So What Do Attorneys Really Want?

• Author: Cotera, Jamie Autin
• Position: EDITOR'S NOTE

It's the age-old question that legal marketers have grappled with for as long as the occupation has been around: What do attorneys really want? And it's a difficult one to answer. Of course, every attorney wants a self-sufficient, hardworking marketer who can bring creative ideas to the table. But how do lawyers define these traits? What do they value most about their legal marketers? And how can we make sure we are solving our lawyers' problems? Hopefully, this issue of Strategies can help answer those questions every legal marketer wants to know.

To give it our best shot, we went straight to the source. One of our feature articles presents an attorney roundtable that captures the perspectives of just a few lawyers, speaking candidly about their experience with marketing and what they really need from their marketing and business development professionals. We all know that the opportunities to market and develop business for our firms are endless, so we asked lawyers to explain what they value most.

We also have an article written by an associate who is well-versed in the practice of business...