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Getting ahead in legal marketing

25 February 2022 / Dominic Ayres
Issue: 7968 / Categories: Features , Profession , Career focus
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How to succeed & advance in the world of legal marketing: Dominic Ayres offers some valuable insight
  • Understanding and adapting to the particular challenges of the legal industry is vital for marketing professionals.
  • Knowing your clients and engaging relevant stakeholders is critical for success.
  • Career advancement requires continuous personal development and a flexible outlook.

If you are considering a career in legal marketing or have recently moved into the industry from a business-to-consumer (B2C) organisation, it is important to understand some of the critical differences to adapt and develop your career in the industry.

Law firms face a particular challenge in that their ‘product’ is typically their people providing a service (and so is intangible). Most marketing degrees focus on tangible products in a B2C environment; however, the legal industry is more challenging because advisers are tasked with marketing and creating opportunities to advise clients. Furthermore, you have to work with a variety of stakeholders.

The lawyers you work with are often highly educated and are sought after

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MOVERS & SHAKERS

CBI South-East Council—Mike Wilson

CBI South-East Council—Mike Wilson

Blake Morgan managing partner appointed chair of CBI South-East Council

Birketts—Phillippa O’Neill

Birketts—Phillippa O’Neill

Commercial dispute resolution team welcomes partner in Cambridge

Charles Russell Speechlys—Matthew Griffin

Charles Russell Speechlys—Matthew Griffin

Firm strengthens international funds capability with senior hire

NEWS
The proposed £11bn redress scheme following the Supreme Court’s motor finance rulings is analysed in this week’s NLJ by Fred Philpott of Gough Square Chambers
In this week's issue, Stephen Gold, NLJ columnist and former district judge, surveys another eclectic fortnight in procedure. With humour and humanity, he reminds readers that beneath the procedural dust, the law still changes lives
Generative AI isn’t the villain of the courtroom—it’s the misunderstanding of it that’s dangerous, argues Dr Alan Ma of Birmingham City University and the Birmingham Law Society in this week's NLJ
James Naylor of Naylor Solicitors dissects the government’s plan to outlaw upward-only rent review (UORR) clauses in new commercial leases under Schedule 31 of the English Devolution and Community Empowerment Bill, in this week's NLJ. The reform, he explains, marks a seismic shift in landlord-tenant power dynamics: rents will no longer rise inexorably, and tenants gain statutory caps and procedural rights
Writing in NLJ this week, James Harrison and Jenna Coad of Penningtons Manches Cooper chart the Privy Council’s demolition of the long-standing ‘shareholder rule’ in Jardine Strategic v Oasis Investments
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