Solving the marketing puzzle
magazines|April 2014How law firms are learning the lessons of accounting and consulting
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WHAT'S INSIDE?
BLP’s marketing director on legal marketing after the flood – and why outsiders’ input is disrupting business as usual
Marketing and BD chiefs from legal and professional services on why and where marketing must go – and how firms can put their stamp on the future
Industry knowledge from suppliers for marketing and BD leaders
ISSUE IN BRIEF
Everyone should care about marketing. Firm generally get BD, even though they don’t always value it as a function, but marketing is often left out in the cold. This is madness, and it’s an attitude that will, eventually, kill your business.
In this issue, we’ve spoken to marketing and BD leaders both inside and outside legal to find out how legal business can sell themselves better – from the moment someone learns about you.
MAKING WAVES
What can law firms learn from other businesses about marketing? More to the point, can they learn from other businesses? If they can, it may be outsiders who can teach them new tricks – outsiders like Ash Coleman-Smith
NEW RULES OF ATTRACTION
A low-growth, competitive world is a marketeer’s opportunity. Declan Tan talks to marketing and BD leaders in the legal and accounting worlds about powering up your brand, and what legal can learn from other professional services about the future of selling law firms to clients
MAKE RELATIONSHIPS, NOT DATA
Patrick Hurley, vice president of global implementations at Thomson Reuters Elite, outlines why customer relationship management systems are failing law firms – and how to move beyond them to marketing nirvana
