Law Firm Marketing Brief
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This story about a new digital law group established by the UK law firm HSF caught my attention this week. It seems the firm established this group with a dual purpose in mind - both to serve clients and to help transform the firm. What a fantastic idea - to kill two very real birds, as it were, with one virtual stone. Here's the way Mark Rigotti, the firm's CEO, is quoted in the article: "Our clients are facing significant digital transformation, and so are we. Our people need new skills to be able to provide our clients with the advice they need in this new, evolving business environment. We know that this isn't something that can happen in just one part of our firm - it has to happen across the whole business." A great example of what one of my old colleagues used to describe as "eating your own dog food" -- something very few law firms have shown the courage or foresight to do. Lawyers are usually far more proficient at dispensing advice than they are at heeding it.
Talent, teams, tools and scale is a succinct version of Denton's formula for conquering the brave new world of legal services. And of those four touchstones, it seems that achieving scale is of paramount importance. This article provides some further insight into the vision that is driving Denton's phenomenal expansion as a "polycentric" firm that now totals more than 10,000 lawyers in 73 countries as part of its network. With Denton's US expansion plans still in the early stages, it's not hard to imagine their size doubling in the next few years. Denton's real competition in this race to achieve scale is, of course, not other traditional law firms but the Big Four accounting firms, which as this article about Andersen Global indicates, are busy cobbling together their global networks in similar fashion.
The data doesn't lie and yet it doesn't always tell the same truth. That at least seems to be the conclusion of recent research done by a team of very skilled law librarians who posed the same legal research questions to a range of legal analytics products. The results of the research are well summarized in this article by Bob Ambrogi : ask 5 analytics products the same question and get 5 different answers. Ambrogi is enough of a true believer in the value of legal tech to rationalize the outcome by explaining that "litigation analytics is still a developing technology, and that there are weaknesses in both the technology and the data on which they rely." Fair enough. But it also underscores the heightened importance of human intelligence to make good sense of data analytics and AI. If you thought machine intelligence would make most of us obsolete, think again. We still need very smart humans to make sense of what the machines tell us is true.
Of course, machine intelligence is not alone in interpreting the same data differently. Humans are extremely proficient when it comes to divining different truths from the same set of facts. Consider how these two marketing professionals evaluate the value of podcasting for law firms and lawyers. Marketing consultant Jay Harrington puts podcasting at the top of his list for recommendations in 2020, as he explains in this blogpost. But marketing expert Jane Genova explains in her blogpost that podcasting may already be old news, with far too many podcasts competing for our all-too limited attention. So who has got this one right? My 2 cents is that podcasting is really ideal for folks with lots of time on their hands, such as those facing a long commute, running on a treadmill or enjoying a leisurely bath. Otherwise, a PinHawk newsletter is far more efficient if you want to get to the point fast!
Happy Thanksgiving everyone!
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Legal Business in Brief
- “Show Me the Math”: The Importance of Cost Estimates in the New Legal Marketplace Legal Executive Institute: Blog, November 20, 2019
- HSF launches digital law group Global Legal Post: Big Stories, November 22, 2019
- Time’s up on big law firm model, says Dentons Legal Futures, November 22, 2019
- Big 4 firm parachutes into another legal space Global Legal Post: Big Stories, November 25, 2019
- Commoditizing Legal Services Heather Suttie Articles, November 22, 2019
- In-house US recession fears Global Legal Post: Big Stories, November 20, 2019
- Better Law Firm Business Decisions with Data Analytics Strategic Legal Technology - Ron Friedmann, November 20, 2019
- Consider This: Nearly Half of the Am Law 200 Have at Least 1 Texas Office Mayer Brown, November 22, 2019
- Maples caps a memorable year with 2000th employee Global Legal Post: Big Stories, November 21, 2019
- New Partners - Already Feel Burned Out, Fear They Might Represent "Over-Hired" When Recession Comes Law and More, November 25, 2019
- Failures and Flameouts: Why Law Firms Collapse Blog of Legal Times, November 22, 2019
- Private Credit set to Continue its Upward Trajectory Dechert, November 20, 2019
- Is trust more important than price when choosing a law firm? Legal Futures, November 25, 2019
- Law Firms - Why They Fail Law and More, November 25, 2019
- The Truth About Remote Working Attorney at Work, November 22, 2019
- RPC listens as the talent battle rages Global Legal Post: Big Stories, November 20, 2019
- Fintech as Public Service - Where Law Firms Have to Be (directly or indirectly) Law and More, November 21, 2019
- Why Do Experienced Women Lawyers Leave Biglaw? Why Do We Care? LLRX.com, November 24, 2019
Innovation
- Introduction To Data Subject Access Requests [Sponsored] Above the Law - Legal Technology, November 21, 2019
- Harnessing Collective Knowledge: An Interview with Schulte Roth’s KM Special Counsel Patrick Dundas (Part 1) Legal Executive Institute: Blog, November 21, 2019
- Generation Z Lawyers – ‘Digital Natives’ Who Embrace Visual Tools Artificial Lawyer, November 25, 2019
- BigHand Acquires PayneGroup, Founder Donna Payne to Step Aside Robert Ambrogi's LawSites, November 22, 2019
- Innovation In Law, It Is Not Above the Law - Legal Technology, November 25, 2019
- How to Leverage Predictive Coding and Artificial Intelligence for Defensible and Effective Review Inside Counsel, November 22, 2019
- Should you use a single technology platform for KM? Knoco Stories, November 22, 2019
- The Difference Between a First Mover and a Category Creator Harvard Business Review, November 21, 2019
- Collaboration in the digital age: Why it matters to the legal sector Legal Futures, November 20, 2019
- TECHREPORT 2019: Budgeting & Planning American Bar Association: Law Technology Today, November 20, 2019
- 3 Innovation Strategies for the Age of Digital Disruption - SPONSOR CONTENT FROM NTT Harvard Business Review, November 20, 2019
- What Innovative Leaders Know About Creative Thinking Business 2 Community, November 21, 2019
- How to get C-Suite Backing for Legal Tech Projects American Bar Association: Law Technology Today, November 25, 2019
- Legal Analytics Products Deliver Widely Divergent Results, Study Shows Robert Ambrogi's LawSites, November 25, 2019
Tips, pointers and presentations
- 5 Steps for Developing a Business Development Plan [Video] Hinge Marketing, November 23, 2019
- Motivate More Conversions by Creating Great Calls to Action Law Firm and Attorney SEO and Internet Marketing, November 21, 2019
- Common Title & Header Mistakes on Law Firm Websites LawLytics, November 22, 2019
- Our Top Marketing Tip for 2020: Start a Podcast Jay Harrington Blog, November 25, 2019
- My No. 1 Marketing Tip for Lawyers in 2020: Start a Podcast Attorney at Work, November 20, 2019
- Your New Website Part 1: 6 Steps to Developing Your Website Project Budget LISI: Legal Internet Solutions Inc. Blog, November 20, 2019
- How to Make a Logo that Perfectly Matches your Brand Business 2 Community, November 22, 2019
- 10 tremendous tips for better email copywriting Articulate Marketing Blog, November 21, 2019
- Prepare for Reputational Threats Now to Protect Your Organization Later Inside Counsel, November 25, 2019
- SEO Tools Every Attorney Should be Using Postali, November 25, 2019
- How to Keep Holiday Stress From Undoing Your Entire Year Attorney at Work, November 25, 2019
Portable Business
- Dechert expands Dublin base Global Legal Post: Big Stories, November 22, 2019
- Allen Matkins Welcomes Environmental Partner Dana P. Palmer Allen Matkins, November 20, 2019
- Gibson Dunn Adds Leading Litigator Markus Rieder in Munich Gibson Dunn, November 20, 2019
- Veteran Intellectual Property Attorney Kongsik Kim Joins Nelson Mullins in... Nelson Mullins, November 20, 2019
- Seyfarth Welcomes Back Employee Benefits Lawyer Candace Quinn in New York Seyfarth Shaw, November 20, 2019
- Veteran Intellectual Property Attorneys Kongsik Kim, John Bauer Join Nelson... Nelson Mullins, November 22, 2019
- Norton Rose's White-Collar Leader, Michael Edney, Leaves for Steptoe Blog of Legal Times, November 21, 2019
- Soumitra 'Sam' Deka joins DLA Piper's Intellectual Property and Technology practice in Northern California DLA Piper, November 25, 2019
- IP Lateral Group Move Empties Firm's DC Office Blog of Legal Times, November 25, 2019
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Legal Marketing
- Civil Disputes - 3 Out of 4 Go Pro Se Law and More, November 24, 2019
- 3 Studies with Benchmarks for Content Marketing, Blogging and Webinars [UML] Sword and the Script, November 23, 2019
- Your Next New Client is Visiting Your Website on a Cell Phone Larry Bodine Marketing Blog, November 22, 2019
- Five Ways the Best Law Firms Use Technology American Bar Association: Law Technology Today, November 22, 2019
- Trendspotting – Video Trends to Implement at Your Firm Legal Marketing Association: Strategies+ Blog, November 22, 2019
- Giving Thanks Wisnik Career Enterprises, November 20, 2019
- That Was Fast - Podcast Backlash Has Begun Law and More, November 26, 2019
- Four Marketing Nuggets to Get Hispanic Clients Larry Bodine Marketing Blog, November 20, 2019
- My Oh My, What Sixteen Years Of Blogging Has Brought Real Lawyers Have Blogs - Kevin O'Keefe, November 22, 2019
- WordPress Continues Domination At Expense Of Other CMSs Used By Law Firms Real Lawyers Have Blogs - Kevin O'Keefe, November 22, 2019
- B2B Website Strategy: The Expertise Driven Sale Hinge Marketing, November 21, 2019
- Match Your Biz Dev Plan to Your Personality Jaffe PR Blog, November 20, 2019
- What Else Can You Do with a Chambers USA Submission? Jaffe PR Blog, November 20, 2019
- The 3 types of knowledge output from a project Knoco Stories, November 26, 2019
- 10 Mass Planner Alternatives to Get More Instagram Followers Social Media Explorer, November 26, 2019
- Top Digital Marketing Trends For 2020 Social Media Explorer, November 26, 2019
- AL Book Review: Richard Susskind’s ‘Online Courts and the Future of Justice’ Artificial Lawyer, November 26, 2019
- Chadwick Lawrence reduces legal case file open times to 27 secs Legal Futures, November 26, 2019
- Private investor helps fund litigation boutique launch Legal Futures, November 26, 2019
- Marketing to C-suite Executives Hinge Marketing, November 26, 2019
- Many Lawyers Who Have a Law Blog Probably Don’t Know It Real Lawyers Have Blogs - Kevin O'Keefe, November 26, 2019
Digital Marketing
- 4 Essential Graphic Design Trends For 2020 Marketing Insider Group, November 25, 2019
- How to Experiment With Your Calls-To-Action Business 2 Community, November 24, 2019
- Think Beyond Surveys for More Effective Research Business 2 Community, November 23, 2019
- The 10 Best Types of Video For Digital Marketing Business 2 Community, November 23, 2019
- The best digital marketing stats we’ve seen this week Econsultancy, November 23, 2019
- How to create an identity people can’t forget Creative Bloq, November 23, 2019
- B2B Marketing And Sales: Combat Digital Sameness With Video Forrester Blogs, November 22, 2019
- Is the idea of “brand” constant or evolving? Mark Schaefer Marketing Solutions Blog, November 22, 2019
- 3 Ways to Get the Most Value From Content Marketing Business 2 Community, November 22, 2019
- Showing vs. telling in content marketing (Content Lab, Ep. 38) Impact Blog, November 22, 2019
- B2B Podcasting: 20 Stats that Make the Marketing Case Top Rank Marketing Blog, November 21, 2019
- It’s Not About The Metrics! It’s What You Do About Them! Business 2 Community, November 20, 2019
- What Does Company Culture Have to Do with Marketing? Marketing Insider Group, November 20, 2019
- 8 Ways to Prioritize Your At-Risk Clients Wordstream Blog, November 20, 2019
- The Future of Email: Embrace These Three Hot Email Trends to Stay Ahead in 2020 Marketing Profs, November 20, 2019
- If marketing is essential, why are marketing jobs going away? Mark Schaefer Marketing Solutions Blog, November 25, 2019
- 13 New and Awesome Content Marketing Tools to Try in 2020 Convince and Convert, November 25, 2019
- 2020 Marketing Trends You Need To Know Marketing Insider Group, November 25, 2019
- New study: Nearly half of marketers struggle with siloed systems and data Impact Blog, November 25, 2019
- The 5 Common Mistakes Every Content Marketer Should Know Content Marketing Institute, November 25, 2019
- How to Double Your Organic Traffic in 6 Months New Breed Marketing, November 25, 2019
- How Performance Reviews Can Kill Your Culture Farnam Street, November 25, 2019
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Podcasts and Webinars
- Outdoor Voices: Tyler Haney NPR Podcast Directory, November 25, 2019
- Remembering Jake Burton Carpenter NPR Podcast Directory, November 21, 2019
- How to Create a Law Firm Website Marketing Plan for 2020: Podcast Episode 64 LawLytics, November 23, 2019
- LawNext Special Report – Jayne Reardon, Director of 2Civility, Interviewed Live at #ClioCloud9 Robert Ambrogi's LawSites, November 22, 2019
- LawNext Special Report – Alt Legal CEO Nehal Madhani Live at #ClioCloud9 Robert Ambrogi's LawSites, November 21, 2019
- Podcast #251: Trauma, Stress, & Keeping Your Sh*t Together, with Sherry Walling Lawyerist.com, November 21, 2019
- LÄRABAR: Lara Merriken NPR Podcast Directory, November 25, 2019
Vendor Updates
- Practice Ignition welcomes Rebecca Mihalic Practice Ignition, November 24, 2019
- Why Your Law Firm Website Must Be ADA Compliant Good2BSocial, November 22, 2019
- The 2019 Social Law Firm Index Good2BSocial, November 21, 2019
- What is cold calling? (+6 best practices) Baseline, November 21, 2019
- Lars Marketing streamlines client reporting with CallRail call tracking and form tracking CallRail, November 21, 2019
- Episerver boosts dynamic content personalization with Idio acquisition MarTech Today, November 20, 2019
- How to create a marketing dashboard for executives CallRail, November 20, 2019
- What is customer success? CallRail, November 20, 2019
- Clio This Month: A New Mobile App Experience Clio Blog, November 21, 2019
- AI Contract Review Startup BlackBoiler Bags Patents – But Are Patents Useful In LegalTech? Artificial Lawyer, November 21, 2019
- DLA Piper Takes First Place in The 2019 Social Law Firm Index Good2BSocial, November 25, 2019
- Pipedrive alternatives: 7 CRMs to consider for high-powered sales teams Nutshell, November 25, 2019
- Pipedrive Alternatives: 7 CRMs to Consider for High-Powered Sales Teams Nutshell, November 25, 2019
- Thomson Reuters Elite expands Helm360 partnership Global Legal Post: Big Stories, November 26, 2019
Marketing and Editorial Jobs
- US PR & Communications Manager, For the New York Office of a Global Law Firm November 20, 2019
- Legal Writing - REMOTE Law and More, November 22, 2019
- Ecology and Environment, Lancaster, NY - Editor Law and More, November 22, 2019
- Brookings Institution, D.C. - Digital Law and More, November 22, 2019
- Dow Jones, Multiple Jobs on Mediabistro 11/22/2019 Law and More, November 22, 2019
- Tribal Affairs Editor, Seattle, WA - 1-year assignment Law and More, November 22, 2019
- Law Firm, New Orleans, LA - Freelance Content Creator Law and More, November 21, 2019
- Social Justice Organization, Hyattsville, MD - Marketing/Social Law and More, November 20, 2019
- Law Firm, Beverly Hills, CA - Full-Time Marketer Law and More, November 26, 2019
- Campaign Legal Center, D.C. - Digital Strategist Law and More, November 26, 2019
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_____________ The Law Firm Marketing Brief is the newest addition to the Pinhawk family of newsletters for the legal market. As the pace of competition and innovation in the legal market continues to accelerate, marketing issues are now front and center in shaping the future of the profession. This newsletter is designed to serve the needs of marketing professionals in law firms of all sizes, as well as practicing lawyers who are actively involved in marketing and business development initiatives, by providing a weekly briefing on the marketing ideas and trends that are driving the transformation of the legal industry. Joe Lamport, Editor. email me. Joe is a former practicing lawyer who has been a pioneer in the field of digital marketing for lawyers. He is the founder of the marketing consultancy, The Practice Platform. Free Subscription See our free newsletter for IT folks. See our free newsletter for Librarians. See our free newsletter for Legal administrators.
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