Salesforce CRM upgrade for legal content marketing experts

Salesforce CRM had been used by Berners Marketing since the business was established in 2004, and it is home to our essential database of legal contacts.

While it served us well for basic contact management, it had not kept pace with developments in the client journey since introducing the option of online subscriptions to the legal content library.

A firm believer in the role of process improvement as an enabler of growth, managing director Sue Bramall recognised that it was time for an upgrade and reconfiguration. ‘As a small business, efficient processes are critical to our growth strategy as they enable us to focus on quality control and product development,’ says Sue.

It took a while to find a developer that really understood our business and the brief, and in February 2021 we selected Cloud Jungle, a software company that specialises in custom deployments of Salesforce.

‘Steve Mursell, managing director of Cloud Jungle, was the only one who really grasped our business model and the role that Salesforce needed to play in making things more efficient.’


Steve’s initial proposal (laid out in virtual Post It notes) hit the nail on the head – and he was full of ideas about how Salesforce could develop and later integrate with the website for subscriptions contract management and with the accounting system for payments. This aligned with our long-term plans to digitise the entire subscription process, from sign-up to content delivery.

Steve Mursell commented: ‘This was a fun project. Sue and the Berners team were well-prepared, and the project had a clear purpose.’

Steve and his team delivered the new Lightning version of Salesforce on time and on budget in May 2021. ‘We now have a personalised dashboard which shows exactly how many law firms have subscribed and how many articles have been subscribed to. It also shows the postcodes which have been taken and those which are still available, which is a huge benefit as we only provide our legal content to one law firm in each postcode area,’ comments Sue.

Click here to download the case study.

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