#70 - Planning Law Firm Marketing for 2026 Without Chasing the AI Hype with Conrad Saam

In this end-of-year episode of Sharp Strategies Sweet Success, I’m joined by Conrad Saam of Mockingbird for a wide-ranging conversation about what law firms should actually be planning for in 2026. We dig into why the industry’s obsession with AI rankings risks pulling attention away from fundamentals that still drive real case volume, and how firms should think more strategically about choosing the right marketing “chess pieces” instead of trying to play every channel. Conrad breaks down why LSAs, intake performance, location strategy, and operational discipline matter more than ever as larger firms expand into smaller markets, and how competitive pressure is forcing law firms to level up across marketing, intake, and case value optimization. We also talk candidly about why intake is no longer just an operations issue, how Google is quietly shaping incentives through data collection, and why many firms are losing opportunities long before marketing ever gets blamed. If you’re heading into 2026 feeling overwhelmed by AI noise, increased competition, or shifting market dynamics, this episode offers a grounded, practical way to refocus on what actually moves the needle. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe