What do Apple, McDonald’s, Nike and P&G have in common? Besides spending more than a billion dollars on advertising annually, these "B2C" (business to consumer) companies are turning to "B2B" firms for marketing inspiration. They do so with good reason. We have entered the "Relationship Era," with relationships doing more to attract the attention and loyalty of clients than traditional mass media marketing. Relationships have always been an important part of the law business, and you might think that puts you on the leader board in the relationship game. While you may have an edge, it doesn’t mean you’ve won quite yet — especially when building relationships online. Consider these truths, and how you might apply them to your business development efforts. READ MORE
Originally published May 8, 2014
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