Law Firm Marketing and Business Development

In late January, Edge Marketing unveiled the implementation of generative AI into its legal marketing practice, and along with it, a refresh of its brand. I spoke with Edge’s CEO, Amy Juers, MBA, about what AI can do for legal marketers in general and what went into the decision to implement AI and how Edge did it.

A confluence of macroeconomic forces — including generative AI adoption, political shifts and evolving generational expectations — are intersecting with industry-specific dynamics like changing leverage models, consolidation, and record-high compensation levels. These combined trends are reshaping the legal workplace and redefining the types of opportunities and demands firms will face in 2025 and beyond.

Our friends at Edge Marketing are ending the year by sharing their predictions for 2025. From the continued evolution of generative AI and its many uses to an increase in multimedia and hypertargeting, these are some of the key factors that will guide legal marketing strategies in the new year.

As a marketing professional, your job isn’t just to check tasks off a list — it’s to show attorneys why these efforts matter and how they can actually make their lives easier (and more profitable). This guide is packed with strategies to help you bridge the gap, build trust, and turn even the most skeptical lawyers into willing partners.

Legal teams incorporating partnership, service and transparency more comprehensively into their representation will stand out and create a competitive advantage in 2025, particularly given the heightened preferences for automation and self-service options.

A strong Do Not Call Policy is vital to comply with the Telephone Consumer Protection Act. Ensuring robust DNC compliance protects an organization's reputation and increases consumer trust. Below is a practical guide for building and implementing DNC policies that ensure compliance and reduce liability.

High-profile individuals facing litigation often face a dual battle: in the courtroom and the court of public opinion. The rapid pace of digital information sharing magnifies reputational threats, including smear campaigns, privacy violations, and cyberattacks, requiring swift and strategic intervention to protect personal and professional standing.

This article talks about not shooting yourself in the foot when you are trying to develop more business — whether from current clients, referral sources or even potential clients.