5 law firms stand out as the firms no one wants to pitch against. The 135 law firm marketing leaders BTI interviewed single out these 5 firms as bringing more marketing mojo than everyone else:
- Jones Day
- Kirkland & Ellis
- Latham & Watkins
- Littler Mendelson
- Morgan Lewis
We can’t help but note these 5 firms are perennial top performers on The BTI Client Service 30. This underscores the advantages of delivering superior client service consistently over time. The analysis also offers a glimpse into how law firms view each other’s brand. Firm-to-firm branding impacts the ability to attract talent as well as clients.
You can boost your firm’s marketing mojo (and market share) by taking a more uniform approach to business development. Think of the business development life cycle instead of only the pitch—what happens before and after the pitch is equal to if not more important than the pitch itself. The marketing mojo firms show strong discipline in approach, look and feel, strategy and messaging. These firms work towards specific goals and targets and believe strongly in the go/no go decision.
Finally, clients will tell you these 5 firms stand out for educating clients on key and relevant issues before, during and after the pitch. This implies aggressive pre-pitch and post-pitch attention—something few firms admit to having as a part of their business development process. The business development started long before the client planned a pitch—a big part of marketing mojo is the ability to see the work coming before anyone else thinks about it.