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 law firm CMO?

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 managing firm-wide marketing strategies.
Being accountable for a law firm’s entire marketing effort requires high-level strategic thinking, exceptional organizational skills, and an unwavering commitment to execution. 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 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 either maintain that reputation or enhance it 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).

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 initiatives 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.

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.

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 look for fee options, something that reflects the

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.