Law Firm Marketing in 2025

The digital landscape has shifted faster in the past few years than in the previous decade combined. TikTok is now reshaping public trust, AI tools like ChatGPT have revolutionized how content is produced at scale, and stricter privacy laws are erasing traditional targeting methods.

For law firms, this change isn’t optional—it’s existential.
2025 won’t reward firms with the biggest marketing budgets. It will reward firms that align their strategy, data, and technology to deliver lasting client value.

Based on insights from Columbia Business School’s AI-Driven Marketing Strategy program and our own work helping firms grow, we’ve identified four imperatives that every growth-minded law firm needs to act on now.

In the coming posts, we’ll cover:

Why you need an integrative marketing framework (Acquisition, Retention, Development working together).

How to use Generative AI strategically.

Why first-party data infrastructure is now mission-critical.

How to measure true growth with Client Lifetime Value (CLV)—not just surface metrics.

2025 isn’t about spending more—it’s about thinking smarter.