The role of thought leadership in legal marketing is changing. Traditional tactics like rankings and sponsorships are no longer top priorities. The rise of digital is enabling smaller firms to compete more effectively and measure the impact of their marketing.

Today on the CMO Series, Charles Cousins welcomes John Neidecker, Director of Business Development and Marketing at Norris McLaughlin, to reflect on the past quarter-century in the profession, and explore the pivotal role of thought leadership in today's legal market.

John and Charles discuss:

• What legal marketing looked like 25 years ago when John joined the industry
• Who the trailblazers were back then and how they forged the way for the legal marketers today
• What the role of thought leadership in marketing was back then versus now
• The opportunities for law firms now and if there are greater opportunities for smaller firms to compete with the big firms
• What’s becoming less important to legal marketing teams today
• Advice for lawyers and marketing and BD professionals to take advantage of the opportunities presented by digital and thought leadership