Mark Beese of Holland & Hart LLP points out a number of trends in law firm marketing including:

• Focus has moved away from branding and more towards business development - cross marketing, building client relationships, and specializing in an industry
• Marketing is becoming more strategic, including business development and change management in addition to operational tactics
• Convergence is a major challenge - Fortune 1000 companies want to reduce number of law firms they currently use
• New sales models - using non-lawyers and business development professionals to do some of lawyer’s non-billable tasks. Lawyers still must be participants, but business development professionals can do a lot of the market research to identify prospects and research their businesses and industries. They can also develop a business development plan, and keep track of efforts.
• The web is important in demonstrating a firm’s expertise in a particular industry and business area. It can also demonstrate how savvy the firm is with technology.
• Blogs are popular to communicate with clients in a more informal way

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Categories: Marketing