A leading international law firm transforms CRM-driven marketing, strengthening governance and empowering its partners to lead client engagement.
Industry: Law firm
350%
higher engagement through Partner-led Connect communications
19%
reduction in unsubscribe rate following template modernization
Vuture has become a trusted partner for us in how we engage with clients globally. Our collaboration has allowed us to evolve our CRM strategy to ensure it is data-driven and scalable with greater structure, which has given us greater confidence in both our targeting and compliance. From this, our communications have remained relevant, measurable, and aligned to our long-term CRM objectives.
Greg Glynn, CRM Senior Executive, HFW
HFW is a leading international law firm operating across 22 offices worldwide. The firm advises clients across highly regulated, relationship-driven sectors where trust, precision, and compliance are critical.
With global sector-focused Marketing and Business Development teams working with CRM to support client engagement, HFW relies on clear and efficient communication processes that can scale across offices while maintaining consistency and control.
As a global law firm operating in a highly regulated environment, HFW needs to ensure every communication meets clear governance and data standards.
Despite being a long-standing Vuture customer, HFW recognized an opportunity to evolve the way the platform was used across the firm. Earlier processes relied on reused lists, inconsistent segmentation, and manual effort, which limited the precision and effectiveness of communications. While functional, this approach did not fully support the firm’s goals for personalized, relationship-driven engagement and led to a lack of confidence around email as a channel.
To address this, HFW focused on strengthening governance, segmentation, and campaign structure to unlock greater value from its existing Vuture investment.
Having worked together for a number of years, HFW and Vuture identified an opportunity to evolve the firm’s approach. Through close collaboration, the two teams restructured HFW’s use of Vuture to support a broader transformation of its global client engagement strategy.
Unlike generic marketing platforms, Vuture is purpose-built for the governance, approval, and native CRM workflows required in legal environments.
HFW better aligned its CRM system with Vuture to establish a single source of truth for relationship data and targeting. Teams now build campaign-specific audiences based on defined criteria, replacing static lists with purpose-built segments. This ensures outreach is relevant, compliant, and grounded in current data.
The firm’s preference management center reinforces this discipline by allowing contacts to control what they receive and keeping communications aligned with their stated interests.
HFW introduced a structured campaign framework to ensure consistency, compliance, and alignment across offices.
To support this approach:
Campaigns now follow a defined structure from planning through to reporting, reducing manual work and limiting risk while maintaining global standards. The HFW team also worked with the Vuture team to modernize their global template suite, introducing stronger branding, clearer calls-to-action, and improved landing page journeys.
With strong data and governance foundations in place, HFW took the next step to enable Partner-led, relationship-driven communication at scale.
Initially introduced to a small group of Partners, Connect enables compliant, personalized 1:1 communications powered by CRM data and centrally-managed templates. Messages are sent individually, which enables targeted and trackable outreach.
Marketing retains oversight, defining target lists and maintaining visibility so every communication aligns with firm standards and delivers measurable outcomes. Following the initial rollout, adoption is now expanding across the firm as confidence in both the process and the results has grown.
Connect communications have delivered engagement rates approximately 350% higher than traditional marketing emails. This uplift translates into stronger client relationships and increased participation in firm-led initiatives.
Proven Impact:
Together, these results reflect a shift from broadcast communication to targeted, relationship-driven engagement, delivering measurable ROI across the firm.
With Vuture’s governed workflows and CRM integration, email marketing shifted from being perceived as risky to being viewed as controlled, compliant, and strategic. This reduces compliance exposure while increasing confidence in firm-wide communication.
The HFW team has:
With centrally governed templates and CRM integration, HFW can now scale communications seamlessly across all 22 offices while maintaining consistent brand standards.
This structure supports sector-led campaigns without sacrificing governance, ensuring that global consistency and local relevance can coexist.
Following template modernization, HFW saw measurable improvements in engagement quality, including higher click-through rates and a 19% reduction in unsubscribe rates.
HFW’s transformation has extended beyond platform capability. As a long-standing Vuture customer, the firm views the relationship as an ongoing strategic partnership that supports its broader evolution in client engagement.
“Vuture has become a trusted partner for us in how we engage with clients globally. Our collaboration has allowed us to evolve our CRM strategy to ensure it is data-driven and scalable with greater structure, which has given us greater confidence in both our targeting and compliance. From this, our communications have remained relevant, measurable, and aligned to our long-term CRM objectives.”
— Greg Glynn, CRM Senior Executive, HFW
HFW’s transformation shows what’s possible when firms combine strong data discipline, structured governance, and Partner-led engagement. By evolving its use of Vuture, the firm has moved from inconsistent processes to a scalable, data-driven approach to client communication. Today, personalized outreach significantly outperforms generic marketing, while governed workflows ensure every communication remains compliant and consistent.
For legal and professional services firms, the takeaway is clear: modern client engagement requires both the right platform and the right partner to deliver measurable ROI.
Talk to our team to learn how Vuture can support your firm’s client engagement strategy →