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Marketing the Law FirmFeaturesGeneral Counsel and In House CounselLaw Firm Marketing and Business Development

General Counsel Perspectives on Law Firm Marketing In 2022

By Gina F. Rubel
March 01, 2022

Do you know what GC's want when it comes to evaluating law firms? Have you asked general counsel for their perspective on law firm marketing? If so, are you incorporating this feedback into your firm's marketing and business development efforts?

I asked several GC's from companies valued from $300 billion to several million dollars for their perspectives on law firm marketing. We covered topics including diversity, innovation, the billable hour, ESG, marketing communications, seminars, CLEs, webinars, podcasts and more. Most in-house counsel were able to go on the record while some had to remain anonymous due to their corporate policies. Here's what they had to say.

Dina Leytes, Deputy General Counsel of Comcast Cable said: "I would emphasize the importance of a thoughtful, targeted, law firm bio that is current and highlights the lawyer's unique strengths, substantive experience, and thought leadership. With much of the workplace still remote, the law firm bio is where in-house lawyers go to evaluate, and familiarize themselves with, potential outside counsel, and where first impressions are often formed."

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