Ep. 21: Legal Marketing Accountability Partners with Ari Kaplan

Ari Kaplan discusses the challenges and importance of accountability partners when it comes to executing marketing plans within law firms. What challenges do law firm marketers face today? There isn’t a lack of good ideas when it comes to marketing, rather marketers can struggle with executing their ideas due to an absence of accountability. Marketers should realize it’s more important to get things done than to get them done perfectly. At the core of both professional and personal development, is taking some calculated action in a positive way. Either you succeed or learn from it and move on. Good marketers find a way to empower their audience through their content and initiatives while effective accountability partners empower marketers and lawyers to do so. How can a law firm marketer build in an accountability partner? Professionals should collaborate with partners within their company in order to hold each other accountable. Law firms should encourage junior professionals to speak with senior professionals so they can learn from them. “Rainmakers work in tandem.” How can marketers overcome lawyers’ resistance to become involved? Marketers can help individual lawyers understand their own ability and how that ability has an impact on the whole. If they can encourage lawyers by reaching out and starting a dialogue, they will most likely be happy to respond. Law firm marketers can help persuade reluctant lawyers to see what’s possible. Then, everyone succeeds. About Ari Kaplan: Ari Kaplan is a lawyer and leading legal industry analyst, keynote speaker, author of over 200 articles, and an inaugural Fastcase 50 honoree featuring the law’s smartest, most courageous innovators, techies, visionaries, & leaders. Ari’s is the author of a few books including Reinventing Professional Services: Building Your Business in the Digital Marketplace. Ari founded Lawcountability, an online marketing and business-development application. Website: Ari Kaplan Advisors | Twitter: @AriKaplan