Targeting key profile-building opportunities can generate new work, and save time and money.

Legal marketing plans may include a customized mix of sponsorship and/or advertising opportunities; speaking and/or writing engagements; event hosting and/or attendance; seminar presentations, association memberships, conference participation, etc.

A marketing audit — or needs assessment — examines your current legal marketing and business development programs, and provides recommendations and action items on how budgets and plans can be best structured to support revenue-driving initiatives.

An audit can also be part of a client analysis that analyzes trends within your current client base, such as industry and client type. This helps to forecast how marketing and business development budgets and resources should be expended along with realizing significant savings in terms of “found money” due to curtailing arbitrary expenditures.

The best marketing plans contain a mix of suitable and sustainable client-facing activities that are constructed annually, broken out by time periods, and measurable. As a result, savings are realized in terms of financial costs and time commitments.

Careful consideration of appropriate and business-supporting marketing opportunities enables focus to be concentrated on initiatives that generate new files from current clients, produce introductions to qualified prospective clients, and consider cross-selling, professional alliances, networks and referrals. These strategies trigger business development opportunities and entry of new and/or prospective business into a sales pipeline.