Legal marketing — just like every other aspect of the legal industry — is in a period of transformation and evolution. To help marketers and others understand this shifting landscape, Bloomberg Law and the Legal Marketing Association have released their annual survey findings report. This year’s report is titled, “Where Are We Now? Revealing the Latest Trends in Legal Marketing and Business Development.” The Bloomberg Law/LMA report examines such topics as firms’ investment in marketing, the shifting role of legal marketers and their relationship with attorneys, and the increasing role of technology in marketing and business development.
Among the report’s key high-level findings:
- The pace of investment in marketing/business development and emphasis on these functions at firms of all sizes does not seem to be slowing down.
- The continued investment is not just in headcount, but comes in the form of budgets that are projected to increase over the next two years.
- Sixty-two percent of respondents say their firm is increasing its emphasis/focus on business development and marketing efforts.
- Attorneys are beginning to accept previous shifts in marketers’ roles toward greater involvement in business development, client relationship management, and firm strategy.
The Bloomberg Law/LMA survey respondents are a robust mix of marketing and business development professionals as well as practicing attorneys. Thus, one of the report’s most compelling aspects is the way it highlights how the perspectives of these groups align and where they differ.