Back
in
August,
I
presented
Part
I
of
my
written
interview
with
a
law
firm
marketing
professional,
Jonathan
Blotner.
In
the
interim,
Jonathan
has
been
hard
at
work
finalizing
his
latest
website
launch
for
a
leading
IP
boutique.
Now
that
the
site
is
live,
it
is
a
good
time
for
readers
to
review
his
answer
to
the
first
of
my
three
questions
in
the
August
column.
There,
he
focused
on
challenges
IP
law
firms
and
attorneys
may
face
from
a
marketing
perspective.
What
follows
are
Jonathan’s
answers
to
my
remaining
two
questions.
As
usual,
I
have
added
some
brief
commentary
to
his
answers
below,
but
have
otherwise
presented
his
answers
as
he
provided
them.
GK:
How
did
you
end
up
working
on
a
new
website
for
a
leading
patent
boutique
firm?
JB:
Patent
attorneys
and
IP
firms
operate
in
an
increasingly
competitive
landscape
where
clients
—
often
sophisticated,
tech-savvy
companies
—
expect
a
polished,
modern
digital
presence.
A
website
is
no
longer
just
an
online
brochure;
it’s
often
a
firm’s
first
impression
and
a
key
differentiator.
Refreshing
a
site
isn’t
about
chasing
trends
—
it’s
about
aligning
the
firm’s
digital
identity
with
its
market
position,
practice
strengths,
and
client
expectations.
In
a
field
where
expertise
is
everything,
a
stale
or
outdated
website
can
unintentionally
signal
the
opposite.
Firms
should
be
thinking
more
strategically
about
how
their
online
presence
supports
business
development,
communicates
thought
leadership,
and
reflects
their
command
of
cutting-edge
legal
and
technological
issues.
Our
client,
Radulescu
LLP,
saw
the
need
to
refresh
their
website.
Based
on
my
experience
building
and
designing
legal
and
law
firm
websites,
our
firm
came
highly
recommended
for
the
project.
Over
the
years,
we’ve
developed
a
reputation
for
understanding
the
unique
communication
challenges
within
the
legal
space
—
particularly
how
to
translate
complex
areas
of
practice,
like
patent
litigation,
into
clear,
compelling
digital
experiences.
When
this
leading
patent
boutique
was
looking
to
modernize
their
web
presence
and
better
reflect
their
deep
expertise,
we
were
brought
in
to
help
bridge
that
gap.
We
are
pleased
that
the
site
we
built
is
now
live
at
Radip.com.
GK:
When
it
comes
to
marketing,
firms
of
all
sizes
can
get
complacent
over
time.
As
a
result,
the
cutting-edge
website
built
for
your
firm
in
2018
can
look
completely
outdated
in
2025.
Likewise,
concentrating
your
marketing
spend
on
conference
attendance,
for
example,
may
not
be
enough
in
today’s
video-driven
marketing
environment.
As
with
most
things,
having
a
diversified
and
considered
approach
to
marketing
is
the
best
way
to
spotlight
your
practice’s
unique
market
offerings.
A
law
firm
marketing
professional
like
Jonathan
can
lend
an
important
voice
to
discussion
of
these
issues,
even
for
something
as
straightforward,
but
important,
as
a
website
refresh.
GK:
How
should
law
firms
be
thinking
about
advertising
their
use
of
AI
tools
on
behalf
of
their
clients?
JB:
Law
firms
should
approach
the
advertising
of
AI
use
with
both
strategic
clarity
and
ethical
transparency.
Clients
are
increasingly
interested
in
how
AI
can
improve
efficiency,
reduce
costs,
and
enhance
legal
outcomes
—
but
they’re
also
cautious
about
overhyped
claims
or
the
implication
that
human
judgment
is
being
sidelined.
Instead
of
using
AI
as
a
buzzword,
firms
should
highlight
the
specific,
practical
ways
these
tools
enhance
service
—
for
example,
by
accelerating
prior
art
searches,
streamlining
patent
portfolio
analysis,
or
improving
litigation
risk
assessment.
Importantly,
firms
should
be
prepared
to
explain
how
AI
fits
within
the
broader
legal
strategy,
always
underscoring
that
experienced
attorneys
remain
central
to
all
decision-making.
Transparency
around
the
limits
of
AI
tools
—
and
how
they’re
supervised
—
builds
trust
and
credibility.
GK:
Jonathan’s
answer
correctly
spotlights
the
challenges
and
opportunities
afforded
by
a
transformational
technological
leap
like
AI.
Clients
want
to
know
that
their
lawyers
are
facile
with
any
and
all
technological
tools
that
can
benefit
work
done
on
the
clients
behalf,
and
AI
is
no
exception.
At
the
same
time,
no
one
wants
their
lawyer
taking
technology-enabled
shortcuts,
much
less
ending
up
the
latest
lawyer
or
firm
spotlighted
on
ATL
for
filing
a
brief
full
of
hallucinated
cases
and
stilted
writing
in
the
place
of
real
legal
reasoning
and
advocacy.
In
that
vein,
IP
firms
can
and
should
spotlight
how
they
are
using
AI
to
benefit
their
clients,
but
not
in
a
way
that
oversells
or
feeds
into
skeptical
distrust
on
the
client’s
end.
One
of
the
benefits
of
working
with
a
marketing
professional
like
Jonathan
would
be
to
leverage
their
familiarity
with
how
AI
is
being
marketed
by
law
firms
across
the
legal
world,
along
with
insights
into
how
to
translate
that
knowledge
into
IP-specific
marketing
practices
that
properly
spotlight
AI’s
burgeoning
role
in
IP
practice.
My
thanks
to
Jonathan
for
the
insights
and
cooperation,
and
I
wish
him
continued
success
with
all
aspects
of
his
marketing
practice.
Hopefully
this
interview
encourages
this
readership
to
consider
their
current
marketing
efforts,
so
as
to
ensure
that
precious
dollars
are
being
spent
in
the
service
of
effectively
highlighting
the
strengths
of
their
practices. We
are
in
a
competitive
business
where
successes
are
hard
earned
—
the
least
we
can
do
is
spotlight
what
we
are
capable
of
achieving
on
behalf
of
clients
—
ideally
with
the
help
of
professionals
like
Jonathan.
I
am
always
open
to
conducting
interviews
of
this
type
with
other
IP
thought
leaders,
so
feel
free
to
reach
out
if
you
have
a
compelling
perspective
to
offer.
Please
feel
free
to
send
comments
or
questions
to
me
at
[email protected]
or
via
Twitter:
@gkroub.
Any
topic
suggestions
or
thoughts
are
most
welcome.
Gaston
Kroub
lives
in
Brooklyn
and
is
a
founding
partner
of Kroub,
Silbersher
&
Kolmykov
PLLC,
an
intellectual
property
litigation
boutique,
and Markman
Advisors
LLC,
a
leading
consultancy
on
patent
issues
for
the
investment
community.
Gaston’s
practice
focuses
on
intellectual
property
litigation
and
related
counseling,
with
a
strong
focus
on
patent
matters.
You
can
reach
him
at [email protected] or
follow
him
on
Twitter: @gkroub.