How to Build a Scalable Law Firm Marketing System - with Cassidy Lewis

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How to Build a Scalable Law Firm Marketing System - with Cassidy Lewis

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About this listen

Welcome to episode 329 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Cassidy Lewis, Chief Marketing Officer at Cooper Hurley Injury Lawyers and founder of the CMO Academy. Cassidy brings years of hands-on experience building and scaling law firm marketing systems, helping firms grow from early stages into high-performing operations.

The conversation focuses on what law firm owners should look for when hiring marketing talent and how to structure a marketing department as the firm grows. Cassidy explains why many firms struggle with marketing hires, how to think about roles like marketing coordinator versus director, and what responsibilities should stay in-house versus outsourced. She also shares how systems, not just tactics, are the key to scaling marketing effectively.

What you'll learn in this episode:

How to Hire the Right Marketing Role
- Why titles like coordinator, manager, and director matter when hiring
- How to find strong candidates even without a large budget
What to Keep In-House vs. Outsource
- Why SEO and certain creative tasks are better outsourced
- What responsibilities your internal marketing hire should own
Why Systems Drive Scalable Growth
- How marketing systems allow firms to grow faster and more efficiently
- Why most firms fail to scale because they lack structure
The Future of Marketing and AI
- Why firms are shifting back toward human-driven client experiences
- How AI can increase productivity without replacing relationships
How Marketing Impacts Profitability
- Why understanding firm finances helps marketers drive better results
- How reducing overhead creates more opportunity to invest in growth

Resources:
Website: cooperhurley.com LinkedIn: linkedin.com/in/cassidythemarketer
Facebook: facebook.com/VirginiaBeachinjurylawyer
Instagram: instagram.com/cooperhurleyinjurylawyers

Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind
https://www.pilmma.org/events/super-summit DISCOUNT CODE: 26SSGROW

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