Make Your Marketing a Growth Engine: 3 Expert Insights from a Law Firm CMO

Hosting the B2B Influence Podcast gives me the opportunity to learn from leaders who are transforming industries through smarter marketing. My recent conversation with Stuart Foster, Co-Founder and Managing Partner at Law Firm Fractional CMOs, was especially insightful. Stuart’s team helps law firms cut through “random acts of marketing” and instead build strategies that deliver measurable growth.

While his expertise is rooted in the legal sector, his insights carry important lessons for any B2B marketer. Here are three top takeaways from our conversation:

1. Measuring ROI in Business Terms

One of Stuart’s strongest points was the need to measure marketing by outcomes that matter—clients signed, cases closed, revenue gained—not vanity metrics. Too many firms still equate activity with impact.

He shared that in nearly every comprehensive audit, his team uncovers 30–40% of marketing spend that cannot be tied to results—what he calls the very definition of waste. This wasted spend often comes from fragmented tactics that look busy on the surface but don’t move the business forward.

The industry data reflects that challenge. According to the American Bar Association’s (ABA) Legal Technology Survey Report, released in 2024, only 20% of law firms receive regular reports on marketing performance. It’s no surprise, then, that so many struggle to link marketing spend with business growth.

For B2B marketers across industries, the takeaway is clear: if your dashboards can’t tie marketing to revenue, they aren’t telling the full story.

2. Shifting from Traditional to Precision Digital

Law firms are famous for their billboards and TV spots. Stuart pointed out the problem: these channels reach broad audiences but rarely provide visibility into ROI. By contrast, digital targeting—whether through search, connected TV, or streaming platforms—can zero in on intent signals such as specific keyword searches or competitor site visits.

The ABA survey also shows how rapidly firms are embracing digital: The large majority are using social media to market their law practices, with only 16% reporting no online presence, and websites are consistently ranked as their most effective marketing asset. Branding and differentiation matter here—firms need to be clear about who they are and why clients should choose them over competitors.

When combined with data-driven targeting, the payoff is clear. Stuart shared that his clients have reduced spend by 60% while increasing leads by 100x.

3. Mapping the Customer Journey, Not Just a Funnel

Stuart’s take on the customer journey was especially compelling. Instead of treating marketing as a rigid funnel, he breaks the journey into five stages: discovery, research, evaluation, purchase, and advocacy.

He stressed that this journey is time-based and highly variable: it may take 45 minutes for a simple consumer decision or six months for a complex B2B contract. Regardless of length, the marketer’s role is consistent—to shape and influence touchpoints at every stage.

That’s where structured marketing plans again become essential. Firms need strategies that cover the journey end to end, branding that sparks awareness, digital campaigns that capture leads, and nurture programs that convert leads into clients and advocates.

This thinking echoes broader B2B trends. A Gartner study found that 77% of B2B buyers describe their latest purchase as complex or difficult, citing the number of touchpoints and stakeholders involved. That’s why mapping the journey—where prospects drop off, what influences their trust, and what inspires advocacy—is foundational to strategy.

Why Stuart’s Perspective Resonated

What stood out in my conversation with Stuart was his clarity. He stressed that any tactic must be rooted in leadership, audits, and a plan that aligns marketing with business objectives. His fractional CMO model gives firms access to seasoned leadership that many lack in-house—ensuring strategies are cohesive, not piecemeal.

At Outward Media, we see the same principles play out across other industries. With our B2B Living File® database, which contains over 162 million director, manager, and professional-level contacts and above, along with specialized datasets like healthcare and SMBs, we give organizations a strong foundation to their campaigns by focusing precisely on the right audience. By segmenting and customizing for each client’s needs, we help reduce waste and improve acquisition—principles that align with Stuart’s.

Moving from Cost Center to Growth Engine

Law firms, like many B2B organizations, often fall into the trap of fragmented marketing efforts.  But with the right leadership and strategy, marketing can move from cost center to growth engine.

The key takeaways I left with from Stuart’s perspective are ones every marketer can apply:

1. Measure ROI against true business outcomes.
2. Shift spend from broad traditional tactics to targeted digital engagement.
3. Map—and influence—the entire customer journey.
4. Build marketing plans that connect branding, lead generation, and execution into one cohesive strategy.

Stuart’s approach shows that when strategy and accountability lead, marketing becomes more than an expense—it becomes a driver of sustainable growth.

Connect with our team at request@outwardmedia.com to schedule a discussion on modern customer acquisition and audience building efforts grounded in strategy, precision, and ROI. We look forward to hearing from you.