At a law firm, marketing has its own unique challenges and opportunities. 

You’re balancing multiple practice groups, working around busy lawyers, and staying on top of compliance. On top of that, you’ve got to manage expectations, deliver results, and keep things running on limited time and budget.

This guide is here to help you understand the software that law firms are using in 2025 to stay on top of the demands of a modern law firm. 

It’s not about chasing trends or building a huge martech stack. It’s about giving you the tools and context to make smart, confident decisions about the software that supports your work.

Where Legal Marketing Software Fits In

Legal marketing software is built to support law firms in growing relationships and building visibility. 

Most firms will have software common to other industries, but particularly in marketing, some software platforms are specific to the needs of legal marketers, things like time-sensitive content, lawyer engagement, relationship data, compliance, and results.

For legal marketers, these law firm-specific marketing platforms are a toolkit that helps with:

• Publishing timely content
• Managing client and contact data
• Running campaigns
• Tracking what’s working
• Staying compliant

The goal is to make your life easier by automating the routine and highlighting what really needs your attention.

 

Software Isn't A Strategy

It's important to view legal marketing software not as a marketing plan in itself, nor as a substitute for a well-defined strategy. 

Instead, consider it a lever - a powerful tool designed to amplify the effectiveness of your existing efforts and achieve key organizational goals. This technology serves as the infrastructure that empowers marketing teams to execute more efficiently and make data-driven decisions that contribute directly to the firm's success.

By automating routine tasks, centralizing client data, and providing analytics on marketing performance, legal marketing software allows teams to reallocate valuable time and resources towards higher-value activities.

Having the right software enables legal marketers to focus on fostering client relationships, developing innovative campaigns, and refining their overall approach to market engagement. Ultimately, embracing technology improves a firm's capacity to understand and respond to client needs, optimize business development efforts, and solidify its position in a competitive marketplace.

Further listening: In this episode of the CMO Series Podcast, Yasmin Zand talks with Jaclyn Braga, Director of Marketing and Business Development at Morse, and Jenny Hills, Marketing Operations Manager at Axinn, about the importance of Martech for law firms.

Checkout the LMA Martech Special Interest Group to find others looking at Software for Legal Marketing
 

Here’s a breakdown of legal marketing software across the industry.

1. Thought Leadership & Content Distribution Software

Getting content out of lawyers’ heads and in front of the right audience is one of the biggest challenges in legal marketing. These software platforms make that process faster and easier, without overwhelming your team.

Passle – An AI-powered platform that helps lawyers publish short, timely, client-focused insights for maximum effect with minimal effort. Marketers stay in control of branding and compliance, while lawyers contribute without needing to draft long articles. Passle is especially useful for reducing bottlenecks and building a steady flow of thought leadership.

JD Supra / Lexology / Mondaq – These platforms distribute your firm’s content to large professional audiences. They help extend your reach, boost visibility in key industries, and track engagement with in-house counsel, business leaders, and other legal buyers.

If you’re trying to position your firm as a leader in a specific market, or just struggling to get content out the door, these marketing platforms are a strong place to start.
 

2. Cross-Selling Made Easier with Passle CrossPitch AI 

Cross-selling often sounds simple: introduce one client to another team in the firm. But in practice, it’s hard to do well, especially at scale. Lawyers are busy, teams are siloed, and clients don’t always know the full range of services your firm offers.

Passle CrossPitch AI helps bridge that gap. It gives lawyers and business development teams ready-made, client-specific materials that showcase the full breadth of your firm’s expertise, without needing to build decks or write emails from scratch.

Here’s how it works:

The tool pulls relevant insights and articles from across the firm based on how relevant those are to a particular lawyer or client.

It packages those into an email that’s tailored to a specific client or contact.

Lawyers and marketers can share it quickly, making cross-practice introductions easier and more relevant.

Instead of asking lawyers to cross-sell from memory, CrossPitch gives them a simple, structured way to start valuable conversations with content that’s timely, targeted, and easy to act on.


 

3. CRM & Relationship Intelligence Software

You can’t follow up on what you don’t know. That’s where CRM (Client Relationship Management) comes in. These platforms help law firms track, understand, and use their relationship data effectively.

Instead of relying on manual updates, modern CRMs and relationship tools surface insights automatically, like who knows a key contact, when they last spoke, or which clients are at risk of going quiet.

Here are a few widely used options in legal marketing:

Introhive – Captures relationship data passively from emails, calendars, and contacts. Great for identifying who in the firm has existing connections with key prospects or clients.

LexisNexis InterAction – A long-standing CRM tailored to law firms. Strong in relationship mapping, contact history, and integration with other BD tools.

HubSpot (used by some mid-sized firms) – While not legal-specific, it’s known for user-friendliness and can be adapted to legal marketing with the right setup.

Salesforce (used by larger firms) – Powerful and highly customizable, but usually requires dedicated support or development resources.

A good CRM helps you move from "we think someone knows them" to "here's the exact relationship and last interaction." It makes your firm’s network visible and usable.
 

4. Email Marketing & Campaign Software

You want to send the right message to the right people, without juggling spreadsheets or worrying about compliance. A good email platform helps you manage lists, track engagement, and keep communications consistent across the firm.

Here are some commonly used tools in legal marketing:

Concep – Designed for professional services, Concep helps firms manage complex contact data, segment audiences, and send branded, compliant campaigns. Often integrates with CRMs like InterAction.

Vuture – Used for email marketing and event management, and known for its integration with legal CRMs and its ability to support large-scale, personalized communication.

Passle – Passle also supports email distribution. It lets you curate timely insights from your lawyers into targeted newsletters and updates, keeping key clients and prospects informed with minimal manual work.

Look for tools that work with your existing systems, reduce duplication, and help you stay on top of deadlines and client expectations. Email doesn’t need to be complicated. It just needs to be consistent and relevant.

5. Website & CMS

Your website is usually the first place clients look, so keeping it current, informative, and easy to navigate is essential. The right CMS helps you publish quickly, manage updates, and ensure content stays accurate.

Here’s a quick overview of commonly used platforms in legal marketing:

WordPress – Widely used, flexible, and user-friendly. Many firms use it for its ease of use and large ecosystem of plugins.

Umbraco – Open-source and highly customizable. A good fit for firms that want more control over structure and integration but still need a manageable interface.

Sitecore – Enterprise-grade CMS often used by large firms with complex requirements. Strong in personalization, scalability, and integration with CRMs and marketing tools.

Optimizely (formerly Episerver) – Combines CMS with digital experience features, including testing and personalization. Useful for firms aiming to improve user experience and track content performance.

Some firms also integrate platforms like Passle into their CMS to make publishing thought leadership faster and easier for lawyers and marketers alike.

Choose a system that aligns with your firm's size, structure, and available resources. The goal is to reduce bottlenecks and make sure your site reflects your firm’s latest thinking and expertise.

6. SEO & Analytics

SEO (Search Engine Optimization) and analytics tools help you see how people are finding your firm, what content is getting attention, and where your website can improve.

These tools are essential for understanding performance and making decisions based on actual data, not assumptions.

Here are the main platforms legal marketers use:

Google Analytics & Search Console – Free tools that show where your traffic comes from, how users behave on your site, and how your pages perform in search results.

SEMrush / Ahrefs – Paid platforms for in-depth SEO analysis. They help you find keywords, track competitor rankings, monitor backlinks, and identify technical issues.

Looker Studio (formerly Google Data Studio) – Turns raw data into visual dashboards that are easy to share with partners and internal teams.

These tools make it easier to spot what’s working, prove impact, and plan your next steps without relying on guesswork. 

7. Social Media & Paid Advertising

These tools help your firm stay visible online, while they might seem opaque and intimidating from the outset, they are easier to manage than they look. Whether it’s sharing thought leadership or running targeted ads, consistency is key, and automation helps.

Hootsuite / Buffer – Lets you schedule posts across LinkedIn, X (formerly Twitter), and other platforms. Helpful for keeping a steady stream of updates going out without logging in every day.

LinkedIn Campaign Manager – Ideal for B2B paid campaigns. It lets you target specific roles, industries, and companies - particularly useful when promoting practice-specific content or events.

Google Ads – Best for high-intent searches, branded search protection and remarketing.

Start small, focus on clear goals, and review performance regularly. Paid campaigns can be effective, but without targeting and tracking, they can burn through budget quickly.

Further reading: 
Why law firms undervalue advertising
How to see what ads other firms run
How to run an advertising campaign

8. Don’t Just Add Tools - Connect Them

Using the right tools is important. But if they’re not connected, you end up with scattered data, duplicated work, and a lot of time spent trying to stitch together reports. Integration makes the difference between a set of tools and a real marketing engine.

You want a setup where:

• Your CRM talks to your email platform – So your contact lists are always current and your targeting stays accurate.
• Your content platform feeds your website automatically - So insights from your lawyers go live without needing to be copied and pasted between systems.
• Your analytics pulls in data from all sources – So you can see what’s working across channels without manually rebuilding reports.

When tools are integrated, updates flow in both directions, reporting is faster, and you get a clearer picture of how marketing is performing. It also helps lawyers and business development teams see the value of the work, without needing to dig for it.

It’s worth taking the time to get this right. The result is more focus, less admin, and marketing that actually supports your firm’s goals.

Change Can Be Slow - That’s OK

It isn't always quick to adopt new legal marketing software, and that’s understandable. Busy teams, risk-averse cultures, and established ways of working can all slow things down. But meaningful change doesn’t need to happen all at once.

A simple approach can make a big difference:

Pick one clear problem – e.g., no consistent content, poor visibility on client engagement, or outdated contact data.

Choose one tool that addresses it – something targeted and easy to roll out.

Run a small pilot – with a team or partner who is open to trying something new.

Share the results – especially if the tool saved time or made something easier.

You don’t need firm-wide adoption right away. Start with small wins. Build trust. And let momentum grow from there. Taking this approach takes a process from months or years down to weeks and gives you the trust needed to go further.

Final Takeaway

You don’t need a dozen platforms to get started. You just need one tool that makes your day easier and helps your firm show up in the right way.

Whether it’s better content, cleaner lists, or smarter outreach, legal marketing software is there to reduce the noise, not add to it.

Start simple. 

Stay focused. 

Let the results speak for themselves.