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Acquiring clients – and keeping them – has been the dominant strategy for many law firms in recent years. To better understand how law firms can differentiate themselves from the rest and improve their chances of winning work and retaining clients, Hubbard One commissioned a survey and interviews with more than 40 General Counsel worldwide. The results reveal that law firms must provide targeted content and experience, at more regular intervals and via diverse communication channels if they are to build strong relationships with General Counsel and achieve reputations that stimulate firm growth. During this webinar, Jen Bullett and Kalev Peekna hold an in-depth discussion of the survey results. Watch to discover ways your firm can use targeted content and experience to win and retain business with global General Counsel. To download the full report, visit http://www.hubbardone.com/building-relationships-with-global-general-counsel/ To view a recording of the webinar, visit http://www.hubbardone.com/building-gc-relationships.
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90% from US-based
companies, of
which two-thirds
have international
operations
8% of respondents
are based in
Europe
95% work in large
public or private
organizations with
revenues over
US$500m
50% GCs work with 20
or fewer law firms
50% GCs work with
over 20 law firms.
37% of GCs working
with 30 or more
law firms.
A law firm’s expert knowledge of their company’s sector/industry and
their legal experience are of greater importance to GCs than
competitive and flexible prices.
Reputation in the marketplace is crucial as most GCs ask for
recommendations and referrals from trusted sources when looking to
select a law firm.
When it comes to law firm websites, GCs prioritize the ability to gain
access to relevant information in a quick and straightforward
manner.
In order to provide GCs with relevant information, law firms will need to
convince them that content individualization is neither a waste of
time, nor a risk to privacy.
Law firms will miss out on opportunities if they fail to actively engage
with underutilized and undervalued communication channels such as
social media and extranets.
*i.e. – office locations,
contact information
Ca
uti
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s A
bo
ut
Pe
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na
l In
fo
Se
e t
he
Be
ne
fits
of
Pe
rso
na
liza
tio
n
\
SOURCE: Pulizzi Roper Public Affairs
80% of business decision
makers prefer to get
company information in
a series of articles
versus advertisements
70% say content
marketing makes
them feel closer to
the sponsoring
company
60% say that company
content helps them
make better
purchasing
decisions
