The self-service buyer is a relatively new concept in B2B professional services. These buyers prefer to gather information, research, and make decisions independently before ever engaging with a service provider. This shift is revolutionary in an industry like legal services, where trust and personal relationships have traditionally driven business development.
The idea that lawyers and firms don't — or shouldn't — "sell" to clients and prospects remains widespread. It's time we change this perspective. It's neither practical nor sustainable in a legal services marketplace, where competition to keep clients and attract new ones is intense and the ability to stand out from the crowd is increasingly challenging for both lawyers and firms. It's also not what clients want or what serves them best in the long run.
This article explores key insights from the past year, focusing on technological breakthroughs, market growth, regulatory developments, and adoption trends positioning generative AI for broader integration across the legal sector.
The LJN Quarterly Update highlights some of the articles from the nine LJN Newsletters titles over the quarter. Articles include in-depth analysis and insights from lawyers and other practice area experts.
The ever-evolving digital marketing landscape, coupled with the industry-wide adoption of programmatic advertising, poses a significant threat to the effectiveness and integrity of digital advertising campaigns. This article explores various risks to digital advertising from pixel stuffing and ad stacking to domain spoofing and bots. It will also explore what should be done to ensure ad fraud protection and improve effectiveness.
This article offers practical insights and best practices to navigate the path from roadmap to rainmaking, ensuring your business development efforts are not just sporadic bursts of activity, but an integrated part of your daily success.
A curated career is not a happy accident or a lucky break — it's the result of deliberate actions and choices that align with one's personal values.
In the fast-paced world of digital marketing, every click, share and engagement counts. Social media has become a vital tool for businesses to connect with prospects and clients, drive traffic to their websites and, ultimately, boost the bottom line. However, tracking the effectiveness of your social media efforts on a more granular level can be difficult.
How to Convey Your Merits In a Way That Earns Trust, Clients and Distinctions While humility is incredibly important in business and law, it is equally important to identify and articulate what you do well — really well — in your practice. Those who can ascertain, embrace and communicate their differentiator(s) will be well-positioned for steady practice and client growth.
Smaller law firms can significantly increase their chances of competing with large "Goliaths" by bringing an industry focus, maximizing their digital footprint, building processes and systems around the pitch/proposal process, looking backwards for strengths, and engaging in social media.
