A leading Legal 500-ranked regional law firm

We worked with a leading regional law firm, with over 100 staff and a national footprint. They had reached a stage in their development where they wanted an impartial audit of their Marketing and BD activity and direction on how best to achieve their strategic goals.

Marketing & Business Development Requirement

The law firm partners wanted clarity and focus to ensure they were targeting and utilising the right marketing and business development strategies which would provide a return on their investment.

How Orion Legal Marketing Helped

Orion Legal Marketing’s audit began by reviewing their Marketing Plan and departmental billing targets to ensure that their strategic goals aligned. We also wanted to check that their Marketing and Business development activity was targeting the right decision-makers to effectively drive prospects through to instruction.

We had an on-site ‘Discovery Day’ to appraise the existing business strategy and marketing environment. This involved meeting with key partners and team members to identify priorities, conduct a firm-wide SWOT analysis, assess past and present marketing activity, and ascertain where additional support from Marketing/BD was required.

We also looked at their competitors to benchmark their market positioning and conducted ‘secret shopping’ to evaluate the quality of the client experience.

The Result

Orion Legal Marketing provided the partners with an objective, evidence-driven assessment of their lead generation, ROI, and brand alignment. We provided them with a framework through which they could implement our recommendations and gave guidance on the vital next steps to achieve the firm’s short- and long-term goals

We assessed the cost per lead and conversion rates across the firm’s marketing activities to recommend streamlining budget allocation and focusing on sustainable growth.

An in-depth assessment of practice areas was conducted, and recommendations were made on which forms of Marketing & BD would work best for each team.

We also identified gaps in their campaigns where they could leverage their thought leadership, as well as practical suggestions on how they could make more of existing activities, e.g., expanding CRM, lead generation, and nurturing.

Suggestions were made regarding internal marketing, handling enquiries, and cross-selling between teams.