Winning Legal Business from Medium-Sized Companies

Build a competitive marketing strategy to successfully target and win business from medium-sized companies

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Medium-sized companies are the economic ‘bread and butter’ for many law firms. Yet, very few have a dedicated marketing strategy for targeting this vital clientele.

With rising competition from other law firms, professional service providers, banks, insurance companies, and a growing range of online and offline products now available to medium-sized companies, securing their business has never been tougher.

Managing Partner’s report on Winning Legal Business from Medium-Sized Companies offers unique insight into this crucial market and how to capitalise on it through the development of a tailored marketing strategy.

Drawing on original research the report reveals:

  • The unique needs and expectations of medium-sized companies;
  • Who makes the decisions in buying legal services;
  • How they look for and then select law firms;
  • What kind of service they class as good or bad;
  • How to approach key decision makers and what not to do;
  • The key communication, marketing and business development tools available, including: newsletters, websites, social media, PR, speaking engagements and press coverage; and
  • How to avoid the common pitfalls when marketing to medium-sized companies.
  • Genuine accounts are featured from key decision-makers in a range of medium-sized companies on how they purchase legal services, along with the perspectives of leading law firm marketing heads and managing partners.

You will also find useful appendices including: marketing checklists and questionnaires, and a sample marketing plan for targeting medium-sized companies and clients.

Winning Legal Business from Medium-Sized Companies will help you build a competitive marketing strategy to successfully target this crucial market.


Chapter 1: Introduction

Chapter 2: How do medium-sized companies know what legal advice they need?

Chapter 3: How do medium-sized companies search for law firms?

Chapter 4: How do medium-sized companies evaluate firms they don’t know?

Chapter 5: How do medium-sized companies select law firms?

Chapter 6: How do medium-sized companies evaluate the service delivery?

Chapter 7: Marketing to medium-sized companies – Strategy

Chapter 8: Marketing to medium-sized companies – Instruments.

Check our Executive Summary and full table of contents here


Dr Silvia Hodges Silverstein
Executive director, Buying Legal Council, New York. Former vice president, Strategic Market Development, Sky Analytics. Researcher and Lecturer, Columbia Law School, New York. Silvia can be reached via email or at her website.

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