As law firms continue to evaluate their marketing and business development spending and approach new initiatives with caution, their leaders want to know what they are getting for their money. And they want the money they are spending to work harder and faster.

In this slowly recovering economy, a firm that is serious about strategic marketing, business development, and public relations must employ simple research tools and techniques and seek data that can help it focus strategy, messaging, and investment. Over time, this directed approach can help the firm convince its client targets that the firm’s way of thinking is right for them.