The key to standing out in legal marketing isn’t just about spending more—it’s about building relationships, leveraging data, and mastering the client experience. I spoke with Cassidy Lewis, an expert in legal marketing and Chief Marketing Officer at Cooper Hurley Injury Lawyers, about the power of grassroots marketing, referral strategies, and agency partnerships. She explains how law firms can build stronger community connections, manage vendors effectively, and create marketing campaigns that deliver results. Cassidy also shares insights into her latest project, CMO Academy, which helps in-house legal marketers sharpen their strategy and leadership skills.

Key Topics

[05:00] How Cassidy’s diverse marketing background led her to Cooper Hurley Injury Lawyers.

[06:08] The importance of working for a law firm that truly believes in marketing.

[07:43] Why grassroots marketing and referral-based strategies outperform digital ads in the long run.

[09:18] How community engagement helps smaller firms compete with national legal brands.

[10:53] The key to excellent client service: having structured strategies, not just being “nice.”

[11:38] Why law firms should maintain contact with past clients through ongoing campaigns.

[13:03] The value of database segmentation in tailoring marketing messages.

[14:23] Running monthly giveaways and raffles as a tool for client engagement and data collection.

[15:48] The biggest mistakes law firms make when choosing digital marketing agencies.

[17:13] Why working with agencies that understand your brand beyond SEO delivers better results.

[18:38] How to effectively manage vendors and treat them as an extension of your team.

[19:58] The importance of clear expectations and accountability in agency relationships.

[21:23] How firms can sustain long-term success by focusing on consistent marketing efforts.

[23:08] Why marketing leaders should dive deep into one area at a time for better execution.

[24:53] How persistence in branding and outreach creates a steady flow of referrals.

[26:18] Leveraging AI to optimize intake processes and improve lead qualification.

[27:58] How law firms can create their own AI-driven intake scoring system.

[29:28] An inside look at CMO Academy, Cassidy’s new program for legal marketing professionals.

[31:03] The impact of structured training for in-house legal marketing teams.

[32:48] Where to find Cassidy and how to connect with her for legal marketing mentorship.

Resources Mentioned

Books:

• Uncopyable by Steve Miller - https://a.co/d/iRN6yne 

Apps & Technologies:

• OneNote – Cassidy’s favorite tool for organizing ideas and marketing plans.
• RingCentral – Used for AI-assisted call tracking and intake improvement.
• CallRail – For tracking and analyzing client calls.
• ChatGPT – Leveraged for AI-driven marketing strategy and automation.

Podcasts & Thought Leaders Mentioned:

• The Marketing Book Podcast – Focuses on top marketing books and expert insights. - https://podcasts.apple.com/us/podcast/the-marketing-book-podcast/id961463317 

About Guest:

She is a core marketer with expertise in nearly every facet of marketing, including sales, communication, digital marketing, social media, event planning, direct response advertising, and more. My experience enables businesses to take a holistic, harmonized approach to reaching their ideal clients effectively.

She has worked with both small businesses and multi-million-dollar organizations, helping them surpass annual goals through creative, focused, and tailored strategies.

Above all, she is passionate about marketing and the impact it can create.

https://cooperhurley.com/ 

https://thecmoacademy.com/

https://www.linkedin.com/in/cassidy-lewis-74822536/ 

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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