Law Firm Marketing Brief
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The great American poet Wallace Stevens has a well known poem that itemizes the 13 different ways you can look at a blackbird. Fortunately, when we think about the legal market, we don't have to contend with so many options. As we sift through the year-end analysis and predictions for the market in 2020, there are really two distinct ways we can view the market: either (i) it is at a dramatic inflection point and and undergoing transformational change, or (ii) we are in the midst of long slow process of incremental change and next year we should simply expect more of the same.
Transformational Change The basic thesis of the 2020 Report on the State of the Legal Market from Thomson Reuters is that the legal market is undergoing a fundamental shift, from a law-firm centric model to a client centric model. ( You can download the report here.) As the report explains, this transformation is not so evident in top-line numbers or law firm financial performance yet, thanks to a general uptick in business last year. But it becomes evident when you look under the hood and see how law firm strategy has been shifting dramatically in order to better address the new realities of the marketplace.
Incremental Change. Ron Friedmann is perhaps the most articulate exponent for a more incremental view of market change. Based on Ron's many years of experience dealing with lawyers and technology, as he looks at current market trends, he is dubious about the short term prospect for dramatic change. (You can read Ron's latest blog post here.) Among the punditocracy Ron's view may be in the minority but he is far more representative of the way most practicing lawyers see and think about the market. We've been hearing these predictions of dramatic change for a long time so why should next year be that much different from last?
This is an important issue for each of us to consider as we begin shaping marketing and business development strategy for the New Year. Is it better to focus on incremental improvements in client service and tweaks to the current service delivery model or are resources better devoted to pursuing breakout ideas and new opportunities more aligned with the prospect of rapid market change? You may find it helpful to look at Jordan Furlong's latest blogpost in which he lays out a grid to illustrate four ways lawyers and law firms can position themselves in the face of the prospect of ongoing market change. Which of these four quadrants best addresses the current reality of your practice?
Personally, I am inclined to the Thomson Reuters view of the market - that a fundamental shift is well underway. Turbulence rather than continuity seems far more likely to lie ahead of us in the coming year. I always bear in mind the sage observation from Ernest Hemingway in The Sun Also Rises about how one goes bankrupt ... gradually and then all at once. Change always seems continuous and incremental until suddenly it's not. But timing is all (particularly in a market based economy) and it's easy to go broke making the right call at the wrong time. In that way, we somehow have to position ourselves to embrace both views of the legal market at the same time - we have to be ready for transformation while also making the most we can out of daily incremental change!
Happy New Year everyone and here's to change -- whether gradual or sudden -- for the better! And by the way, if you want to understand where the market is heading based on where it has most recently been, you may want to take a minute to review the top stories from the Marketing Brief in 2019 by clicking here ....
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PinHawk Microsites
- Most Popular Articles of 2019 Law Firm Marketing - Top Stories 2019, February 6, 2020
Legal Business in Brief
- Fundamental Shifts Are Disrupting the Legal Market: New Georgetown Law & Legal Executive Institute Report Legal Current: Thomson Reuters, January 6, 2020
- Smaller Deals Mark Another Big Year for Law Firm Mergers Bloomberg BNA: Law Firms, January 6, 2020
- What will lawyers do now? Law21.ca: Furlong, January 7, 2020
- Law Firms Disrupted – Disputing the TR View Strategic Legal Technology - Ron Friedmann, January 7, 2020
- My 2020 Legal Market Predictions Strategic Legal Technology - Ron Friedmann, December 31, 2019
- Despite Growth, Report Warns Market Shifting for Law Firms Bloomberg BNA: Law Firms, January 6, 2020
- Allen & Overy wins licence to launch Shanghai joint venture Global Legal Post: Big Stories, January 7, 2020
- 2020 Report on the State of the Legal Market: From Incremental Change to Revolutionary Innovation Legal Executive Institute: Blog, January 6, 2020
- Paring Back to Core Competence - Law Firms Outsource More Operational Functions Law and More, January 6, 2020
- US law firms secure record number of tie-ups in 2019 Global Legal Post: Big Stories, January 7, 2020
- After Criticism, Burford Says It Will Seek U.S. Listing (1) Bloomberg BNA: Law Firms, January 7, 2020
- Big Year, Big Moves: Laterals That Turned Heads in 2019 Bloomberg BNA: Law Firms, January 3, 2020
- High Volume, Smaller Deal Size in Record Year for Law Firm Combinations Altman Weil: Press Releases, January 6, 2020
- A Year of Law Firm Tie Ups Bloomberg BNA: Law Firms, January 7, 2020
- 2020 - Look for M&A, Lateral Movement in Secondary Law Markets Law and More, January 2, 2020
- What the Biggest Business Deals of 2019 Tell Us About the Next Decade Harvard Business Review, December 31, 2019
- Winston & Strawn closes Dubai office in major strategy shift Global Legal Post: Big Stories, January 7, 2020
- Polsinelli Launches New Litigation Support Center with UnitedLex Bloomberg BNA: Law Firms, January 6, 2020
- Bryan Cave Leighton Paisner Expands Global Platform, Doubles Size of Paris Office Adding 21 Lawyers, including 7 Partners Bryan Cave Leighton Paisner: Thought Leadership, January 3, 2020
- Kirkland & Ellis Announces First Lateral Hire Under New Chair Bloomberg BNA: Law Firms, January 6, 2020
- Law Firms Hang Shingles in Waco Amid Patent Litigation Boom Bloomberg BNA: Law Firms, January 6, 2020
- Despite Growth, Report Warns Market Shifting for Law Firms Bloomberg BNA: Business Development, January 6, 2020
- Fisher Phillips and The Murray Law Group Join Forces in Michigan Fisher & Philips, January 6, 2020
- The Vanguard and the Vision: A Key Network Binds African American Managing Partners Blog of Legal Times, January 2, 2020
- Big Four Invest Billions in Tech, Reshaping Their Identities Bloomberg BNA: Law Firms, January 2, 2020
- Wachtell Clinches Top Spot as 2019 Global M&A Adviser Bloomberg BNA: Law Firms, January 2, 2020
- Strong year for Law PLC as most firms’ shares surge Legal Futures, January 6, 2020
- 2020 Report on State of Legal Market - No Surprises Law and More, January 6, 2020
- Knights continues acquisition spree Legal Futures, January 6, 2020
Innovation
- Analytics, AI and Insights: 5 Innovations That Redefined Legal Research Since 2010 Above the Law - Legal Technology, January 3, 2020
- The Decade In Legal Tech: The 10 Most Significant Developments Above the Law - Legal Technology, January 2, 2020
- Tech, Transformation & Talent – BCLP’s Business Academy Artificial Lawyer, January 7, 2020
- HighQ Solutions Ltd. © 2001-2020 HighQ: Blog, December 31, 2019
- When Individuals Are More Innovative Than Teams Harvard Business Review, December 31, 2019
- AI and the Law: 2019 in Review CodeX Blog, December 31, 2019
- The Decade in Legal Tech: The 10 Most Significant Developments Robert Ambrogi's LawSites, January 1, 2020
- The Artificial Lawyer New Year Quiz Artificial Lawyer, January 2, 2020
- Top 12 Law Practice and Productivity Tips of 2019 Attorney at Work, January 2, 2020
- Growing Contract Management Space: What It Can Offer To Your Department Above the Law - Legal Technology, January 6, 2020
- Using Data Analytics to Track Legal Insights on Judges American Bar Association: Law Technology Today, January 6, 2020
- Automating Legal Services American Bar Association: Law Technology Today, January 7, 2020
- What’s Next for Legal Tech? Silicon Valley Legal Tech Looks Ahead Attorney at Work, January 7, 2020
- ‘Legal App Store’ Reynen Court Bags $3m In New Funding – 120 Tech Companies Lined Up To Join ‘Re-Seller’ Platform Artificial Lawyer, January 7, 2020
- As It Readies to Emerge from Beta, Reynen Court Raises Another $3M Financing Robert Ambrogi's LawSites, January 7, 2020
- Specifio Founder Launches Patent Attorney Network To Leverage AI Drafting Tech Artificial Lawyer, January 8, 2020
- This Is Guaranteed To Happen in 2020 Artificial Lawyer, January 6, 2020
Tips, pointers and presentations
- Wake Up Call: Cooley Hires Mueller Probe Lawyer, Launches Singapore Office Bloomberg BNA: Law Firms, January 7, 2020
- American College of Obstetricians and Gynecologists Bump Interim Legal Chief to Top Role Blog of Legal Times, January 6, 2020
- Theranos, Sanctions Among 2020 White-Collar Cases, Trends Bloomberg BNA: Law Firms, January 2, 2020
- Year-End Law Practice Checklist Lawyerist.com, December 31, 2019
- Do More Webpages on My Law Firm’s Website Translate to a Better Google Ranking? LawLytics, December 31, 2019
- The Legal Sector & Wellness - 8 Alternates to Therapy In Boston and Around the World Law and More, January 2, 2020
- Advanced LinkedIn Tips for Lawyers Attorney at Work, January 3, 2020
- Make LinkedIn Work for You: Tips for Legal Professionals American Bar Association: Law Technology Today, January 3, 2020
- 11 White Label Digital Marketing Tools Leading Agencies Rely On in 2020 Social Media Explorer, January 5, 2020
- 3 Things to Do for a Better Law Firm Website in 2020 LawLytics, January 5, 2020
- 47 Tips to Improve Your LinkedIn Results in 2020 Legal Ease, January 6, 2020
- Your New Website Part 3: How to Create an RFP for Your Project LISI: Legal Internet Solutions Inc. Blog, January 7, 2020
- Power Up Your Personal Branding With These 4 Great Tools Business 2 Community, January 7, 2020
- 7 of the Most Helpful Social Media Tips for 2020 Content Marketing Institute, January 1, 2020
- A Legal Marketer’s Guide to SEO, SEM & PPC Good2BSocial, December 31, 2019
- The 2020 Law Firm Technology Checklist Casepeer, January 2, 2020
- LinkedIn for Lawyers: 10 Steps to The Perfect Profile Good2BSocial, January 2, 2020
- Social Media Employee Advocacy Tools for Law Firms Good2BSocial, January 6, 2020
- Tips for Developing your Law Firm’s 2020 Digital Marketing Budget Good2BSocial, January 7, 2020
Portable Business
- BCLP secures seven-partner Paris team from French independent Franklin Global Legal Post: Big Stories, January 6, 2020
- Former Massachusetts Gaming Chief Heads Back to Orrick Bloomberg BNA: Law Firms, January 2, 2020
- Blank Rome Adds Ex-McGuireWoods Chicago Leader to Young Office Bloomberg BNA: Law Firms, January 2, 2020
- Sheppard Mullin Hires Irell & Manella Appellate Co-Chair Bloomberg BNA: Law Firms, January 7, 2020
- Former PTAB Judge Alex Yap Returns to Morrison & Foerster as a Partner Morrison & Foerster: News, January 6, 2020
- Eversheds Sutherland Expands Corporate Practice with New Partner Lance Phillips in Chicago Eversheds Sutherland (US), January 6, 2020
- Dechert Bolsters Corporate & Securities Practice with Senior Partner Appointment in Singapore Dechert, January 6, 2020
- Sheppard Mullin Expands Life Sciences Team in Del Mar Sheppard Mullin, January 6, 2020
- White & Case Welcomes Back Victoria Rosamond as a Partner in New York White & Case, January 7, 2020
- Joe Kohler, senior legal executive at Deutsche Bank, joins Reed Smith as partner in London Reed Smith, January 7, 2020
- GT Continues Strategic Growth of Minneapolis Office with Addition of Margaret Weil Greenberg Traurig, January 7, 2020
- Nicola Phillips Joins Crowell & Moring's London Office Crowell & Moring: Press Releases, January 8, 2020
- Squire Patton Boggs Picks Up Winston Corporate Lawyers in Dubai Bloomberg BNA: Law Firms, January 6, 2020
- Milbank Snags London M&A Partner From McDermott Bloomberg BNA: Law Firms, January 2, 2020
- Kramer Levin Picks Up McGuireWoods Dealmaker Bloomberg BNA: Law Firms, January 3, 2020
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Legal Marketing
- California Taskforce Warns Of Legal Tech ‘Dark Pattern’ Marketing + Considers Regulatory Sandbox Artificial Lawyer, January 8, 2020
- Documate’s New Guerilla Marketing Campaign Takes A Page from Salesforce – and A Jab At HotDocs Robert Ambrogi's LawSites, January 6, 2020
- Elevator Speech Strategy: Fill in the Blanks Lawyerist.com, January 6, 2020
- Legal Marketers, SmallLaw, Solos, Law Students Ask: Is Blogging Worth the Time Investment? Law and More, January 6, 2020
- Work/Life Balance - What Law Firms Can Learn from Microsoft Japan (and maybe Finland) Law and More, January 5, 2020
- Seriously? 2020 already? The Legal Watercooler, January 4, 2020
- Expanding Your Practice: Be the Expert Lawyerist.com, January 3, 2020
- 1:47 P.M. ET, 1/2/20 - Abovethelaw's Game-Changer in Legal Journalism Elie Mystal Announces His Departure Law and More, January 2, 2020
- Getting the Most Out of Digital Marketing Social Media Explorer, December 31, 2019
- Top 20 Legal Marketing Posts of 2019 Attorney at Work, December 31, 2019
- The Top Public Relations and Marketing Blog Posts on Sword and the Script for 2019 Sword and the Script, December 31, 2019
- Thompson & Knight Names Kelly Morgan Chief Talent Officer Thompson & Knight, January 6, 2020
- How to Drive Organic Growth: 5 Proven Strategies for Professional Services Firms Hinge Marketing, January 7, 2020
Digital Marketing
- A Behavioral Design Framework for You and Your Website Conversion Sciences Blog, January 8, 2020
- 5 Digital Media Facts to Be Aware of Business 2 Community, January 8, 2020
- 3 Questions About Successful Content Marketing Business 2 Community, January 7, 2020
- 25+ Need-to-Know Email Marketing Statistics Blue Corona, January 7, 2020
- Start 2020 with these 5 stories you likely missed over the holidays Impact Blog, January 6, 2020
- The latest email design trends for 2020 [Infographic] Smart Insights, January 7, 2020
- 2020 Will Be The Year Of Bullsh*t. Here’s How To Survive … Rohit Bhargava Blog, January 3, 2020
- 5 AI Tools to Help You Get Smarter in Your Content Marketing Content Marketing Institute, January 7, 2020
- 41 Must-Try Content Marketing Tools Wordstream Blog, January 6, 2020
- Everyone Has a Story Conversation Agent - Valeria Maltoni, January 6, 2020
- 2020 Outlook for AI in B2B Marketing Marketing Land, January 6, 2020
- 7 Marketing Experts Share What They’re Focusing on in 2020 HubSpot Blog, January 6, 2020
- How to Streamline Your Marketing and Roar Into the 20s Mark Schaefer Marketing Solutions Blog, January 3, 2020
- 10 Logo Design Trends to Watch for in 2020 [Infographic] HubSpot Blog, January 3, 2020
- 23 expert predictions: Here’s what successful marketers will do in 2020 Marketing Land, January 3, 2020
- The best digital marketing stats we’ve seen this week Econsultancy, January 3, 2020
- 25 Case Study Examples Every Marketer Should See HubSpot Blog, January 3, 2020
- Top 10 Content Marketing Trends to Watch For in 2020 Business 2 Community, January 2, 2020
- Your Guide to Marketing Transformation in 2020 Marketing Insider Group, January 2, 2020
- 55 Key Marketing Terms You Should Know in 2020 New Breed Marketing, January 2, 2020
- How to Get Past the Gatekeeper [A Guide to Getting Contact with Decision Makers] Business 2 Community, January 1, 2020
- B2B Marketing In 2019 — The Year In Review Top Rank Marketing Blog, January 1, 2020
- 30 Must Read Articles On Brand Management Branding Strategy Insider, December 31, 2019
- How Digital Marketing Will Change: 17 Predictions for 2020 Digital Marketer, December 31, 2019
- Best of the best: Our top 19 marketing articles and trends from 2019 Impact Blog, December 31, 2019
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Podcasts and Webinars
- Minted: Mariam Naficy NPR Podcast Directory, January 6, 2020
- Outdoor Voices: Tyler Haney NPR Podcast Directory, January 6, 2020
- Dell Computers: Michael Dell NPR Podcast Directory, January 6, 2020
- The 10 Most Popular LawNext Podcasts of 2019 Robert Ambrogi's LawSites, December 31, 2019
- How to Get More Reviews for Your Law Firm in 2020: Podcast Episode 67 LawLytics, January 4, 2020
- Episode 235: 5 Things You MUST Know About Facebook & Instagram Advertising in 2020 Digital Marketer, January 7, 2020
- Why Paid Search Must Be Part of Your Mix Duct Tape Marketing, January 7, 2020
- 3 Step Guide to Conduct a Content Marketing Asset Audit [Podcast] Business 2 Community, January 7, 2020
- Six Pixels of Separation Podcast – The Self-Reliant Entrepreneur Duct Tape Marketing, January 6, 2020
Vendor Updates
- Juro Bags $5m Investment To ‘Double Down on Product’ + Triple Headcount in 2020 Artificial Lawyer, January 7, 2020
- UK Contract Management Company Raises $5M from Major U.S. Investor Robert Ambrogi's LawSites, January 7, 2020
- Legility, Provider of Legal Operations Services, Acquires E-Discovery Company Inventus Robert Ambrogi's LawSites, January 7, 2020
Marketing and Editorial Jobs
- Business Development Manager, For the New York Office of a Boutique Litigation Firm January 7, 2020
- Senior Career Development Manager, For the New York Office of a Prestigious Law Firm January 7, 2020
- Litigation Practice Development Manager, For the Newark, NY, Hartford, Philadelphia or Wilmington Office of a Well-Respected Regional Law Firm January 7, 2020
- Business Communications Specialist, For the New York, Newark or Philadelphia Office of a Well-Respected Regional Firm January 7, 2020
- Legal Recruiting Specialist, New York Office of a Very Prestigious Law Firm January 7, 2020
- Legal Recruiting Assistant, For the New York Office of a Very Prestigious Law Firm January 6, 2020
- Crypto - Part-Time Writer, Los Angeles, CA Law and More, December 31, 2019
- Legal Publishing Company, Costa Mesa, CA - Legal Software Marketing Director (full-time, with benefits) Law and More, January 2, 2020
- Law Firm, Chino, CA - Digital Marketing (contract) Law and More, January 2, 2020
- Abortion Access Front, Brooklyn, NY - Communications Director Law and More, January 2, 2020
- Law Firm, Oakland County, MI - Marketing Assistant (must be based in Detroit Metro Area) Law and More, January 2, 2020
- Legal Marketing Writer - REMOTE Law and More, January 3, 2020
- Law Firm, Broward (FL) - Marketing Coordinator (full-time) Law and More, January 5, 2020
- Courthouse News, Saginaw, MI - Courthouse Researcher, Part-Time, $20 per hour Law and More, January 7, 2020
- Personal Injury Firm, Sacramento, CA - Content Writer (Full-Time) Law and More, January 7, 2020
- Law Firm, Orange County, CA - Marketing Specialist, Full-Time (search handled by recruitment firm) Law and More, January 7, 2020
- Appeals Unlimited, Vancouver, BC, Canada - Editor Law and More, January 8, 2020
- Law Firm, North Dallas, TX - Writer (full-time) Law and More, January 8, 2020
Dilbert
- The new tools of monetary policy January 5, 2020
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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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