Law firms gain business savvy

摘要

Marketers are eager-even desper-ate—to reach and sell products to attorneys and their law firms. And they have good reason to be. According to the American Bar Association, the U.S. has more than 1 million licensed lawyers. But the size of the audience isn't the most appealing aspect of the market. It's that their practices—of all sizes—have become infinitely more sophisticated as business entities. They're more technologically adept than ever, and they are recognizing the importance of complex marketing campaigns and even sales teams to reach prospective clients. This "professionalization" of law firms presents tremendous opportunities to marketers, said Gary Mirkin, VP-national advertising for ALM, a legal publishing company formerly known as American Lawyer Media. "Marketers now have better access to sell business services because a growing number of law firms have dedicated procurement managers to make or influence purchasing decisions."