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DO IN-HOUSE COUNSEL USE LEGAL DIRECTORIES?
June 23, 2011
DO IN-HOUSE COUNSEL USE LEGAL DIRECTORIES?80% of Chief Marketing Officers said, in a recent poll, that directories play no role in their marketing efforts. Boy are they wrong. Reviewing the 2011 BTI survey on “How Clients Hire” sheds an entirely different light.1. 80.8% identify outside counsel in an unfamiliar jurisdiction when a personal referral is unavailable.2. 77.1% validate the credentials of a referral.3. 73.4% evaluate outside counsel qualifications.4. 70.1% identify outside counsel experts in an unfamiliar legal subject matter when a referral is unavailable.5. 56.1% compare outside counsel qualifications to competitors.6. 45.3% conduct periodic reviews of current outside counsel.Marketing professionals — wake up and place your finger in the wind. The BTI survey provides additional clues as to where you can place the marketing dollars:1. 71.2% use Martindale-Hubbell2. 8.0% use Chambers3. 4.0% use ACC Value Index4. 2.6% use Linkedin5. 5.0% use the others6. 9.2% use none.We urge clients and prospects to actually ask their in-house and agency clients what directories they use. When making a conference presentation, our recommendation is to ask the audience which they use and how the value is translated to their attorneys. Or on a firm e-alert or periodic contact “touch”, ask for feedback. The information is there for the taking/asking — just do it!
DO IN-HOUSE COUNSEL USE LEGAL DIRECTORIES?80% of Chief Marketing Officers said, in a recent poll, that directories play no role in their marketing efforts. Boy are they wrong. Reviewing the 2011 BTI survey on “How Clients Hire” sheds an entirely different light.1. 80.8% identify outside counsel in an unfamiliar jurisdiction when a personal referral is unavailable.2. 77.1% validate the credentials of a referral.3. 73.4% evaluate outside counsel qualifications.4. 70.1% identify outside counsel experts in an unfamiliar legal subject matter when a referral is unavailable.5. 56.1% compare outside counsel qualifications to competitors.6. 45.3% conduct periodic reviews of current outside counsel.Marketing professionals — wake up and place your finger in the wind. The BTI survey provides additional clues as to where you can place the marketing dollars:1. 71.2% use Martindale-Hubbell2. 8.0% use Chambers3. 4.0% use ACC Value Index4. 2.6% use Linkedin5. 5.0% use the others6. 9.2% use none.We urge clients and prospects to actually ask their in-house and agency clients what directories they use. When making a conference presentation, our recommendation is to ask the audience which they use and how the value is translated to their attorneys. Or on a firm e-alert or periodic contact “touch”, ask for feedback. The information is there for the taking/asking — just do it!
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