{"id":30131,"date":"2026-06-16T14:19:00","date_gmt":"2026-06-16T13:19:00","guid":{"rendered":"https:\/\/wpcms.chambers.com\/?post_type=topics&#038;p=30131"},"modified":"2026-06-17T10:08:26","modified_gmt":"2026-06-17T09:08:26","slug":"law-firm-marketing-trends-revenue-growth-strategy","status":"publish","type":"topics","link":"https:\/\/wpcms.chambers.com\/topics\/law-firm-marketing-trends-revenue-growth-strategy\/","title":{"rendered":"Five law firm marketing trends every CMO should watch"},"content":{"rendered":"\n<p><strong>As law firm CMOs face rising expectations and flat budgets, five clear trends are defining how firms pursue growth, prove ROI and build competitive advantage.<\/strong><\/p>\n\n\n\n\n\n<p><strong>Law firm marketing is more commercially accountable than ever. Yet Chambers\u2019 latest&nbsp;<\/strong><a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/1\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>CMO&nbsp;survey<\/strong><\/a><strong>&nbsp;reveals a striking contradiction.&nbsp;While expectations&nbsp;of&nbsp;growth are rising, the tools, budgets and infrastructure needed to deliver it are not keeping pace.<\/strong>&nbsp;<\/p>\n\n\n\n<p>We\u00a0heard from\u00a054 law firm CMOs and business development professionals across the UK and USA.\u00a0The\u00a0report outlines\u00a0five key forces shaping law firm\u00a0marketing\u00a0strategies\u00a0and what they mean in practice for your firm.\u00a0<\/p>\n\n\n\n\n\n<p>First, 81% of firms are focused on revenue growth. Second, 69%&nbsp;of those surveyed&nbsp;are prioritising client retention.&nbsp;&nbsp;<\/p>\n\n\n\n<p>These findings suggest that law firm revenue growth strategies are increasingly reliant on generating&nbsp;additional&nbsp;business from existing clients, rather than general market expansion.&nbsp;&nbsp;<\/p>\n\n\n\n<p>What does \u201cgrowth from within\u201d&nbsp;actually require&nbsp;operationally?&nbsp;Read more in this section:&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/4\" target=\"_blank\" rel=\"noreferrer noopener\">The Growth Agenda<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n\n\n\n\n<p>Law firms have been enthusiastic adopters of artificial intelligence, with 72% running pilots or developing their&nbsp;capabilities. AI is being used across a range of functions, most notably back-room administration&nbsp;tasks.&nbsp;&nbsp;<\/p>\n\n\n\n<p>From our survey, it seems that AI in law firms marketing is still at the experimentation phase. Where benefits are available, the majority are being realised by early adopters and those firms with a more robust strategy in place.<\/p>\n\n\n\n<p>Want to know what separates firms seeing real ROI from those just experimenting?&nbsp;Find out in the&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/7\" target=\"_blank\" rel=\"noreferrer noopener\">AI in Marketing<\/a>&nbsp;section.&nbsp;<\/p>\n\n\n\n\n\n\n\n<p>Businesses in other industries have been making significant efforts to become data driven, using analytics and insights to inform strategic decisions. With access to high-quality data, these organisations can make smarter strategic decisions faster.&nbsp;In a&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/a-new-world-of-legal-intelligence-how-skarzynski-marick-and-black-llp-leads-with-data\/page\/3\/1\" target=\"_blank\" rel=\"noreferrer noopener\">recent video interview<\/a>, one US law firm CMO talked about how the&nbsp;sheer&nbsp;volume&nbsp;and speed&nbsp;of data now available&nbsp;is changing her role.&nbsp;<\/p>\n\n\n\n<div style=\"position: relative; width: 100%; height: 0; padding-bottom: 56.25%;\">\n  <iframe src=\"https:\/\/www.youtube.com\/embed\/7tUY9lLsoEw\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\" style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\">\n  <\/iframe>\n<\/div>\n\n\n\n<p>The legal industry is still at the beginning of this journey, with just 10% seeing data as core to their legal marketing strategy. The firms we spoke to have big ambitions, including the use of business intelligence, but the majority have yet to embed data into their processes and operations.<\/p>\n\n\n\n<p>Where is data&nbsp;actually delivering&nbsp;commercial advantage?&nbsp;Learn more in&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/6\" target=\"_blank\" rel=\"noreferrer noopener\">The Data and Intelligence Gap<\/a>.<\/p>\n\n\n\n\n\n\n\n<p>86% of CMOs report that relationships and referrals are most influential on firm selection by clients. This helps to explain why the majority see their existing customer base as their most important source of growth. Indeed,&nbsp;<a href=\"https:\/\/chambers.com\/topics\/law-firm-marketing-how-cmos-can-turn-client-feedback-into-brand-equity\" target=\"_blank\" rel=\"noreferrer noopener\">client feedback, when harnessed<\/a>,&nbsp;can become a major&nbsp;source of brand equity.<\/p>\n\n\n\n<p>Clearly, the majority of CMOs recognise the value of human connection, prioritising investment accordingly. Trade shows and face-to-face contact have been shown to be more effective that one-way techniques like thought leadership content for instance.<\/p>\n\n\n\n<p>How should marketing evolve in a relationship-led model?&nbsp;Read the chapter on&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/8\" target=\"_blank\" rel=\"noreferrer noopener\">Rankings, Reputation and Client Choice<\/a>.<\/p>\n\n\n\n\n\n\n\n<p>Finance remains a significant challenge for CMOs. 72% of survey respondents expect their budgets to be frozen over the next twelve months. Perhaps more surprisingly, none expect to receive a budget increase this year.<\/p>\n\n\n\n<p>For CMOs this creates a personal challenge. At the same time as legal marketing ROI expectations increase, resources remain flat. The necessity of \u2018doing more with less\u2019 is a lived reality for our survey respondents.<\/p>\n\n\n\n<p>Where are CMOs spending the&nbsp;budget&nbsp;they have? Find out in the section,&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/5\" target=\"_blank\" rel=\"noreferrer noopener\">Where Marketing Investment Goes<\/a>.<\/p>\n\n\n\n\n\n\n\n<p>Law firm marketing trends show the market is being reshaped by a combination of commercial pressure, technological change and structural constraint. Revenue growth remains the primary concern for almost all CMOs, but delivery is uneven. Data capability gaps are emerging as the drive towards AI adoption gathers pace.<\/p>\n\n\n\n<p>Put simply, ambition is outpacing capability.<\/p>\n\n\n\n<p>Our findings point to a widening split between what firms are trying to achieve and the infrastructure they have in place to deliver it. For marketing and business development leaders, the challenge how quickly they can close these gaps while still delivering growth.<\/p>\n\n\n\n\n\n<ul><li>Law firm marketing teams are under growing pressure to deliver measurable revenue growth, but many lack the infrastructure to match their ambitions.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li>Client retention is&nbsp;seen as&nbsp;central to growth, making existing relationships one of the most valuable commercial assets a firm has.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li>AI adoption is accelerating across law firms, but meaningful marketing ROI depends on moving beyond pilots into clear strategy and execution.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li>Despite rising interest in business intelligence, market data&nbsp;remains&nbsp;underused as a driver of legal marketing strategy.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li>Relationship-led growth still dominates client decision&nbsp;making, reinforcing the importance of referrals, face-to-face&nbsp;engagement&nbsp;and trusted networks.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li>Flat budgets are forcing CMOs to make sharper trade-offs as expectations for performance and accountability continue to rise.&nbsp;<\/li><\/ul>\n\n\n\n\n\n<p>Explore how law firm marketing and BD leaders are driving growth and navigating change.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/1\" target=\"_blank\" rel=\"noreferrer noopener\">Read report<\/a>&nbsp;<\/p>\n","protected":false},"featured_media":30139,"parent":0,"template":"","categories":[],"tags":[443,441,442,440],"publication":[],"blocks":[{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p><strong>As law firm CMOs face rising expectations and flat budgets, five clear trends are defining how firms pursue growth, prove ROI and build competitive advantage.<\/strong><\/p>\n","innerContent":["\n<p><strong>As law firm CMOs face rising expectations and flat budgets, five clear trends are defining how firms pursue growth, prove ROI and build competitive advantage.<\/strong><\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-image","attrs":{"image":"%7B%22alt%22:%22%22,%22title%22:%22CMO%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/CMO.jpg'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22200%5C%22%20src=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12141904\/CMO-300x200.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12141904\/CMO-300x200.jpg%20300w,%20https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12141904\/CMO-1024x683.jpg%201024w,%20https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12141904\/CMO-768x512.jpg%20768w,%20https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12141904\/CMO-1536x1024.jpg%201536w,%20https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/CMO.jpg%201920w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:30139,%22link%22:%22https:\/\/wpcms.chambers.com\/?attachment_id=30139%22,%22url%22:%22https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/CMO.jpg%22,%22sizes%22:%22%22%7D","blockId":"5zQhT","blockUniqueClass":"lazyblock-chambers-image-5zQhT"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p><strong>Law firm marketing is more commercially accountable than ever. Yet Chambers\u2019 latest&nbsp;<\/strong><a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/1\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>CMO&nbsp;survey<\/strong><\/a><strong>&nbsp;reveals a striking contradiction.&nbsp;While expectations&nbsp;of&nbsp;growth are rising, the tools, budgets and infrastructure needed to deliver it are not keeping pace.<\/strong>&nbsp;<\/p>\n","innerContent":["\n<p><strong>Law firm marketing is more commercially accountable than ever. Yet Chambers\u2019 latest&nbsp;<\/strong><a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/1\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>CMO&nbsp;survey<\/strong><\/a><strong>&nbsp;reveals a striking contradiction.&nbsp;While expectations&nbsp;of&nbsp;growth are rising, the tools, budgets and infrastructure needed to deliver it are not keeping pace.<\/strong>&nbsp;<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>We\u00a0heard from\u00a054 law firm CMOs and business development professionals across the UK and USA.\u00a0The\u00a0report outlines\u00a0five key forces shaping law firm\u00a0marketing\u00a0strategies\u00a0and what they mean in practice for your firm.\u00a0<\/p>\n","innerContent":["\n<p>We\u00a0heard from\u00a054 law firm CMOs and business development professionals across the UK and USA.\u00a0The\u00a0report outlines\u00a0five key forces shaping law firm\u00a0marketing\u00a0strategies\u00a0and what they mean in practice for your firm.\u00a0<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-header","attrs":{"header":"1. Revenue growth and retention dominate ","headerLevel":"3","blockId":"1znkgT","blockUniqueClass":"lazyblock-chambers-header-1znkgT"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>First, 81% of firms are focused on revenue growth. Second, 69%&nbsp;of those surveyed&nbsp;are prioritising client retention.&nbsp;&nbsp;<\/p>\n","innerContent":["\n<p>First, 81% of firms are focused on revenue growth. Second, 69%&nbsp;of those surveyed&nbsp;are prioritising client retention.&nbsp;&nbsp;<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>These findings suggest that law firm revenue growth strategies are increasingly reliant on generating&nbsp;additional&nbsp;business from existing clients, rather than general market expansion.&nbsp;&nbsp;<\/p>\n","innerContent":["\n<p>These findings suggest that law firm revenue growth strategies are increasingly reliant on generating&nbsp;additional&nbsp;business from existing clients, rather than general market expansion.&nbsp;&nbsp;<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>What does \u201cgrowth from within\u201d&nbsp;actually require&nbsp;operationally?&nbsp;Read more in this section:&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/4\" target=\"_blank\" rel=\"noreferrer noopener\">The Growth Agenda<\/a>.&nbsp;&nbsp;<\/p>\n","innerContent":["\n<p>What does \u201cgrowth from within\u201d&nbsp;actually require&nbsp;operationally?&nbsp;Read more in this section:&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/4\" target=\"_blank\" rel=\"noreferrer noopener\">The Growth Agenda<\/a>.&nbsp;&nbsp;<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-image","attrs":{"image":"%7B%22alt%22:%22%22,%22title%22:%22revenue%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/revenue.png'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22157%5C%22%20src=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12135940\/revenue-300x157.png%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12135940\/revenue-300x157.png%20300w,%20https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/revenue.png%20729w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:30133,%22link%22:%22https:\/\/wpcms.chambers.com\/?attachment_id=30133%22,%22url%22:%22https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/revenue.png%22,%22sizes%22:%22%22%7D","blockId":"ZVNw7q","blockUniqueClass":"lazyblock-chambers-image-ZVNw7q"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-header","attrs":{"header":"2. AI adoption is widespread \u2013 but immature","headerLevel":"3","blockId":"Tvz2a","blockUniqueClass":"lazyblock-chambers-header-Tvz2a"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>Law firms have been enthusiastic adopters of artificial intelligence, with 72% running pilots or developing their&nbsp;capabilities. AI is being used across a range of functions, most notably back-room administration&nbsp;tasks.&nbsp;&nbsp;<\/p>\n","innerContent":["\n<p>Law firms have been enthusiastic adopters of artificial intelligence, with 72% running pilots or developing their&nbsp;capabilities. AI is being used across a range of functions, most notably back-room administration&nbsp;tasks.&nbsp;&nbsp;<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>From our survey, it seems that AI in law firms marketing is still at the experimentation phase. Where benefits are available, the majority are being realised by early adopters and those firms with a more robust strategy in place.<\/p>\n","innerContent":["\n<p>From our survey, it seems that AI in law firms marketing is still at the experimentation phase. Where benefits are available, the majority are being realised by early adopters and those firms with a more robust strategy in place.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>Want to know what separates firms seeing real ROI from those just experimenting?&nbsp;Find out in the&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/7\" target=\"_blank\" rel=\"noreferrer noopener\">AI in Marketing<\/a>&nbsp;section.&nbsp;<\/p>\n","innerContent":["\n<p>Want to know what separates firms seeing real ROI from those just experimenting?&nbsp;Find out in the&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/7\" target=\"_blank\" rel=\"noreferrer noopener\">AI in Marketing<\/a>&nbsp;section.&nbsp;<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-image","attrs":{"image":"%7B%22alt%22:%22%22,%22title%22:%22AI-adoption%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/AI-adoption.png'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22143%5C%22%20src=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12140157\/AI-adoption-300x143.png%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12140157\/AI-adoption-300x143.png%20300w,%20https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/AI-adoption.png%20753w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:30134,%22link%22:%22https:\/\/wpcms.chambers.com\/?attachment_id=30134%22,%22url%22:%22https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/AI-adoption.png%22,%22sizes%22:%22%22%7D","blockId":"1v8Rrw","blockUniqueClass":"lazyblock-chambers-image-1v8Rrw"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-header","attrs":{"header":"3. Market data remains underutilised ","headerLevel":"3","blockId":"2iFm8v","blockUniqueClass":"lazyblock-chambers-header-2iFm8v"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>Businesses in other industries have been making significant efforts to become data driven, using analytics and insights to inform strategic decisions. With access to high-quality data, these organisations can make smarter strategic decisions faster.&nbsp;In a&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/a-new-world-of-legal-intelligence-how-skarzynski-marick-and-black-llp-leads-with-data\/page\/3\/1\" target=\"_blank\" rel=\"noreferrer noopener\">recent video interview<\/a>, one US law firm CMO talked about how the&nbsp;sheer&nbsp;volume&nbsp;and speed&nbsp;of data now available&nbsp;is changing her role.&nbsp;<\/p>\n","innerContent":["\n<p>Businesses in other industries have been making significant efforts to become data driven, using analytics and insights to inform strategic decisions. With access to high-quality data, these organisations can make smarter strategic decisions faster.&nbsp;In a&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/a-new-world-of-legal-intelligence-how-skarzynski-marick-and-black-llp-leads-with-data\/page\/3\/1\" target=\"_blank\" rel=\"noreferrer noopener\">recent video interview<\/a>, one US law firm CMO talked about how the&nbsp;sheer&nbsp;volume&nbsp;and speed&nbsp;of data now available&nbsp;is changing her role.&nbsp;<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/html","attrs":[],"innerBlocks":[],"innerHTML":"\n<div style=\"position: relative; width: 100%; height: 0; padding-bottom: 56.25%;\">\n  <iframe src=\"https:\/\/www.youtube.com\/embed\/7tUY9lLsoEw\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\" style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\">\n  <\/iframe>\n<\/div>\n","innerContent":["\n<div style=\"position: relative; width: 100%; height: 0; padding-bottom: 56.25%;\">\n  <iframe src=\"https:\/\/www.youtube.com\/embed\/7tUY9lLsoEw\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\" style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\">\n  <\/iframe>\n<\/div>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>The legal industry is still at the beginning of this journey, with just 10% seeing data as core to their legal marketing strategy. The firms we spoke to have big ambitions, including the use of business intelligence, but the majority have yet to embed data into their processes and operations.<\/p>\n","innerContent":["\n<p>The legal industry is still at the beginning of this journey, with just 10% seeing data as core to their legal marketing strategy. The firms we spoke to have big ambitions, including the use of business intelligence, but the majority have yet to embed data into their processes and operations.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>Where is data&nbsp;actually delivering&nbsp;commercial advantage?&nbsp;Learn more in&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/6\" target=\"_blank\" rel=\"noreferrer noopener\">The Data and Intelligence Gap<\/a>.<\/p>\n","innerContent":["\n<p>Where is data&nbsp;actually delivering&nbsp;commercial advantage?&nbsp;Learn more in&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/6\" target=\"_blank\" rel=\"noreferrer noopener\">The Data and Intelligence Gap<\/a>.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-image","attrs":{"image":"%7B%22alt%22:%22%22,%22title%22:%22data%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/data.png'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22235%5C%22%20src=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12140554\/data-300x235.png%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12140554\/data-300x235.png%20300w,%20https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/data.png%20669w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:30136,%22link%22:%22https:\/\/wpcms.chambers.com\/?attachment_id=30136%22,%22url%22:%22https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/data.png%22,%22sizes%22:%22%22%7D","blockId":"cVktE","blockUniqueClass":"lazyblock-chambers-image-cVktE"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-header","attrs":{"header":"4. Relationships still drive client decisions","headerLevel":"3","blockId":"1hznOe","blockUniqueClass":"lazyblock-chambers-header-1hznOe"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>86% of CMOs report that relationships and referrals are most influential on firm selection by clients. This helps to explain why the majority see their existing customer base as their most important source of growth. Indeed,&nbsp;<a href=\"https:\/\/chambers.com\/topics\/law-firm-marketing-how-cmos-can-turn-client-feedback-into-brand-equity\" target=\"_blank\" rel=\"noreferrer noopener\">client feedback, when harnessed<\/a>,&nbsp;can become a major&nbsp;source of brand equity.<\/p>\n","innerContent":["\n<p>86% of CMOs report that relationships and referrals are most influential on firm selection by clients. This helps to explain why the majority see their existing customer base as their most important source of growth. Indeed,&nbsp;<a href=\"https:\/\/chambers.com\/topics\/law-firm-marketing-how-cmos-can-turn-client-feedback-into-brand-equity\" target=\"_blank\" rel=\"noreferrer noopener\">client feedback, when harnessed<\/a>,&nbsp;can become a major&nbsp;source of brand equity.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>Clearly, the majority of CMOs recognise the value of human connection, prioritising investment accordingly. Trade shows and face-to-face contact have been shown to be more effective that one-way techniques like thought leadership content for instance.<\/p>\n","innerContent":["\n<p>Clearly, the majority of CMOs recognise the value of human connection, prioritising investment accordingly. Trade shows and face-to-face contact have been shown to be more effective that one-way techniques like thought leadership content for instance.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>How should marketing evolve in a relationship-led model?&nbsp;Read the chapter on&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/8\" target=\"_blank\" rel=\"noreferrer noopener\">Rankings, Reputation and Client Choice<\/a>.<\/p>\n","innerContent":["\n<p>How should marketing evolve in a relationship-led model?&nbsp;Read the chapter on&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/8\" target=\"_blank\" rel=\"noreferrer noopener\">Rankings, Reputation and Client Choice<\/a>.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-image","attrs":{"image":"%7B%22alt%22:%22%22,%22title%22:%22relationships-with-title%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/relationships-with-title.png'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22258%5C%22%20src=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12140809\/relationships-with-title-300x258.png%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12140809\/relationships-with-title-300x258.png%20300w,%20https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/relationships-with-title.png%20567w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:30137,%22link%22:%22https:\/\/wpcms.chambers.com\/?attachment_id=30137%22,%22url%22:%22https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/relationships-with-title.png%22,%22sizes%22:%22%22%7D","blockId":"MghWE","blockUniqueClass":"lazyblock-chambers-image-MghWE"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-header","attrs":{"header":"5. Budgets are not keeping up ","headerLevel":"3","blockId":"ZJXmKj","blockUniqueClass":"lazyblock-chambers-header-ZJXmKj"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>Finance remains a significant challenge for CMOs. 72% of survey respondents expect their budgets to be frozen over the next twelve months. Perhaps more surprisingly, none expect to receive a budget increase this year.<\/p>\n","innerContent":["\n<p>Finance remains a significant challenge for CMOs. 72% of survey respondents expect their budgets to be frozen over the next twelve months. Perhaps more surprisingly, none expect to receive a budget increase this year.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>For CMOs this creates a personal challenge. At the same time as legal marketing ROI expectations increase, resources remain flat. The necessity of \u2018doing more with less\u2019 is a lived reality for our survey respondents.<\/p>\n","innerContent":["\n<p>For CMOs this creates a personal challenge. At the same time as legal marketing ROI expectations increase, resources remain flat. The necessity of \u2018doing more with less\u2019 is a lived reality for our survey respondents.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>Where are CMOs spending the&nbsp;budget&nbsp;they have? Find out in the section,&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/5\" target=\"_blank\" rel=\"noreferrer noopener\">Where Marketing Investment Goes<\/a>.<\/p>\n","innerContent":["\n<p>Where are CMOs spending the&nbsp;budget&nbsp;they have? Find out in the section,&nbsp;<a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/5\" target=\"_blank\" rel=\"noreferrer noopener\">Where Marketing Investment Goes<\/a>.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-image","attrs":{"image":"%7B%22alt%22:%22%22,%22title%22:%22budget%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/budget.png'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22218%5C%22%20src=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12140918\/budget-300x218.png%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/06\/12140918\/budget-300x218.png%20300w,%20https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/budget.png%20742w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:30138,%22link%22:%22https:\/\/wpcms.chambers.com\/?attachment_id=30138%22,%22url%22:%22https:\/\/wpcms.chambers.com\/wp-content\/uploads\/2026\/06\/budget.png%22,%22sizes%22:%22%22%7D","blockId":"1CnHi8","blockUniqueClass":"lazyblock-chambers-image-1CnHi8"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-header","attrs":{"header":"Outlook: Reshaping for ROI ","headerLevel":"3","blockId":"Z2eid2y","blockUniqueClass":"lazyblock-chambers-header-Z2eid2y"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>Law firm marketing trends show the market is being reshaped by a combination of commercial pressure, technological change and structural constraint. Revenue growth remains the primary concern for almost all CMOs, but delivery is uneven. Data capability gaps are emerging as the drive towards AI adoption gathers pace.<\/p>\n","innerContent":["\n<p>Law firm marketing trends show the market is being reshaped by a combination of commercial pressure, technological change and structural constraint. Revenue growth remains the primary concern for almost all CMOs, but delivery is uneven. Data capability gaps are emerging as the drive towards AI adoption gathers pace.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>Put simply, ambition is outpacing capability.<\/p>\n","innerContent":["\n<p>Put simply, ambition is outpacing capability.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>Our findings point to a widening split between what firms are trying to achieve and the infrastructure they have in place to deliver it. For marketing and business development leaders, the challenge how quickly they can close these gaps while still delivering growth.<\/p>\n","innerContent":["\n<p>Our findings point to a widening split between what firms are trying to achieve and the infrastructure they have in place to deliver it. For marketing and business development leaders, the challenge how quickly they can close these gaps while still delivering growth.<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-header","attrs":{"header":"Key takeaways ","headerLevel":"3","blockId":"c9Sv5","blockUniqueClass":"lazyblock-chambers-header-c9Sv5"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/list","attrs":[],"innerBlocks":[],"innerHTML":"\n<ul><li>Law firm marketing teams are under growing pressure to deliver measurable revenue growth, but many lack the infrastructure to match their ambitions.&nbsp;<\/li><\/ul>\n","innerContent":["\n<ul><li>Law firm marketing teams are under growing pressure to deliver measurable revenue growth, but many lack the infrastructure to match their ambitions.&nbsp;<\/li><\/ul>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/list","attrs":[],"innerBlocks":[],"innerHTML":"\n<ul><li>Client retention is&nbsp;seen as&nbsp;central to growth, making existing relationships one of the most valuable commercial assets a firm has.&nbsp;<\/li><\/ul>\n","innerContent":["\n<ul><li>Client retention is&nbsp;seen as&nbsp;central to growth, making existing relationships one of the most valuable commercial assets a firm has.&nbsp;<\/li><\/ul>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/list","attrs":[],"innerBlocks":[],"innerHTML":"\n<ul><li>AI adoption is accelerating across law firms, but meaningful marketing ROI depends on moving beyond pilots into clear strategy and execution.&nbsp;<\/li><\/ul>\n","innerContent":["\n<ul><li>AI adoption is accelerating across law firms, but meaningful marketing ROI depends on moving beyond pilots into clear strategy and execution.&nbsp;<\/li><\/ul>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/list","attrs":[],"innerBlocks":[],"innerHTML":"\n<ul><li>Despite rising interest in business intelligence, market data&nbsp;remains&nbsp;underused as a driver of legal marketing strategy.&nbsp;<\/li><\/ul>\n","innerContent":["\n<ul><li>Despite rising interest in business intelligence, market data&nbsp;remains&nbsp;underused as a driver of legal marketing strategy.&nbsp;<\/li><\/ul>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/list","attrs":[],"innerBlocks":[],"innerHTML":"\n<ul><li>Relationship-led growth still dominates client decision&nbsp;making, reinforcing the importance of referrals, face-to-face&nbsp;engagement&nbsp;and trusted networks.&nbsp;<\/li><\/ul>\n","innerContent":["\n<ul><li>Relationship-led growth still dominates client decision&nbsp;making, reinforcing the importance of referrals, face-to-face&nbsp;engagement&nbsp;and trusted networks.&nbsp;<\/li><\/ul>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/list","attrs":[],"innerBlocks":[],"innerHTML":"\n<ul><li>Flat budgets are forcing CMOs to make sharper trade-offs as expectations for performance and accountability continue to rise.&nbsp;<\/li><\/ul>\n","innerContent":["\n<ul><li>Flat budgets are forcing CMOs to make sharper trade-offs as expectations for performance and accountability continue to rise.&nbsp;<\/li><\/ul>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"lazyblock\/chambers-header","attrs":{"header":"Learn more in The Commercial CMO ","headerLevel":"3","blockId":"qQafv","blockUniqueClass":"lazyblock-chambers-header-qQafv"},"innerBlocks":[],"innerHTML":"","innerContent":[]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p>Explore how law firm marketing and BD leaders are driving growth and navigating change.&nbsp;<\/p>\n","innerContent":["\n<p>Explore how law firm marketing and BD leaders are driving growth and navigating change.&nbsp;<\/p>\n"]},{"blockName":null,"attrs":[],"innerBlocks":[],"innerHTML":"\n\n","innerContent":["\n\n"]},{"blockName":"core\/paragraph","attrs":[],"innerBlocks":[],"innerHTML":"\n<p><a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/1\" target=\"_blank\" rel=\"noreferrer noopener\">Read report<\/a>&nbsp;<\/p>\n","innerContent":["\n<p><a href=\"https:\/\/docs.chambers.com\/story\/the-commercial-law-firm-cmo\/page\/1\" target=\"_blank\" rel=\"noreferrer noopener\">Read report<\/a>&nbsp;<\/p>\n"]}],"new_scheduled_revision":null,"save_as_revision":null,"acf":{"custom_url":{"base_url":"guides","category":""},"sponsored_page":false,"href_lang":false,"useful_links":false,"social_sharing_post_options":{"alignment":"left","sticky":false},"title":"Melanie Hill, Chief Marketing Officer","sponsors_list":{"sponsors":[{"name":"","website":"","logo":"https:\/\/assets.chambers.com\/wp-content\/uploads\/2026\/03\/26170915\/Melanie-HIll-1000w-modified.png","display_order":"0"}],"showhide_borders":false},"template":{"name":"text-rich-media","sticky_sidebar":false},"hero_title":"","hero_description":"","hero_content_color":"light","hero_enable_responsive_images":false,"hero_image":false,"hero_retina_image":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Discover key law firm marketing trends from Chambers 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