Again in August, I offered Half I of my written interview with a regulation agency advertising and marketing skilled, Jonathan Blotner. Within the interim, Jonathan has been arduous at work finalizing his newest web site launch for a number one IP boutique. Now that the positioning is reside, it’s a good time for readers to evaluate his reply to the primary of my three questions within the August column. There, he centered on challenges IP regulation corporations and attorneys might face from a advertising and marketing perspective. What follows are Jonathan’s solutions to my remaining two questions. As ordinary, I’ve added some temporary commentary to his solutions under, however have in any other case offered his solutions as he offered them.
GK: How did you find yourself engaged on a brand new web site for a number one patent boutique agency?
JB: Patent attorneys and IP corporations function in an more and more aggressive panorama the place shoppers — usually refined, tech-savvy firms — count on a elegant, trendy digital presence. A web site is not simply an internet brochure; it’s usually a agency’s first impression and a key differentiator. Refreshing a website isn’t about chasing traits — it’s about aligning the agency’s digital identification with its market place, follow strengths, and shopper expectations. In a discipline the place experience is all the pieces, a stale or outdated web site can unintentionally sign the alternative. Corporations needs to be pondering extra strategically about how their on-line presence helps enterprise improvement, communicates thought management, and displays their command of cutting-edge authorized and technological points. Our shopper, Radulescu LLP, noticed the necessity to refresh their web site.
Based mostly on my expertise constructing and designing authorized and regulation agency web sites, our agency got here extremely really useful for the venture. Over time, we’ve developed a status for understanding the distinctive communication challenges throughout the authorized area — notably tips on how to translate advanced areas of follow, like patent litigation, into clear, compelling digital experiences. When this main patent boutique was trying to modernize their net presence and higher mirror their deep experience, we had been introduced in to assist bridge that hole. We’re happy that the positioning we constructed is now reside at Radip.com.
GK: With regards to advertising and marketing, corporations of all sizes can get complacent over time. Consequently, the cutting-edge web site constructed to your agency in 2018 can look utterly outdated in 2025. Likewise, concentrating your advertising and marketing spend on convention attendance, for instance, is probably not sufficient in right now’s video-driven advertising and marketing setting. As with most issues, having a diversified and regarded method to advertising and marketing is the easiest way to highlight your follow’s distinctive market choices. A regulation agency advertising and marketing skilled like Jonathan can lend an essential voice to dialogue of those points, even for one thing as easy, however essential, as an internet site refresh.
GK: How ought to regulation corporations be fascinated with promoting their use of AI instruments on behalf of their shoppers?
JB: Legislation corporations ought to method the promoting of AI use with each strategic readability and moral transparency. Shoppers are more and more considering how AI can enhance effectivity, scale back prices, and improve authorized outcomes — however they’re additionally cautious about overhyped claims or the implication that human judgment is being sidelined. As a substitute of utilizing AI as a buzzword, corporations ought to spotlight the particular, sensible methods these instruments improve service — for instance, by accelerating prior artwork searches, streamlining patent portfolio evaluation, or bettering litigation threat evaluation. Importantly, corporations needs to be ready to clarify how AI suits throughout the broader authorized technique, at all times underscoring that skilled attorneys stay central to all decision-making. Transparency across the limits of AI instruments — and the way they’re supervised — builds belief and credibility.
GK: Jonathan’s reply accurately spotlights the challenges and alternatives afforded by a transformational technological leap like AI. Shoppers wish to know that their legal professionals are facile with any and all technological instruments that may profit work carried out on the shoppers behalf, and AI is not any exception. On the similar time, nobody needs their lawyer taking technology-enabled shortcuts, a lot much less ending up the most recent lawyer or agency spotlighted on ATL for submitting a quick stuffed with hallucinated circumstances and stilted writing within the place of actual authorized reasoning and advocacy. In that vein, IP corporations can and will highlight how they’re utilizing AI to learn their shoppers, however not in a method that oversells or feeds into skeptical mistrust on the shopper’s finish. One of many advantages of working with a advertising and marketing skilled like Jonathan could be to leverage their familiarity with how AI is being marketed by regulation corporations throughout the authorized world, together with insights into tips on how to translate that data into IP-specific advertising and marketing practices that correctly highlight AI’s burgeoning position in IP follow.
My due to Jonathan for the insights and cooperation, and I want him continued success with all facets of his advertising and marketing follow. Hopefully this interview encourages this readership to think about their present advertising and marketing efforts, in order to make sure that valuable {dollars} are being spent within the service of successfully highlighting the strengths of their practices. We’re in a aggressive enterprise the place successes are hard-earned — the least we will do is highlight what we’re able to attaining on behalf of shoppers — ideally with the assistance of pros like Jonathan. I’m at all times open to conducting interviews of this kind with different IP thought leaders, so be at liberty to succeed in out in case you have a compelling perspective to supply.
Please be at liberty to ship feedback or inquiries to me at [email protected] or through Twitter: @gkroub. Any subject recommendations or ideas are most welcome.
Gaston Kroub lives in Brooklyn and is a founding companion of Kroub, Silbersher & Kolmykov PLLC, an mental property litigation boutique, and Markman Advisors LLC, a number one consultancy on patent points for the funding neighborhood. Gaston’s follow focuses on mental property litigation and associated counseling, with a robust give attention to patent issues. You may attain him at [email protected] or comply with him on Twitter: @gkroub.
