280. Unlocking Growth: The Power of Fractional CMOs in Law Firms

In this episode of "The Free Lawyer," the host Gary Miles, a seasoned attorney with 45 years of experience, welcomes Katherine Wilson and EJ Stern, experts in law firm marketing and business development. They discuss their innovative venture offering fractional Chief Marketing Officer (CMO) services tailored for small to mid-sized law firms. Katherine and EJ highlight the benefits of this model, which provides high-level marketing expertise without the financial burden of a full-time executive. They share insights on branding, leveraging digital platforms, and the importance of authentic client engagement, offering practical tips for law firms to enhance their marketing efforts.

Katherine enjoys helping clients exceed their goals and empowering attorneys and marketing professionals with the tools they need to succeed.

Katherine has led large cross-function projects and teams in many market-facing initiatives, including multiple firm rebrands and brand identity platforms, website and digital development, multi-channel marketing campaigns, marketing and business development strategic plans, and thought leadership campaigns.

She has significant experience leading marketing and business development functions, designing efficient department processes, managing vendor relationships and budgets, and leading large cross-firm initiatives that intersect with executive leadership and firm administrative departments.

EJ advises law firms and lawyers on how to effectively expand their business and generate greater revenue. She is recognized for her ability to quickly assess challenges and develop and implement solutions.

EJ has nearly 20 years of experience leading strategy, business development, marketing, and lateral integration for the legal industry. As a business development coach, she is adept at helping lawyers cultivate, retain, and grow their client base.

EJ served as US Head of Client Development for Clyde & Co and Associate Director – Business Development Coaching for Troutman Pepper (f/k/a Troutman Sanders). She previously held marketing positions at Steptoe & Johnson and Proskauer Rose, as well.

Defining Fractional Law Firm CMO (00:04:03)
Benefits of Fractional CMO for Firms (00:05:37)
Access to Diverse Skill Sets (00:08:19)
Challenges in Law Firm Marketing (00:10:27)
Common Mistakes in Law Firm Marketing (00:11:27)
Customizing Marketing Strategies (00:13:35)
Indicators for Needing a Fractional CMO (00:16:07)
Approach to Branding for Law Firms (00:18:46)
Building a Brand Foundation (00:19:41)
Purposeful Branding (00:20:23)
Meaningful Branding (00:20:35)
Business Development Coaching (00:21:14)
Understanding Client Needs (00:21:29)
Building Authentic Relationships (00:22:18)
Long-Term Business Development (00:22:46)
Client-Centric Approach (00:23:27)
Active Listening Skills (00:24:21)
Current Trends in Legal Marketing (00:26:05)
Leveraging Social Media (00:26:17)
Authenticity in Marketing (00:30:13)
Vulnerability in Professional Sharing (00:30:57)
Investing in Fractional Marketing Services (00:33:12)
Balancing Law Practice and Business Growth (00:36:40)
Focusing on Existing Clients (00:38:23)
Diverse Expertise in Marketing Services (00:38:51)

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