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.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here