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September 2021

2021 ZGuide to Leading Law Firms

Zeughauser Group's 2021 Pocket Guide to the American Lawyer Rankings of the Am Law 200 by Profits Per Equity Partner and by Value Per Lawyer; The A-List; The Global 100; The Global 200; The China 50; The Asia 50; and The Corporate Scorecard.

If you would like a hard copy of the 2021 ZGuide, please send an email to zgadmin@consultzg.com with "2021 ZGuide Request" in the subject line and provide your mailing address.

Branding, Client Service Interviews, Leadership Development, Management Consulting, Marketing Organization Design, Marketing Planning, Mergers and Acquisitions, Strategic Planning | Publications and Articles

June 2021

Mid-Atlantic Program Recap: GC Panel Weighs in on What Clients Really Want

After the once-in-a-century inflection point of a global pandemic, the legal industry – and all of corporate America – faces another major transition as COVID-19 fades and the “new normal” sets in.  With offices reopening across the country, what lessons will the legal industry retain from the pandemic and what trends from the last 15 months will remain? Just as significantly, what will be the lasting legacy of a national racial reckoning that largely coincided with the worst global health crisis in generations?

These questions were the focus of a distinguished panel of current and former general counsel held on June 8, 2021. The remote gathering was moderated by John Corey, president & founding partner of Greentarget, and Mary K. Young.  And Alex Dimitrief participated as one of the panelists.  This article highlights some of the conversation.

Client Service Interviews, Management Consulting, Marketing Organization Design, Marketing Planning | News Mentions | Alex Dimitrief, Mary K Young | Legal Marketing Association

June 8, 2021

Business Development Success: How a Big Law Event Series Led to 6,000 Guests

Marketing a law firm has been a challenging proposition during the pandemic, with offices closed and clients working in their homes. Some law firms have added entertaining relationship events to their marketing strategies, like wine tastings or book clubs over Zoom.  Arent Fox enlisted the help of two popular celebrities for interviews before a Zoom audience that included clients and potential clients.  Mary K Young observes that  many of these efforts were very successful. She notes that “if you’re going to do something that’s outside the practice of law, it’s best to totally focus on that and do it right, without trying to insert any legal substantive or marketing component.  Some people might object that it doesn’t have anything to do with the business of law, but that’s the point of events like this - law is a relationship business. These events bring people together.”

 

Branding, Marketing Planning | News Mentions | Mary K Young | The National Law Journal

June 8, 2021

Client Communications: What Do Clients Really Want?

Digital client communications soared during the pandemic. Building on a recent survey by Greentarget, Right Hat and Zeughauser Group, moderators John Corey and Mary K Young will ask a panel of three former and current in-house leaders, including Zeughauser Group partner Alex Dimitrief, to discuss the pros and cons of different approaches. They will tell us what breaks through the clutter and what they ignore, what they look for in law firm content and how they prefer it to be presented.

June 8 at 11:00 AM Eastern time

Register for the panel discussion at LMA In-House Counsel Program

Client Service Interviews, Management Consulting, Marketing Planning, Strategic Planning | Speaking Engagements | Alex Dimitrief, Mary K Young | LMA Mid-Atlantic

December 2020

How to Win and Protect Client Relationships In the Age of Remote Engagement

By bringing in-person client interactions to a virtual halt, the COVID-19 pandemic has triggered a digital content explosion as law firms compete for the attention of clients and prospects. A new study of in-house counsel shows that providing substantive, actionable guidance remains the best way to rise above the noise, preserve existing client relationships, and win new ones.

These findings are detailed in the report, “How to Win and Protect Client Relationships in the Age of Remote Engagement,” released by strategic communications firm Greentarget, legal consultancy Zeughauser Group, and B2B branding agency Right Hat. The August 2020 survey of 75 in-house lawyers, including 37 general counsel, offers important guidance for law firms anticipating an extended period of remote outreach

Marketing Planning, Strategic Planning | Publications and Articles

December 2, 2020

General Counsel's Simple Ask for Outside Counsel: Pick Up the Phone and Call

There are a lot of ways for attorneys to reach prospective and current clients, and the pandemic has only increased the importance of an all-hands-on-deck approach, as lawyers try to replace the face-to-face interactions that used to occur at lunches, networking events and conferences. A new survey of general counsel, conducted jointly by strategic communications firm Greentarget, legal consulting firm Zeughauser Group and B2B branding agency Right Hat LLC suggests that when the messaging is relevant, timely, novel and useful, a simple phone call will do the trick.  While law firms have gotten creative in their outreach and content production, the simplicity of a personal, relevant message goes a long way.  Norm Rubenstein observes that the fundamentals of marketing and business development have not changed. It really comes down to whether your content and service delivery are aligned with what the client wants. 

Branding, Client Service Interviews, Marketing Organization Design, Marketing Planning, Strategic Planning | News Mentions | Norm Rubenstein | Law.com

November 18, 2020

To RFP or Not to RFP? A Question All Firms Need to Answer

As clients look to drive down pricing, exert influence over team composition and evaluate potential new legal counsel, law firms have to ask themselves if the juice is worth the squeeze when it comes to many RFPs. The reality is that RFPs are now a constant presence in the marketing and business development process. But just because something is prevalent doesn’t mean it’s always in the best interests of the firm.

Mary K. Young notes that the prevalence of RFPs in recent years has increased, and not always with good effect. Department resources are finite. Firms should be very selective even if they are not using marketing resources. Knowing which RFPs are worth engaging on and which ones should be met with a hard pass isn’t always easy. 

And while RFPs are a necessary evil for law firms, Kent Zimmerman notes that many firms also have room for improvement to set priorities on which ones they invest the firm’s resources in answering based on which are more likely to lead to work that uses the firm for its strengths and commands its rate.

Client Service Interviews, Marketing Organization Design, Marketing Planning, Strategic Planning | News Mentions | Mary K Young, Kent Zimmermann | Law.com

September 2020

2020 ZGuide to Leading Law Firms

Zeughauser Group's 2020 Pocket Guide to the American Lawyer Rankings of the Am Law 200 by Profits Per Equity Partner and by Value Per Lawyer; The A-List; The Global 100; The Global 200; The China 45; The Asia 50; and The Corporate Scorecard.

You can download the ZGuide here.

If you would like a hard copy of the 2020 ZGuide, please send an email to zgadmin@consultzg.com with "2020 ZGuide Request" in the subject line and provide your mailing address.

Branding, Client Service Interviews, Leadership Development, Management Consulting, Marketing Organization Design, Marketing Planning, Mergers and Acquisitions, Strategic Planning | Publications and Articles

June 9, 2020

Caring for Clients During the COVID-19 Crisis

Mary K Young and Alex Dimitrief, via a webinar, will examine what is on the minds of General Counsels and how best to communicate with and serve them in light of the challenges they are facing with COVID-19.  Mary K  and Alex  will hold a conversation that taps into Alex’s unique understanding of what in-house counsel are facing. Alex will draw on his experience helping to guide General Electric through the 2008 global recession among other crises.

The conversation will include a discussion of:

  • What General Counsels are thinking about during this crisis and what their highest priorities are
  • Where relationships with law firms rank on a GC’s list of priorities during a crisis like this and what this means for law firms
  • Things law firms can do to make a good and long-lasting impression on their clients and what law firm relationship partners should avoid doing
  • How marketing and business development staff can help their firms navigate this pandemic
  • Types of communications from law firms that in-house counsel welcome and types to be avoided

June 9, 2020 - 5:00 pm to 6:00 pm

To register for the webinar, please visit the LMA Caring for Clients webpage.

Management Consulting, Marketing Planning, Strategic Planning | Speaking Engagements | Alex Dimitrief, Mary K Young | LMA Mid-Atlantic Region

April 2017

Keynote Speaker: Annual Conference, Ethics & Compliance Initiative, Washington, D.C., April 2017

Keynote Speaker, Annual Conference, Ethics & Compliance Initiative, Washington, D.C., April 2017

Marketing Planning, Strategic Planning | Speaking Engagements | Alex Dimitrief

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