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Evaluation of Law Firm Marketing Practices: A Survey of Lawyers and Marketing Staff at Major Law Firms

  • ID: 3625252
  • February 2016
  • 75 pages
  • Primary Research Group
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11.11% Thought that a LinkedIn Presence was Critically Important to the Firm’s Marketing Efforts

The report is based on a representative survey of 126 lawyers and marketing staff from major law firms in the United States. The report summarizes their opinions about issues and practices such as: the relative importance of law firm marketing vehicles such as blogs, the law firm website, LinkedIn or Facebook, press releases, media appearances, lawyer listing servicers, pro bono work, article writing and other practices through which major law firms market themselves. The study gives detailed data on the percentage of lawyers and marketing staff who write for the firm’s blogs, publish outside articles, give speeches and perform other marketing oriented functions – and what they think of these efforts.

The study also looks at the inner personnel dynamics of law firm marketing. How do attorneys view the value of the training in marketing given to them by their law firms? How many mentor their colleagues in rainmaking? How many share information about their clients with other lawyers in the firm? How are marketing efforts appreciated or compensated in firms? What should the firm be doing more of? Less of?

Data in the report is broken out by size of law firm, READ MORE >

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THE QUESTIONNAIRE

LAW FIRMS OF THE SURVEY PARTICIPANTS

Characteristics of the Sample

SUMMARY OF MAIN FINDINGS

Characteristics of the Sample

Are Lawyer Listing & Evaluation Services More or Less Valuable in Today’s Market

Most Important Means of Marketing

Frequency of Dropping Subscriptions to Layer Listing Services

Rate the Importance of Blogs in the Law Firm Marketing Effort

Rate the Importance of LinkedIn in the Law Firm Marketing Effort

Rate the Importance of the law firm website in the Law Firm Marketing Effort

Rate the Importance of Press Releases in the Law Firm Marketing Effort

Rate the Importance of Facebook in the Law Firm Marketing Effort

Rate the Importance of law firm directory listings in the Law Firm Marketing Effort

Rate the Importance of Media Appearances in the Law Firm Marketing Effort

What Can be Done to Make the Firm’s Blogs Better?

How Appreciated in the Firm are Rainmaking Efforts by Attorneys and Staff?

Are Marketing Efforts Well Compensated?

Evaluation of Training Given by the Firm in Marketing and Rainmaking

Participation Rate in Client Management or Client Acquisition Teams

Descriptions of the Experience in Client Management or Client Acquisition Teams

Have you Written for your Firm’s Blogs in the Past Year

Have you Written an Article in the Past Year for an Outside Publication?

Have you done Pro-bono Work?

Have you Mentored a Colleague on Rainmaking in the Past year?

Have you Given Speech on a Legal Issue in the Past Year?

Have you Provided Contacts or Background Information about Clients to Other Lawyers?

About what percentage of your firm's new clients would you say come from referrals from existing clients?

In what area of the law would you say you are most adept and expert? (i.e. real estate law, bankruptcy, employment law, intellectual property personal injury, maritime law, etc.) Broken out by number of lawyers in the firm

List of Tables
Table 1.1 Are lawyer listing and evaluation services, i.e. best lawyers, super lawyers, chambers, etc., more or less important in today's market?

Table 1.2 Are lawyer listing and evaluation services, i.e. best lawyers, super lawyers, chambers, etc., more or less important in today's market? Broken out by Title or Role

Table 1.3 Are lawyer listing and evaluation services, i.e. best lawyers, super lawyers, chambers, etc., more or less important in today's market? Broken out by age of survey participant

Table 1.4 Are lawyer listing and evaluation services, i.e. best lawyers, super lawyers, chambers, etc., more or less important in today's market? Broken out by gender

Table 1.5 Are lawyer listing and evaluation services, i.e. best lawyers, super lawyers, chambers, etc., more or less important in today's market? Broken out by number of lawyers in the firm

Other than your own firm website, what other methods of publicizing the accomplishments and expertise of your firm members do you use and have you made any study of whether such efforts result in actual work for members of the firm? Broken out by number of lawyers in the firm

Table 2.1 To the best of your knowledge has your firm dropped your subscription to any lawyer listing service within the past two years?

Table 2.2 To the best of your knowledge has your firm dropped your subscription to any lawyer listing service within the past two years? Broken out by Title or Role

Table 2.3 To the best of your knowledge has your firm dropped your subscription to any lawyer listing service within the past two years? Broken out by age of survey participant

Table 2.4 To the best of your knowledge has your firm dropped your subscription to any lawyer listing service within the past two years? Broken out by gender

Table 2.5 To the best of your knowledge has your firm dropped your subscription to any lawyer listing service within the past two years? Broken out by number of lawyers in the firm

Table 3 Rate the importance of the following for your firm's marketing efforts.

Table 3.1.1 Rate the importance of law firm blogs for your firm's marketing efforts.

Table 3.1.2 Rate the importance of law firm blogs for your firm's marketing efforts Broken out by Title or Role

Table 3.1.3 Rate the importance of law firm blogs for your firm's marketing efforts Broken out by age of survey participant

Table 3.1.4 Rate the importance of law firm blogs for your firm's marketing efforts Broken out by gender

Table 3.1.5 Rate the importance of law firm blogs for your firm's marketing efforts Broken out by number of lawyers in the firm

Table 3.2.1 Rate the importance of law firm LinkedIn presence for your firm's marketing efforts

Table 3.2.2 Rate the importance of law firm LinkedIn presence for your firm's marketing efforts Broken out by Title or Role

Table 3.2.3 Rate the importance of law firm LinkedIn presence for your firm's marketing efforts Broken out by age of survey participant

Table 3.2.4 Rate the importance of law firm LinkedIn presence for your firm's marketing efforts Broken out by gender

Table 3.2.5 Rate the importance of law firm LinkedIn presence for your firm's marketing efforts Broken out by number of lawyers in the firm

Table 3.3.1 Rate the importance of law firm website for your firm's marketing efforts

Table 3.3.2 Rate the importance of law firm website for your firm's marketing efforts Broken out by Title or Role

Table 3.3.3 Rate the importance of law firm website for your firm's marketing efforts Broken out by age of survey participant

Table 3.3.4 Rate the importance of law firm website for your firm's marketing efforts Broken out by gender

Table 3.3.5 Rate the importance of law firm website for your firm's marketing efforts Broken out by number of lawyers in the firm

Table 3.4.1 Rate the importance of law firm press releases for your firm's marketing efforts

Table 3.4.2 Rate the importance of law firm press releases for your firm's marketing efforts Broken out by Title or Role

Table 3.4.3 Rate the importance of law firm press releases for your firm's marketing efforts Broken out by age of survey participant

Table 3.4.4 Rate the importance of law firm press releases for your firm's marketing efforts Broken out by gender

Table 3.4.5 Rate the importance of law firm press releases for your firm's marketing efforts Broken out by number of lawyers in the firm

Table 3.5.1 Rate the importance of law firm Facebook presence for your firm's marketing efforts

Table 3.5.2 Rate the importance of law firm Facebook presence for your firm's marketing efforts Broken out by Title or Role

Table 3.5.3 Rate the importance of law firm Facebook presence for your firm's marketing efforts Broken out by age of survey participant

Table 3.5.4 Rate the importance of law firm Facebook presence for your firm's marketing efforts Broken out by gender

Table 3.5.5 Rate the importance of law firm Facebook presence for your firm's marketing efforts Broken out by number of lawyers in the firm

Table 3.6.1 Rate the importance of law firm directory listings for your firm's marketing efforts

Table 3.6.2 Rate the importance of law firm directory listings for your firm's marketing efforts Broken out by Title or Role

Table 3.6.3 Rate the importance of law firm directory listings for your firm's marketing efforts Broken out by age of survey participant

Table 3.6.4 Rate the importance of law firm directory listings for your firm's marketing efforts Broken out by gender

Table 3.6.5 Rate the importance of law firm directory listings for your firm's marketing efforts Broken out by number of lawyers in the firm

Table 3.7.1 Rate the importance of law firm media appearances for your firm's marketing efforts

Table 3.7.2 Rate the importance of law firm media appearances for your firm's marketing efforts Broken out by Title or Role

Table 3.7.3 Rate the importance of law firm media appearances for your firm's marketing efforts Broken out by age of survey participant

Table 3.7.4 Rate the importance of law firm media appearances for your firm's marketing efforts Broken out by gender

Table 3.7.5 Rate the importance of law firm media appearances for your firm's marketing efforts Broken out by number of lawyers in the firm

What could be done to make your firm's blogs better? Broken out by number of lawyers in the firm

Table 4.1 How appreciated by your firm are marketing oriented and rainmaking efforts made by you?

Table 4.2 How appreciated by your firm are marketing oriented and rainmaking efforts made by you? Broken out by Title or Role

Table 4.3 How appreciated by your firm are marketing oriented and rainmaking efforts made by you? Broken out by age of survey participant

Table 4.4 How appreciated by your firm are marketing oriented and rainmaking efforts made by you? Broken out by gender

Table 4.5 How appreciated by your firm are marketing oriented and rainmaking efforts made by you? Broken out by number of lawyers in the firm

Table 5.1 Marketing efforts such as writing for the firm's blogs, giving interviews to the press, doing high profile pro-bono work, and schmoozing at conferences -- how are these taken into account in your compensation?

Table 5.2 Marketing efforts such as writing for the firm's blogs, giving interviews to the press, doing high profile pro-bono work, and schmoozing at conferences -- how are these taken into account in your compensation? Broken out by Title or Role

Table 5.3 Marketing efforts such as writing for the firm's blogs, giving interviews to the press, doing high profile pro-bono work, and schmoozing at conferences -- how are these taken into account in your compensation? Broken out by age of survey participant

Table 5.4 Marketing efforts such as writing for the firm's blogs, giving interviews to the press, doing high profile pro-bono work, and schmoozing at conferences -- how are these taken into account in your compensation? Broken out by gender

Table 5.5 Marketing efforts such as writing for the firm's blogs, giving interviews to the press, doing high profile pro-bono work, and schmoozing at conferences -- how are these taken into account in your compensation? Broken out by number of lawyers in the firm

Table 6.1 What do you think of the training in marketing and rainmaking provided by your firm to its attorneys?

Table 6.2 What do you think of the training in marketing and rainmaking provided by your firm to its attorneys? Broken out by Title or Role

Table 6.3 What do you think of the training in marketing and rainmaking provided by your firm to its attorneys? Broken out by age of survey participant

Table 6.4 What do you think of the training in marketing and rainmaking provided by your firm to its attorneys? Broken out by gender

Table 6.5 What do you think of the training in marketing and rainmaking provided by your firm to its attorneys? Broken out by number of lawyers in the firm

Table 7.1 Have you ever participated in a client management or client acquisition team at your law firm?

Table 7.2 Have you ever participated in a client management or client acquisition team at your law firm? Broken out by Title or Role

Table 7.3 Have you ever participated in a client management or client acquisition team at your law firm? Broken out by age of survey participant

Table 7.4 Have you ever participated in a client management or client acquisition team at your law firm? Broken out by gender

Table 7.5 Have you ever participated in a client management or client acquisition team at your law firm? Broken out by number of lawyers in the firm

If you have participated in such a team briefly describe the experience and its level of effectiveness. Broken out by number of lawyers in the firm

In what areas of law firm marketing should your firm be investing more? Broken out by number of lawyers in the firm

In what areas of law firm marketing should your firm be investing less? Broken out by number of lawyers in the firm

Table 8 Which of the following have you done in the past year?

Table 8.1.1 Written for one of my law firm's blogs

Table 8.1.2 Written for one of my law firm's blogs Broken out by Title or Role

Table 8.1.3 Written for one of my law firm's blogs Broken out by age of survey participant

Table 8.1.4 Written for one of my law firm's blogs Broken out by gender

Table 8.1.5 Written for one of my law firm's blogs Broken out by number of lawyers in the firm

Table 8.2.1 Written an article for an outside publication partially with the intention of publicizing my firm

Table 8.2.2 Written an article for an outside publication partially with the intention of publicizing my firm Broken out by Title or Role

Table 8.2.3 Written an article for an outside publication partially with the intention of publicizing my firm Broken out by age of survey participant

Table 8.2.4 Written an article for an outside publication partially with the intention of publicizing my firm Broken out by gender

Table 8.2.5 Written an article for an outside publication partially with the intention of publicizing my firm Broken out by number of lawyers in the firm

Table 8.3.1 Done pro-bono work that could lead to contacts for clients

Table 8.3.2 Done pro-bono work that could lead to contacts for clients Broken out by Title or Role

Table 8.3.3 Done pro-bono work that could lead to contacts for clients Broken out by age of survey participant

Table 8.3.4 Done pro-bono work that could lead to contacts for clients Broken out by gender

Table 8.3.5 Done pro-bono work that could lead to contacts for clients Broken out by number of lawyers in the firm

Table 8.4.1 Mentored a colleague on rainmaking

Table 8.4.2 Mentored a colleague on rainmaking Broken out by Title or Role

Table 8.4.3 Mentored a colleague on rainmaking Broken out by age of survey participant

Table 8.4.4 Mentored a colleague on rainmaking Broken out by gender

Table 8.4.5 Mentored a colleague on rainmaking Broken out by number of lawyers in the firm

Table 8.5.1 Given a speech on a legal issue that raised the firm's profile

Table 8.5.2 Given a speech on a legal issue that raised the firm's profile Broken out by Title or Role

Table 8.5.3 Given a speech on a legal issue that raised the firm's profile Broken out by age of survey participant

Table 8.5.4 Given a speech on a legal issue that raised the firm's profile Broken out by gender

Table 8.5.5 Given a speech on a legal issue that raised the firm's profile Broken out by number of lawyers in the firm

Table 8.6.1 Provided contact/background information about my clients to other lawyers or practice areas in the firm

Table 8.6.2 Provided contact/background information about my clients to other lawyers or practice areas in the firm Broken out by Title or Role

Table 8.6.3 Provided contact/background information about my clients to other lawyers or practice areas in the firm Broken out by age of survey participant

Table 8.6.4 Provided contact/background information about my clients to other lawyers or practice areas in the firm Broken out by gender

Table 8.6.5 Provided contact/background information about my clients to other lawyers or practice areas in the firm Broken out by number of lawyers in the firm

Table 9.1 About what percentage of your firm's new clients would you say come from referrals from existing clients?

Table 9.2 About what percentage of your firm's new clients would you say come from referrals from existing clients? Broken out by Title or Role

Table 9.3 About what percentage of your firm's new clients would you say come from referrals from existing clients? Broken out by age of survey participant

Table 9.4 About what percentage of your firm's new clients would you say come from referrals from existing clients? Broken out by gender

Table 9.5 About what percentage of your firm's new clients would you say come from referrals from existing clients? Broken out by number of lawyers in the firm

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