Legal Marketers Drive Progress in Times of Change — Law Firm Leaders Weigh In

Legal Marketing Association (LMA)

Strategies+ Blog (25)

By Ioana Good

In today’s competitive business landscape, many lawyers and law firm leaders understand that it is no longer enough to provide stellar legal services, but lawyers also have to understand their client’s business and become their trusted advisors to help them grow. With COVID-19 thrown in the mix, firms leaders have worked more closely than ever with their in-house legal marketers and consultants to lead the charge and help law firms stay ahead of their competition.

Below we highlight various marketing partners, general counsel and other lawyers who understand the power of marketing. We also offer examples on how lawyers have grown in partnership with their marketing team. Let’s get to know them:


Ed Christian, CEO & Managing Partner, Burr & Forman LLP

How does your marketing and business development department drive strategic plans and lead the charge in a time of change?

Our marketing and business development department has created and leads a cross-functional team called the office of client value. This team assesses the needs of the firms’ clients through direct support of the client relationship partners and assistance with client-focused teams. This enables us to enhance firm-wide client service. The office of client value seamlessly works with the rest of our marketing and business development department to align and drive forward the firm’s strategic plans so that our clients and their needs are always the sole focus of our firm. I’m proud of this platform established by our marketing and business development team, which has provided meaningful conversations and feedback with our clients so that we can continually offer value as a firm. Read more


Michael E. Hollingsworth II, Managing Partner, Atlanta; Member, Executive Committee; Co-Chair, Mergers & Acquisitions; Co-Chair, Investment Management, Nelson Mullins Riley & Scarborough LLP

How have your marketing efforts evolved during the last five years?

Over the past several years, the popularity of social media networks like LinkedIn and Twitter has continued to grow in the legal space, even among attorneys. I have used more of the LinkedIn posts developed by our marketing group to increase brand awareness among my network and it has worked. When it comes to my personal marketing efforts, I have concentrated my focus on smaller meetings where I can learn more about their needs.

How has working closely with your marketing department been beneficial to the firm in the months since COVID-19 began?

Sharing valuable content with connections on LinkedIn and Twitter can be done in a matter of seconds thanks to our marketing department, which produces an array of valuable offerings to get us out there. With the pandemic forcing us to shift our client events from in-person to online, the team has been very creative in coming up with various virtual events that appeal to a broad spectrum — from bourbon tastings to cooking classes. Read more

MatMat Rosswood, Chief Operating Officer, Kramer Levin Naftalis & Frankel LLP

What are some new marketing initiatives that your firm has worked on as a result of COVID-19?

Our firm launched a COVID-19 legal response team and a COVID-19 legal resources blog. The team comprises more than 40 lawyers, who have published more than 150 alerts and updates since forming and launching the blog on March 16, 2020. We’ve also formed multidisciplinary teams focused on the economic downturn and changing market conditions. Our distressed real estate team, for example, combines Kramer Levin’s market leading real estate and bankruptcy and restructuring practices to help clients navigate real estate workouts, restructurings and recapitalizations. Read more

ioana good

Ioana Good is the co-chair of LMA’s Professional Advocacy Working Group and served on LMA’s Communications Mapping Group.

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Legal Marketing Association (LMA)

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