In today’s competitive business landscape, many lawyers and law firm leaders understand that it is no longer enough to provide stellar legal services, but lawyers also have to understand their client’s business and become their trusted advisors to help them grow. With COVID-19 thrown in the mix, law firms have worked more closely than ever with their in-house legal marketers and consultants to lead the charge and help law firms stay ahead of their competition.
Below we highlight various marketing partners, general counsel and other lawyers who understand the power of marketing. We also offer examples on how lawyers have grown in partnership with their marketing team. Let’s get to know them:
Ed Christian, CEO & Managing Partner, Burr & Forman LLP
How does your marketing and business development department drive strategic plans and lead the charge in a time of change?
Our marketing and business development department has created and leads a cross-functional team called the office of client value. This team assesses the needs of the firms’ clients through direct support of the client relationship partners and assistance with client-focused teams. This enables us to enhance firm-wide client service. The office of client value seamlessly works with the rest of our marketing and business development department to align and drive forward the firm’s strategic plans so that our clients and their needs are always the sole focus of our firm. I’m proud of this platform established by our marketing and business development team, which has provided meaningful conversations and feedback with our clients so that we can continually offer value as a firm.
Michael E. Hollingsworth II, Managing Partner, Atlanta; Member, Executive Committee; Co-Chair, Mergers & Acquisitions; Co-Chair, Investment Management, Nelson Mullins Riley & Scarborough LLP
How have your marketing efforts evolved during the last five years?
Over the past several years, the popularity of social media networks like LinkedIn and Twitter has continued to grow in the legal space, even among attorneys. I have used more of the LinkedIn posts developed by our marketing group to increase brand awareness among my network and it has worked. When it comes to my personal marketing efforts, I have concentrated my focus on smaller meetings where I can learn more about their needs.