Developing business with international clients requires the adaptation of strategy and tactics to the local situation, competitive dynamics, and the particular needs and approaches of local clients. Business is global, but the law still differs markedly from country to country, as do cultural differences which affect marketing communications and business development approaches. While some aspects of marketing can be “globalized”, many cannot.

ELD International works with law firms and other legal services providers to develop the most effective approaches to winning business in diverse international markets with corporations and organizations in various industries.   We have helped many large and mid-size law firms compete successfully for valued client work.  ELD helps law firms develop and implement international marketing strategies and actions to develop multi-national client relationships and win business across multiple jurisdictions.

ELD International has many highly-regarded articles on international marketing and business development.   Check the Library on this site to download any of the following articles:

How GCs rate law firm business development – Legal Week, 16 Nov 2012.  Law firms  focus increasingly sophisticated business development efforts at clients as they strive to win market share. Alex Newman asks GCs how they rate law firms’ BD efforts.  Dance is quoted.

Multi-polar world risky yet satisfying for GCs, but are law firms being written out of the equation?  - by Alex Newman, Alex Novarese, Legal Week, 9 Nov 2012.  Analysis of the WLG “Issues & Priorities for senior in-house counsel worldwide” study by World Law Group in conjunction with ELD International and LexisNexis Martindale-Hubbell.

Around the World, It’s About Higher Performance…  by Shelley Boyes and Leigh Dance, published in ALA Legal Management Magazine, July/August 2012.

The Strategy Lag in International Legal Marketing – by Leigh Dance, LMA Strategies Jan-Feb 2012.

How Low Can You Go
by Leigh Dance published in Legal Week, January 2011.   Law firms hoping for a quick return to business as usual will be disappointed as clients continue to flex their muscles, argues Dance.

Chartering a New Frontier – Legal Week, Feb 2010
by Hassan Hassan, Associate General Counsel at GE Healthcare, with Leigh Dance.  The article outlines the challenges facing the modern general counsel as they confront an increasingly global and risky business environment.

“The New Multi-Polar World – What it Means for Law Firm Marketing” – LMA Strategies article, Oct 2009
Dance discusses the keys to success for law firms operating in a multi-polar world.

“The Experts Speak” – Interview in European GC
an interview by European GC of Leigh Dance in October 2009. The publication highlights Leigh’s expertise as one of the best-known advisors of corporate legal departments worldwide. Leigh discusses the challenges for law firms serving global corporate clients.
“Buon giorno, this is your wake up call” – Adam Smith, Esq.
“Buon giorno, this is your wake up call” – a guest column by Leigh Dance, posted on the Adam Smith, Esq. online publication. The post discusses what law firms need to do to respond to the changes in the global legal services industry.

Top Ten Ways to Reduce Your Directory Budget
“Top Ten Ways to Reduce Your Directory Budget for 2009?  gives ten valuable tips that will help your firm reduce the budget for directory spending internationally and ensure that your investments are effective.

Think again about globalization – Adam Smith, Esq.
“Think again about globalization” – a guest column by Leigh Dance, posted on the Adam Smith, Esq. online publication. The post discusses new global challenges for law firms marketing and bd.

Bloom Where You’re Planted
Leigh Dance’s article is the cover feature of of ABA’s Law Practice Magazine.  It focuses on the questions to be answered when a firm is expanding internationally and the ten steps necessary to make international offices bloom.

International Marketing

Building effective client relationships that transcend borders requires more than a free lunch or a round of golf. Firmwide strategies often need to have tactics that are translated locally based on market dynamics.

Still, global firms must have a core global strategy with consistent standards in order to effectively build the firm’s position in numerous markets around the world. Determining the marketing mix of “global” and “local”, and executing accordingly, is important in order to spend your marketing dollars wisely.

Among the distinct considerations for international marketing are:

• Staffing for marketing in global firms
• Localization of practice group business plans
• Local legal, business and trade media
• Local and regional conferences
• Development of solid prospect lists
• Local presentation styles and requirements
• Ethics rules and practices for marketing
• Cross-cultural communications
• Local and regional law firm directories