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Marketing Planning, Article

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

February 2020

Merger Mania and the Marketing Mandate: Strategies - The Journal of Legal Marketing, February 2020

Mergers are everywhere. While mega-mergers grab headlines, many recent law firm combinations have been between 5- to 25-lawyer firms. And with more than 100 combinations taking place annually, they are occurring more frequently than marketers assume.  Mary K Young discusses reasons for the increase in merger activity and the need to maintain a focus on clients as a priority for firms during any merger process.

Marketing Planning, Mergers and Acquisitions, Strategic Planning | News Mentions | Mary K Young | Strategies - The Journal of Legal Marketing

September 2019

2019 ZGuide to Leading Law Firms

Zeughauser Group's 2019 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; and The Corporate Scorecard.

You can download the ZGuide here

If you would like a hard copy of the 2019 ZGuide, please send an email to zgadmin@consultzg.com with "2019 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

July 25, 2019

Memo to Law Firm CMOs: Don't Skimp on Those Partner Bios

Are law firm marketing executives missing the mark in how they engage with in-house counsel about their firms? That’s one potential takeaway from a new survey released Thursday by public relations firm Greentarget and co-sponsored by legal consulting firm Zeughauser Group. The report highlights the ways in-house counsel can diverge from their companies’ C-suites when it comes to how they consume and value marketing. But for law firms, the bigger lesson may be how their own CMOs could be targeting clients more effectively. Peter Zeughauser suggests that an apparent mismatch in how clients and CMOs view social media may have more to do with marketers’ media savvy than with a fundamental difference in how executives consume information

Marketing Planning | News Mentions | Peter Zeughauser | Law.com

July 25, 2019

2019 State of Digital & Content Marketing Survey

Results of our survey conducted in partnership with Greentarget that focuses on the information consumption attitudes, behaviors and tendencies of in-house counsel. The report includes practical guidance to help law firms compete for greater share of voice among corporate legal departments.

Branding, Marketing Planning | Publications and Articles | Norm Rubenstein

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