Marketing Roundup: Diverse Leadership, Strategic Pricing, Data-Driven Client Service

As a part of the Legal Marketing Association’s (LMA’s) partnership with Above the Law, each month we’re here to share a roundup of insights and intel from Strategies & Voices, the official online publication of LMA, dedicated to the craft of legal marketing.

Articles in this edition focus on the business of law, from celebrating diverse leadership and global professional development to value-based pricing strategies and data-driven client service innovations.

DEI Leadership Spotlight

Black History Month brought an opportunity to reflect on the contributions of Black professionals who have shaped the legal marketing landscape. In “Celebrating Black Leaders in Legal Marketing: Elevating Voices, Building Legacies,” the LMA Diversity, Equity & Inclusion Shared Interest Group highlights three outstanding leaders whose approaches to leadership are rooted in empathy, curiosity and courage.

The article features insights from Tahisha Fugate (Axinn, Veltrop and Harkrider), who emphasizes creating environments that inspire trust while nurturing potential in others; Myisha Aldridge (DLA Piper), who advocates for authenticity and the importance of mentorship; and Diana Lauritson (Hogan Lovells), who demonstrates how leadership doesn’t have to conform to traditional molds. Their stories collectively illustrate that effective leadership isn’t defined by titles but by the ability to inspire, uplift and create meaningful change.

Global Professional Development

LMA’s Beyond Borders series brought together experts from various regions to explore transformative approaches in legal marketing and business development. As outlined in this recap, sessions covered everything from high-growth strategies and AI in communications to data analytics and client service.

The global series featured programming from multiple regions, including the Southwest Region’s focus on igniting change for customer success, the Northeast and Mid-Atlantic Regions’ exploration of AI for communications, as well as international perspectives on business development from Canadian and European professionals. Key takeaways emphasized the importance of aligning data with strategy, fostering cross-functional collaboration, and personalizing client service — proving that regardless of geography, client success remains at the heart of effective legal marketing.

Value-Based Pricing Strategies

Law firms have a significant opportunity to transform their business models through strategic pricing. In “Pricing and Packaging: Value-Based Approaches to Increase Profitability,” Varun Bahl explores how firms can leverage willingness to pay (WTP) analysis to create service packages tailored to different client segments.

The article introduces practical methodologies for gathering client insights through surveys and data analysis, enabling firms to understand what different client segments truly value. By segmenting clients based on needs, value drivers and willingness to pay, firms can develop tiered service packages that meet diverse needs while maximizing revenue potential. The approach challenges traditional hourly billing models, suggesting that clients often pay more for fixed-fee arrangements that provide certainty and perceived value.

Data-Driven Client Service

The intersection of business operations and legal practice creates valuable data opportunities throughout the client lifecycle. In her article, “The Business of Law vs. The Practice of Law: Data Collection Along the Client and Matter Life Cycle,” Rachel Shields Williams visualizes how information gathered at each stage serves both the practice of law and business development functions.

The article presents a six-stage framework, tracking data collection from prospective client identification through matter resolution and promotion. At each milestone — from client acquisition to matter completion — specific data points are created that can inform both knowledge management and strategic marketing decisions. This systematic approach to data collection enables firms to find new clients, grow business opportunities, and create consistent, accessible information repositories that drive both client service excellence and business growth.

Contribute to Strategies & Voices

Do you have a compelling case study about your firm or marketing insights to share? Share your ideas with Strategies & Voices today.

Morgan Casper is an associate attorney and marketing director at Rosen Hagood, a Charleston-based law firm. Before joining the firm, she was a marketing consultant and writer for law firms. Morgan holds a J.D. with a concentration in intellectual property from Suffolk University Law School and a B.A. in English from the University of South Carolina.

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