We are excited to announce that Amber Elliott, our ContactEase Director of Implementations, will be speaking this week at the LMA-NE Annual Conference. Joining her will be Chris Fritsch, President and Business Development Consultant, Clients First Consulting to present the session Which Hat Are You Wearing Today: Balancing Marketing, Business Development and Client Services.
Managing the marketing for a firm is not what it used to be. The demand for proactive business development and better client services combined with ever-changing technology makes marketing a juggling act. With innovative relationship management you can move your firm forward. Join Amber and Chris to learn how to apply innovative ideas with the right mix of technology to gain profits, satisfy clients, and successfully market your firm. They will discuss trends, provide a high level overview of what firms are doing today to move their firm forward, and go through case studies to showcase how marketers are successfully wearing multiple hats.
The session is on Friday, November 22nd at 2:45PM. Learn more about the overall event by checking out the LMA NE Conference’s website and make sure to stop back on Friday for a recap and pictures from the session.
At the beginning of August we wrote about the evolution of the marketing role in our post: Which Hat Are You Wearing Today. Joe Pulizzi, Founder of the Content Marketing Institute, has expanded upon the idea of marketing’s evolution as it specifically relates to content marketing.
“Nine in 10 companies create their own content to attract or retain customers.”
This is the same in the legal industry as content is distributed through email, newsletters, and in-person events. Some law firms have also adopted other channels such as blogs and social media sites. In his article Pulizzi challenges marketers to think about content as the asset. He continues the article by talking about the importance of content, as one story can be developed into multiple content assets.
For example, in your firm if you are trying to grow a specific practice area, you want your firm to be seen as the expert. Experts are people who have comprehensive and authoritative knowledge in a particular area, so by having a great story of success (content) it can be shared. By using publications, media mentions, speaking engagements, firm events, blogs, and through social media the content develops an audience. That audience can be tracked in your CRM system allowing you to track outreach and growth with new clients and cross selling with current clients.
As law firm marketers already wear multiple hats and have been doing the above in various forms for years, Pulizzi suggests a shift in key business roles marketers will be challenged with filling and thinks of the below as the new competencies that will need to be accounted for across a firm:
Managing Editor: half storyteller and half project manager
Chief Listening Officer: “air-traffic controller” for social media and other content channels
Director of Audience: monitors audience personas and is responsible for building subscription assets
HR for Marketing: works with HR to make sure that employees understand their roles in the marketing process
Channel Master: responsible for getting the most out of each channel
Chief Technologist: sole purpose is to leverage the proper use of technology into the content marketing process
Influencer Relations (role formerly known as media relations): manager of influencers, develops a “hit list” and integrates them into the marketing process
Freelancer and Agency Relations: negotiates rates and responsibilities as reliance on freelance talent and other external content vendors grow
ROO (Return-on-Objective) Chief: responsible for ensuring that there is an ongoing return on marketing objectives and for communicating to all teams why the firm is developing content assets in the first place
The way services are sold is changing faster than anticipated and in legal, clients are demanding more than ever. This means that content will become more of an asset than ever and the “hats” marketing wears will continue to multiply. What do you think of “The New Roles of Marketing” and how they will impact the legal industry?