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Two companies have the same legal need. Both companies end up speaking to the same lawyer, although they came to that lawyer through two different paths. In the first situation, the company searches for the lawyer to solve its problem. It does an Internet search, finds the lawyer and retains her almost immediately to solve the problem.
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By Julie Savarino
With the intense competition for new legal work, demands on lawyers’ available time and the increasing discounts clients demand, it’s getting harder for law firms operating under a billable-hour business model to support the consistent development of new legal work by investing in and maintaining a marketing department alone.
By Stacy Zinken
It’s not enough these days to simply react to clients, the best attorneys are those who can anticipate a legal need before it happens and be proactive in reaching out to clients. To be first to a client, lawyers need a keen understanding of how business indicators connect to legal needs and have a strategy to track and analyze the path as it unfolds.
By Peter A. Johnson
How Law Firm Marketers Can Assume a Leadership Role
The marketing director needs to gain “a seat at the table” in order to have a voice in planning, and to be viewed as an integral member of the firm’s management team. How do you go about earning that seat?
By Frank Ready
Firms are embracing new technologies to help drive marketing efforts and reach new audiences, but doing so may require some uncomfortable changes to the ways that attorneys have traditionally thought about building their brands.