Law firm Addleshaw Goddard has today announced a partnership with customer intelligence provider Trovus in order to improve client engagement and create new business strategies.

Addleshaw Goddard, which has an annual turnover of £161m and employs over 1,200 people, will use Trovus’ BI software and consultancy services to allow it to target new sector specific business and to inform marketing decision making.

Lance Sapsford, Addleshaw Goddard’s business development director, said: “It’s early days yet but Trovus has given us confidence about how we can use our website and the online space more generally for proactive marketing and business development and do so in a way that captures and anticipates client needs with a degree of certainty that was previously unobtainable.

“Effective gathering, interpretation, trending and analysis of web intelligence are critical to our positioning in the market and our communications about our business. Better understanding market and client behaviours, interests and future needs means we can prioritise and allocate marketing and business development resources much more effectively.”

Caspar Craven, co-founder and director of Trovus, added: “Addleshaw Goddard has an enlightened vision of how legal firms can gain competitive advantage through a cutting-edge business development strategy centred on the effective gathering, interpretation and analysis of web intelligence.

“Embarking on this innovative strategy with the firm is a challenge that Trovus relishes. The Addleshaw Goddard contract is testament to the importance of our consulting capabilities as well as our customer intelligence tools.”

Addleshaw Goddard is the seventh biggest law firm in the UK in terms of its number of FTSE 250 clients.