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The core function of a client value (or client success) team in a software company is to ensure that clients receive ongoing and lasting value from the product and services they have purchased. As the leader of a client value team, I see it as understanding the client’s success criteria (objectives), desired outcomes, tolerance for risk, communications preferences, and more. 

Your law firm must market your services to grow and thrive. But there are so many different marketing channels out available, it can be difficult to decide where to put your dollars. And even how much to allocate to your total legal marketing budget needs to be considered. 

When your prospective clients think of the phrase, “law firm pitch,” the first word that pops into their head likely isn’t empathy. Or excitement. To the individuals who have to sit through countless meetings being pitched at and keeping track of a thousand slides in their head, there's not necessarily a positive connotation.

Law firms can’t grow without new clients. But getting new business is easier said than done. According to the 2020 State of US Small Law Firms, 26% of firms said acquiring new clients is their biggest challenge. But legal marketers can’t focus on implementing new growth strategies if they’re bogged down by inefficient processes. Improved productivity is paramount to growth. 

Law firms must land new clients to remain competitive and law firm marketing, including pitching services to prospects, is a major part of the process. Almost every type of law firm saw growth in 2021, according to Thomson Reuters Institute’s 2022 Report on the State of the Legal Market.

Marketing undoubtedly plays a major part in law firm growth. But, the process, i.e., how it’s done, varies from firm to firm. When it comes to implementing the best marketing techniques, legal marketing teams can be motivated by what high-growth firms are doing to help inform your strategy.

I have been part of the legal marketing community for just shy of 20 years, both as a service provider and an in-house business developer, and I have attended the annual conference at least a dozen times.

Greetings from beautiful south Florida, where it is 50 degrees warmer than at my home in New Hampshire!