Insights from Legal Marketing Leaders - Part 4

HBC Hits 2010 LMA Conference

This week, we're rolling out our final set of interviews from the 2010 LMA Conference. Amy and Caitlin--both first-time conference attendees--were blown away by the interviews they got from industry veterans while in Denver. From Ross Fishman telling us how to "think like a lawyer" to Sonny Cohen discussing online marketing strategy to Kathleen Reichert giving her predictions for industry trends, we've heard some great scoop from LMA's movers and shakers. We cracked the secrets of a successful Chambers submission thanks to managing editor Catherine McGregor.  Quick Start organizer Maggie Watkins gave us her tips for success in the field, while Kevin McMurdo and Chris Kraft predicted industry changes.

In our final set of interviews, we talked to veteran legal marketers Mark Greene and Wendy Horn.

Working with over 800 attorneys at Nixon Peabody, CMO Mark Greene is a busy guy.  We were glad he took time to give not only us his predictions for the industry, but advice for young legal marketers, too.

Among his predictions:

-Law firms will be managed more like companies-with a greater emphasis on business planning, financial analysis, and competitive intelligence

-Firms will see a growing trend of disaggregation, as clients look to different sources for their legal needs

For more from Mark, including his tips for young legal marketers, see the video below:

Wendy Horn is a founding member of LIFTOFF LAW llc, which provides support to spinoffs, boutiques, and traditional firms engaged in new initiatives. We heard a few weeks back from Sonny Cohen, her partner in crime, on effective internet marketing strategy. Wendy shared her thoughts on where the industry is headed with us, including:

-Law firms will turn to new business models-like virtual firms, specialty-industry boutiques, and firms with both lawyers and an increasing number of non-lawyers

-The client will play an expanding role in how work is packaged, priced and delivered

-Marketers will have to be more efficient and make a greater impact with "modest resources"

We hope you enjoyed our LMA video interviews, and we can't wait for LMA 2011 in sunny Florida.