『The Law Firm CMO Playbook』のカバーアート

The Law Firm CMO Playbook

The Law Firm CMO Playbook

著者： Carl Downey & Matt Starosciak
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The Law Firm CMO Playbook is the podcast for law firm owners, managing partners, attorneys, and legal marketers who want to grow their firms through smarter marketing, stronger branding, better intake, and more effective business development. Hosted by legal marketing veterans Matt Starosciak and Carl Downey, the show draws on more than 40 years of combined experience helping law firms attract clients, increase case volume, and improve marketing ROI.


Each episode delivers practical insights on the strategies that drive law firm growth. Matt and Carl cover topics including law firm SEO, Google Ads, PPC, Local Services Ads (LSAs), website design, legal intake, client acquisition, branding, marketing budgets, CRM systems, conversion optimization, and performance tracking. They also break down common marketing mistakes and share real-world solutions that firms can implement immediately.


Whether you're a solo practitioner, personal injury attorney, family law attorney, estate planning lawyer, criminal defense attorney, bankruptcy lawyer, or leader of a multi-office practice, you'll gain actionable strategies to generate more qualified leads, sign more cases, and build a stronger presence in your market.


If you're looking to create predictable growth, improve marketing performance, understand your numbers, and gain a competitive edge in today's legal marketplace, The Law Firm CMO Playbook delivers straightforward guidance without the hype.

Copyright 2026 | All Rights Reserved | Carl Downey マーケティング マーケティング・セールス 経済学
エピソード
  • Storytelling That Makes Law Firms Stand Out

    Storytelling That Makes Law Firms Stand Out
    2026/09/24
    Law firms have more stories to tell than they often realize. In this episode of The Law Firm CMO Playbook Podcast, Matt Starosciak and Carl Downey break down how lawyers can uncover the stories behind their firms, their careers, their clients, and their work, then turn those stories into useful marketing content.They discuss how storytelling can differentiate a firm, strengthen authority, support AI search visibility, and help prospective clients understand what makes a lawyer worth choosing. They also share examples of firms that have used personal stories, client experiences, legal topics, video, podcasts, and repurposed content to build a stronger presence.In this episode, Matt and Carl discuss: Finding the stories behind a law firm's identity and experienceUsing client experiences, results, and team stories to build authorityTurning interviews into original content across multiple platformsCreating useful legal content through video, podcasts, and AIWhy niche stories can help firms stand out in AI searchKey Takeaways:[0:04:41] Numbers Alone Don't Tell the Whole Story – Verdicts and settlement amounts can attract attention, but AI and prospective clients benefit from the details behind how a firm helped someone.[0:08:43] Start With Why the Firm Exists – Interviews about purpose, goals, values, and the reasons lawyers chose their careers can uncover material that never appears on a typical law firm website.[0:12:47] The Best Stories Can Come From Client Impact – Asking lawyers to describe a time they helped someone can lead to compelling stories while naturally creating content around real legal experiences.[0:20:11] One Story Can Become Many Pieces of Content – A podcast or video can be broken into shorts, social posts, website content, and other formats that extend its reach and build visibility.[0:29:11] Original Content Gives AI Something to Work With – Starting with a firm's own ideas, experiences, and transcripts gives AI real material to edit and repurpose instead of asking it to create generic content from scratch.“If you haven't told the story, you don't have it.”- Matt Starosciak “At least start from original ideas before you start getting [AI] to write stuff for you.”- Carl DowneyConnect with Carl: Website: www.completelawmarketing.com, www.cmoforlaw.comEmail: carl@completelawmarketing.com YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcastLinkedIn: www.linkedin.com/in/carldowney/Facebook: https://www.facebook.com/completelawmarketingTikTok: https://www.tiktok.com/@lawfirmcmoplaybook Instagram: https://www.instagram.com/lawfirmcmoplaybook/Connect with Matt: Website: www.provenlawmarketing.com, www.cmoforlaw.com Email: matt@provenlawmarketing.com Book: The Lawyer Marketing Book: https://www.thelawyermarketingbook.com/YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcastLinkedIn: https://www.linkedin.com/in/mattstarosciak/ Twitter: https://x.com/MattStarosciak
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    39 分
  • How Much Should Your Law Firm Spend on Marketing?

    How Much Should Your Law Firm Spend on Marketing?
    2026/08/27
    Setting a marketing budget is one of the biggest challenges law firm leaders face. Rather than spending what's left over, firms should build their budgets around business goals, revenue targets, and measurable outcomes.In this episode of The Law Firm CMO Playbook Podcast, hosts Matt Starosciak and Carl Downey discuss practical approaches to building a law firm marketing budget. They explain why there isn't a one-size-fits-all formula, while also sharing situations where a percentage-of-revenue approach can serve as a useful starting point.Throughout the conversation, they provide real-world budgeting examples for estate planning, criminal defense, bankruptcy, personal injury, and family law firms.The hosts also discuss why marketing budgets should remain flexible, explaining how factors such as changes in Google search, Local Services Ads, partner departures, intake performance, and shifts in the legal landscape can all influence future marketing investments.In this episode, Matt and Carl discuss:Different ways to build a law firm marketing budgetBudget benchmarks across several practice areasHow growth goals and revenue shape marketing investmentsWhy marketing budgets should adapt to changing conditionsPlanning and evaluating marketing investments year over yearKey Takeaways:[0:05:42] Marketing Budgets Should Start With Business Goals – There's no universal formula for determining how much a law firm should spend on marketing. The right budget depends on where the firm is today, where it wants to go, and how quickly it wants to get there.[0:12:48] Different Practice Areas Require Different Investments – Marketing budgets vary significantly based on case values, competition, and client acquisition costs. A strategy that works for a criminal defense firm may not make sense for a personal injury or family law practice.[0:21:34] Work Backward From Revenue Targets – Rather than choosing an arbitrary budget, firms can estimate the number of cases they want, calculate expected revenue, and use those numbers to build a more strategic marketing plan.[0:35:03] Marketing Investment Should Reflect Growth Plans – Firms pursuing aggressive growth may need to invest a larger percentage of revenue than firms focused on maintaining their current market position. Budget decisions should align with long-term business objectives, not industry averages alone.[0:37:45] Budget Planning Should Be an Ongoing Process – Annual planning works best when firms review marketing performance, evaluate what worked, and use that information to make informed investment decisions for the year ahead.“I think comparing to other firms and making assumptions about other firms is a huge mistake when it comes to budget.”- Matt Starosciak “You got to work within your firm and within what your firm can do.”- Carl DowneyConnect with Carl: Website: www.completelawmarketing.com, www.cmoforlaw.comEmail: carl@completelawmarketing.com YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcastLinkedIn: www.linkedin.com/in/carldowney/Facebook: https://www.facebook.com/completelawmarketingTikTok: https://www.tiktok.com/@lawfirmcmoplaybook Instagram: https://www.instagram.com/lawfirmcmoplaybook/Connect with Matt: Website: www.provenlawmarketing.com, www.cmoforlaw.com Email: matt@provenlawmarketing.com Book: The Lawyer Marketing Book: https://www.thelawyermarketingbook.com/YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcastLinkedIn: https://www.linkedin.com/in/mattstarosciak/ Twitter: https://x.com/MattStarosciak
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    34 分
  • The Biggest Law Firm Marketing Mistakes We See Every Day

    The Biggest Law Firm Marketing Mistakes We See Every Day
    2026/08/13
    What if your law firm's biggest marketing problem isn't generating leads—but converting them into clients?In this episode of The Law Firm CMO Playbook Podcast, hosts Matt Starosciak and Carl Downey share some of the most common law firm marketing mistakes they've encountered throughout their careers. From intake failures and branding challenges to marketing metrics and budgeting decisions, they discuss practical ways firms can improve performance and avoid costly missteps.After working with hundreds of law firms, Matt and Carl have learned that growth is often less about finding new opportunities and more about fixing the mistakes that prevent firms from making the most of the opportunities they already have.In this episode, Matt and Carl discuss: Common breakdowns in the intake processWhat law firms get wrong about brandingMeasuring marketing performance beyond gut instinctWhy attorneys often misunderstand how prospective clients make decisionsAreas where firms should invest more—and where they shouldn'tKey Takeaways:[0:01:32] Great Marketing Can't Overcome Poor Intake – Firms often focus on generating more leads when the real problem is what happens after the phone rings. Without urgency, empathy, and proper training, even qualified prospects can be lost.[0:08:31] Not Every Marketing Activity Should Be Judged the Same Way – Brand awareness campaigns and lead-generation campaigns serve different purposes, and expecting both to deliver the same type of result often leads to frustration and poor decision-making.[0:14:49] Most Firms Struggle to Explain What Makes Them Different – A meaningful brand requires more than a logo or slogan. Firms that clearly define what they stand for and who they serve create stronger connections with prospective clients.[0:18:03] Lawyers Aren't Their Ideal Clients – Attorneys often evaluate marketing through their own lens, but the people hiring them don't think, research, or make decisions the same way.[0:25:56] Growth Requires Both Discipline and Investment – The firms that consistently outperform their competitors know their numbers, maintain a marketing budget, and avoid cutting corners on the assets that shape client perception.“Most firms don't need more leads. They need to do more with the leads they already have.”- Matt Starosciak “You can't be good enough at intake. You should be [continually] training, developing, and improving intake at all times.”- Carl Downey Connect with Carl: Website: www.completelawmarketing.com, www.cmoforlaw.comEmail: carl@completelawmarketing.com YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcastLinkedIn: www.linkedin.com/in/carldowney/Facebook: https://www.facebook.com/completelawmarketingTikTok: https://www.tiktok.com/@lawfirmcmoplaybook Instagram: https://www.instagram.com/lawfirmcmoplaybook/Connect with Matt: Website: www.provenlawmarketing.com, www.cmoforlaw.com Email: matt@provenlawmarketing.com Book: The Lawyer Marketing Book: https://www.thelawyermarketingbook.com/YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcastLinkedIn: https://www.linkedin.com/in/mattstarosciak/ Twitter: https://x.com/MattStarosciak
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    37 分
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