Caliber – Legal Marketing

We're Redefining
Case Attribution
and Legal Marketing.

ACHIEVE FULL VISIBILITY OVER YOUR MARKETING SPEND AND DOMINATE YOUR MARKET

Why Caliber?

Cutting edge marketing and strategy for firms that require the best.

We’re the only legal marketing firm in the country with the experience, track record, and tools proven to deliver the maximum return every single month from your marketing dollars, all while setting you up for long-term growth. We founded Caliber because we recognized most legal marketers and agencies were doing a disservice to the industry by not focusing on the right marketing methods, and not providing correct attribution and accountability. It’s no secret that to this day, many firms are confused about where exactly their marketing dollars are going, what campaigns bring in the biggest cases (and which lose money), and where exactly to allocate dollars going forward. They don’t feel they have any insight as to what’s working and what’s not, and recognize their marketing partner isn’t able to provide accurate or correct information.

The legal marketing world has been nefarious at best– but with the technologies now available it doesn’t have to be. At Caliber, we’re a team of technologists, data scientists, law firm operators, and high-impact visionaries that set out to build the attribution and marketing system the legal industry needed. Today, we’re able to showcase industry-leading results because of that. Even in highly competitive markets where our clients are out-spent by factors of ten or more by larger firms, we’re able to apply our technology and strategies to ensure our client is the dominant firm in their market for the services they offer. We know down to the dollar which campaigns perform best, and produce the data needed to best understand where to allocate budgets and systematically increase market share over time. This creates a compounding effect that lets us spend the least to acquire the highest number of quality cases. This is the exact opposite of the “spray and pray” marketing we see the majority of firms adopting today; leading to confusion and in many cases fear of not understanding what’s really making money, and what is throwing it away. Think of us as “Moneyball” for the legal marketing world!

As your trusted growth partner, we’ll begin by implementing our attribution system to get you accurate data on the current state of your marketing and case intake process, then implement the right campaigns and systems to get you to where you want to be. We’ll then use this data to make the best objective decisions for your campaigns going forward, so you can spend less time focusing on marketing performance, and more time managing and optimizing your firm.

We only work with one firm per market, so fit is extremely important to us, as is our mentality of going all-in to ensure your success. We specialize in firms practicing personal injury, family law, and criminal defense.

You don’t need another marketing agency. Let us show you a better way forward.

Winning Results

We have completely transformed the way some of the nations top firms view their marketing.
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Mike Morse Law Firm (Southfield, Michigan)

As Michigan’s premier personal injury firm, the Mike Morse Law Firm has been investing massive amounts each year into a wide variety of marketing channels including billboard, TV, radio, print, Google Ads, SEO, and TV, attempting to place their message in front of as many eyes as possible with a strong “market saturation” mentality. With this strategy, Mike and his marketing team consistently ran into the same overbearing problems – how do all of these channels compare side-by-side? Where exactly are which cases coming from? Which channels are bringing in which cases on a month-by-month basis? Which channels can we be optimizing to achieve more cases? With our proprietary solutions, Mike and his team have been able to consistently view the data associated with each and every one of their marketing channels side-by-side, and optimize accordingly to achieve their highest revenue months in the firm’s history.

Our Four Core Principles

1) You can’t manage what you can’t measure.

The central issue within the legal marketing world today can be found in the metrics that most firms use to measure the success of their campaigns, namely the tracking of impressions (CPM), clicks (CPC) and conversions (CPC). The problem with these KPIs/metrics is that they put the focus on quantitative data i.e. how many impressions, how many clicks, how many conversations, as opposed to focussing on dollars and return on investment (ROI). Not only have we created a fully comprehensive attribution system, but we’ve coupled it with a new system for measuring campaign success beyond the quantitative realm and into the qualitative realm. This means that we can actually show the exact cases our marketing campaigns produce month-by-month, and how many new cases your marketing vendors are producing down to the exact client and campaign.

2) In a tech-driven world, you need to market like a tech company.

In a rapidly evolving marketing landscape where the Internet is becoming more of a dominant force than ever, those who implement our attribution systems are able to have significantly more insight as to where their marketing spend is going, and what specific campaigns and messages yield the highest returns. From there, we are able to allocate budgets intelligently, build the strongest campaigns possible, and cut the waste. It creates a feedback loop, where we use this data to objectively build stronger and more lucrative campaigns over time. This methodology is especially true for firms that have built their core business on traditional media like TV, radio, and billboards. Having commercials that you know resonate with your market is great, but we know the returns will diminish over time as the market’s attention shifts to online channels. However, this can still be great news for you- as moving into 2020 and beyond, strategically placing this content across the web can yield much higher dollar-for-dollar returns, along with feedback that tells us how to make better content going forward. Simply put- the more data we have and apply, the more lucrative your marketing will be. It’s as simple as that.

3) Top talent makes all the difference.

The word Caliber is defined as “The quality of someone’s character or level of their ability.” There are countless studies that show the superiority of teams with fewer, more experienced members over those with droves of less able counterparts. We believe that having an exceptionally talented and veteran team is not only a mentality and value, but one of our strongest competitive advantages. We pride ourselves in being made of, and hiring the best- even when it means more investment capital- as we know it will translate to more success for our clients, and a better fulfillment of our promise. Our commitment is to be at least 2-4 years ahead of the competition to understand what changes and innovations are coming to the marketplace- so we can always be at the forefront and win for you. Sometimes by creating those new innovations ourselves.

4) We’re in it for the long game.

We started Caliber because we understand that most firms are wholly dissatisfied and/or confused with their marketing, and for good reason. You need a partner who understands how to position you now, and grow along with you, helping you optimize at every step on that journey. We’re always riding the leading edge in an ever-changing marketing landscape, and take pride in knowing that our solutions are the absolute best possible use of your marketing dollars. In short- we know what the next big things in marketing will be, and put you in the best position possible now to capitalize on them.

All Your Marketing Data In One Dashboard

In a constantly evolving legal marketing landscape, utilizing a wide array of marketing vendors is quickly becoming a reality of being a law firm owner. You’re using TV, radio, print, email, SEO, Google Ads, Facebook Ads, and more to place your message in front of as many audiences as possible, but how do each of these channels compare when aligned side by side? A fundamental problem that most law firm owners deal with is that none of their marketing vendors are in communication with one another, making it impossible for firm owners to consistently track and compare their campaigns side-by-side allowing you, the firm owner, to optimize them in the most profitable way possible. Do you currently know how your TV campaigns are performing compared to your Google campaigns? Are your Facebook Ads or your radio ads producing more cases? Which marketing channel of yours typically produces the highest-value cases? These are questions that no firm has been able to answer until now, thanks to our own proprietary dashboard tool that allows you to compare each and every one of your marketing channels side-by-side to compare them in an apples-to-apples fashion.

Whether you presently have a CMO, head of marketing, or neither, we’re able to port all of your marketing data into one organized location to act as your CMO and partner, housing all of your marketing data under one roof.

The Caliber Difference

Optimize For Cases

The central issue within the legal marketing world today can be found in the metrics that most firms use to measure the success of their campaigns, namely the tracking of impressions (CPM), clicks (CPC) and conversions (CPC). The problem with these KPIs/metrics is that they put the focus on quantitative data i.e. how many impressions, how many clicks, how many conversations, as opposed to focussing on dollars and return on investment (ROI). Not only have we created a fully comprehensive attribution system, but we’ve coupled it with a new system for measuring campaign success beyond the quantitative realm and into the qualitative realm. This means that we can actually show the exact cases our marketing campaigns produce month-by-month, and how many new cases your marketing vendors are producing down to the exact client and campaign.

Put Your Bottom Line First

We’ve created new terminology as part of this solution that shows you qualitative information regarding your case volume to show you that not all leads are created equal. Many marketing campaigns make a lot of noise and generate a lot of impressions and a lot of clicks, but simply don’t make a lot of money. Then again, there are other campaigns that don’t cost a lot of money, but generate a large volume of clients. We have the ability to show you CQL (or Cost per Qualified Lead, designing a lead that has been deemed qualified by your firm’s own intake team) and CQC (cost per case), building the once dreamt-of bridge that connects your marketing efforts to real, tangible results in the form of new cases, with an exact cost attached to that case.

Why Does This Matter?

As a firm owner, your overarching goal in marketing is to maximize every single dollar that you just spent and turn it tinto as many more dollars as you possible. Because we have the ability to measure the exact number of new cases you receive regardless of the marketing source that it came from, we can then determine exactly how much money you should be spending per source to maximize your profits. We can then further drill down and alter these campaigns to actually optimize them for dollars, not just impressions, calls and “conversations.”

Attribution Over Everything.

Do you know which marketing campaigns are producing your best cases? As a law firm owner in a constantly evolving marketing space, being able to attribute cases with specific marketing efforts is key to having a fully-optimized marketing strategy that maximizes the number and quality of cases you receive in return for your ad dollars. The problem with most legal marketing companies is that while they’re able to track metrics such as impressions, clicks, and conversions, they’re unable to report on each and every case they’ve brought you, and then point that case to a specific marketing effort.

We’re the only firm in the country that is not just able to give you a list of every new case we bring you month-by-month, but we’re also able to attribute each and every one of your cases to a specific marketing effort, whether those efforts are managed by us or one of your marketing vendors. With perfect case attribution, you’re able to be fully behind the wheel of your marketing efforts, and turn the wheel in the most profitable direction.