Munguia has since helped centralize data in a platform that sends proactive updates once a case file is created at the firm, which handles environmental litigation, false advertising, habitability and personal injury matters.
“If a case transitions into a different phase, moving from pre-litigation to litigation, for instance, relevant information is automatically sent to attorneys,” he says. “Associate attorneys that may be assigned to the case are given a heads-up if the client is getting treatment for injuries, who they are getting treatment with — key points of information an attorney doesn't have to dig through records to find out.”
In addition to being responsible for traditional promotional endeavors such as sponsorships and social media posts, marketing professionals are now taking on a larger role at some firms, according to a 2025 survey from Above the Law and the Legal Marketing Association — assisting with client communication, business development and other tasks.
Amid increased rate stress and firm consolidations, law firms are looking closely at attorney and staff resources, which may be a contributing factor, says Jocelyn Brumbaugh, founder of Builden Partners, a consultancy that audits law firm marketing departments.
“All these trends intersect in a way that puts pressure on the administrative team to say, ‘What have you done for me lately?’” Brumbaugh says. “It is in the marketing team’s best interest to show their value across the entire firm.”
It is in the marketing team’s best interest to show their value across the entire firm.
Honing Firmwide Tech Use
Seventy percent of the law firm marketing directors, CMOs and other marketing leadership professionals who participated in the Above the Law and LMA survey report they have more tech adoption-related responsibilities than in the past.
Marketing professionals might weigh in on time tracking and expense software utilization, Brumbaugh says, because the associated analytics can influence important funding decisions or assess how practice management platforms and CRM systems relate to client development and data quality.
“The marketing team can bring a different perspective than when you have a purely IT-driven evaluation,” she says. “That is huge because some of these decisions are just made by procurement [professionals] and aren’t integrated into how things really work day-to-day.”
Marketing Director Kelly Beltran has been involved in the software decision-making process at Maryland law firm Pinder Plotkin, helping with demos and projecting how solutions could help efficiency — including researching and testing software the firm selected for one of its payroll systems
“A lot of people don’t look at marketing as having a role in that,” says Jason Plotkin, the firm’s chief executive officer and managing attorney. “It’s more important than ever nowadays. A lot of times the IT folks, the lawyers and [marketing function are] in their own little silos. I have marketing as a go-between for everything.”
Strengthening Client Relations
External communication is an ongoing focus for many law firms; nine out of ten high-growth firms regularly research evolving client habits and preferences, according to a Hinge Research Institute report.
At the start of an engagement, because a number of clients aren’t familiar with the process, Custodio & Dubey sends a digital and print version of a reference guide Munguia created that explains what will occur through the settlement phase and the potential challenges the team may encounter, such as delayed responses from opposing counsel or the defendant's insurance carrier.
“[For] a lot of these clients, it’s a very stressful experience,” Munguia says. “Ensuring what is expected of them, and of us, clarifies that client relationship [so] they have a positive experience.”
Attorneys at Pinder Plotkin, who specialize in vehicle repair, medical treatment, worker’s compensation, auto accident and injury-related cases, worked with the firm’s marketing team to craft update messages for clients.
“They are kind of how-to guides — what to expect when your vehicle’s getting repaired, you’re in medical treatment, you’ve been discharged,” Plotkin says. “Every stage, we have specific communication that goes out from our case management system.”
Phillips Law Group, which handles criminal defense, sexual abuse and personal injury claims, has multiple methods of thanking clients and attorneys who supply referrals — law firms’ primary source of new business, according to a Martindale-Avvo survey.
The Arizona-based firm might take the person to a football game or organize an event to support a cause someone cares about, says Olivia Lemorrocco, vice president of operations.
“The number one thing is to find out what they’re interested in,” Lemorrocco says. “One person who has referred many cases is a big advocate for dog rescue; we’ve done a number of collaborations with him and local shelters, sponsoring adoption fees.”
For the past two years, she’s put together the gifts clients receive when they come in to pick up checks — such as a Stanley drink tumbler or a basket containing cutting boards and jam made by a local artisan.
“The marketing department steps in and helps with all things, whether it’s client experience, capturing video testimonials from people [who] are excited about working with us or making sure our team members are being recognized [through] different media opportunities,” Lemorrocco says. “A lot of it is follow-up and that personal touch.”
