Leveraging A.I. and Data in Legal Marketing | Aimee McKinney from Dunlap Bennett & Ludwig

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Before we get started with today’s episode, let’s have a quick look at what Pathmonk is all about.

If you are winning leads, demos, or sales through your website, then Pathmonk might be interesting for you. Pathmonk is an extension to your website. It watches each visitor as they move through your page and builds up their interest in your product or service in real-time to deliver a great uplift in conversions from your website.

Usually, the buying journey can be divided into three stages: awareness, consideration, and decision-making. Pathmonk figures out in which stage a given visitor is by watching every action they do on the website and provides them with micro-experiences such as notifications, case studies, or introduction videos, helping them move to the next stage in the buying journey toward a conversion.

Welcome to today’s episode. Let’s talk about today’s guest.

Ernesto Quezada: We have Amy, CMO at Dunlap, Bennett & Ludwig Law Firm. How are you doing today, Amy?

Amy McKinney: I’m great, thank you so much.

Ernesto: It’s great to have you on. We were discussing some strategies earlier, and I want the listeners to hear about them as well. To kick it off, can you tell us a little bit more about what Dunlap, Bennett & Ludwig is all about in your own words?

Amy: Sure. Dunlap, Bennett & Ludwig is a veteran-owned law firm. We pride ourselves on having outcome-focused attorneys who advise and represent clients in national and international legal matters. We focus on business-related areas like intellectual property, business immigration, mergers and acquisitions, transactions, and contracts. We prioritize practical and efficient outcomes for our clients.

Ernesto: That’s interesting to hear. For our listeners to get a better understanding of your firm, what would you say are some key problems you solve, or is there a specific segment or ICP you target?

Amy: Our clients are typically business owners and executives who need legal advice—entrepreneurs, CEOs, or even in-house legal teams within larger corporations. We serve a variety of industries, including government contractors, aerospace and defense, technology, and healthcare. Ultimately, we serve people and the businesses they’ve built through trusted advice and fearless advocacy. People look for lawyers who are advocates and partners, not just legal experts.

Ernesto: That’s very important. How do these CEOs or entrepreneurs usually find out about your firm? Is there a top client acquisition channel?

Amy: Most of our audience finds us through referrals, both personal and professional. We also generate leads through our website, particularly from thought leadership content like blogs. For example, a lawyer might write a blog about a new law like the CTA rule, and someone searching for answers will come across it and reach out to us for help.

Ernesto: That’s great to know. For our listeners who want to visit, you can check them out at dbllawyers.com. Do you have any tips or methods for website lead generation you’d recommend?

Amy: Our website serves as a proof point. We know from analytics that visitors focus on bios and blogs, so we ensure those areas are strong. My advice would be to stay true and authentic to your brand. Know your target audience and tailor your marketing tactics to align with your message without straying from it.

Ernesto: Excellent advice. Let’s switch gears a bit, Amy, and talk about you as a leader. What are some key tasks you focus on as the CMO?

Amy: I see my role as threefold: safeguarding the brand, driving growth, and anticipating client needs. I prioritize maintaining the firm’s reputation, driving growth through targeted advertising and partnerships, and staying ahead of trends to better serve our clients. I’m also passionate about empowering my team as a servant leader.

Ernesto: That’s important. With so much marketing content out there, how do you stay up to date?

Amy: The Legal Marketing Association has been instrumental for me. Legal marketing is unique because of the strict rules set by the ABA, so having a resource like the LMA for continuing education and guidance is invaluable. I also serve on their national board, so I’m very familiar with how they operate.

Ernesto: Let’s move on to our rapid-fire round. Are you ready?

Amy: Sure!

Ernesto: First, what’s the last book you read?

Amy: I’m currently reading The Leftover Woman by Jean Kwok and Give to Grow by Mo Bunnell. It’s an advanced copy and a great read.

Ernesto: What’s one thing your law firm is focused on at the moment?

Amy: Understanding how to ethically use AI in the legal field, whether it’s for briefs, blogs, or other applications, while maintaining our legal expertise.

Ernesto: If there were no boundaries in technology, what’s one thing you’d fix for your role as a marketer?

Amy: I’d integrate all incoming data into a streamlined system for better analytics and ROI tracking.

Ernesto: If you could automate one repetitive task, what would it be?

Amy: Manual data entry and reporting. Tracking leads from start to finish is a repetitive process I’d love to automate.

Ernesto: Lastly, what advice would you give your younger self as a marketer?

Amy: Continuous learning and adaptability. Marketing evolves quickly, and it’s important to pivot while staying true to your target audience and firm’s needs.

Ernesto: Great advice! Amy, we’re coming to the end of the show. If someone forgets everything from today, what’s the one thing they should remember about your law firm?

Amy: We’re a veteran-owned law firm passionate about serving our clients well.

Ernesto: Wonderful! Thank you so much, Amy, for being on today’s episode. And thank you to our listeners for tuning in. Looking forward to the next episode of Pathmonk Presents.

Amy: Thank you. Bye-bye.