Case Study Series: What's Working in Marketing & Selling Professional Services

Like any company, AmStar needed to build awareness with potential customers. But being in a new industry made that task more difficult. "Not a whole lot of attorneys are even aware of legal process outsourcing (LPO), so we have to educate them about the benefits, as well as get our name out," says Frances Wilhelm, who came on board in April 2009 as the company's vice president of marketing.

Wilhelm, whose background is in corporate financial services and human resources, reviewed AmStar's traditional advertising, as well as its channel and Internet marketing efforts and saw opportunity.

With bankruptcy and foreclosure legal practices growing exponentially due to the economic downturn, Wilhelm knew there was room for tremendous growth at the company. But taking clients by the hand and leading them up the LPO learning curve would require more than traditional advertising and marketing.

Read the complete case study to learn how the company used email marketing and education to build its business.

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