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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?
Once upon a time, the “marketing director” at a law firm was likely to be a legal “secretary” who printed out attorney bios and ordered business cards. In time when a “white glove” approach to relationship building was all that was deemed necessary, marketing and business development was not a priority.
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By Jennifer S. Bankston
One of the most effective components of legal marketing is thought leadership content. With today’s available palette of media tools, law firms are able to design, build and customize the content that their client’s experience like never before. Ensuring that this “content experience” is profound and impactful is a necessary and critical endeavor.
By Eric Dewey
Requests for discounts have become a routine step in the legal services purchasing process. Lawyers face the uncomfortable task of defending their billing rates in both RFPs and client pitches. But too often, lawyers don’t make an effort to resist giving a discount when asked. Mostly because they haven’t been trained in how to do it.
By Marcie Borgal Shunk
In an era of “what’s in it for me,” leaders seeking to ensure the long-term well-being of the firm and its talent often find change initiatives especially challenging.
Sometimes, we over-engineer solutions. And most often, we don’t need to.