One of the elite AmLaw 25 firms recently posted a job for a Director of Marketing - Litigation, complete with a jaw‑dropping salary range of $275,000 to $345,000. For smaller litigation firms watching from the sidelines, the obvious question is: how do you compete with that?*

The job is based in New York City (I’ve lived there; it is very expensive) and requires extended work hours, including weekends. The successful candidate, backed by 10+ years of sales and/or marketing experience at a management level, will be responsible for driving revenue while managing a large marketing team. Like many litigation practice groups, this law firm’s reach extends across dozens of litigation areas, from antitrust to employment, intellectual property, and white-collar defense, so the job is complex.

An interesting point about the job post is that it outlines the basic business development activities that must be included in any litigation marketing campaign. This includes but is not limited to:

• Client targeting and cross-selling activities
• Digital marketing
• Thought leadership
• Events and sponsorships
• Sales support materials (RFPs, firm resume, etc.)

Visibility is the Foundation of Litigation Marketing

Prospective clients can’t hire a firm they don’t know exists, and in today’s competitive landscape, visibility requires a multi‑channel approach. Content marketing builds credibility through articles, blogs, and case studies that showcase expertise. Social media extends that reach, allowing firms to engage directly with audiences and amplify their successes. In‑person events—whether industry conferences, CLE presentations, or community forums—add a human dimension, putting faces to the brand and strengthening trust. Together, these tactics ensure your firm is consistently top‑of‑mind when litigation needs arise.

Waiting for the Phone to Ring is Not a Strategy

Litigation law firms must take a proactive stance by defining their ideal client profile in terms of industry, company size, type of disputes, and hiring party. Once a target list is developed, members of the firm can actively pursue those prospects. This targeted approach ensures marketing resources are spent efficiently, focusing on the clients most likely to benefit from your expertise. By aligning outreach with strategic goals, firms can cultivate relationships with high‑value prospects instead of relying on chance referrals, ultimately driving sustainable growth.

Position Your Law Firm as a Thought Leader

Litigation clients want competent representation from law firms that convey authority. Establishing thought leadership means being active on LinkedIn, publishing insights on emerging legal trends, speaking at industry events, and offering commentary that positions the firm as a trusted voice. When your attorneys are quoted in the press or invited to panels, it signals to clients that your firm is capable and influential. This authority builds confidence, differentiates your practice from competitors, and reinforces the perception that your team is the go‑to choice for complex disputes.

Preparation Is What Turns Opportunity into Engagement

When a potential client requests information, firms must be ready with polished pitch materials: a compelling RFP response, a professional firm resume, and a clear value proposition that articulates why your team is the best choice. These materials should highlight litigation successes, industry knowledge, and the unique strengths that set your firm apart. A well‑crafted pitch not only demonstrates professionalism but also reassures clients that your firm has the structure, discipline, and vision to handle their most critical disputes.

* How to Maximize Your Litigation Marketing Budget

In fairness, driving revenue for an AmLaw 25 litigation practice group is a formidable task that will generate a high return on investment (ROI) with the right candidate in place.

Here is the answer to how smaller litigation law firms can compete: hire a litigation marketing agency (like Legal Expert Connections, Inc., of course) or an experienced business development consultant who can serve as your outsourced legal marketing department.

The key point is to act now. Aggressive competitors are going after your law firm’s clients and prospects, so don’t delay.

About Legal Expert Connections, Inc.

Legal Expert Connections, Inc. is a national legal marketing agency founded in 2003 by Margaret Grisdela. We have helped more than 250 defense law firms in 40+ states introduce themselves to some of the most sophisticated purchasers of legal services in the country. Our unique advantage lies in identifying high-value prospects and pinpointing the likely decision makers within their organizations. All other elements of our strategy—including social media marketing, client communications, thought leadership, and sales support—are designed to leverage this core targeting capability.

We have managed business-to-business (B2B) campaigns across most lines of legal liability, from auto to workers’ compensation. From an industry perspective, we have a deep understanding of construction, education, energy, healthcare, hospitality, manufacturing, municipal, professional services, real estate, retail, and trucking.

We understand how corporations, insurance companies, and municipalities hire outside counsel and support your law firm in this process. You can focus on the practice of law when we do the marketing.

Legal Expert Connections, Inc. offers three key benefits to litigation firms nationwide:

1. We serve as your outsourced legal marketing department. You get the equivalent of a “Chief Marketing Officer” for an affordable monthly investment. Our ideal client is a small to mid-size litigation firm that needs proven marketing expertise but does not want to incur the cost and management time needed to maintain in-house staffing.
2. You get a structured business development process. We accelerate your growth with a proven legal marketing campaign that brings discipline, focus, and productivity to your marketing efforts.
3. Increase revenue with Bar-compliant legal marketing campaigns. We are very familiar with attorney advertising guidelines and work quickly to create and manage targeted marketing campaigns.

Are you ready to grow your litigation marketing effort in 2026? Contact Margaret Grisdela, a legal marketing consultant, at 561-266-1030 or via email. Connect with Margaret Grisdela on LinkedIn. Visit us online at https://legalexpertconnections.com/. Start now!

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