James Barclay’s Post

We're really excited to be publishing the US & UK Legal Marketing Leadership Survey 2024, examining the evolving priorities of legal marketers across the US, UK and Canada. You can get your copy of the research at the link in the comments. We surveyed 100 Chief Marketing Officers (CMOs) and 100 Managing Partners to get a better idea of the gap between marketing leaders, managing partners and, of course, what General Counsel want from their legal suppliers. Some key highlights: 1. 75% of firms now have senior marketers on their boards, but only 20% of Managing Partners feel that marketing’s value is well understood within their firms. Despite the progress, only 18% of Managing Partners believe their firm’s marketing effectively showcases their expertise.   2. Top marketing goals are boosting online presence and establishing thought leadership. There's a shift towards digital media, content marketing, and media relations, while traditional advertising and sponsorships are becoming less important.   3. General Counsels (GCs) are increasingly interacting with firms online, with 86% checking supplier websites at least monthly, highlighting the need for a strong digital presence. However, creating effective thought leadership remains a challenge for many firms, requiring better collaboration and understanding. We hope the Marketing Leadership Report offers food for thought for firms looking to better align marketing and the wider firm leadership with what General Counsels want to see. Check out the full download link in the comments or at the QR code on the video.

Exciting insights from Passle's Legal Marketing Leadership Survey 2024 reveal the importance of thought leadership in attracting new clients for law firms. Discover key findings on marketing challenges, client demand for quality content, and strategies for online growth. #LegalMarketing #ThoughtLeadership #ClientEngagement

We're proud to announce the recent recognition of our firm and Barbara Bell Malin at the 2024 Your Honor Awards presented by the Legal Marketing Association's Southwest and West regions on Thursday, October 24. 🏆 Marketing Technology Campaign Award Earlier this year, our Marketing and Business Development, Information Technology, and Knowledge Services departments collaborated on a novel, revolutionary project to leverage automation and generative AI to streamline the process of categorizing our clients by industry. This comprehensive data now allows our firm to target potential clients more effectively and consider ways to serve existing clients by investing in new capabilities or offering industry-specific insights. 🏆 CMO of the Year Award Barbara received the inaugural CMO of the Year Award, which honors a Chief Marketing Officer who demonstrates outstanding leadership, innovation, and impact within their firms and the legal marketing profession. Since joining our firm in 2016, Barbara has been an integral part of the firm’s consistent revenue growth and advancement of diversity, equity, and inclusion and pro bono service goals. Read more: https://lnkd.in/gvpgb8mh #legalmarketing #LMA #YourHonorAwards #lawfirm #technology #marketing

I’ve been thinking a lot about lawyers lately. (Don’t be flattered you lot – I’m part of a legal marketing agency 🤣) In particular, I’ve been thinking about how SOM can attract more lawyers. We’re proud of the client base we’ve built, but many others could benefit from our expertise. Something that I’m acutely aware of, however, is that we cannot create demand. This is one of marketing’s hardest (and often misunderstood) truths. The fantasy that anyone can be "persuaded" into buying – just through better messaging or more nurturing – simply isn’t true. And the research backs this up. The 𝟗𝟓:𝟓 𝐑𝐮𝐥𝐞, based on a recent study by the Ehrenberg-Bass Institute, shows that at any given moment, only 𝟓% of (B2B) buyers are in-market. That leaves 𝟗𝟓% who aren’t ready to buy. No matter how compelling your offer is. Understanding this has been crucial to our success. ----- What specific challenges have the legal industry posed? Well… some law firms don’t see their (poor or total lack of) marketing as a problem. Referrals and long-standing industry relationships, for example, may still bring in a satisfactory amount of new business. The growth potential achievable through effective marketing isn’t something on their radar. In this instance, there’s a pre-existing demand, but it’s latent. So what’s the real role of brand marketing in these situations? It’s about 𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠. Positioning your brand so that when a potential client does enter the market, they already know and trust you. That’s why I turn up and share my insights on here every week. Most of our audience isn’t ready to explore modern legal marketing techniques right now, but when they are: They’ll remember us. This is exactly how lawyers should use LinkedIn too. Most of your potential clients do not need your legal services right now. The key is to be the lawyer they remember when that need naturally arises. And that’s why we’ll never stop banging the LinkedIn drum 🥁🥁🥁 ----- P.s. A quick shoutout to Dale W. Harrison whose brilliant content on the demand creation myth inspired this post. A must-follow for any marketing nerd out there!

The integration of iLawyer and Alert Communications offers law firms a unique opportunity for adapting legal marketing strategies. By combining digital marketing expertise with client communication and intake services, law firms can attract more clients, improve engagement, and ultimately, increase revenue. https://lnkd.in/gqjnQekz

The success of a law firm goes far beyond the expertise of its attorneys. It relies on an intentional culture and an engaged team that is committed to the firm’s vision and actively contributing to business growth. If your team is not engaged with your law firm’s vision, not committed to getting results, and not moving the needle in your business — it’s likely because they are not engaged. How do you get them on board? Internal marketing. In one of our most popular blogs, you'll learn: ➡️ What internal marketing is for your law firm ➡️ The importance of internal marketing in your law firm ➡️ Examples of internal marketing strategies Check it out today: https://bit.ly/48Z00Ya

What's next? What does the future hold for legal marketing? On Friday morning, I joined a great webinar produced by Fordham University School of Law and the firm Mattos Filho. My fellow panelists, Allan Schoenberg from Vinson & Elkins, and Natalie Alhonte Braga of Willkie Farr & Gallagher LLP, and I were moderated by @Paula Viera de Oliveira of Mattos Filho. Here are a few crucial points distilled from the talk. 🖊 Developing a Clear Marketing Strategy Let's start with the basics. Hint: If this goes wrong, nothing else works. Having a well-defined marketing strategy is like having Waze for your law firm's marketing efforts. It gives you direction, sets goals, and ensures everyone in the firm is on the same page. Think of it as a roadmap that prevents wasteful spending and the all-too-common issue of "one hand not knowing what the other is doing." With a clear strategy, firms can effectively communicate their unique value proposition. 🖊 Focus on Building an Ecosystem It's not just about marketing; it's about creating a thriving ecosystem that nurtures talent and relationships. From law school students to lateral hires and alumni, each group plays a vital role. Crafting consistent messaging across various touchpoints is key to attracting and retaining talent, engaging with clients, and standing out in a competitive market. 🖊 Invest in Training and Development We now know, continuous learning is essential, not just for personal growth but also for the firm's success. Whether it's networking skills for associates or business development strategies for partners, training programs can significantly impact individual skills and overall firm growth. 🖊 Measure Success with Key Performance Indicators (KPIs) When it comes to evaluating marketing efforts, defining and tracking KPIs is crucial. While directly measuring marketing's impact on revenue can be challenging, tracking indicators like new business generation, client engagement, and brand visibility can provide valuable insights. 🖊 Integrate Marketing, Communications, and Business Development Collaboration is key. Marketing, communications, and business development teams each play a unique role in enhancing the firm's reputation, building client relationships, and driving growth. A cohesive approach ensures that all efforts are aligned and contribute to the firm's overall success. 🖊 Effective law firm marketing requires a well-thought-out strategy, a focus on building relationships and talent, continuous learning and development, measurement of key metrics, and seamless integration across marketing, communications, and business development functions. By implementing these strategies, law firms can enhance their market positioning, attract top talent, and ultimately achieve sustainable growth.

At the mid-year point, conduct a quick review of your marketing activities. Check which ones are producing the best results and which need to be strengthened or even dropped. Follow these "Seven Tips to Conduct a Mid-Year Marketing Audit," as published by the Legal Marketing Blog. https://lnkd.in/dEKkyfCy #marketing #legalmarketing

Legal marketing and the Euros: a common goal. Both legal marketing and the Euros are hugely competitive, require strategic and tactical planning, rely on fan/referee participation (the “other” referees, and by the end, they are all on the alcohol.) From competition and differentiation to strategic planning and audience involvement / engagement, there are many similarities. Lee Saunders, head of Content, shares his insights and hopes for England to win the 2024 Euros. Click here to read and share with us - who's your team to win this time? https://lnkd.in/d6N8nkRA

There's a key difference between strategic and tactical goals. Both are vital to a successful law firm marketing and PR program, but it's essential to understand the distinction. ♖ Let’s start with tactical goals. A tactical goal might be posting to social media once a week or securing two bylined articles in industry publications each month. These are tactics — the means to an end, with that end being a strategic goal. ♟️ So, what’s a strategic goal? It could be elevating the visibility of a managing partner or winning new business in a specific sector. These are the overarching goals that tactics help achieve. When I work with law firms, I always begin by establishing strategic goals. These must come from firm leadership, though I can offer guidance as an outside expert. Once the strategic goal is defined, I create a plan using a mix of integrated, multichannel tactics designed to achieve that goal. I then implement a KPI framework to track the effectiveness of these tactics in moving toward the firm’s strategic objectives. If a tactic isn’t delivering, it may mean the tactical goal needs adjusting, or it might be the wrong tactic altogether. Determining that requires time, and some trial and error may be necessary to find the right approach. So, if your law firm is considering hiring an outside marketing agency, don’t confuse strategic and tactical goals. Focus on your strategic goals, and let your agency handle tactical implementation. #LegalMarketing #LawFirmMarketing #BusinessofLaw #LawFirms #Lawyers