Page 212 - 2019 - Leaders in Legal Business (n)
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that 67 percent of attorneys agree their law firms are increasing their emphasis/focus on business
development and marketing efforts.
For legal marketing, this move into the role of strategic business partner marks the next
evolution of the profession. For more than four decades, legal marketers have played an important
role for law firms in such areas as communications, market research, ad campaigns, and event
management. Through the years, that role has continually refined with the emergence of such vital
tools as mobile and social technologies, and the growing role of Big Data, all making information
more readily available and accessible.
As attorneys face the pressure of generating new business, that role evolves even more,
with marketing professionals undertaking an increasingly diverse set of roles and responsibilities.
These roles touch practice and process improvement, business planning, attorney coaching, and
client service and relationship management.
A 2017 joint study1 by LMA and Bloomberg Law furthers this point, demonstrating a
mindset shift from the practice of law to the business of law, with marketing and business
development activities being largely aligned with driving revenue for the firm. In fact, the data
shows more than 82 percent of leading marketing/business development professionals direct
initiatives related to revenue growth.
Today, the strategic legal marketer is one that is considered to be an advocate for the voice
of the client, a collaborative partner with all law firm business functions to deliver client value,
and extremely engaged with business planning and client service/relationship management
initiatives in these fundamental ways.
Invested in the Client
Law firms increasingly place primary emphasis on developing broader and deeper
relationships with current clients and growing organically in the practice areas and geographies
where they are already strong. Legal marketers are committed to influencing and leading change
to better serve clients.
When it comes to differentiation, professionals surveyed by LMA and Bloomberg Law2
point to investment in client experience and development of greater knowledge of, and expertise
in, their clients’ businesses as the most effective tactics. These two items reflect a shift to a client-
first mindset and mirror the growing customer experience trend at the forefront of many consumer
products and B2B businesses.
Also reflective of a growing client-first perspective, marketing/business development
professionals are clearly focusing business intelligence activities on better understanding their
clients by tracking news (87 percent), tracking company information (76 percent), and tracking
industry data/trends (71 percent) to prepare for client meetings and deliver news/current awareness
updates to attorneys.
1 Legal Marketing Association & Bloomberg Law, 2016 Joint LMA-Bloomberg Law Survey Report,
https://www.legalmarketing.org/p/cm/ld/fid=2674.
2 Id.
197
development and marketing efforts.
For legal marketing, this move into the role of strategic business partner marks the next
evolution of the profession. For more than four decades, legal marketers have played an important
role for law firms in such areas as communications, market research, ad campaigns, and event
management. Through the years, that role has continually refined with the emergence of such vital
tools as mobile and social technologies, and the growing role of Big Data, all making information
more readily available and accessible.
As attorneys face the pressure of generating new business, that role evolves even more,
with marketing professionals undertaking an increasingly diverse set of roles and responsibilities.
These roles touch practice and process improvement, business planning, attorney coaching, and
client service and relationship management.
A 2017 joint study1 by LMA and Bloomberg Law furthers this point, demonstrating a
mindset shift from the practice of law to the business of law, with marketing and business
development activities being largely aligned with driving revenue for the firm. In fact, the data
shows more than 82 percent of leading marketing/business development professionals direct
initiatives related to revenue growth.
Today, the strategic legal marketer is one that is considered to be an advocate for the voice
of the client, a collaborative partner with all law firm business functions to deliver client value,
and extremely engaged with business planning and client service/relationship management
initiatives in these fundamental ways.
Invested in the Client
Law firms increasingly place primary emphasis on developing broader and deeper
relationships with current clients and growing organically in the practice areas and geographies
where they are already strong. Legal marketers are committed to influencing and leading change
to better serve clients.
When it comes to differentiation, professionals surveyed by LMA and Bloomberg Law2
point to investment in client experience and development of greater knowledge of, and expertise
in, their clients’ businesses as the most effective tactics. These two items reflect a shift to a client-
first mindset and mirror the growing customer experience trend at the forefront of many consumer
products and B2B businesses.
Also reflective of a growing client-first perspective, marketing/business development
professionals are clearly focusing business intelligence activities on better understanding their
clients by tracking news (87 percent), tracking company information (76 percent), and tracking
industry data/trends (71 percent) to prepare for client meetings and deliver news/current awareness
updates to attorneys.
1 Legal Marketing Association & Bloomberg Law, 2016 Joint LMA-Bloomberg Law Survey Report,
https://www.legalmarketing.org/p/cm/ld/fid=2674.
2 Id.
197
