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Creating Thought Leaders:
Influence GCs and Get Hired with
Strategic Thought Leadership
John Hellerman
Hellerman Baretz Co...
State of the Union
Competition is intense. In 2008, Fortune 1000 companies used
an average of 55 law firms. In 2011, that ...
The 4 P’s of Product Marketing
The 4 C’s of Service Marketing
The Magic 3
Results

Finding

Market Access

Reputations

Knowing

Differentiation

Relationships

Choosing

Selection
The Branding Process

A professional firm becomes
branded by the reputation and
performance of its professionals
over time...
The Prism
Talent is the Product
A Professional Service Firm is a
Product Marketer
Help Your Firm Attract the Best Talent
&...
The Purpose
Use uncontrolled, and therefore
credible, participatory channels to
create, influence and maintain
LUCRATIVE R...
The Approach

STOP: “Doing” Public Relations
vs.
START: “Using” Public Relations
This is not about creating clips for clip...
What Do You Think?
Rank these activities on a scale of 1 to 10.
Activity
Speaking at a Prominent Event
In-Person Casual Me...
Research Findings
The Attorney Hiring Zone
SALE
(1) Peer Referral: 7.5
(2) In-Person Scheduled Introductory Meeting: 6.1
Personal
Knowledge ...
Personal Knowledge Activities
Peer Referrals Are Ranked
Highest at 7.5 Because of Trusted Third Parties;
In-Person Introdu...
Credentialing Activities
Credentialing Activities Convey An Implicit Endorsement
From Sources in Positions of Trust
• Prac...
Awareness Activities
Awareness Activities Can Raise General Awareness of a Law
Firm or Individual Attorney, But They Do No...
BTI/HBC Marketing Sales
Pyramid
1.

It typically takes 7 follow-up calls to get the GC to agree to a meeting
because GCs r...
In Practice
Entering The Attorney
Hiring Zone
Maximizing Peer
Referrals & Scoring InPerson Meetings

Mastering the Touch:
Thought Lead...
Current Marketing Best Practices
Involve “Appropriate Touching”
Social Networks

Professional Networks

Facebook created t...
The Market: What Advanced
Firms Are Doing
• Paradigm Shift at Most Sophisticated Law Firms.
• Business Development “Analys...
Market & Business Intelligence
•

•

•

Example of comprehensive
market intelligence available for
law firms to target bus...
Creating Opportunities

Energy spent generating interviews leading to third-party quotes
should be shifted to generate spe...
Think in Campaigns
• Focus on narrow, niche issues.
• Position your talent as “experts.”
• Create blogs, white papers, web...
Leverage Success

These aren’t just nice placements. They are excuses to
connect with people. Use them as valuable selling...
Branded Content
Bringing expertise to the
market is made safer
when firms do it through
branded and strategic
content.
Tal...
For Immediate Release
• Make getting the info easy.
• Give reporters options.
• Don’t hold back information
they are going...
Social Media
The whole idea of social media is not so much to promote
yourself, per se, but to:
• PROMOTE THE IDEAS THAT A...
The Web
1.

2.

3.

4.
5.
6.

Consider the Opportunity: The web has radically transformed the way we get our
news, and eve...
Compensation Survey
Compensation Survey
Case Study:
Madison Ave Insights
•

Launched a creative, strategic
blog on target industry issues.

•

Format brings in th...
Evangelize SMART Leadership as
a Biz Dev Tool

Transform Your Firm’s Reluctance into Expectation. Make It See
Sharable, Me...
Questions & Answers
John Hellerman
Hellerman Baretz Communications LLC
202.274.4751
jhellerman@hellermanbaretz.com
LinkedIn: www.linkedin.com/...
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Creating Thought Leaders

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John Hellerman presented "Creating Thought Leaders: Influence GCs and Get Hired with Strategic Thought Leadership" at LMA's Southern California chapter on March 20, 2013.

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Creating Thought Leaders

  1. 1. Creating Thought Leaders: Influence GCs and Get Hired with Strategic Thought Leadership John Hellerman Hellerman Baretz Communications LMA Southern California March 20, 2013
  2. 2. State of the Union Competition is intense. In 2008, Fortune 1000 companies used an average of 55 law firms. In 2011, that number decreased to 46 – a 16% decline. Average Law Firms Fortune 1000 Companies Are Using 2008 55 2011 46 Source: The BTI Consulting Group, “The Attorney Hiring Zone,” 2009 and 2011
  3. 3. The 4 P’s of Product Marketing
  4. 4. The 4 C’s of Service Marketing
  5. 5. The Magic 3 Results Finding Market Access Reputations Knowing Differentiation Relationships Choosing Selection
  6. 6. The Branding Process A professional firm becomes branded by the reputation and performance of its professionals over time. The more lawyers with credible reputations within your firm, the better.
  7. 7. The Prism Talent is the Product A Professional Service Firm is a Product Marketer Help Your Firm Attract the Best Talent & Help Your Talent Win New Business (You’ll Generate More of Both)
  8. 8. The Purpose Use uncontrolled, and therefore credible, participatory channels to create, influence and maintain LUCRATIVE RELATIONSHIPS. “To make my firm money”
  9. 9. The Approach STOP: “Doing” Public Relations vs. START: “Using” Public Relations This is not about creating clips for clips sake. Ask yourself: How is what I’m doing going to help my firm create, influence or maintain a lucrative relationship? If it won’t help, tell your firm you’re going to save money by spending its resources elsewhere.
  10. 10. What Do You Think? Rank these activities on a scale of 1 to 10. Activity Speaking at a Prominent Event In-Person Casual Meeting Practicing at a Well-Regarded Firm Featured Subject in an Article Referral from a Peer Advertising Authoring an Article in the Trade Press Quoted as an Expert by the Media In-Person Scheduled Introductory Meeting Speaking at a Small Education Seminar
  11. 11. Research Findings
  12. 12. The Attorney Hiring Zone SALE (1) Peer Referral: 7.5 (2) In-Person Scheduled Introductory Meeting: 6.1 Personal Knowledge Activities (3) Quoted as an Expert by the Media: 5.5 (4) Presenting at a Small Education Seminar: 5.4 (5) Practicing at a Well-Regarded Firm: 5.3 (6) Authoring an Article in the Trade Press: 5.1 Credentialing Activities (7) Speaking at a Prominent Event: 4.8 (8) Feature Article: 4.1 (9) Advertising: 3.4 (10) In-Person Casual Meeting: 3.3 Awareness Activities
  13. 13. Personal Knowledge Activities Peer Referrals Are Ranked Highest at 7.5 Because of Trusted Third Parties; In-Person Introductory Meetings Are Second at 6.1 Because of Internal, Self-Screening • Peer Referral: 57% of corporate counsel report they will consider hiring an attorney based on a single peer referral. • In-Person Introductory Meetings: Good, old-fashioned hustling. • Discussion Point: BTI did not address how attorneys are getting inperson introductory meetings. How are you doing that? What tactics are you using to get these meetings?
  14. 14. Credentialing Activities Credentialing Activities Convey An Implicit Endorsement From Sources in Positions of Trust • Practicing at Top Firms ≠ Clear Path to Hire. • Corporate Counsel is Watching  Corporate Counsel  The Wall Street Journal • Speaking at a Seminar/Conferences Might be Good… if You Make it Good. • Attorney Bylines and the “Pay-to-Play” Factor. • Influence on Steroids: Spread the Word and the Peer Factor. • Sharing is Caring: Marketing Value Remains. • The Cumulative Effect: Third Time is a Charm.
  15. 15. Awareness Activities Awareness Activities Can Raise General Awareness of a Law Firm or Individual Attorney, But They Do Not Serve as Credentials Because of the Lack of a Screening Function by a Trusted Third Party • Advertising Gets You Known, Not Hired. • There is Nothing Casual About Business: In-Person Meetings Count. • “Me, Me, Me…”: Feature Articles. Make
  16. 16. BTI/HBC Marketing Sales Pyramid 1. It typically takes 7 follow-up calls to get the GC to agree to a meeting because GCs routinely reject requests for meetings to test for follow-up. Astonishingly, 90 percent of attorneys fail to follow-up at all after the first rejection! 2. PR is a "credentialing activity" more so than an "awareness activity" and it takes as little as 3 quotes in respected publications to equal the trusted value of an actual referral by a peer, which is the number one activity for receiving hiring consideration. 2. To GCs, feature articles about an attorney or the firm are only slightly more valuable then ads. This is due to the fact that they are not clear about how subjects for features are chosen and a sense it has little to do with actual merit (unlike being quoted as expert).
  17. 17. In Practice
  18. 18. Entering The Attorney Hiring Zone Maximizing Peer Referrals & Scoring InPerson Meetings Mastering the Touch: Thought Leadership Laying the Foundation: Awareness Activities • How do you encourage peers to refer business to your firm? • Surveys • Advertising • Third-party commentary • Sponsorships Stepped-up personalized attention is key. • Byline articles • “Pay-for-play” media and speaking opportunities • Press mentions • Key is creative, client- or industry- centric advertising. • • Client service • • LinkedIn and social media connections Client alerts • Awards and rankings
  19. 19. Current Marketing Best Practices Involve “Appropriate Touching” Social Networks Professional Networks Facebook created the “poke” button to spur friendly connections on the social network. Fostering professional relationships, which lead to hiring, requires the professional equivalent of the “poke” – appropriate touching.
  20. 20. The Market: What Advanced Firms Are Doing • Paradigm Shift at Most Sophisticated Law Firms. • Business Development “Analysts” Being Employed. • Proactive, Industry-Specific Campaigns. • Comprehensive Business Intelligence.
  21. 21. Market & Business Intelligence • • • Example of comprehensive market intelligence available for law firms to target business development campaigns to specific industries. Market intelligence memos from ShiftCentral include daily news articles, statistics of interest, companies in the news, etc. HBC also regularly prepares litigation/corporate review and analysis memos, and LinkedIn analysis of key in-house counsel and C-Suite executives, to prepare clients for meetings with prospects.
  22. 22. Creating Opportunities Energy spent generating interviews leading to third-party quotes should be shifted to generate speaking and publishing opportunities. Doing so will generate more of everything over time.
  23. 23. Think in Campaigns • Focus on narrow, niche issues. • Position your talent as “experts.” • Create blogs, white papers, webinars podcasts, etc. around an issue. Benefits: • Strategic • Easy to Measure & Manage • Relevant to Management • Attracts Clients • Material for Reprinting and Distributing (PRFueled Biz Dev)
  24. 24. Leverage Success These aren’t just nice placements. They are excuses to connect with people. Use them as valuable selling tools that create, influence, and maintain lucrative relationships. (Create only what is worth reprinting and sharing.)
  25. 25. Branded Content Bringing expertise to the market is made safer when firms do it through branded and strategic content. Talent can walk; firm-owned, branded content can’t.
  26. 26. For Immediate Release • Make getting the info easy. • Give reporters options. • Don’t hold back information they are going to get in time anyway. • Recognize the credentialing power of your prospects’ social networks; a reprint from an unknown media outlet referred by a “friend” can be more powerful than one from the Wall Street Journal he finds on his own.
  27. 27. Social Media The whole idea of social media is not so much to promote yourself, per se, but to: • PROMOTE THE IDEAS THAT ARE VALUABLE TO WHAT YOU DO. o Question, therefore, is: HOW to become part of OTHER social networker's stories (i.e., the online dialog that swirls around news and events); • Do that by identifying the people that are relevant to the people you want to influence, and enabling them with content that is: EASY TO SHARE. o And relax, because that's fundamentally still all the things you're good at: developing relationships by pitching really worthwhile and interesting stories that are EASY TO TELL.
  28. 28. The Web 1. 2. 3. 4. 5. 6. Consider the Opportunity: The web has radically transformed the way we get our news, and every day, more and more people are relying on alternate online sources (websites, blogs, social networking sites, etc.) to obtain information. Target Properly: If you're going to do social media, do it correctly and be strategic or you'll sell yourself short, so target the right bloggers, Twitters, and other outlets that are relevant to your purpose. Package it Up: Give bloggers and others a rich array of information by offering other experts' to speak to; give links to other compelling websites, articles, and related graphics, etc. Pitch it: Contact your targets and share the credible, compelling, creative content you've put together. Push it: This is the key. Once the story appears, what do you do with it Share it with other bloggers and other outlets. Get them to pull it apart and re-report it. Circle Back: Make contact with the original outlet and let them know everything you did to promote their work. By showing the value you added they'll want to work with you again.
  29. 29. Compensation Survey
  30. 30. Compensation Survey
  31. 31. Case Study: Madison Ave Insights • Launched a creative, strategic blog on target industry issues. • Format brings in the industry with weekly Q&A blog posts on high-level industry issues. • Social media strategy. • Sending direct messages and emails with blog posts of interest, blog launch announcement, etc. • Conducted industry survey to coincide with the blog launch. • Coordinated blog launch around leading industry event.
  32. 32. Evangelize SMART Leadership as a Biz Dev Tool Transform Your Firm’s Reluctance into Expectation. Make It See Sharable, Measurable, and Relevant Thought Leadership as an Opportunity Rather than an Obligation.
  33. 33. Questions & Answers
  34. 34. John Hellerman Hellerman Baretz Communications LLC 202.274.4751 jhellerman@hellermanbaretz.com LinkedIn: www.linkedin.com/in/johnhellerman

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