The days of longstanding relationships with institutional clients driving law firm revenue have shifted dramatically as clients’ demands on their outside counsel have evolved and disrupters have come to market. These changes necessitate a recalibration of legal marketing and client development tactics to stay ahead of the competition. That said, the lack of “ROTI,” or return on time invested for lawyers on their marketing and client development efforts, can feel disappointing.

Leveraging marketing efforts for targeted one-on-one client and prospect interaction is often a missed opportunity—leaving efforts to “one and done” status and resulting in diminished motivation to work on the next marketing initiative. This article provides tips for leveraging marketing content that will lead to meaningful connections and touchpoints with clients and contacts.