Last week, I had the privilege of speaking at the DRI Best Practices for Law Firm Profitability Conference in New York City. While preparing and delivering an hour-long presentation was, at times, an arduous task, it did get my thinking in depth about some of the most important issues I deal with in leading a law firm sales and marketing department.

My presentation was titled “Creating a Brand and Marketing Your Expertise: Crucial Tips from a Pro.” Much like this blog, my presentation focused on the changing issues facing the legal marketing industry, as viewed through the perspective of someone with many years of experience on the front lines in a law firm client development department.

During the next few days, I am going to write about the same issues I discussed with DRI attorneys and professionals. These topics include:

  • A history of legal marketing, and how Womble Carlyle built a successful brand;
  • How clients are now more receptive to two-way communication (such as via social media) rather than traditional, one-way advertising;
  • The challenges of cross-selling—corporate clients hiring attorneys, not law firms and why marketing efforts should focus more on individual attorney brand-building;
  • What is most important to buyers of legal services?

DRI, the Voice of the Defense Bar, is the international organization of attorneys defending the interests of business and individuals in civil litigation. So it was great to get in front of them to discuss these important issues. Our discussion generated some interesting questions, and I hope these posts will get you thinking as well.