Local marketing powerhouse Scorpion today announced a partnership with Clio to power a new attribution tool to track campaign effectiveness for law firms. The goal is to bridge the gap between lead generation and case management for full-funnel visibility from first contact to retained client.
The pairing makes sense because Scorpion and Clio are both strong in the legal vertical. For Scorpion, it’s one of the high-value local marketing verticals it specializes in (along with healthcare and home services). Clio has meanwhile planted its flag as a leading cloud-based software platform for law firms.
Given that Clio is planted within law firms for operational functions like case management, linking it to Scorpion’s platform makes sense. Together, the dots can be connected between marketing and downstream client activity, including their spending levels. Altogether, it clarifies return on ad spend.
But more than just quantifying ROAS, a straight line from marketing to revenue outcomes engenders a feedback loop for tactical execution and optimization. In other words, it reveals insights about campaign components that are working and not working, and how they should be course-corrected accordingly.
“Customers often make rational assumptions to tie their marketing spend to their revenues,” Clio VP of Business Development Harsha Chandra Shekar told Localogy Insider. “What this new partnership does is to take these two silos and gets them really well integrated, so that so that our common customer – which is a law firm – can tie every dollar spent on advertising to every dollar earned in revenue.”
Under the Hood
Going further under the hood, how is this partnership constructed to achieve the above goals. Here are a few specifics we gathered from Scorpion.
- Clear ROI from Every Marketing Dollar: Track every step from lead to retained client with full-funnel reporting that ties campaigns directly to actual cases, not just clicks or calls.
- End-to-End Lead Management: Website leads from Scorpion automatically sync into Clio Grow, eliminating manual entry and accelerating client follow-up.
- Better Data-Driven Decisions: With real-time performance data from Clio Manage, campaigns are optimized based on what delivers the most value for firms.
- Frictionless Client Intake: Streamline the conversion of marketing leads into active cases within Clio’s case management system.
- Targeted Growth Through AI: Scorpion’s proprietary AI identifies and targets high-value prospects, helping firms reach the right clients and avoid wasted spend.
- Joint Innovation: Clio and Scorpion will co-develop new, exclusive solutions that give firms deeper insights into case progress and marketing ROI, enabling even smarter decisions and more profitable growth.
Much of the above is already working, says Scorpion, as seen in testimonials from its law-firm customers who are already tapping into the joint integration.
“Scorpion’s integration with Clio has been an absolute game-changer for our firm,” said David J. Dischley at Dischley Law, PLLC in a quote provided to Localogy by Scorpion. “It has saved us countless hours by automatically capturing leads and seamlessly syncing them into our case management system. What used to take multiple steps — and risked things slipping through the cracks — now happens effortlessly.”
The A-Word
Zeroing in on one of the bullets above, the AI component is notable and certainly expected in any platform announcement these days, as we examined yesterday. But in this case, we’re less concerned with AI and more focused on a related “A” word that stands behind it: automation.
One of the benefits of this new partnership is that the attribution outcomes can happen “effortlessly,” as Dischely noted. Connecting the dots between campaign execution and outcomes is set to occur with little management or manual oversight – a key factor for time-starved and tech-challenged law firms.
“One of the biggest advantages is how seamlessly we can now tie our marketing efforts to actual revenue,” added David Zwanetz, at Shapiro Zwanetz & Lake. “Instead of relying on surface-level metrics, we can see exactly which channels and campaigns are driving retained clients and meaningful growth.”
As for other deal terms, Scorpion has been named Clio’s sole Preferred Marketing Partner, while Clio becomes Scorpion’s sole Preferred Software Partner for legal services. The collaboration also builds on the fact that Clio and Scorpion share more than 500 customers. So onboarding should be a light lift.
“At the end of the day, what we’re motivated by is trying to make life easier for the small business and giving them better information to make business decisions,” Scorpion Chief Revenue Officer Jamie Adams told Localogy Insider. “At the same time, we can improve the value that we’re driving with escalated access to new data. That’s what we’ve gained through this partnership.”
