Eversheds adds web profiles to CRM

International law firm Eversheds is expanding the picture of clients and prospects it uses for relationship marketing by deploying a web intelligence tool. The professional services provider is working with Trovus to profile visitors to its website and transfer insight skills to its business development teams.

“At Eversheds, we pride ourselves on being innovative and a key element of that is maximising our understanding and use of web intelligence. Trovus is strategically important to us in not only gathering this intelligence, but also in helping us turn it into actionable information for business development and marketing purposes,” said Gareth Pezzack, head of marketing of Eversheds LLP in the UK.

Trovus is capturing information about prospects and clients visiting the company’s website and transferring it to business development teams to use in their engagement with fee earners, client communications and search engine optimisation. The web intelligence solution is integrated with the InterAction CRM system from LexisNexis used by Eversheds, allowing online data to be combined with existing relationship history.

“Effective gathering and interpretation of web intelligence is critical to the future of our business,” added Pezzack. “It will deliver many benefits to Eversheds, helping us to plan business-led future communications with clients and prospects, while understanding current customers better. It also means we can prioritise and allocate resources much more effectively.”

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