By Michelle Calcote King

Think about the best experience you’ve ever had with a company. What made it great? My guess is that it felt personal — as if the company understood your specific concerns, spoke to you directly and delivered tailored, customized products or services that met your exact needs.

While this kind of experience becomes harder to achieve as firms grow larger and more diverse, automation can help marketers get one step closer to delivering personal experiences — no matter the size of the firm.

By Renee Branson, Founder and Principal Consultant, RB Consulting

Headlines concerning mental health, addiction and burnout in the legal profession are quickly becoming the norm. This is a good thing. Our attention is being drawn to a problem that has festered quietly for far too long. Still, awareness alone cannot be the goal; instead, our focus should be on action and measurable improvement. With the pressures of the billable hour, a culture of perfectionism, law firm dynamics and political minefields, paying attention to the happiness of the individuals who make up a law firm can seem like a waste of precious resources. That is why appealing to the altruistic motivation of doing what is right (i.e., making changes to address mental health, addiction and burnout) needs to be followed with appealing to the bottom line motivation of how those changes – or lack thereof – impact profitability.

By Stephanie Dorssom, Digital Marketing Manager, Husch Blackwell LLP  

The corporate legal world is highly competitive. With thousands of law firms competing for the work from a lot of the same organizations, law firms should not be complacent. In this day and age, firms are touting innovative solutions and products to meet the needs of clients in an effort to offer differentiating factors that could possibly give them a competitive edge. From the Internet of Things (IoT) to blockchain, bots, design thinking and AI, these innovative buzzwords are now commonplace in the legal industry — but will they impact how clients purchase legal services? Furthermore, what is marketing’s role in the innovation process?