Podcast: Contrasting Legal Marketing with Investment Banking Marketing

Kira Sandmann

Episode 73

What you’ll learn in this episode:

  • How investment banking approaches business development differently compared to the legal industry.
  • What brand alignment is and how it is distinct from “branding” as a whole.
  • How to conduct a total refresh of a company’s assets to create a cohesive, unified brand experience.
  • How the backing of an executive committee and consistent communication with staff can overcome resistance to marketing efforts.

About Kira Sandmann:

Kira Sandmann is the Vice President of Marketing at Cleveland, Ohio-based Brown Gibbons Lang & Company (BGL), an investment banking and financial advisory firm serving the global middle market. She has more than 15 years of experience in marketing and business development across law, non-profit and financial organizations.

Kira provides BGL with strategic direction on all facets of the firm’s marketing and business development, including branding, practice growth and digital marketing. She works with the firm’s professionals to identify what makes them unique and how to communicate that value with personality so that it resonates with the right audiences, ultimately converting those relationships into revenue.

A longtime member of the Legal Marketing Association, Kira is the immediate past chair and current secretary of LMA’s Ohio Local Steering Committee.

Additional resources:

Episode Transcript

Related episodes.

LFMC Feature Image 14

Episode 115: Want to Generate Leads? Start Tracking

Episode 115 What you’ll learn in this episode: Why B2B companies are often underserved by traditional marketing companies and strategies What the different parts of the digital marketing funnel are, and how understanding the funnel can help you generate and convert qualified leads Why websites are still a key part of a marketing strategy How […]

Read More →
LFMC Feature Image 15

Episode 114: Forget Your Website Homepage—Google’s Search Results Page Is the New Face of Your Brand

Episode 114 What you’ll learn in this episode: Why Google’s search results page is more important than your website homepage Why the most successful law firms are involved in their marketing, even when they hire an outside agency How a firm’s intake process can make or break their SEO efforts Why content marketing today is […]

Read More →

Episode 113: Succession Planning Doesn’t Have to Be Scary—Here’s What You Need to Know

Episode 113 What you’ll learn in this episode: How to determine what your succession planning goals are Why it’s so difficult to sell a law firm, and which types of practices may sell more easily than others When to start succession planning, and how long to expect a deal to take How buying a firm […]

Read More →

Dominate the Conversation

Arrange a meeting with our team

"*" indicates required fields

This field is for validation purposes and should be left unchanged.