Create Marketing Clients Find Useful (published in Law360)

LAW FIRMS SPEND HEAVILY ON MARKETING AND BUSINESS DEVELOPMENT, BUT THERE IS RARELY A CLEAR REASON FOR CLIENTS TO PAY ATTENTION. GENERIC UPDATES, PASSIVE SPONSORSHIPS, AND OVERBUILT PROPOSALS ARE NOT ENOUGH. THIS ARTICLE BREAKS DOWN HOW FIRMS CAN MAKE THEIR MARKETING MORE USEFUL BY LEADING WITH PRACTICAL INSIGHT, TREATING PROPOSALS LIKE THE FIRST DELIVERABLE, AND CREATING CONVERSATIONS THAT BUILD TRUST BEFORE THE BUYING DECISION.