I
L
T
A
W
H
I
T
E
P
A
P
E
R
|
K
N
O
W
L
E
D
G
E
M
A
N
A
G
E
M
E
N
T
&
M
A
R
K
E
T
I
N
G
T
E
C
H
N
O
L
O
G
Y
65
2
020 is (thankfully?) over. But looking
ahead into 2021, there will be a lot
that has changed in legal marketing
due to everything brought to bear in
the previous year.
But what does that look like in real-world
terms? Now that law firms are beginning to scale
back their pandemic-related austerity measures,
some emerging trends in legal marketing are
beginning to reveal themselves. Depending on the
firm, these trends could accelerate existing plans
or inform the first step into a new marketing and
business development frontier.
Trend #1: An Increased Focus on
Marketing Strategy
An immediate business effect of the pandemic was
a pause in ongoing and incoming work at many law
firms. The resulting slowdown forced lawyers to look
to their marketing and business development teams
more than ever to continue bringing business through
the door. To make matters more difficult, most law
firm marketing departments had an immediate freeze
and/or reduction of marketing spend.
Now that the marketing budget has been
unlocked again, firm leadership has a spotlight on
Three Growing Trends
Legal Marketers Need to
Prepare for in 2021
by Jason Kennedy
