Note: This post was first published on the Thomson Reuters Legal Executive Institute blog.  It’s the classic chicken-and-egg problem: You don’t have money to invest in marketing, but you need marketing to grow. And while there are plenty of studies clearly demonstrating a direct link between law firms’ marketing investment and financial growth, many firms […]

Acquiring new clients is expensive. Depending on the study, research shows that the cost to acquire a new client is anywhere from five to 25 times the cost to retain an existing client. Yet many law firms focus the majority of their marketing efforts on client acquisition — not client retention. Here’s more research if […]

Marketers… if you had to describe your most important role in one or two words, what would you say? My gut tells me that many would say “promotion,” “brand building” or “thought leadership.” I doubt many would say “knowledge extraction.” And that must change. Knowledge extraction is basically that — extracting knowledge from your subject-matter […]

We’ve all heard it before: “I just can’t get my subject-matter experts to give me the information I need.” “We would do content marketing, but we can never find the time — we’re too busy focused on billable work.” I get it. Content marketing takes time. It’s the reason I have a viable business, after […]

Four marketing strategies are particularly effective, says panel of GCs at Legal Marketing Association conference Law firm marketers: Want to know what works to get the attention of general counsel (GC)? Here’s the short answer: high-quality, relevant and timely thought leadership content, in the form of client alerts, helpful articles vendita piscina gonfiabile con scivolo […]

While law firms are prolific content generators, very few firms have a documented content marketing strategy.  According to Greentarget’s 2017 State of Digital & Content Marketing Survey, 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more. And a measly 26% of law firm marketers say […]

At the Legal Marketing Association’s Southeastern Conference last week in Charlotte, North Carolina, in a session on content marketing, the presenters gave an overview of Greentarget’s 2017 State of Digital & Content Marketing Survey. Unsurprisingly, the theme of the report: information overload. The survey found that 96% of in-house counsel say that there is content […]

Everyone goes into content marketing and PR for the same reason — the fame. The promise of making viral videos that propel your business forward and hinder innocent trips to the grocery store as we are hounded by fans.

We’ve all done it. Dinner is simmering on the stove and, hey, I have a few minutes to kill. Let me just give social media a quick scan. Then, before we know it we’ve watched three Tasty videos, an adorable (but worrisome) clip of dogs playing with a bear and received some life motivation from a […]

Hey there. You’re probably reading this because you: a) like reading everything I write b) think lightning is BA c) want to learn the basics of account-based marketing (ABM) Whoever you are, welcome. And unlike IRL introductions, there are no sweaty handshakes involved, so let’s get down to business(-to-business).