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

» A Few Questions With Today’s Legal Marketing Minds

Related Posts

Leave a Reply