Law Firm Marketing and Business Development

Cybersecurity Law & Strategy

Avoid Making Tech Decisions In Crisis Mode

Tomas Suros

Some law firms are realizing that the hasty, though necessary, decisions made to facilitate remote work should be revisited or undone. Many of the tools implemented in an emergency are insufficient to withstand the increasing cybersecurity threats law firms are facing today. The good news, though, is that it’s not too late to implement the right tech to protect your firm.

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Marketing The Law Firm

Managing Well-Being In the Legal Industry

Vivian Hood

A recent LMA Well-Being Wednesday program provided a range of big ideas and small tips for legal marketers and law firms on implementing a well-being program.

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Accounting And Financial Planning For Law Firms

Legal Sales Strategies

Eric Dewey

The “best choice” provider pitch may not be the optimal sales strategy. It's better to adjust to where the prospect is in their buying decision process — whether that means they are looking for providers, they are studying the situation, they already have counsel, or they have decided not to address the issue.

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Marketing The Law Firm

The Four Legal Sales Strategies

Eric Dewey

The ‘best choice’ provider pitch may not be the optimal sales strategy. It's better to adjust to where the prospect is in their buying decision process — whether that means they are looking for providers, they are studying the situation, they already have counsel, or they have decided not to address the issue.

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Accounting And Financial Planning For Law Firms

How to Build a Successful Business Development Plan

Melissa “Rogo” Rogozinski

Driving Growth Through Client Success and Thought Leadership

Business development is a critical part of a law firm’s growth strategy. It balances client success, competitive marketing and new acquisitions in order to sustain the firm’s reputation as a high-quality service provider. It is the bridge between marketing and sales. Here are six steps to building a modern business development plan that is guaranteed to drive growth through client success and thought leadership.

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Marketing The Law Firm

Time Well Spent: Make Meetings Valuable

Sharon Meit Abrahams

“Ugh, not another meeting!” Do you hear this from your colleagues and direct reports? If so, you should turn your meetings from a waste of time to a value-added use of time. We know meetings are important. They increase collaboration, set accountability, and create a shared sense of purpose and progress — all important elements of a happy, successful workplace.

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Marketing The Law Firm

Are You Facing a Problem or a Crisis?

Elizabeth Lampert and Lara Cupit

Recognizing the many degrees of severity and activity levels is crucial when a matter presents itself. Is it time to go scorched earth or take it in stride and allow a situation to fizzle? When defining the spectrum from minor issue to crisis, it is vital to understand how a problem can become a crisis if left unattended or how jumping the gun and overreacting can be disastrous.

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Marketing The Law Firm

Great Marketing Initiatives Happening Now

Stacy West Clark

Some great marketing initiatives happening in law firms around the country — as well as some recommendations.

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Marketing The Law Firm

6 Steps to a Successful Business Development Plan

Melissa “Rogo” Rogozinski

Driving Growth Through Client Success and Thought Leadership

Business development is a critical part of a law firm’s growth strategy. It balances client success, competitive marketing and new acquisitions in order to sustain the firm’s reputation as a high-quality service provider. It is the bridge between marketing and sales. Here are six steps to building a modern business development plan that is guaranteed to drive growth through client success and thought leadership.

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Marketing The Law Firm

Five Essential Steps for Lawyers to Effective Legal Marketing

Olivia Vizachero

Learning how to market yourself does not have to be difficult. Here are five simple steps you need to follow.

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Marketing The Law Firm

Online Accessibility, SEO and Digital Marketing Strategy

Sarah Brodsky

How can you make your user experience the best it can be for all potential clients, and lead with empathy and equity as you demonstrate your knowledge? That’s where your law firm’s SEO strategy comes into play.

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Marketing The Law Firm

6 Risks Affecting Cybersecurity for Law Firms

Chris Mangano and Edward Keck, Jr.

We are all “custodians of data.” Law firms specifically are stewards of some of the most sensitive information stored and shared; a fact that doesn’t elude nefarious cybercriminal syndicates. Below are some of the top cybersecurity risks affecting law firms.

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Marketing The Law Firm

Avoid These Law Firm Marketing Mistakes to Maximize Your Time, Money and Effort

Lorrie Thomas Ross

While all firms have marketing initiatives in place, that does not necessarily mean you’re doing all you can to optimize your marketing efforts. If you’d like to get more out of the time, money and effort you spend on marketing, read on to make sure you aren’t making one of these common marketing mistakes.

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Marketing The Law Firm

The Care and Feeding of the Legal Client

Jaimie B. Field

Do your attorneys know the difference between a customer and a client? I have always defined the difference as a customer is someone who buys something from you once, while a client is someone who keeps coming back to you over and over again; mainly, since the legal industry is becoming more transactional daily. And that subtle difference is what makes a lawyer just a lawyer and one who becomes a rainmaker.

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Marketing The Law Firm

How to Properly Align Marketing, Business Development and Sales

Melissa “Rogo” Rogozinski 

As we move into a post-pandemic era of inflation and recession rumors, it is imminent that we make changes in how we operate and grow our businesses in order to move successfully — and profitably — forward. For law firms, we need to understand how marketing, business development and sales work together to produce new opportunities for revenue growth.

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Marketing The Law Firm

To Have or Not to Have Partner Reviews: A Reflection of Firm Culture

Sharon Meit Abrahams

Firms are conducting their mid-year associate reviews around this time. What about partners? Typically, partner feedback is given by means of their new annual compensation. If your firm is not doing partner reviews now is the time to start. As firms are looking for ways to increase retention and survive the great resignation conducting partner reviews might hold the key. Doing reviews makes a statement about your firm’s culture.

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Marketing The Law Firm

Do Law Firms Need to Re-think Outsourcing Strategies?

Anthony Davies

flexible sourcing models, with interchangeable or multiple service providers, is now becoming the mainstay for most client sourcing strategies. This outsourcing trend has been consistent over the past two years, with clients describing their strategies as “multi-vendor” and “multi-sourced.”

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Marketing The Law Firm

How Will the Am Law 200 Use Their 2021 Profits?

Dan Roe

While nobody seems to think that the current inflationary period constitutes the new normal for the Am Law 200, the sustained demand has helped firms smooth out some of the challenges that will become sharper when there isn’t as much legal work to go around.

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Marketing The Law Firm

Experience Is Everything: Why Focusing On Client Experience is Critical and How to Get Started

Kristen Dallman

In this marketplace, one thing is abundantly clear: To remain competitive, you must adapt. So how can you adapt in a way that meets the increased expectations of today’s client? Focus on client experience.

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Marketing The Law Firm

20 Business Lessons from 20 Years to Apply Today

Gina Rubel

Lessons learned from years of listening, emulating, taking risks, and learning from failures and successes alike.

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Marketing The Law Firm

Brands In the Metaverse: What You Need to Know

Brandon Leahy and Chloe Delehanty 

While it is still unknown how the metaverse will take shape, lawyers advising brands should familiarize themselves with the opportunities it presents, the risks involved, and strategies to consider for enhancing and protecting a client’s brand.

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Marketing The Law Firm

The Impact of Trust On Cooperation

Mike Whelan

a tendency to trust optimizes outcomes on average — but you have to think in individual transactions. Are lawyers too distrusting to make good decisions in those instances? This article explores the concept of trust, the impact of trust on cooperation, and whether lawyers have trust issues and what that means for them and for their clients.

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Marketing The Law Firm

Using Process Improvement and LPM for Competitive Advantages in Pricing and Fee Arrangements

Catherine Alman MacDonagh and Frederick J. Esposito Jr.

This article explores the connection between process improvement, project management, and pricing. Clients want budget predictability, options in fee arrangements, and value. The firms that do this well, regardless of their size or location, will have the competitive advantage.

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Marketing The Law Firm

Hallmarks of Highly Successful Coaching Programs

Debra Baker

How well does your attorney coaching program stack up? Here are six pillars to self-assess whether your informal or formal business development coaching and training programs are working.

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Marketing The Law Firm

Reframing 101: How to Use ‘Yes’ and ‘No’ for Negotiation Breakthroughs

Essie Martsinkovsky

When you’re negotiating, being able to reframe — to change your perspective and approach an issue through a new lens — is critical to getting your needs and wants met.

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Marketing The Law Firm

Rebranding Your Law Firm? Read This First

Leslie Richards

If your firm is making substantive changes, a rebrand helps to communicate that internally and externally.

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Marketing The Law Firm

Thinking About PR In Law Firm Responses to the War In Ukraine

Randy Labuzinski

The Russian invasion of Ukraine and the ongoing war bring up an interesting conundrum for law firms with business ties to Russia. It also sheds new light on the pattern of law firms (and other corporations) speaking out about social causes and events with significant societal implications. A law firm’s actions can have PR implications, particularly when it comes to what is or is not communicated to stakeholders and the media.

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Marketing The Law Firm

It’s Time for Post-Pandemic Law Firm Retreats

Sharon Meit Abrahams

After two years of cancelled, postponed or virtualized versions, in-person retreats are finally back. It’s time to refresh ourselves on why and how to run a safe and healthy in-person retreat.

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Marketing The Law Firm

Avoid These 7 Mistakes to Not Seem ‘Salesy’

Eric Dewey

It doesn’t take much to be perceived as ‘salesy.’ A poorly-timed question, over-confidence, or a little too much enthusiasm can sour your prospect on you. Being perceived as salesy can create obstacles to winning the engagement. Fortunately, it’s easy to avoid being salesy. Simply, avoid creating sales pressure.

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Marketing The Law Firm

Racial Equity Audits Create Accountability for DEI Programs

Alexandre Rene, Michael R. Littenberg, Jessica L. Soto and Caitlin Handron

As intolerance for inequities in policing and the workplace grew, corporations across the nation pledged their commitment to transform their hiring, promotion, and retention practices to foster inclusion for personnel at all levels. Whether organizations have made good on these commitments is an open question. Racial Equity Audits have emerged as a promising method for answering that question and addressing identified shortcomings.

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Marketing The Law Firm

Why Hire a Fractional CMO?

Nicolle Martin

A fractional CMO is an outsourced marketing executive that can perform all the functions of a chief marketing officer, including strategy, planning and implementation, without a company having to commit to a long-term, full-time salary.

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Marketing The Law Firm

Use Marketing and Biz Dev Content for Cross-Selling Success

Wayne Pollock

If you’re unsure about how to get your cross-selling efforts going, marketing and business development content, in all of its forms, is your secret weapon for cross-selling your firm’s services.

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Accounting And Financial Planning For Law Firms

Use Business Development Content for Cross-Selling Success

Wayne Pollock

If you’re in that boat, or you are unsure about how to get your cross-selling efforts going, marketing and business development content, in all of its forms, is your secret weapon for cross-selling your firm’s services.

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Marketing The Law Firm

Aligning with Client Expectations: Is Your Firm Walking the Walk In 2022?

Vivian Hood and Terry M. Isner

The adage is true: Actions speak louder than words, and active participation and engagement are critical for fostering real change. Your clients demand it, your competitors are doing it, and your attorneys and staff want it. This is how we will be measured.

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Marketing The Law Firm

DEI As a Competitive Advantage

Dr. Sharon Meit Abrahams and Melinda Hall Wieder

An example of how understanding another person’s life experience impacts how a practicing attorney can be a more effective advocate for their client.

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Marketing The Law Firm

General Counsel Perspectives on Law Firm Marketing In 2022

Gina F. Rubel

Do you know what GC’s want when it comes to evaluating law firms? Have you asked general counsel for their perspective on law firm marketing? If so, are you incorporating this feedback into your firm’s marketing and business development efforts?

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Marketing The Law Firm

Will the Lateral’s Clients Move?

Eric Dewey

The promise of new client relationships is driving the vast majority of lateral partner movement today. Is there a way to accurately project which clients of the candidate will move?

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Marketing The Law Firm

Tips for Building Authentic Referral Relationships

Meranda Vieyra

While many attorneys know referral partners are an integral piece of their career, they don’t take the time to build authentic referral relationships. To their current and future detriment, they don’t make quality referral relationships a priority.

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Marketing The Law Firm

10 Ways to Optimize Your Virtual Presentation or Webinar

Julie Savarino

Even when the pandemic subsides, working from home will be remain a constant (at least part of the time) for many lawyers, clients, referral sources, and many others. So, we should continue to work on optimizing our virtual presentation and webinar skills.

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Marketing The Law Firm

The Rise of Innovation In a Hyper-Competitive Market for Legal Talent

Ari Kaplan

The results of interviewing 30 chief talent officers along with directors and managers of recruiting reveal the impact of the pandemic on entry-level and lateral hiring, the appetite for leveraging technology to address the rapid acceleration in on-campus interviewing and lateral recruitment, and the increased focus on innovation to fuel law firm success.

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Marketing The Law Firm

SEO for Law Firms: Will It Help You Win More Clients?

Spencer X. Smith

Search engine optimization (SEO) is a great way to help drive traffic to your website, but is also a very misunderstood term. This article helps clarify what SEO for law firms really is, and if it will help with your business development activities.

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Marketing The Law Firm

Is Sales Enablement The Next Big Thing In Legal Services?

Eric Dewey

Law firms can look to a growing trend, however, among their corporate brethren as a model to solve the business development training challenge. It's called Sales Enablement.

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Marketing The Law Firm

Five Important Marketing Steps to Take In 2022

Jill Marie Wilson

There’s simply no better time than these early days of 2022 to take the time to consider and prioritize some essential first steps you can promptly execute to ensure your law practice is on the right path to being even more successful in January 2023 than it is today.

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Marketing The Law Firm

10 Steps to Realigning Sales, Marketing and Tech

Melissa “Rogo” Rogozinski

If you want to want to drive real revenue growth in an environment manipulated by a global pandemic, then you must find new ways to think about, study and prepare to meet the needs of the new legal services buyer.

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Accounting And Financial Planning For Law Firms

Remote Work Yields Savings, But Watch for Tax and Jurisdiction Issues

Troy Ayala

While the rapid ascent of home offices may have initially come as a shock to more than a few corporate cultures, the truth is that business leaders who embrace long-term remote working can yield significant cost savings and boost employee morale.

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Marketing The Law Firm

In the New Year, Be Sure to Highlight Client Service Skills

Sharon Meit Abrahams

Demonstrating client service before the engagement serves attorneys well into the ongoing relationship. This checklist can help professionals discuss important topics with new clients and demonstrates their skills in quality client service.

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Marketing The Law Firm

What Does Life Look Like for PR Post-COVID?

Carlos Arcos

There was no shortage of COVID-related PR opportunities having an impact on practice groups across the board, from real estate to bankruptcy to employment and more. This wave started in 2020 and continued well into 2021. Once the pandemic does finally fade from our lives, what will the new normal for legal PR look like?

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Marketing The Law Firm

Sales Speak: Selling Doesn’t Cause Buying

Eric Dewey

Selling doesn’t cause buying. Buying is an internal business process and that process is fast becoming out of sync with the sales training we often push on our lawyers. Our buyers know more than we do about what is really important inside companies when they are looking to hire outside counsel. We must get better at that lest many of our practices become even more commoditized.

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Accounting And Financial Planning For Law Firms

Law Firms and the Rise of Hospitality

Anthony Davies 

The law firm office cannot remain unchanged, as if frozen in time set to some date prior to the onset of pandemic, when the terms and meaning have all changed. In fact, the office must now provide benefits or an experience the lawyers and staff cannot get at home.

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Marketing The Law Firm

Bringing 5-Star Hospitality to Law Firms

Anthony Davies 

The law firm office cannot remain unchanged, therefore, as if frozen in time set to some date prior to the onset of pandemic, when all the terms and meaning have all changed. In fact, the office must now provide benefits or an experience the lawyers and staff cannot get at home.

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