Law firms face many challenges when it comes to marketing and creating thought leadership content – from the intangibility of their services to differentiation in a competitive market. We believe one of the most unique challenges is choosing how to go-to-market within a matrix structure. But, as always, there are effective strategies to overcome these hurdles.

The trials of law firm marketing 

The legal landscape is highly competitive, as evidenced by the rising number of mergers. To grow and expand, firms need to make effective use of marketing and thought leadership. However, high-value law firms are by their very nature often complex organisations. As well as by overall brand, they go-to-market by industry group, service line or practice area. And if that wasn’t enough, on top of this structure, there is the additional layer of geography.  

Because of this matrix structure, firms can appear fragmented, lack cohesion and operate as disconnected entities in the eyes of the outside world. Effective marketing requires focus, and the enemy of focus is fragmentation. This division often leads to competition for budget, attention and resources, as well as diluting brand clarity. Without unity, important synergies can be lost, and firms can fail to realise their full potential.  

Breaking barriers

When effectively positioning a matrix organisation and creating thought leadership content, there are two potential approaches to consider.  

The first is to embrace a ‘better together’ strategy. This emphasises the strength firms can achieve from collective collaboration. Rather than focusing solely on individual parts of the matrix, differentiation stems from the combined expertise and capabilities of the entire firm.  

It’s about showcasing how the unique combinations within the matrix structure make you stronger and more valuable to your clients.    

Thematic threads

When considering a thought leadership campaign within a collaborative approach, the organising idea could be based on a ‘diagonal thematic’ that is relevant across the firm, such as ESG or AI. Alternatively, the idea could be based on a ‘golden thread’. This approach pulls together your knowledge and experience and allows you to create a holistic campaign or content that aligns to a strategic goal or aspirational state.   

Aligned, yet unique

The alternative thought leadership approach for a matrix organisation is to effectively position and create campaigns for different parts of the matrix, while still maintaining overarching coherence. Each service line, practice group, industry group or territory has its own positioning within the larger ecosystem. However, importantly, there is alignment.  

With this approach, individual parts of the matrix can have their own tailored messaging or campaigns – content that resonates with its audience, highlighting specialised expertise and unique value propositions. And while individual parts of the matrix have their own clear narrative, there’s still an overarching story that ties everything together. This provides a clear view of how each component part fits into the bigger picture. 

Differentiation and personalisation

This personalised approach can be advantageous, as it allows firms to provide insights on a more granular level. The data and outputs can be tailored to engage with more specific topics or conversations with clients that only apply to certain sectors, practice areas or markets. It can also allow for more creativity. One of the disadvantages of a ‘golden thread’ or ‘diagonal thematic’ campaign can be that it is harder to find an idea that serves everyone to the level they require within the matrix.  

Hone your thought leadership focus

At Man Bites Dog we work with our professional services clients to identify the best approach, based on their strategy and overarching goals. In a world where change is the only constant, law firms need to foster focus rather than fragmentation in order to stand out in the expanding crowd. Thought leadership helps bring that focus and provides a platform for strategic positioning and messaging.

Find out more about thought leadership in our latest Thought Makers report. If you would like to learn more about how we can help you differentiate and capture market share, get in touch.  

AI disruption presents unprecedented growth opportunities for professional services firms as clients across various industries grapple with its promise. But how can professional services marketing and business development deliver growth in the AI economy? 

This is not another blog about your martech stack and how you can deploy AI in your marketing processes, important though that is. Instead, it focuses on how you can use thought leadership to promote your firm’s AI-related services and capabilities, driving business growth and winning the battle of intelligent brands.  

Right now, AI feels like an unstoppable force transforming industries, changing the way we live and work, and reshaping societies before our very eyes. The AI market opportunity is huge, with enormous potential up for grabs. But what really matters is what AI means for your clients.   

According to Man Bites Dog’s transatlantic Thought Makers research into how C-suite leaders in billion-dollar companies engage with thought leadership and how it influences their buying decisions, business leaders see AI as a game-changer for their organisations.  

In partnership with Ambition, Claire Mason, our CEO & Founder, and I presented this and a range of other thought-provoking insights at a roundtable event for senior professional services marketing and business development.  

Here's a round-up of the key insights and discussions on how Professional Services firms can capitalise on AI-driven opportunities: 

Client demand for AI advisory services is huge and it’s not going anywhere

Seventy-four per cent of C-suite leaders in multi-billion-dollar companies across all sectors see AI and disruptive technologies as a significant growth opportunity for their businesses. This offers a significant opportunity for professional services to utilise thought leadership in promoting their organisation’s AI-related services and capabilities 

Most client companies are still experimenting with AI

There is a lot of talk and “success theatre” with little transformational action. This is where professional services firms come in, helping clients build the use cases that will deliver real business value and supporting them in bridging the “dream-delivery gap”. 

The majority of law firms are holding back the development of AI-related advisory services while they get their own operations in order

This means that many firms are missing out on significant growth opportunities. Yet two-thirds (66%) of C-suite business leaders believe it is acceptable for firms to market AI-related products and services while they are still working on their own AI strategy – it’s a journey, not a destination.  

Professional Services firms need thought-leading content to demonstrate their competence

Thought leadership content helps clients navigate the unknown. Our Thought Makers research revealed that 74% of business leaders always consider a strategic supplier’s thought leadership when making buying decisions. Your clients are looking to you for guidance, and thought leadership should be used as a platform to provide it. 

Human expertise and credibility are more important than ever

As AI-generated content increases, 69% of C-suite leaders believe it is more important than ever to put your trusted advisors front and centre to demonstrate an organisation’s human expertise and credibility. This is especially pertinent in professional service organisations, where human expertise is a key factor that differentiates you from your competitors. 

For more insights, download our Thought Makers report, or get in touch with Alison Sharpe, Divisional Director and Head of Professional Services at [email protected] for an initial conversation or get in touch here.