About the 2022 RubyLaw Legal Martech Stack

Legal marketers and business developers are becoming increasingly reliant on technology. Yet, the time required to become educated, to make strategic decisions about particular systems, to successfully roll-out and adopt software, and to leverage it to gain a competitive advantage is as considerable as the amount required to perform general marketing and business development activities. This poses a unique dilemma: when and how can legal marketers keep on the cutting edge of marketing technology?

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Enter the Legal Marketing Technology Stack, presented by RubyLaw, the sector's leading Content Lifecycle Management platform and a solution that powers websites, automates proposal document creation, manages experience content, and much more.

Having recognized this challenge in late 2018, 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. In early 2019, we released the first version: a visualization of the legal marketing technology ecosystem.

We adopted the categories popularized by Scott Brinker, including: Advertising & Promotion, Content & Experience, Social & Relationships, Sales, Data, and Management, and we applied them to legal. We 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.

This year, we have raised the bar again, 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. 

About RubyLaw 

RubyLaw is a Content Lifecycle Management (CLM) platform that powers websites, manages experience data, curates and automates marketing documents in native formats, and ensures the integrity of digital content for law firms at all levels of technological maturity. Contact us today to learn more!