Legal tech companies at Legalweek have yet to master marketing as a conversation

A year ago this week, I blogged that legal tech companies and their founders and executives didn’t understand how to use technology and the Internet to market and sell. Unfortunately, nothing much has changed for legal tech companies marketing at this week’s Legalweek/Legaltech in New York City. Applies equally to most of the PR and marketing agencies they use to engage reporters, bloggers and potential customers attending the show. Sure, there are exceptions, such as Ed Walters, the CEO of Fastcase, but they are few and far between. Ed can do more from his office in D.C. to market and engage customers, prospective customers, partners and influencers of those three (reporters, bloggers, leading media influencers) at Legalweek than CEO’s and marketers can do while being there.   Twenty years ago,  Doc Searls and Dave Weinberger wrote in the widely read business book, Cluetrain Manifesto, that with the advent of the…

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