In September, Joe Giovannoli, founder and CEO of 9Sail, discussed data-driven marketing budgeting decisions for law firms with Roy Sexton, Director of Marketing at Clark Hill Law, and Jack Prince, Business Profitability Consultant at CRI Simple Numbers. Read on to hear some of their thoughts on ways that law firm marketers can tackle their budgets, track ROI, and receive buy-in from firm leadership.

Key Takeaways

• Marketers need to own their journey and be proactive in demonstrating ROI to firm leadership. This may involve collecting your own data and metrics to show the impact of marketing initiatives.

• Benchmarking marketing budgets and spending against industry standards and peer firms can help make the case for increased investment. Reaching out to marketing peers can provide valuable data points.

• Aligning marketing goals and spending with the firm’s overall growth strategy is crucial. Understanding the firm’s plans for adding attorneys or expanding practice areas can inform the marketing approach.

• Developing a multi-year marketing strategy with a mix of branding, calls-to-action, and experimental initiatives can help demonstrate a thoughtful, data-driven approach to leadership.