Relationship-First B2B Marketing in Law with Soledad Gonzalo

Episode SummarySoledad Gonzalo explains how she moved from big agency advertising into legal marketing at Sequor Law. She walks through her path from BU to Ogilvy and other automotive and entertainment roles, then shares what changed when she started marketing a boutique firm focused on fraud and asset recovery. The conversation breaks down why relationship building, conferences, thought leadership, and personal LinkedIn presence can outperform paid tactics in niche B2B. She also reflects on mentoring attorneys as the firm grows and what she is focused on next.Key TakeawaysCareer pivots get easier when you carry transferable skills, like branding, client management, and learning new industries fast.In niche B2B services, staying top of mind can matter more than chasing high lead volume, because timing is unpredictable.For professional services, relationships built through conferences, networking, and credible content often drive more results than ads or SEO.Personal brands on LinkedIn can create meaningfully more engagement than company pages, especially when the work is trust-based.Marketing in billable-hour businesses has a built-in constraint: every low-quality lead or distraction has a real cost.A firm website and newsletters can function as validators and reminders, even when they are not direct lead engines.Links and ResourcesLinkedIn: https://www.linkedin.com/in/soledadgonzalo/Company: https://www.sequorlaw.com/