In designing the Lunch Hour Legal Marketing Summit, we sought feedback from our community.
Based on our research, in-house legal marketers, especially at small to mid-sized firms, need:
• Help demonstrating value in business terms.
• Help with differentiate their firms.
• Help managing more with less.
We’re beginning the process of organizing community feedback. Here are some themes that are emerging.
Keeping Score
• How to track marketing spend to signed cases
• How to build dashboards (cost per client, revenue impact)
• CRM and intake
• Using Google Analytics 4
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Demand Generation
• Brand building AND lead generation (and how to do both)
• How to create content that attracts and converts.
• Resource deployment (i.e, ads, social, local).
• Nurturing throughout the client journey.
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Local SEO
• Google Business Profile strategy
• Hyper-local link building
• Maximizing reviews
• AI Overviews
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AI & Automation
• Use cases for AI in content, reporting, and client service
• AI-powered intake and lead qualification
• Chatbot tools vs. live chat vs. hybrid approaches
• CRM automation
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Content Strategy
• Research and planning
• How to extract insights from lawyers
• Video and podcasting: lightweight formats for building trust
• Case results, FAQs, and client stories
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Paid Advertising
• How to audit a PPC campaign (and avoid agency spin)
• Local Services Ads (LSAs): setup, tracking, and performance
• Creating ads that don’t look like legal clichés
• Budgeting: How much should we spend and where?
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Internal Collaboration
• Getting buy-in from skeptical partners
• Teaching lawyers to build their brands
• Managing expectations with realistic timelines and KPIs
• How to say “no” to bad ideas without losing trust
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Brand & Positioning
• Messaging to stand out in a saturated market
• Aligning the firm’s identity with its values and practice areas
• How to position a firm for higher-value cases, not just volume
• Rebranding: when to do it, how to do it, and what it costs
What else?
What keeps in-house marketers up at night?
Who are the in-house leaders solving these issues?
If you had to pick 10 topics, what would you choose?