For decades, the legal sector has been built around deep partner relationships, reputation and specialist expertise. But buying behaviour is changing – and the traditional model is under pressure.
This week, Benedict speaks to Tricia Weener, Chief Marketing & Business Development Officer at Linklaters, about how law firms are adapting to a more complex, competitive and procurement-led market.
As clients become more global, more formal in how they buy and more demanding in what they expect from their advisers, reputation alone is no longer enough. Law firms now need to show the breadth of the whole firm, build multi-level client relationships and demonstrate expertise across sectors, practices and jurisdictions.
The conversation explores how business development and marketing are moving from reactive support functions to more proactive strategic partners inside law firms. Tricia explains why clear client strategy, segmentation, governance and data are becoming more important, and how marketing and business development teams can help partners focus resources where they will have the greatest impact.
This is a practical conversation about growth, relationships and the changing role of marketing in professional services – and why the future of legal marketing will depend on becoming more connected, more strategic and more aligned to the business.
00:01:30 – How legal buying behaviour is changing
00:05:30 – Why reputation alone is no longer enough
00:08:20 – Moving from single partner relationships to wider client coverage
00:12:15 – Why client strategy matters in law firm growth
00:17:30 – Balancing entrepreneurial partner relationships with firm-wide priorities
00:22:20 – The role of governance in deciding which opportunities to pursue
00:26:00 – How marketing and business development are becoming more proactive inside law firms
00:31:40 – Why data and talent both matter in earning credibility
00:36:10 – Changing the perception of marketing from service centre to business partner
00:42:00 – Why marketing can act as the glue across the firm
00:46:30 – What the future of legal marketing could look like
B2B Marketing: The Provocative Truth is a podcast by alan. agency. MD Benedict Buckland speaks to CMOs and marketing leaders to uncover the most uncomfortable truths in the world of B2B.
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