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Facilitating Follow-Up

By Bob Gero

Marketing and business development have become ingrained in today's law firms and, indeed, now are integral parts of virtually every law firm's operations. Firms of all sizes and geographic locations have hired Chief Marketing Officers, Chief Business Development Officers and a variety of other staff, and have adopted so many different marketing initiatives that by now many of these can be considered standard.

Law firms engage in client interviews leading to proactive client service teams; strive to increase website search-engine optimization; engage in in-depth knowledge management practices, and produce effective competitive analysis. It seems that the old standards of advertising, interactive and client-specific websites, press releases, CRM applications and alumni programs are routine. And lo and behold, a recent news report claimed that newsletters, alerts, memoranda, white papers and bylined articles sent to clients are not being read.

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