Where Legal Marketers Get Clients

Legal Marketing Lead Generation: Where Legal Marketers Get Clients

During the summer of 2021, Ghidotti reached out to legal marketers across the country to better understand their attitudes and needs. Our in-depth research revealed two distinct groups of legal marketers with very different perspectives on their firm’s expertise, capabilities, and success when it comes to legal marketing lead generation.

  • Group one, making up 55% of survey respondents, is the Leaders. They are confident that their firm’s marketing efforts are effective and feel their marketing positions them for success.
  • Group two, the Strugglers, comprise 45% of respondents. Their feedback highlights difficulty getting their firm’s lawyers to contribute to marketing activities such as content development. This group is also concerned that their firms’ leadership teams prioritize quick wins rather than a cohesive marketing strategy.

Referrals are King

The research survey also spotlights how legal firms seek out new clients.

  • A significant 82% of respondents say their firm most frequently gains clients due to referrals from other clients.
  • We also found that 73% of legal marketers find that a prospect hears about the firm, or one of its lawyers, from someone they know.
  • 61% agree that other lawyers or firms often refer prospects onto them.

Interestingly, the survey also reveals that only 3% of respondents say that prospects respond to an advertisement for the firm, and 81% say this rarely or never happens. The research shows the new clients are rarely gained by reaching out to targeted prospects to recommend legal services or via speaking engagements by the firm’s attorneys.

Click Here to Download the Full Findings of Our Research

Marketing is Effective for Lead Generation

Legal marketers in both groups agree that their firms use a range of marketing tactics to reach potential clients — the most widespread tactics include speaking engagements, social media marketing, and conferences.

Nearly half of respondents note that although their firm has a full-time marketing team. 42% are also using the services of advertising, PR or marketing agencies to enhance their efforts. Although both the Leaders and the Strugglers use agencies, Leaders are more likely to recognize their benefit and buy into activities such as website development, email marketing and blog content.

The difference between the two segments in terms of marketing efforts is clear. Leaders are significantly more likely than Strugglers to agree that shared media efforts are effective and have also made steps to share their content on YouTube and Instagram, in addition to industry favorites of LinkedIn, Twitter and Facebook.

Leaders Pull Ahead

Leaders are consistently more likely to rate their marketing activities as effective. They are far more likely to say that their content activities generate a return on investment for their firm. This group is more likely to say their content always includes a clear call to action, and their firms are more likely to use public relations as part of their marketing mix.

Why it Matters

The Ghidotti research demonstrates that various marketing and media approaches can be effective for legal marketing lead generation. It also highlights that struggling legal marketers rely far more on referrals than other forms of prospect nurturing and conversion.

Those marketers who are seeing a return on investment from their initiatives are pursuing a more comprehensive range of activities, engaging on more platforms and incorporating efforts such as PR to raise the visibility of their firm.

There is little difference in the tactics marketers are choosing. The real difference between the two segments is in the firm’s focus on that work, how it gets done and how effective it is when using clear calls to action.

Legal marketers know this, but the pressure to differentiate firms is at an all-time high. General Counsel in corporations are looking for experts that can help answer their questions quickly and efficiently. Two-thirds of their decision-making process is made before they ever call a law firm. They are taking to the Internet to do their research and find answers to their questions. If your attorneys aren’t showing up with true expertise, the opportunity will be missed each and every time.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.


Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position