Current Conversations

Current Conversations

My Own 10-Year Anniversary: A Decade of Reflection

Posted in Industry Trends

Greentarget recently celebrated its 10th anniversary, an exciting milestone for all team members, many of whom have been with the organization for much of that time. I am among the veterans at Greentarget, and wanted to take this opportunity to reflect on what has been both a gratifying work experience and transformational period for our industry. Continue Reading

Sales Professionals in Law Firms— Are We Finally Ready?

Posted in Industry Trends, Research

This article originally appeared in the July/August issue of Strategies Magazine, published by the Legal Marketing Association.

We started with a simple question: “Are traditional law firms resistant to hiring client-facing business development (i.e. “sales”) staff at a time when competition for and delivery of legal work continues to intensify?” And, “If so, why?” Based on our own experience and anecdotal feedback from many in the legal marketing community, our view is that firms remain resistant to using sales professionals for largely predictable but unconvincing reasons. We decided to test our hypothesis. Combining interviews of a small group of opinion leaders with an online survey conducted by the research arm of American Lawyer Media, we attempted to better understand the extent to which professional staff are being hired and deployed by law firms expressly to be out in the market and directly developing business. Continue Reading

Stewart’s legacy: Finding a way to stand out

Posted in Industry Trends

Jon Stewart will sign off from “The Daily Show” for the last time tomorrow. His 16-year rise to prominence — on what some still call a “fake news show” — provides some lessons worthy of more than a few “Moments of Zen” for the content-generating business.

The biggest lesson? Find a way to stand out – and do it in a trustworthy manner. Continue Reading

Oh, the Humanity. Why Real, Live Editors are Making a Comeback

Posted in Industry Trends

I’m not sure where they—or we, I suppose—went off to, but the consensus seems to be that, as Julia Greenberg wrote in Wired, “humans are making a comeback.”

The headline on that article, “LinkedIn Brings Back Human Editors to Tailor News to You,” appeared to echo around the web during a two-week span in June, with similar declarations appearing in stories at Fortune (“Real people will curate Apple’s News app for iOS“) and Re/code (“There’s a Shiny New Trend in Social Media: Actual Human Editors“).

The feeling reading through these articles is akin to watching a commercial proclaiming that some fast-food chain’s burgers now contain “100% real beef;” you think to yourself, “Wait, what was I eating before?” Continue Reading

Surveys Merely a Drop in the Bucket When it Comes to Research

Posted in Research

AALL (3)When most people think about research, they automatically think about surveys. But I was recently reminded of how that’s only one piece of a very important puzzle.

It happened while I participated in a panel discussion on The Use of Research in Competitive Intelligence, at the American Association of Law Libraries annual conference in Philadelphia. My co-panelists were Mark Gediman, Director of Information Services at Best, Best and Krieger, and Zena Applebaum Director of Competitive Intelligence at Bennett Jones. Continue Reading

Greentarget Expands Research Capabilities with Addition of Kevin Iredell

Posted in Research

It won’t surprise readers of this blog that we are big proponents of research. Given the fragmented media environment and the era of information overload in which we find ourselves, we believe research offers an effective pathway to a compelling point-of-view that strengthens the thought leadership platforms and credentials of professional services organizations. We know first-hand that robust and highly relevant research can effectively position firms as change agents within their industries. The ability to assess stakeholder thoughts, attitudes and perceptions in a real-time fashion can drive the generation of quality content and enhance media visibility and overall reputation within the marketplace. Continue Reading

Corporate Journalism: A catalyst for better story telling

Posted in Corporate Journalism, Industry Trends

This article was originally published by Bloomberg BNA’s Big Law Business

I am continuously amused by all the hubbub around content marketing. Because while that phrase may be new, the truth is that marketing has always been about content. What’s changed, of course, is the delivery, as the digital era has turned everyone into a publisher. Continue Reading