Smokeball is a cloud-based case management software and digital filing system that empowers small law firms to collaborate, create documents and manage emails and matters easily.
A new entrant to the U.S. market, Smokeball chose to launch in Chicago, the city second only to New York in terms of the number of solo and small law firms that call it home. Their goal was to further leverage their website to educate potential customers about their software and increase qualified sales leads. The challenge was that most of Smokeball’s ideal customer base was not tech-savvy.
Prosper Strategies discovered that solo and small firm lawyers care first and foremost about getting up to speed on today’s latest technologies so that they can stay competitive with younger lawyers or larger firms. Their interest in finding a tool like Smokeball came second. So we met them where they were by creating a blog and educational resource called Law in Order to provide tips, tricks and resources to help small law firms become more organized, tech-savvy and profitable. Using this blog as a relationship building platform, we also developed a regular newsletter for lawyers to receive tech e-resources in their inboxes as well as on-demand through an online resource library chock-full of guides, white papers, case studies and one pagers all focused on helping them create efficiencies within their firm. These resources are housed behind contact forms so that Smokeball can capture information on their prospects and then nurture them through the sales funnel through smart, tailored emails and content campaigns.
Smokeball has seen astounding results, including a 770% increase in site traffic over the course of the first year of the program, which has generated a 1014% bump in new leads since August 2014. During this time, their conversion rate has also increased from 2.15% to 2.6%. The program has been so successful, Smokeball has now created the Smokeball Academy to supplement its blog and website materials, where lawyers can enroll in live webinars and online classes. The company has also launched a new inbound sales division focused on closing new web leads, not just in Chicago, but across the country.