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Marketing the Law FirmLJN NewslettersNewsSections

Announcing the Eighth Annual MLF 50

By Kimberly Alford Rice
July 30, 2012

While legal staffing is still down in 2012, we are seeing the light at the end of the tunnel. The ice seems to be thawed a bit and law firms are beginning to grow again.

Many AmLaw 100/200 firms are relying more upon their business development/marketing departments for guidance to develop and execute sound marketing strategies that result in stronger client relationships and growing billings. Again, the focus is very bottom-line generation. As never before, the client rules the day. From approving which attorneys will work on their matters to what rates they will agree to be billed, clients have sent strong messages of how they want to be treated. Savvy law firms are finally recognizing that but for the client, there would be no firm. In light of all these developments, the 2012 MLF 50 is focusing on the interplay of marketing/business development and technology, with most of the emphasis placed on the strategies firms are employing to retain client relationships and expand their businesses.

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