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Spill The InkAuthor: Michelle Calcote King
Welcome to Spill the Ink, a podcast by Reputation Ink featuring growth and visibility experts from professional services firms, including law firms and AEC firms. Language: en Genres: Business, Careers, Management Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Midsize Law Firms: Two Key Questions to Stop Random Acts of Marketing
Wednesday, 7 January, 2026
Inside midsize law firms, things can get loud. They're often in a stage where they're in constant motion, frequently hosting events, updating websites and sponsoring conferences. But when asked about the end results, the answer isn't always clear. Erika Steinberg, founder of CMO2Go, says the problem often starts with how firms think about strategy itself. In this episode of "Spill the Ink," Erika joins Michelle Calcote King to discuss why strategy doesn't need to be a capital 'S' undertaking that costs a fortune and ends with a binder nobody reads. With more than 30 years in legal marketing and leadership roles at Am Law 100 firms, Erika partners with firms nationwide, bringing a high caliber of expertise to organizations. She explains how two simple questions — "What are we trying to accomplish?" and "Who are we trying to reach?" — can provide all the clarity a firm needs to move forward. Here's a glimpse of what you'll learn How to simplify strategy by focusing on two foundational questions that bring clarity to business and marketing efforts. The "one-year lookback" exercise that helps teams define success before they start a major project. Why leading indicators like new contacts, follow-ups and quality of conversations stand out when revenue attribution is unclear. The common roadblocks that prevent smaller firms from building marketing momentum and structure. Why law firm leaders should bring marketing professionals into strategic conversations and share business goals with them. The role of PR in telling a firm's story and building third-party credibility in an age of AI search. Why thought leadership and content strategy have become client expectations rather than optional extras. About our featured guest Erika Steinberg started CMO2Go because she believes that expert marketing is not just for the largest law firms. More than six years later, CMO2Go now works with midsize law firms around the U.S., helping them create roadmaps for success with marketing planning, executing on those plans and keeping their momentum going by bridging any marketing gaps in their teams. Whether building marketing infrastructure, managing firm rebrands or leading complex initiatives, Erika and her team help firms create marketing functions that are strategic, effective and sustainable. Before launching CMO2Go, Erika held senior marketing leadership roles at Sidley, Kaye Scholer and Arent Fox. With more than 30 years in legal marketing and business development, she speaks fluent lawyer, understands how law firms operate and how to work effectively within them. Resources mentioned in this episode Check out CMO2Go Follow CMO2Go on LinkedIn Connect with Erika Steinberg on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.
