Want the good news or the bad news first? Let’s go with the good news: Email marketing is incredibly effective for B2B companies and professional services firms. And now the bad news: Your email list degrades by about 22.5% every year. People change jobs, unqualified leads unsubscribe and others disengage after emails get trapped in […]
The issue of diversity in the modern law firm is a hot issue right now, and rightfully so: Recent figures from the National Association for Law Placement (NALP) show that in 2018, just one in five equity partners were women (19.6%) and only 6.6% were racial/ethnic minorities. And just earlier this year, the all-white partner […]
Last month, I was sitting backstage at The Ellen DeGeneres Show as my good friend danced onstage to the song “Wow.” by Post Malone. While I sat there — both worried and excited for my friend — Rob Lowe casually walked past me a few feet away. At the same time, Will Smith’s “people” were […]
This week, more than 1,500 attendees gathered in Atlanta, Georgia, for the 2019 Legal Marketing Association Annual Conference. I try to attend the conference every year, as it’s one of the best networking and educational opportunities in the legal marketing profession. While I couldn’t attend every session (I’m good, but I ain’t that good), I […]
If you’re a B2B marketer and not taking advantage of email, you’ve missed the effective-marketing boat (sounds like a fun party, doesn’t it?). To put it in a way your CEO will understand, if your B2B company is not engaging in email marketing — including email newsletters, drip campaigns, lead nurturing emails, prospecting and promotional […]
You’ve written thought-leadership blog posts. Designed beautiful infographics. Developed engaging videos. Created valuable e-books and white papers. You’ve then shared the content on your company’s social media accounts, sent it to industry influencers, promoted it on your email newsletter, sent out a press release and more. Now, wouldn’t it be fantastic if all of your […]
“Behind every bad idea is an executive who asked for it.” I can feel all the marketers internally shouting “YAAAASSSSS.” I hear you, friend, I hear you. The above quote — from a recent MarketingProfs webinar by Michael Brenner (best-selling author of The Content Formula and CEO of Marketing Insider Group) — made me stop […]
Acquiring new clients is expensive. Depending on the study, research shows that the cost to acquire a new client is anywhere from five to 25 times the cost to retain an existing client. Yet many law firms focus the majority of their marketing efforts on client acquisition — not client retention. Here’s more research if […]
Marketers… if you had to describe your most important role in one or two words, what would you say? My gut tells me that many would say “promotion,” “brand building” or “thought leadership.” I doubt many would say “knowledge extraction.” And that must change. Knowledge extraction is basically that — extracting knowledge from your subject-matter […]
Four marketing strategies are particularly effective, says panel of GCs at Legal Marketing Association conference Law firm marketers: Want to know what works to get the attention of general counsel (GC)? Here’s the short answer: high-quality, relevant and timely thought leadership content, in the form of client alerts, helpful articles vendita piscina gonfiabile con scivolo […]