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Industry Insights Blog

Small Firms, Big Marketing

Jenn Scalzi

Small Firms, Big Marketing is a white paper commissioned by J. Johnson Executive Search, Inc. and published by ALM Legal Intelligence. ALM gathered data, conducted interviews and administered the online survey.

From the report: white shoe, wingtip, or even sneakers: no matter how illustrious the firm’s profile or its key clients, law firms, much like their corporate brethren, can no longer survive a passive business strategy. Marketing is now a mandatory strategic and very deliberate tool, if your firm wants to thrive and survive. But discovering, understanding and executing a law firm’s differentiators, and then getting the attorneys in place to go forth and conquer is a challenge.

Small and midsize law firms (40-200 attorneys) recognize this, and are responding by investing in marketing professionals. Two in three respondents tell us that the marketing team is a critical or an important factor in their firm’s success in winning new business. Small law firms are nimble and creative, and have recognized the value of integrating their marketing functions in order to get a stronger foothold in the marketplace. The challenge now is to keep up this momentum and take a bigger bite out of large law firms’ business.

Read the full report here.