Acquiring clients – and keeping them – has been the dominant strategy for many law firms in recent years. To better understand how law firms can differentiate themselves from the rest and improve their chances of winning work and retaining clients, Hubbard One commissioned a survey and interviews with more than 40 General Counsel worldwide. The results reveal that law firms must provide targeted content and experience, at more regular intervals and via diverse communication channels if they are to build strong relationships with General Counsel and achieve reputations that stimulate firm growth. During this webinar, Jen Bullett and Kalev Peekna hold an in-depth discussion of the survey results. Watch to discover ways your firm can use targeted content and experience to win and retain business with global General Counsel. To download the full report, visit http://www.hubbardone.com/building-relationships-with-global-general-counsel/ To view a recording of the webinar, visit http://www.hubbardone.com/building-gc-relationships.

4. 8% 50%
of respondents GCs work with
90% are based in
Europe 95% over 20 law firms.
from US-based work in large
companies, of
which two-thirds
50%
public or private
organizations with 37%
have international revenues over of GCs working
operations GCs work with 20 US$500m with 30 or more
or fewer law firms law firms.

5. A law firm’s expert knowledge of their company’s sector/industry and
their legal experience are of greater importance to GCs than
competitive and flexible prices.
Reputation in the marketplace is crucial as most GCs ask for
recommendations and referrals from trusted sources when looking to
select a law firm.
When it comes to law firm websites, GCs prioritize the ability to gain
access to relevant information in a quick and straightforward
manner.
In order to provide GCs with relevant information, law firms will need to
convince them that content individualization is neither a waste of
time, nor a risk to privacy.
Law firms will miss out on opportunities if they fail to actively engage
with underutilized and undervalued communication channels such as
social media and extranets.

9. *i.e. – office locations,
contact information

10. See the Benefits of Cautious About
Personalization Personal Info

43. 80% 70% 60%
of business decision say content say that company
makers prefer to get marketing makes content helps them
company information in them feel closer to make better
a series of articles the sponsoring purchasing
versus advertisements company decisions
SOURCE: Pulizzi Roper Public Affairs