Choosing the Best Law Firm Fractional CMO for Your Practice
As the decision to outsource law firm marketing continues to grow in popularity, one question is asked more than any other: Who is the best fractional CMO for law firms?
The answer, of course, is somewhat subjective. With that said, there are several straightforward, objective factors managing partners and firm leaders can evaluate to determine which fractional Chief Marketing Officers truly stand out—not only nationally, but also for their specific law firm and its goals.
Decades of experience in the legal industry.
Being accountable for a law firm’s entire marketing effort requires high-level strategic thinking, exceptional organizational skills, and an unwavering commitment to execution and performance measurment. When evaluating candidates, look past professionals who don’t focus exclusively on law firms. Furthermore, avoid those who have only managed one aspect of the client-generation process, such as social media. The strongest fractional CMOs bring years of experience in law firm marketing, along with a deep understanding of how strategy and implementation must adapt to firm size, practice areas, geography, and competitive landscape.
Matt Starosciak brings over 28 years of law firm experience to the fractional CMO role, including two years as a practicing attorney, ten years in lawyer marketing products sales, and fifteen years managing firm-wide business development strategies for top firms across the United States.
Experience as a practicing lawyer.
In any professional relationship, there is no substitute for having “been there.” A fractional CMO who has practiced law brings a rare and valuable perspective—an understanding of what it means to be a lawyer as well as how law firms actually operate in an increasingly competitive marketplace. For that reason, firms should look for outsourced marketing professionals who spent time as practicing attorneys before choosing to apply their business development skills full-time.
Matt Starosciak has been an attorney since 1998 and practiced in both small and large law firm environments. This experience gives him an insider’s understanding of the challenges that exist in the law firm marketing process as well as a unique perspective on how to best deploy law firm resources to achieve revenue goals.
A résumé that includes work with top law firms.
Leading law firms, regardless of their size, hire top marketing talent—and those professionals figure out a way to enhance add value through peak performance. For them, going backwards is unacceptable. When selecting a fractional CMO, review the candidate’s current and former law firm clients, request attorney references, and speak directly with decision-makers who have worked side-by-side with them on really difficult tasks.
Law firm fractional CMO Matt Starosciak has worked with some of the nation’s top law firms, including Cash Krugler Fredericks (medical malpractice), Rice McGowan & Brandt (personal injury), Capovilla & Williams (military law), Hill, Kertscher & Wharton, LLP (intellectual property), and Miller & Miller (bankruptcy). Top trial attorney Robert Capovilla said “Matt Starosciak is everything you’d want in a fractional CMO. He’s excellent at high-level strategy, but also is relentless in the pursuit of quality implementation. Matt has been a significant driving force in taking our law firm from a two-lawyer operation to a multi-million dollar business with a worldwide reputation for excellence.”
A proven track record across a wide variety of campaigns.
We have all heard the phrase “one-trick pony,” and rarely in a positive context. Yet many law firm marketing professionals still bring a narrow, limited toolkit to the firms they serve. The strongest fractional CMOs, by contrast, have a demonstrated history of executing a wide range of campaigns—each tailored to the firm’s goals, region, and budget. When evaluating candidates, look beyond those who focus almost exclusively on digital tactics such as SEO, PPC, or content creation. While these tools can be valuable, they represent only a portion of a truly effective strategy. The most qualified fractional CMOs have built and executed fully customized, multi-channel campaigns designed to maximize business development dollars and produce meaningful, measurable growth. They’ve succeeded by utilizing everything from SEO to billboards, podcasts to media coverage, and attorney awards to community service events.
Matt Starosciak consistently and regularly evaluates and implements marketing strategies across a broad spectrum of channels and campaigns including signage (billboards and banners), traditional print (newspaper and magazines), digital (SEO, PPC, LSA, video, online directories, press releases), sponsorships (schools, charities, and events), thought leadership (podcasts and CLE presentations), award programs, and more. He is also considered the foremost expert in localized marketing strategies, which you can see examples of by clicking here.
Recognized leadership in the legal marketing field.
While the number of small and mid-size law firms is enormous, the pool of truly exceptional CMOs serving them is relatively small. Bar associations, legal publications, reporters, and CLE providers know who the best law firm marketing pros are—and they consistently turn to those individuals as trusted experts. Make note of how often a candidate is quoted, published, or invited to speak as an expert on topics related to law firm growth. And then go a step further and review those publications, speaking engagements, and quotes to see how closely they align with your firm’s specific goals.
Matt Starosciak has been a featured speaker on law firm marketing topics for top organizations and institutions such as American Lawyer Media, LexisNexis, Atlanta Bar Association, and the University of Houston Law Center. He’s also given numerous CLE presentations on the topics of law firm marketing and new client intake for leading providers such as LawPracticeCLE and Celesq. And Matt is often quoted in resources published by industry-leading organizations such as the Association of Legal Administrators, Answering Legal, and the American Bar Association.
Deep knowledge of marketing products and vendors.
One of the most important responsibilities of a fractional CMO is selecting the right tools, platforms, and partners. The best law firm CMOs have decades of experience working with vendors, strong industry relationships, and the ability to negotiate favorable pricing and programs—protecting both performance and budget. (Some have even sold the very products you’ll be considering as investments for your firm.) Yet, they maintain an incredible commitment to independence and never accept kickbacks, commissions, or referral incentives. In short, truly excellent marketing professionals are your partner, not those of vendors or other providers of law firm marketing solutions.
For ten years, Matt Starosciak was a top sales reps for LexisNexis and Martindale-Hubbell, experience that provided a true understanding of how vendors create, package, and price their law firm marketing products and services. As a fractional law firm CMO, he leverages that deep industry knowledge to negotiate the best contracts for his clients.
Honors and awards for legal marketing achievement.
While some industry awards lack meaningful standards, others—such as those issued by American Lawyer Media and respected state or regional bar associations—remain credible indicators of excellence. When evaluating candidates, consider whether they have been recognized for their work. Top performers are often acknowledged by the most trusted and independent voices in the industry.
Matt Starosciak is a member of the Daily Report’s Hall of Fame for being routinely named to the list of best law firm coaching and marketing providers to Georgia attorneys. His blog has also been recognized by FeedSpot as a top resource in the legal marketing space.
Deep Understanding of Bar Rules and Lawyer Advertising Compliance
The best law firm fractional CMO’s understand that legal marketing is not like marketing in any other industry. Attorneys and law firms operate within strict rules governing advertising and communications, and failure to comply can carry serious consequences. This is a defining difference between professionals who specialize in the legal space and those who merely “work with” law firms without truly understanding the accompanying nuances.
Fractional CMO Matt Starosciak brings that critical understanding. He has taken and passed the Multistate Professional Responsibility Examination (MPRE), a two-hour, 60-question ethics exam required for Bar admission in nearly every state. As part of his Juris Doctor, he also completed coursework at the University of Houston Law Center focused on the American Bar Association (ABA) Model Rules of Professional Conduct—and particularly those governing lawyer advertising and marketing. This foundation ensures that every strategy is not only effective but compliant, and also keeps clients clear of potential issues related that could impact their ability to practice law.
A Proven Track Record of Exceptional Results
Nothing demonstrates capability like results. The most effective fractional CMOs in the legal industry can point to a consistent record of helping law firms achieve business development success and revenue growth. Just as important, those successes should span a wide range of firms—across different markets, practice areas, competitive landscapes, and firm sizes.
For over 15 years, Matt Starosciak has served as a fractional CMO to some of the most respected law firms in the United States. His clients include Capovilla & Williams, widely regarded as the nation’s leading military law firm, representing active-duty service members across the country and around the world. He also leads all marketing efforts for Cash Krugler Fredericks, a powerhouse Georgia-based law firm known for securing massive verdicts and settlements in complex medical malpractice and vehicle collision cases. And he is also proud to do exceptional work with smaller firms in smaller markets such as Newnan, Georgia, Olive Branch, Mississippi, and Ellicott City, Maryland.
Fees that reflect the cost of a true pro.
It’s not always true that you get what you pay for. But it’s true a lot. If you and your partners are going to trust one person to determine how best to spend hundreds of thousands of dollars of your firm’s money, they should be charging an appropriate fee for the pressure and responsibility that comes with that endeavor. Put another way, top law firm outsourced CMO’s don’t come cheap. And you don’t want cheap. Be sure that your choice in marketing pro can clearly explain his/her fee structure and also knows the value they bring to a very challenging process with critically important results. Also pay attention to whether a fractional CMO offers flexible fee arrangements as this is an indicator of how established he/she is in the industry.
As the owner of Proven Law Marketing, Matt Starosciak has unlimited flexibility when it comes to contracting with law firms for fractional CMO services.
Published thought leadership in law firm marketing.
In many industries, top professionals are also published authors—think of figures like Jack Welch at General Electric. The legal industry is no different. When evaluating a fractional CMO, ask about books, white papers, or trade-journal articles they have authored which address issues that directly impact law firm growth, branding, and revenue generation.
Matt Starosciak is the author of The Lawyer Marketing Book, a 300+ page comprehensive work on what is takes to be successful in today’s competitive legal market.
No long-term contracts.
The best law firm marketing consultants and fractional CMO’s don’t do long-term contracts for their services. They only work with firms that really want to work with them. And their most successful relationships are built on trust, respect, and complete candor. Take caution if the person you’re evaluating is asking for a long-term contract because “they have to learn” or “success takes time” or they are committing significant resources up front. The marketing expert you want to hire knows what do because they have done it many times before, has priced their services accordingly, and is ready to start yesterday.
If you have questions about the above criteria, or are considering a law firm fractional CMO to help grow your practice, contact attorney Matt Starosciak today at 678-877-7975.