Joe Giovannoli was joined by Roy Sexton, Director of Marketing at Clark Hill, and Jack Prince, Business Profitability Consultant at CRI Simple Numbers, for an insightful discussion on data-driven marketing budget decisions for law firms.
In our latest recap, we dive into the essential tips shared during the session, focusing on how to craft a marketing budget that ensures impactful and measurable results.
The conversation focused on key performance metrics, effective allocation of marketing spend, and aligning those investments with firm goals.
Marketers need to own their journey and be proactive in demonstrating ROI to firm leadership. This may involve collecting your own data and metrics to show the impact of marketing initiatives.
Benchmarking marketing budgets and spending against industry standards and peer firms can help make the case for increased investment. Reaching out to marketing peers can provide valuable data points.
Aligning marketing goals and spending with the firm’s overall growth strategy is crucial. Understanding the firm’s plans for adding attorneys or expanding practice areas can inform the marketing approach.
Developing a multi-year marketing strategy with a mix of branding, calls-to-action, and experimental initiatives can help demonstrate a thoughtful, data-driven approach to leadership.
Thank you, Erika Ratner Steinberg, for including me in this excellent and revelatory piece. Honored to be featured here alongside such brilliant minds as Andrea (Andi) Benjamin, Susan Kurz, and Cynthia A. McCollough.
EXCERPT: Roy Sexton is immediate past president of the Legal Marketing Association – LMA International Board of Directors. LMA is the single largest trade group for legal marketing professionals, with nearly 4,000 members. In his “day job” as Director of Marketing for international law firm Clark Hill Law out of Detroit, Sexton has been able to integrate deftly his experiences from a prior career in consumer-facing healthcare marketing with those from two prior smaller firms.
“I came from a large hospital system and my first law job was at a small mortgage foreclosure firm in 2011, and they seemed very marketing-savvy there. At the time, I thought healthcare had a lot to learn, but a basic tool—the customer survey—was commonly used.”
But Sexton says that when he came to that mortgage foreclosure law firm, a logical, basic notion like regularly surveying clients was still an alien concept.
“I worked out a survey of clients with the managing partner and sent it out. The executive committee first heard about it when it was complete, and I came into their meeting to report the results. They were shocked, and they had a few questions:
‘On what authority I had decided to send this client survey? Who had reviewed these questions?’
I candidly pointed to the managing partner, who conveniently, was not in the room.
‘Why didn’t you include us?’
I noted that even though it seemed I had inadvertently missed out on some protocol, it had produced some valuable client feedback.
Answer: ‘We won’t be doing anything with it because we didn’t know about it and we don’t like the way you wrote the survey.’
I replied that we had created client expectations to hear back from us—after all, we had asked them their opinions. And the committee said, ‘Well, that’s your problem. You’re marketing.’
To me, the survey represented valuable data. To them, it was a perilous risk, laced with criticism. They weren’t having any. I learned about buy-in that day; I haven’t forgotten. Everyone needs to feel like they are in the driver’s seat until they don’t feel like driving the car anymore. I’m grateful for those early learnings which have served me well as I’ve progressed to larger firms.”
Happy anniversary to my dear hubby – love you very much, John, and proud of our life together. #loveislove
From 9Sail: As budget season approaches, law firms must make informed decisions about their marketing investments to stay competitive in a crowded marketplace. In this exclusive webinar, we’ll explore how law firms can leverage data-driven strategies to plan their marketing budgets more effectively. From identifying key metrics that matter to forecasting ROI, you’ll gain insights into how to allocate resources that maximize your online visibility, attract new clients, and drive growth.Join us and prepare to make data-driven decisions that set your firm up for success in the coming year!
“It’s a problem when people are forced to seem or be positive in situations where it’s not natural or when there’s a problem that legitimately needs to be addressed that can’t be addressed if you don’t deal with the fact that there is distress or need,” University of Michigan Ann Arbor psychologist Dr. Stephanie Preston explains in a recent interview with Inc. “Toxic Positivity Will Make You Miserable: What Is It, and Are You Guilty of Spreading It?”
On this episode, Roy and Dr. Preston unpack the business lessons professionals might gain from her extensive work in cognition and cognitive neuroscience – how leaders can create healthy, high performing cultures that enhance retention through fulfillment and authentic engagement.
Dr. Preston is a professor of Psychology in the Cognition and Cognitive Neuroscience Area at the University of Michigan and is currently a co-ombuds for the faculty at Michigan. She has a master’s degree and a PhD in behavioral neuroscience from the University of California at Berkeley, where she studied how animals make decisions about storing their food. She was a postdoctoral fellow at the Department of Neurology at the University of Iowa College of Medicine, where she studied human empathy and altruism, financial decision making, and hoarding behavior. Dr. Preston’s research is highly interdisciplinary and uses a variety of methods to investigate how the brain and body evolved in social and caregiving species to make complex decisions through simpler mechanisms that humans share with other species. She specializes in studying how emotions impact decisions in the face of distress and need, in decisions about material goods, and in related applied issues in consumerism, critical thinking, altruistic donation, and sustainability.
“…We should avoid setting up a false choice that pits business development against community development; we need both. The private sector creates jobs that grow the tax base to fund improved services, just as amenities like transit and parks lead to more vibrant communities that attract and retain talent. …We need it all — but the best way to raise the revenue needed to pay for it all is through private sector growth — and that requires a long-term economic development strategy that incentivizes business to locate here and doesn’t change each legislative session.” Detroit Regional Partnership President & CEO Maureen Donohue Krauss observes in a recent opinion piece penned for Crain’s Detroit Business “Economic development shouldn’t be an ‘either-or’ proposition.”
On this episode, Roy and Maureen talk about her successful career in economic development, the lessons she’s learned along the way, the crucial work of developing one’s network and personal brand, and how to still have some fun along the way!
Maureen serves as the President and Chief Executive Officer of the Detroit Regional Partnership, a leading regional economic development nonprofit serving the Detroit 11-county region. Krauss is an accomplished economic development officer with a demonstrated history of leadership in economic development, nonprofit, and government and extensive experience guiding international companies to successful location decisions and growth in the United States.
I suppose after the last couple of remarkable days at LMA Southeast Region’s SOLD OUT “Accelerate” #LMASE24 conference, two words stick in my craw: “Thank you.”
Thank you to the Legal Marketing Association – LMA International for being my professional home for education, development, connection, commiseration since 2012.
Thank you to this industry and profession for being a space for me to be me (and hopefully help others do so as well).
Thank you to conference co-chairs Toni Toomer Wells and Matthew Gallagher as well as the conference committee for their hard work, grit, and heart.
Thank you to 2024 region president Raven Hicks and 2025 region president Powers Tanis for their inclusive, collaborative leadership.
Thank you to all for offering me the general session stage-time today to tell my own journey “‘Happiness comes in on tiptoe…’ Finding (and keeping) your voice,” all about developing and maintaining personal and professional brand. It felt like a capstone moment, and one I will treasure my whole life long.
I have gained so much in the past 12 years and grown so much because of this community. I remain forever grateful.
“When we developed our rebrand at Clark Hill, internal and external input was key. We engaged in a robust process of surveys and focus groups of both clients and internal stakeholders. But even so, as we neared launch, it felt like something was still missing. We had heard from our clients that our culture was a key differentiator for them, so we leaned into our internal stakeholders within our incredible HR team.
“We realized that we needed to put our firm’s values and mission front and center. Some organizations view those as more internally facing, but we found that once we incorporated those elements into our brand narrative via video features, Q&As, media profiles, and other communications mechanisms, our brand became incredibly engaging (and award-winning!). Our brand videos had hundreds of thousands of views, and we saw the brand beautifully enhance the collaboration and connection across all of our offices and our professionals.”
Legal marketing can be tough, but does it have to be? Want to uncover the secrets to thriving in this challenging field? Curious about successful legal marketing strategies?
Thrilled to have been interviewed recently by Ashley Robinson, Owner of Green Cardigan Marketing. In this interview we discuss tips on how to shine in the legal marketing field.
Watch the full interview where Ashley and I dive into the dos and don’ts of legal marketing!
And thank you, Ashley Mejido, for all your lovely support here!
Every year, Corp! Magazine’s Most Valuable Professionals, Entrepreneurs and Young Professionals Awards honor business leaders who have made Michigan a better place to live and work through their careers, their community involvement and their passion:
MVP honorees are deserving members of the community who are creating job opportunities, driving economic growth, nurturing community advancements or leading successful companies.
MichBusiness President and CEO Jennifer Deeb Kluge said the organization believes “it’s important to celebrate” the people who are moving Michigan forward.
“It’s important to recognize their new ideas, products and services, all of which make our state’s communities stronger,” Kluge said. “That is the focus of these awards … to truly recognize achievements among a diverse group of professionals in a variety of areas.” …
Roy Sexton is director of marketing at Clark Hill, a full-service commercial law firm with targeted legal service across industries and practices, including corporate law, healthcare law, and more.
With more than 25 years of experience in marketing, communications, business development and strategic planning, Sexton leads Clark Hill’s marketing, branding, and communications efforts.
Sexton said he’s “proud of how DEI has become so fully integrated” into his professional efforts. Clark Hill received Mansfield Certification for its efforts in the DEI space as well as conducting firmwide allyship training, all led by its HR team, supported by the marketing team on external messaging, including a series of DEI-focused videos.
“This year I was tapped to host a digital series through Expert Webcast entitled ‘All the World’s YOUR Stage: Authentic Culture Drives Authentic Growth,’ featuring thought leaders, authors, academics, and other professionals discussing the benefits of personal branding and bringing our full selves to the workplace,” Sexton said. “Each episode has had a digital reach of around 20,000, which is very gratifying.”
His most important lesson came from his boss: Take the pause.
“We live in such a wired world and, while responsiveness will always have its place, being measured and thoughtful, listening and learning first, and then collaboratively coming to solutions always wins the day,” he said. “This has been transformational advice for me.”
The piece of advice he’d give others? Be open and inquisitive to all adventures before you.
“Every task represents an opportunity to learn, and nothing should be ‘beneath us,’” he said. “Obviously, know and hold your worth, but sometimes working on that presentation with a colleague is an opportunity to see how others think, to help shape narrative, and to expand your skill set.”
I had a remarkable couple of days in our nation’s capital, visiting our Clark Hill Washington D.C. office and presenting at the National LGBTQ+ Bar Association’s LavenderLaw conference on client value and personal/professional branding. Caught up with some old friends and made some new ones. Grateful for this profession and industry and firm, celebrating our diversity, encouraging our voices, and honoring us all.
Thank you to my Clark Hill colleagues Maram Salaheldin, Mark Ludwikowski, Sally Alghazali, Kelsey Christensen, Kendall Smardzewski, Taylor Tremont, Jennifer Cook, and more for their hospitality and kindness, excellent conversation and commiseration.
Kudos to my dear friend Angelica Crisi of Coston Consulting for organizing such a remarkable panel, facilitating so beautifully, and treating us to an epic Italian dinner. She is a true gem. And not just because she titled our panel after one of my favorite Janet Jackson songs “What have you done for me lately?”
Catching up with my Wabash College Lambda Chi Alpha Fraternity brother Marc Nichols in person for the first time in 30+ years (I think?) will be a memory I will treasure a very, very long time. His panel on board governance was required viewing for anybody in this space. Exceptionally well done.
Running into the ever fabulous Lee Ashby Rogers on the career fair floor was an unexpected and delightful surprise. She means the world to me.
And lovely seeing former colleague Elizabeth C. Jeffries who is really lighting the world on fire not to mention meeting her original gay (OG!) “uncle”/mentor Michael R. Komo, Esq. Truly a delightful individual, and I’m sorry he and I didn’t get more time to chat.
Feeling so grateful. ✈️🌈💕
Kudos to these remarkable leaders on their continued journey – Legal Marketing Association – LMA International members please take a moment to review and ratify this slate here: President-Elect Rachel Shields Williams, Treasurer Elect Jessica Haarsgaard, Secretary Diana Lauritson, RLC Chair Morgan MacLeod, Member-at-Large Jessica Aries, and Member-at-Large Amber Bollman. Collectively, these humans have already had such an incredible and positive impact on our profession and industry, and I, for one, can’t wait to see where they take things next!
As immediate past international president of LMA, it has been one of my great honors to help shepherd the nominations process this year, and I want to give special thanks to our 2024 LMA International Nominating Committee for all of their hard work, dedication, insight, and heart: David Ackert, Terra Davis, Emily Schweitzer Hillman, Brenda Plowman, Kate Shipham, and Arthur Uratani. And kudos to LMA CEO Ashley Stenger and LMA Client Operations and Project Management Senior Coordinator Jennifer Weigand for their exceptional support throughout this process. You all should be so proud of the work you’ve done here.
And last but not least, thank you to EVERYONE who expressed interest in these roles and who took time (they likely didn’t have!) to complete the application and interview process. Your commitment and your contributions to LMA are appreciated greatly, and I am personally thankful for all you’ve done and continue to do.
