Page 215 - 2019 - Leaders in Legal Business (q)
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an update for the senior partners and a relevant selling point to convert new clients. Looking at the
reverse, it’s likely that the marketer will receive very limited information from the senior partners
and have to create a list of actionable next steps for the IT team and/or marketing team.
Strategic legal marketers are effective communicators who are able to receive and
distribute complex information in a way that keeps stakeholders satisfied.
Technology Management
Twenty years ago, a marketer’s skills included good writing and having a mastery of
design, PowerPoint, print, direct mail marketing, public relations, and event marketing. Today, a
marketer additionally must have mastery of the large number of technologies available to
effectively market his or her organization.
Marketing has become so technological that many organizations now have a “marketing
technologist” — who is considered a bridge between IT and marketing — a technologically savvy
professional with a deep understanding of data, analytics, and legal operations coupled with the
creative mindset to transition raw data into actionable insights to drive marketing results. But, all
marketers must have a mastery of different technologies in order to apply them appropriately.
Marketers must be good technologists for a few simple reasons:
1. The people that we reach are online;
2. The ability to engage online is so effective; and
3. Technologies can amplify marketing efforts effectively.
Technologies used to market
The role of marketing departments in law firms usually spans traditional marketing — the
action or business of promoting and selling products or services, including market research and
advertising — and sales pipeline management — the action of turning qualified prospects into
paying customers.
Consumers can now engage with a company at an event; online through web pages, videos
or mobile app; through printed materials; or via social media. Marketers understand the strengths
and weaknesses of each of these media and channels — including their costs and potential returns
on investment (ROI) — and understand which ones to use for a particular marketing goal.
Marketers are proficient at providing a seamless experience, regardless of channel or device.
Business Development
Much like law firms themselves, legal marketing professionals are challenged constantly
to prove their worth by adding value for their “internal clients.” Marketers today bring to the table
well-honed business development skills and the ability to provide guidance and support to
attorneys as they work to expand their books of business. Marketers leverage sharp business
development skills and enable lawyers to put their best foot forward in pursuing work.
Many law firm marketers are called upon to provide “coaching” for the lawyers they
support. To adopt a sports analogy in which lawyers are the players, business development, when
well executed, can and should encompass not just the role of the game-day coach on the sidelines,
200
reverse, it’s likely that the marketer will receive very limited information from the senior partners
and have to create a list of actionable next steps for the IT team and/or marketing team.
Strategic legal marketers are effective communicators who are able to receive and
distribute complex information in a way that keeps stakeholders satisfied.
Technology Management
Twenty years ago, a marketer’s skills included good writing and having a mastery of
design, PowerPoint, print, direct mail marketing, public relations, and event marketing. Today, a
marketer additionally must have mastery of the large number of technologies available to
effectively market his or her organization.
Marketing has become so technological that many organizations now have a “marketing
technologist” — who is considered a bridge between IT and marketing — a technologically savvy
professional with a deep understanding of data, analytics, and legal operations coupled with the
creative mindset to transition raw data into actionable insights to drive marketing results. But, all
marketers must have a mastery of different technologies in order to apply them appropriately.
Marketers must be good technologists for a few simple reasons:
1. The people that we reach are online;
2. The ability to engage online is so effective; and
3. Technologies can amplify marketing efforts effectively.
Technologies used to market
The role of marketing departments in law firms usually spans traditional marketing — the
action or business of promoting and selling products or services, including market research and
advertising — and sales pipeline management — the action of turning qualified prospects into
paying customers.
Consumers can now engage with a company at an event; online through web pages, videos
or mobile app; through printed materials; or via social media. Marketers understand the strengths
and weaknesses of each of these media and channels — including their costs and potential returns
on investment (ROI) — and understand which ones to use for a particular marketing goal.
Marketers are proficient at providing a seamless experience, regardless of channel or device.
Business Development
Much like law firms themselves, legal marketing professionals are challenged constantly
to prove their worth by adding value for their “internal clients.” Marketers today bring to the table
well-honed business development skills and the ability to provide guidance and support to
attorneys as they work to expand their books of business. Marketers leverage sharp business
development skills and enable lawyers to put their best foot forward in pursuing work.
Many law firm marketers are called upon to provide “coaching” for the lawyers they
support. To adopt a sports analogy in which lawyers are the players, business development, when
well executed, can and should encompass not just the role of the game-day coach on the sidelines,
200
