and being offered a free cookie sample. You love it – but but they don’t ask if you want anything else, so instead of buying more you just walk out… That’s exactly what could be happening with your law firm clients. Your best clients don’t just need a cookie, they need much more. But if you don’t offer the next step, they can’t take it. Many lawyers hesitate to offer additional services because they don’t want to seem pushy. But here’s the truth: ✔️ Clients often need more help, they just don’t realise it yet. ✔️ Offering additional services isn’t about selling, it’s about serving your clients better. ✔️ If you don’t provide the next logical step, your clients will find another lawyer who will. A successful law firm doesn’t just solve one issue, it becomes a trusted advisor for long-term legal support. The key is to position additional services as the natural next step. 👉The Solution: Offer ‘Coffee’ with your Cookie If someone wants a cookie, the natural next step is to offer them a drink to complement their experience and make it better. Let’s assume that drink is a nice cup of coffee. Your legal services should work the same way. Here’s how to use the ‘Cookie and Coffee’ strategy to increase the value of every client you have: ✔️ Identify the Natural Next Step: if a client comes to you for one service, what’s the logical follow-up? (eg a business formation client might need compliance updates. An estate planning client should have regular will reviews.) ✔️ Make It Easy to Say “Yes”: instead of overwhelming clients with all your services, offer a simple, obvious next step that feels natural. (eg “Let’s schedule a check-in to ensure your contracts stay up-to-date.”) ✔️ Keep Clients Engaged: just like great bakeries remind you about their latest treats, your firm should have a system (emails, follow-ups, check-ins) to keep clients coming back for more rather than forgetting about you. 💡Want to know more about how to build your ‘Cookie and Coffee’ strategy? At our upcoming online workshop I’ll show you: ✅ How to turn one-time clients into long-term, high-value relationships, without feeling pushy. ✅ The ‘Cookie & Coffee’ strategy that helps your existing clients want more of your services naturally. ✅ How to increase your firm’s profitability by serving your clients in a better way, rather than by working more hours. If you’re tired of constantly chasing new enquiries and instead want to maximise the clients you already have, this online workshop is for you. Limited complimentary tickets are available (by application only) here:  https://lnkd.in/eyM6YrZn

Unpopular opinion: With three months left of the year, chasing new clients is 𝘯𝘰𝘵 the best use of your time right now. If your firm works to the calendar year and you're not within touching distance of hitting your fee target, finding and converting new clients should be low on your priority list. Here's why: existing clients. In every firm I've worked in or with, existing clients are the untapped goldmine that lawyers overlook. Yet it's five times easier to win work from them; they're usually more profitable, and winning new work from existing clients is much faster than if you brought in a new client. I know that winning new clients is the holy grail of BD, and I also know that becoming overreliant on a handful of clients is dangerous. But when it comes to the crunch, existing clients: ▶ already know your value ▶ are quicker and easier to sell to, and ▶ are more likely to give you longer-term, larger projects. If you’re struggling to hit your BD targets, here’s how to start selling more to your existing clients: ↔️ Expand: Look at recent matters or cases you’ve handled. Schedule a check-in with your client to discuss future business needs, upcoming projects, or industry changes they might be facing. This conversation often reveals new areas where you can support them. 🔀 Cross-sell: Review your firm's services and identify areas your client hasn't yet explored. Grab a coffee with partners in other practice areas to brainstorm potential cross-selling opportunities. Then, set up a joint meeting with your client to introduce them to these new services. ⬆️ Upsell: When delivering work or during client updates, highlight additional services that could enhance their results. For example, if you’ve recently handled a transaction, suggest post-deal services like compliance or ongoing advisory support. Avoid the end-of-year scramble for new business, and look at the clients already on your books. The goldmine might be closer than you think 💰