This is a guest post from Chris Cartrett, director of global sales for Hubbard One.
Every year, the anticipation builds as Hubbard One prepares to unveil the winners of our annual marketing awards program. Between the economy and the rapid pace of change occurring with Web 2.0, law firm marketing professionals have big challenges and opportunities ahead of them.
What you’ll see from the stories of the winners this year is that they are anything but status quo. Using new technologies, such as podcasts, this year’s winners exemplify the best practices in legal marketing, and they are changing the way business is done in our industry.
I had the pleasure to announce this year’s Hubbard One Excellence in Marketing Awards at the Marketing Partner Forum in Dana Point last night.
Marketing Professional of the Year
Deborah Roth Grabein, director of marketing, Andrews Kurth LLP
Deborah Roth Grabein is an innovative and thoughtful marketer with more than 25 years of experience in the legal industry. By leveraging leading marketing and business development technology, she has built an impressive track record of working with her firm’s attorneys to develop and retain clients.
One of Grabein’s recent accomplishments was the implementation of an enterprise relationship management (ERM) system that reviews existing data sources to uncover valuable information about the firm’s network of relationships with clients and prospective clients.
The initiative was delivered on time, on budget and has surpassed expectations, due in large part to Deborah’s leadership, her team, and her partnership with other firm leaders
Marketing Initiative of the Year
Goodwin Procter LLP
Encouraging cross-selling among Goodwin Procter’s strategic practice areas is a key business development objective, and the firm created a unique joint marketing and PR effort for presenting its rare combination of deep financial services and private equity expertise.
The result of this effort was numerous new client pitches and approximately 15 new business opportunities. Since launching the cross-practice marketing initiative, Goodwin Procter has generated millions of dollars in new business, with more leads outstanding.
Best Use of Technology to Support Marketing Efforts
Patton Boggs LLP - Capital Thinking Podcasts and Internet Radio Show
In 2008, Patton Boggs launched a weekly podcast series and radio show based on its popular custom-published magazine, Capital Thinking. The firm’s goal was to deliver timely, topical content to listeners on a weekly basis. The podcasts and the radio show cover topics ranging from the presidential election to the economic meltdown, regulatory issues, and recent case law. The podcasts are delivered via e-mail and are also posted to several of the firm’s Web sites.
Using new mediums, such as podcasts and Internet radio, has given Patton Boggs innovative avenues to demonstrate the expertise of its professionals and the opportunity to spotlight clients and strategic partners. These value-added client services demonstrate that the firm is more than just a provider of legal services.
These are the undisputed leaders in the field of law firm marketing, demonstrating measurable results, initiative and the ability to take decisive, sophisticated action to improve messaging, intra-personal communication and consensus-building among both internal and external audiences.
Congratulations to each of the winners and all of the nominated firms that are working to take legal marketing to a higher level.
Chris Cartrett
Director of Global Sales
Hubbard One
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In Practice | Technology and innovation |
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