Law Firm Marketing Brief
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- Leading Your Horse to Water. The ABA Journal has an interesting story this weekabout a start-up law firm's attempt to get off the ground with a subscription pricing model designed for business clients. The firm founders thought a subscription model would appeal to their target market of tech companies since they would likely already be familiar with subscription pricing from other key vendor relationships. Even so, the lawyers discovered their target clients were initially resistant to the idea, and preferred to start with hourly or project based billing. The key takeaway from their experience seems to be that establishing trust comes first before you can get clients interested in trying something new and different, although once that trust is established, subscription pricing becomes an attractive way to forge a strong long-term relationship.
- Not Just Lip Service. The initial data shows pretty convincingly that law firms can dramatically increase the diversity of their management teams by adopting and adhering to the Mansfield Rules, as promoted by the Diversity Lab. From 2017 to 2019, the first cohort of large firms to adopt the Mansfield Rules apparently made 30 times more progress in achieving their diversity goals than non-adopting firms. Registration is now open for firms interested in signing up for the Diversity Lab's Mansfield Rules certification program.
- Opportunity in Crisis. This article by Jennifer Carr caught my attention this week. She highlights the efforts of a dozen law firm marketing professionals who found ways to significantly improve client service during the lockdown. For the most part, these efforts involve doing a better job on basic blocking and tackling, as opposed to big ticket, tech driven initiatives. In any case, it's a great source of ideas to help spark creative brainstorming in your marketing department.
- Faster, Cheaper ... Better.
A new alternative dispute resolution platform has just launched called New Era ADR, hoping to build on the growing interest in virtual adjudication thanks to our year in lockdown. Bob Ambrogi considers the long history of online ADR and suggests the time may finally be ripe for this idea. You can see similar efforts at streamlining the delivery of legal services everywhere you look these including this initiative out of the UK to move the legal market towards adoption of a standardized form of NDA agreement. You really have to wonder what will keep all the first year associates busy without the endless bickering over NDAs?
- Better Call Saul or Whomever. On the consumer side of the market, there's a number of initiatives underway to lower the cost and provide new channels for access to legal services. One of the first fruits of regulatory reform in Utah is the launch of Law on Call service which allows consumers to have their basic questions answered by a lawyer for a monthly subscription fee of $9. Meanwhile, in the UK there's a new app called Law 365 (which has already signed up 160 law firm clients) that provides consumers and businesses with a free 30 minute consultation with a lawyer who is matched up to their needs. It seems as if the confluence of regulatory reform and proliferating technology may at last be ushering us into a period of active market experimentation. With California getting closer to its own regulatory reform, the pace of experimentation may soon quicken.
- Sprucing Up Your Next Multi State Survey. Here's a new tool that might help put you legal team on the map by creating livelier presentations. It's an easy way to incorporate maps into a slide deck for purposes of summarizing multi-jurisdictional legislation or legal trends.
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PinHawk Microsites
- Your Clients Are Not Stupid; Stop Rate-Hiking as if You Think They Are, Yvonne Nath - LawVision
- Culture as a Competitive Advantage, Silvia Coulter - LawVision
Legal Business in Brief
- NFL-based rule sees law firms boost leadership diversity at a faster pace than peers, Global Legal Post: Big Stories, April 19, 2021
- Law firms still struggling on gender equality, according to US study, Global Legal Post: Big Stories, April 14, 2021
- How one firm is trying to convince technology clients to embrace subscription pricing, ABA Journal - Legal Rebels, April 15, 2021
- New Platform Launches to Quickly Resolve Disputes; Could Its Timing Be Just Right?, Robert Ambrogi's LawSites, April 20, 2021
- Thomson Reuters State of the UK Legal Market 2021: Client Relationships Are Critical, Legal Current: Thomson Reuters, April 15, 2021
- Revenue growth at Garrigues slowed by Latin America exchange rate headwinds, Global Legal Post: Big Stories, April 16, 2021
- State of the UK Legal Market 2021: New report highlights the need for greater value & stronger relationships, Legal Executive Institute: Blog, April 15, 2021
- 'The Stigma of Working From Home Has Lifted.' How the Pandemic Is Bolstering Associate Development, Blog of Legal Times, April 16, 2021
- Latham & Watkins and Linklaters top Refinitiv's global capital markets advisory rankings, Global Legal Post: Big Stories, April 19, 2021
- Revenue at Germany's Noerr jumps to €271.6m despite impact of pandemic, Global Legal Post: Big Stories, April 16, 2021
- Leaning on Pandemic-Friendly Practices, Arnold & Porter Ups Revenue, Profits, Blog of Legal Times, April 14, 2021
- UK-listed owner of Rosenblatt snaps up Memery Crystal for £30m, Global Legal Post: Big Stories, April 21, 2021
- Clyde & Co U.K. Adopts Hybrid Model, Reducing Commercial Space Footprint by 36%, Law and More, April 19, 2021
- Why the Boston Consulting Group is wrong about the Legal Services Act, Legal Futures, April 20, 2021
Innovation
- Litera Acquires Clocktimizer, Rounding Out Its Firm Intelligence Business, Robert Ambrogi's LawSites, April 14, 2021
- New video: How to create a culture of innovation within a law firm, Legal Executive Institute: Blog, April 20, 2021
- 160 firms sign up to consumer app aiming to transform access to lawyers, Legal Futures, April 14, 2021
- Firm to use AI to triage new clients and give initial advice, Legal Futures, April 14, 2021
- Utah's Law on Call Launches - For $9 Monthly Subscription, You can Actually Speak to a Lawyer, Law and More, April 15, 2021
- When Bar Associations Innovate, Everyone Wins, Above the Law - Legal Technology, April 15, 2021
- The legal sandbox tipping point, Law21.ca: Furlong, April 15, 2021
- NDA initiative aims to promote benefits of standardisation, Legal Futures, April 15, 2021
- New LinkSquares Features Include Help Honing In On GDPR, HIPAA, And Other Key Issues, Above the Law - Legal Technology, April 15, 2021
- An Evolutionary Approach to Legal Technology, Artificial Lawyer, April 19, 2021
- AI Applications for 5 Different Legal Fields, American Bar Association: Law Technology Today, April 16, 2021
- ‘Right People, Right Data, Right Time’ – Litera Buys Clocktimizer, Artificial Lawyer, April 14, 2021
- Four Virtual Legal Innovation Events Worth Attending This Month, Robert Ambrogi's LawSites, April 15, 2021
- Learning And Leverage: Modern Must-Haves, Above the Law - Legal Technology, April 19, 2021
- Maybe, Real Lawyers Have Blogs - Kevin O'Keefe, April 21, 2021
- LexFusion Adds Three Companies to Its Go-to-Market Legal Tech Collective, Robert Ambrogi's LawSites, April 20, 2021
Tips, pointers and presentations
- Map Engine Visually Charts the Legal World, Artificial Lawyer, April 21, 2021
- Boutique Law Firms: What They Are and Why You Should Run One, Clio Blog, April 14, 2021
- Best Email Marketing Software for Lawyers, Clio Blog, April 16, 2021
- Building a Law Better Practice: 7 Reasons to Specialize, Attorney at Work, April 14, 2021
- How to Implement a Thorough Data Retention Policy, American Bar Association: Law Technology Today, April 14, 2021
- I’m a Lawyer and I Need SEO … Now What?, LawLytics, April 15, 2021
- Tools to Create Infographics Easily, Legal Ease, April 16, 2021
- The intentional use of silence at work, LLRX.com, April 20, 2021
- 11 Myths About Decision-Making, Harvard Business Review, April 20, 2021
- 8 Tips to Optimize Your Law Firm’s Email Marketing Campaigns, Good2BSocial, April 20, 2021
- 7 Tips for Designing a Law Firm Social Media Page That Stands Out, Good2BSocial, April 15, 2021
- 3 Doc Management Hacks To Rev Up Your Practice, Above the Law - Legal Technology, April 20, 2021
Portable Business
- Ashurst targets Australia's 'powerhouse' renewables sector with trio of senior Baker McKenzie hires, Global Legal Post: Big Stories, April 14, 2021
- Linklaters hires private equity partner from Freshfields to boost Paris M&A team, Global Legal Post: Big Stories, April 15, 2021
- Weil Adds Tax Partner Hillel Jacobson in New York, Weil Gotshal, April 14, 2021
- Greenberg Traurig Adds Seasoned Corporate Shareholder Carl Berglind in Denver, Greenberg Traurig, April 14, 2021
- Simpson Thacher Invests in SEC Talent, Hiring Another Agency Vet, Blog of Legal Times, April 15, 2021
- Withers opens in Boston as it hires trio of patent partners from Burns & Levinson, Global Legal Post: Big Stories, April 20, 2021
- White & Case hires Allen & Overy's Johannesburg head to boost debt financing coverage, Global Legal Post: Big Stories, April 20, 2021
- Leading arbitration silk leaves Essex Court Chambers for Brick Court, Global Legal Post: Big Stories, April 19, 2021
- Loeb & Loeb Further Expands Capital Markets & Corporate Department With Janeane Ferrari In New York, Loeb & Loeb: Press Releases, April 19, 2021
- Stroock Adds Leading M&A and Private Equity Partner to Growing Corporate Group, Stroock & Stroock, April 19, 2021
- Lathrop GPM Expands Health Law Practice with Minnesota Hospital Association Vice President, Lathrop GPM, April 19, 2021
- Accomplished Privacy Risk Management Professional Jamie Danker Joins Venable as Senior Director of Cybersecurity Services in Washington, DC, Venable, April 19, 2021
- Sidley Strengthens Executive Compensation Practice in New York with Addition of David Mollo-Christensen and Eric Wolf, Sidley Austin, April 19, 2021
- Goodwin Extends Premier Life Sciences And Technology Platform to France with the Addition of Partner Anne-Charlotte Rivière, Goodwin Procter, April 20, 2021
- Manatt Welcomes Digital and Technology Duo to Further Support Emerging Company and Venture Investing, Manatt, Phelps, April 20, 2021
- Seyfarth Continues New York Growth with Addition of Cybersecurity Lawyer Paul Ferrillo, Seyfarth Shaw, April 20, 2021
- Gunster’s Business Litigation Practice Continues to Expand with Addition of Carlos A. Haag, Gunster, April 20, 2021
Law Firm Memos
- Proskauer Releases 2020 Analysis of Private Credit Deal Terms, Proskauer Rose, April 15, 2021
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Legal Marketing
- Opportunity in Crisis: Innovative Ways Law Firms Are Stepping Up Client Relationships, Attorney at Work, April 19, 2021
- Relationships Creating Commerce: How to Get the Most Out of Professional Networking and Referral Groups, Jaffe PR Blog, April 20, 2021
- No One Listens Anymore — But Who Really Cares?, The Mad Clientist: BTI's Blog, April 14, 2021
- Greenberg Traurig's RVing - Initiative Already Gone Sour, Law and More, April 15, 2021
- The Post-Pandemic Website, Legal Marketing Association: Strategies+ Blog, April 14, 2021
- Lawyer 365 Review – Find a lawyer near you, Legal Futures, April 19, 2021
- Should Georgia Law Firms Weigh In on Georgia’s Voting Law?, Poston Communications, April 15, 2021
- 10 Things Lawyers Should Stop Doing, Attorney at Work, April 20, 2021
- Trendspotting – Keep Your Teams Engaged, Legal Marketing Association: Strategies+ Blog, April 15, 2021
- High Performance Teams in the Age of Covid-19, Introhive, April 15, 2021
- What’s Your Compelling Story?, Wisnik Career Enterprises, April 15, 2021
- RVing Toward Reconnection - Will Greenberg Traurig Succeed?, Law and More, April 15, 2021
- New LinkSquares Features Include Help Honing In On GDPR, HIPAA and Other Key Issues, Robert Ambrogi's LawSites, April 14, 2021
- What is Artificial Intelligence (AI)?, Introhive, April 14, 2021
- The Surprising Power of Peer Coaching, Harvard Business Review, April 14, 2021
- You can't charm directory researchers - it is about getting the process right, Global Legal Post: Big Stories, April 15, 2021
- Reuters Drops a Paywall. Will Lawyers Pay $34.99 a Month to Get What Was Free Legal News?, Real Lawyers Have Blogs - Kevin O'Keefe, April 16, 2021
- The Value of Blog Posts for Law Firms (And How to Write a Good One), LawLytics, April 16, 2021
- Identify the Need for a CRM Integration at LMA Tech West, Cole Valley Software: ContactEase, April 15, 2021
- B2B Website Design Trends that Work for Professional Services, Hinge Marketing, April 15, 2021
- Blogging For Yourself, Real Lawyers Have Blogs - Kevin O'Keefe, April 15, 2021
- 5 Ways to Generate Quality Leads through Partnership Marketing, Hinge Marketing, April 14, 2021
- Law Office of the Future - Generation Z Wants Total Say on That, Law and More, April 20, 2021
- Is Your Website Losing Clients? 3 Reasons to Update Your Firm’s Site Today, Legal Marketing Blog, April 19, 2021
- Cracking the Myth of Long Investment Banker Hours, Introhive, April 19, 2021
- Rebranding Strategies: A Step-By-Step Approach for Professional Services, Hinge Marketing, April 19, 2021
- Direct-to-Consumers Captivates Legal Publishing, Real Lawyers Have Blogs - Kevin O'Keefe, April 19, 2021
- B2B Marketing: When You Finally Achieve Thought Leadership, Don’t Let it Slip Away, Sword and the Script, April 20, 2021
- What Attorneys Need To Know About Upcoming Google Changes – Spring 2021, LawLytics, April 20, 2021
Digital Marketing
- 5 Ways To Create Lasting Connections in Your Virtual Event, Marketing Insider Group, April 19, 2021
- 7 Tips to Improve Your Content Strategy, Business 2 Community, April 18, 2021
- Numbers and Facts You Need to Know About Audio Content in 2021, Business 2 Community, April 16, 2021
- A Privacy Primer For Marketers, Forrester Blogs, April 16, 2021
- How does Clubhouse and social audio fit into the marketing mix?, Mark Schaefer Marketing Solutions Blog, April 16, 2021
- Content Examples We Loved This Week (They’re Not All Fungi and Games), Content Marketing Institute, April 16, 2021
- How to Tell If You Have a Toxic Boss [Infographic], Marketing Profs, April 15, 2021
- Can we Make Transformation Natural?, Conversation Agent - Valeria Maltoni, April 15, 2021
- 20 best content marketing tools and apps for 2021, Impact Blog, April 14, 2021
- Good Selling, Conversation Agent - Valeria Maltoni, April 20, 2021
- Is It Time to Join Clubhouse? 3 Content Marketers Weigh In, Content Marketing Institute, April 20, 2021
- Where to Find ‘The Why’ Behind Your Marketing Performance, The Portent Blog: Internet Marketing, April 20, 2021
- Adaptive Firms Outperform The Competition, Forrester Blogs, April 20, 2021
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Companies and Products in the News
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General Counsel Moves
- LVMH Names New General Counsel in Legal Leadership Refresh - Law.com, (General Counsel), April 16, 2021
- Silk Road Medical Appoints William Hill as General Counsel - Yahoo Finance, (General Counsel), April 16, 2021
- Silk Road Medical Appoints William Hill as General Counsel - GlobeNewswire, (General Counsel), April 15, 2021
- Passport Hires New General Counsel, Chris Matton - PRNewswire, (General Counsel), April 15, 2021
- Mastercard Names Tim Murphy Chief Administrative Officer - Business Wire, (General Counsel), April 15, 2021
- MediaMath Bolsters Leadership Team with Appointment of Industry Veterans Ingrid Hackett as General Counsel, Ashish Shukla as Chief Technology Officer and Laurent Cordier as Chief Partnerships Officer - PRNewswire, (General Counsel), April 14, 2021
- Around the House: new GCs for McDonalds and SUNY - The Global Legal Post, (General Counsel), April 14, 2021
- Peter D. Goldstein Named General Counsel - Business Wire, (General Counsel), April 14, 2021
- Quantum Continues to Strengthen its Leadership Team With Appointment of Former NVIDIA Executive Brian Cabrera as General Counsel and Chief Compliance Officer - PRNewswire, (General Counsel), April 19, 2021
- Commonwealth Hires Industry Executive as New General Counsel - Valdosta Daily Times, (General Counsel), April 19, 2021
- Mastercard Promotes Richard Verma to General Counsel, Head of Global Public Policy - India West, (General Counsel), April 19, 2021
- Element Biosciences Appoints Chief Commercial Officer, General Counsel, and VP of Operations - Business Wire, (General Counsel), April 20, 2021
- PLL Taps Jessica Evans as General Counsel and SVP of Lacrosse Ops - Yahoo Sports, (General Counsel), April 20, 2021
- Commonwealth Hires Industry Executive as New General Counsel - Business Wire, (General Counsel), April 20, 2021
- Quantum Corp. Hires Ex-NVIDIA Legal Boss as General Counsel - Bloomberg Law, (General Counsel), April 20, 2021
Podcasts and Webinars
- World of Marketing 87: How One Lawyer Automates His Whole Business, Law Firm and Attorney SEO and Internet Marketing, April 16, 2021
- On LawNext: Digital Contracting and the Future of CLM, with Ironclad CEO Jason Boehmig, Robert Ambrogi's LawSites, April 19, 2021
Marketing and Editorial Jobs
- Recruiting Coordinator, For the Miami Office of a Growing National Firm, April 15, 2021
- Human Resources Manager, For the New York Office of a Boutique Litigation Firm, April 15, 2021
- Lawyer's Website, Pasedena, AZ - Content-Creator (classification up to writer, $18 p/h), Law and More, April 19, 2021
- Law Firm Working with Non-profits, Pasadena, CA - Website Creator/Social Media ($20 p/h), Law and More, April 18, 2021
- Dow Jones, NYC - New Audiences and Community, Law and More, April 16, 2021
- Dark Reading - REMOTE - Cybersecurity Journalist (freelance), Law and More, April 16, 2021
- Racial Justice Editor - REMOTE - $35 p/h, Law and More, April 16, 2021
- Oles Morrison Law Firm, Seattle, WA - Marketer (full-time), Law and More, April 15, 2021
- Oregon State Bar, Tigard, OR - Editor for Bulletin ($6,500 monthly), Law and More, April 15, 2021
- Writers for Legal Websites - REMOTE - Part-time, Law and More, April 15, 2021
- Law Firm, Los Angeles, CA - Sales Assistants (full-time), Law and More, April 16, 2021
- ClimateWorks Foundation, San Francisco, CA - Communications Manager ($95 to $110), Law and More, April 16, 2021
- Business Development Specialist, Litigation, For the Newark, Philadelphia, Boston or Hartford Office of a Well-Respected Regional Firm, April 20, 2021
- The Nonprofit Quarterly, Boston, MA - Focus is on race and power - Part-time Quest Editor ($35k to $40k), Law and More, April 19, 2021
- On-Call Legal Writer, Beverly Hills, CA Metro Area, Law and More, April 19, 2021
- Advanced Energy Economy, D.C. - Communications (full-time), Law and More, April 20, 2021
- Pensions & Investments, Chicago, IL - Content Editor (full-time), Law and More, April 20, 2021
- Wolters Kluwer - REMOTE - Freelance Contributors for Legal Publications, Law and More, April 20, 2021
- Institute for Legal Reform, D.C. - Director for Marketing, Law and More, April 20, 2021
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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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