4 lecciones aprendidas sobre marketing legal y desarrollo comercial

La época en que las firmas dependían enteramente de hacer un buen trabajo está en el pasado. Hoy en día hay estrategias que no puedes pasar por alto si quieres sobresalir.

marketing legal

¿Sabes cuál es el futuro del desarrollo comercial y del marketing legal? Esta es una pregunta que muchos profesionales de la industria hacen, pero para tener claro hacia dónde se va, es importante entender dónde estamos actualmente.

De acuerdo con la encuesta copatrocinada por Bloomberg Law y Legal Marketing Association en Estados Unidos, se reunieron las opiniones de alrededor de 300 abogados y profesionales en marketing legal respecto al estado actual y el futuro de la industria.

Hoy en Time Manager compartimos cuatros puntos clave para entender cómo está el estado actual del Marketing Legal y del desarrollo comercial en las firmas de abogados de acuerdo con esta encuesta.:

Ha aumentado la focalización de firmas de abogados en estrategias de comercialización y desarrollo de negocios

En cuanto al tema del enfoque en la comercialización y el desarrollo de negocios, el 94% de los encuestados notó un aumento. Para estos, lo que hay detrás de este mayor énfasis en este aspecto está relacionado con los cambios que se han experimentado en la industria en los últimos años. El 68% de los que han notado un aumento en el enfoque manifiestan que este está relacionado con la presión interna relacionada con la generación de ingresos. Así mismo, el 46% de estos considera que está relacionado con la reducción de las empresas con las que trabajan los abogados corporativos, el 43% lo relaciona con la presión de la competencia (otros bufetes y firmas), el 14% lo relaciona con los nuevos modelos de facturación y, solo el 15% del total de los encuestados consideran que los proveedores de servicios alternativos, aquellos que han sido diseñados para perturbar el mercado legal, son los verdaderos culpables del cambio en el enfoque en la industria.

La encuesta demostró que las firmas que cuentan con 200 o más abogados, son las primeras en aumentar su personal para satisfacer la demanda relacionada con este enfoque. Tener profesionales centrados exclusivamente en el área de marketing legal, desarrollo de negocios, precios e inteligencia competitiva es la nueva normalidad para las grandes firmas en Estados Unidos.

Han cambiado los roles y las responsabilidades

Como es de esperarse, los medios de comunicación social son un factor importante en los cambios en la forma en que los abogados y los profesionales del marketing legal se dedican a la comercialización y al desarrollo de los negocios. Pero hasta el momento, las redes sociales son la única preocupación en el campo del marketing legal actualmente.

Por otro lado, al aumentar las tareas y las responsabilidades que el marketing y el desarrollo de negocios han asumido en los últimos años, existe una sacudida evidente en los presupuestos invertidos en estos departamentos y en el número de abogados y de profesionales en mercadeo enfocados en el área. El mayor desafío está relacionado con la falta de personal suficiente para las responsabilidades a falta de presupuestos o inversiones en estas áreas en firmas pequeñas, lo cual representa un riesgo en su crecimiento.

Es clave la relación entre abogados y profesionales en mercadeo o desarrollo empresarial

La relación entre abogados y profesionales de mercadeo o desarrollo de negocios debe ser funcional para que la empresa tenga éxito. La buena noticia es que, de acuerdo con la encuesta, aquellos que participaron en la encuesta manifestaron que la relación actualmente es generalmente buena y se describe como respetuosa, colaborativa, de apoyo y receptiva.

Según la encuesta, los abogados dependen de marketing y profesionales de desarrollo de negocios para recopilar información de la empresa, responder a las solicitudes de propuestas, clasificaciones y presentaciones de premios y marketing de contenido. Los abogados suelen confiar en estos profesionales en lo relacionado con las reuniones con los clientes así como en lo relacionado con el desarrollo y la mejoría de la experiencia del área de la práctica, la construcción de la marca, entre otros.

El papel de la tecnología tiene que evolucionar

El mayor desafío identificado en los resultados de la encuesta es la falta de tiempo. Es de suponerse que la tecnología sería la solución que encabeza la lista frente a este problema. Sin embargo, los encuestados manifestaron que el uso de tecnología adecuada y actualizada a sus necesidades todavía no es una prioridad en algunas de las firmas a las que pertenecen. De acuerdo con los resultados de la encuesta, la compra de nuevos sistemas de gestión de práctica no se considera una alta prioridad, tema que muy posiblemente cambie en el futuro cercano.

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