Marketing Roundup: Leadership Styles, Competitive Intelligence, Leveraging Tech – Above the Law

As
a
part
of
the
Legal
Marketing
Association’s
partnership
with
Above
the
Law,
each
month
we’ll
share
a
roundup
of
insights
and
intel
from



Strategies
&
Voices,
the
online
trade
journal
dedicated
to
the
craft
of
legal
marketing.

Spanning
the
LMA’s
Body
of
Knowledge
domains
for
Marketing
Management
and
Leadership,
articles
in
this
edition
help
legal
marketers
with
several
initiatives. 

Launch
New
Services

Legal
marketers
can
and
should
play
a
leading
role
in
their
firms’
introduction
of
new
services.
In


Legal
Marketers:
Your
Role
in
Developing
New
Services,
readers
will
learn
key
steps
of
a
strategic
process
for
evaluating
and
launching
new
offerings.

Key
tip:

Engage
your
clients
through
interviews,
surveys
and
focus
groups
to
ensure
your
new
services
meet
and
exceed
client
expectations.

Learn
Your
Style:
Leader
or
Manager?

“Leader”
and
“manager”
may
be
used
interchangeably,
but
they
actually
represent
two
very
different
approaches
to
guiding
a
team.
The
infographic


Leadership
vs.
Management:
Determining
the
Right
Approach
for
Your
Team

provides
some
clarity
using
four
key
questions:

• 
  What
  are
  we
  setting
  out
  to
  do?
• 
  How
  do
  we
  deliver
  results?
• 
  How
  do
  we
  make
  it
  happen?
• 
  What
  are
  the
  outcomes?

Key
takeaway:

Leadership
can
be
summarized
as
“doing
the
right
thing,”
while
management
can
be
distilled
as
“doing
the
thing
right.”

Link
Competitive
Intelligence
to
Firm
Strategy

Competitive
intelligence
professionals
are
often
asked
to
help
with
specific
and
tactical
projects,
such
as
analyzing
a
potential
client’s
litigation
portfolio.
But
leading
law
firms
are
starting
to
incorporate
this
function
into
strategic
planning
or
practices,
industry
groups
and
even
the
firm
as
a
whole.

In


How
Competitive
Intelligence
Can
Support
Firm
Strategy,
three
senior
legal
marketers
share
examples
of
strategic
projects
where
CI
played
a
part;
discuss
the
elements
of
CI
that
apply
best
to
strategic
planning;
and
provide
guidance
on
presenting
CI
data
in
the
strategic
planning
setting.

Key
takeaway:

Avoid
the
“massive
data
dump”;
when
presenting
research
findings,
provide
firm
leaders
with
user-friendly
executive
summaries
that
highlight
the
most
actionable
information.

Leverage
Your
Technology

This
month,


Strategies
&
Voices

also
shared
the
results
of
the


2024
Legal
Marketing
Technology
Ecosystem
Study

conducted
by
LMA
and
RubyLaw.
This
provides
law
firms
of
all
sizes
with
benchmarking
on
technology
use
as
well
as
perspectives
on
how
martech
will
evolve
within
the
legal
sector.

The
primary
output
of
the
study
is
a
Legal
Marketing
Technology
Stack
Blueprint,
which
charts
the
“prevailing
systems
and
tools
used
by
legal
marketers.”
It’s
a
helpful
reference
as
firms
enter
budget
season
this
fall.

Key
takeaway:

The
survey
shows
the
adoption
rates
of
various
technology
tools
in
law
firms.
In
2024,
popular
tools
have
included:

• 
  Content
  syndication
• 
  Customer
  relationship
  management
• 
  Alumni
  portals
• 
  Sales
  enablement
• 
  Marketing
  automation
• 
  Talent
  management
• 
  Social
  media
  publishing
• 
  Data
  enrichment

What’s
on
the
decline?
Search
and
social,
accessibility
and
compliance,
and
search
engine
optimization.

In
the
months
ahead,
the
LMA’s
Strategies
&
Voices
will
shift
to
focus
on
Client
Service.

Do
you
have
a
compelling
case
study
about
your
firm,
or
marketing
insights
to
share?


Share
your
ideas

with


Strategies
&
Voices

today.