Episodes

  • Data-Driven Marketing Powered by AI With Jake Soffer

    Data-Driven Marketing Powered by AI With Jake Soffer
    Dec 19 2025
    Welcome to episode 310 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken is joined by Jake Soffer, Founder and CEO of FirmPilot, an AI-driven marketing platform built to help law firms acquire more clients through intelligent automation and deep market data. Jake brings over a decade of experience in natural language processing and artificial intelligence, rooted in his computer engineering studies at RPI and NYU. Before founding FirmPilot, he built and exited companies in the NLP space and now leads one of the most advanced AI marketing systems in the legal industry—what he calls a "high-performing AI agency in a box." With FirmPilot now supporting more than 120 firms, Jake is at the forefront of how AI, competitive intelligence, and real-time data are reshaping the way legal practices grow.


    What you'll learn about in this episode:

    1. How AI Content Really Works
    - What differentiates low-quality AI content from high-performing
    - Why models trained on legal sources outperform generic tools like ChatGPT

    2. Using Market Data to Outperform Competitors
    - Why copying what you see your competitors doing will usually fail
    - How to analyze deeper signals like backlinks, markup, and behavioral data

    3. Domain Authority and Backlinks - What domain authority really measures and how to interpret it
    - Why quality, consistency, and relevance in link building now outweigh volume

    4. Attribution and Tracking in a Multi-Channel World - Why last-touch attribution no longer gives you the full picture
    - How Google Tag Manager and call-tracking create accurate marketing feedback loops

    5. Preparing for the Future of AI Search
    - How generative engines like ChatGPT and Gemini evaluate legal expertise
    - Why optimizing for "fanned-out queries" and AI overviews is becoming essential




    Resources:

    Website: firmpilot.com
    LinkedIn: linkedin.com/in/jake-soffer-jd-00797a62 Facebook: facebook.com/p/FirmPilot-100092301576461
    Instagram: instagram.com/firmpilot

    Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind


    AI for PI Expo: www.pilmma.org/ai-for-pi-expo
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    28 mins
  • How Private Equity Is Transforming Personal Injury Practices With Seth Deutsch

    How Private Equity Is Transforming Personal Injury Practices With Seth Deutsch
    Dec 12 2025
    Welcome to episode 309 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Seth Deutsch, founder of Samson Partners Group, a seasoned operator, board member, and growth leader with deep experience in private equity, alternative business structures, and multi-market professional services. Seth has architected nine buy-and-build platforms, executed more than 70 acquisitions, and served as CEO and operating partner across public, private equity-backed, and founder-led companies. His firm advises legal organizations on the evolving ABS landscape across seven submarkets, helping practices navigate consolidation, competition, and long-term value creation.


    What you'll learn about in this episode:
     1. Differentiation in Competitive Markets
    - Why "yelling louder" or copying competitors fails
    - How authentic brand positioning can outperform large market spenders

    2. Understanding What Clients Actually Value
    - Extracting insights from real client sentiment
    - Identifying the traits that truly set your practice apart

    3. Avoiding the "Gimmick Trap"
    - Why catchy nicknames and flashy identities rarely sustain long-term value
    - Ensuring your brand reflects who you really are

    4. Smarter, Not Louder, Marketing
    - Building a media plan that generates revenue, not just impressions
    - Choosing channels based on audience, message, and ROI
    5. Growth Through Mergers & Acquisitions
    - How to evaluate whether and how to merge brands
    - When to integrate two practices and when to keep identities separate




    Resources:
    Website: samsonpartnersgroup.com
    Book: a.co/d/08LZUUB
    LinkedIn: linkedin.com/in/sethdeutsch



    Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind


    AI for PI Expo: www.pilmma.org/ai-for-pi-expo
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    46 mins
  • Crafting Unique Brand Identities for Law Firms With Eric Morgan

    Crafting Unique Brand Identities for Law Firms With Eric Morgan
    Dec 5 2025
    Welcome to episode 308 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken welcomes back Eric Morgan, President and CEO of Roux Advertising, to discuss the importance of planning effective marketing strategies for small and midsize law firms. They focus on the Brand Realization Program, which helps firms identify their unique selling points and core values to create impactful marketing strategies. Eric highlights the significance of differentiation, client feedback for continuous improvement, creating memorable brand identities, and standing out without excessive spending. The discussion emphasizes the need for firms to articulate their unique value propositions and differentiate themselves from competitors by focusing on authenticity and purpose.

    What you'll learn about in this episode: 1. Planning effective marketing strategies for small and midsize law firms involves:
    - Identifying unique selling points and core values
    - Creating impactful marketing strategies that resonate with target audiences

    2. Small law firms need to:
    - Clearly articulate their unique value propositions
    - Differentiate themselves from larger competitors

    3. Soliciting client feedback is crucial for law firms to:
    - Continuously improve
    - Leverage genuine client experiences over self-promotion

    4. Memorable brand names and workshops can help firms:
    - Create distinct brand identities
    - Make informed marketing decisions

    5. Enhancing competitive edge and market presence requires law firms to:
    - Focus on authenticity, purpose, and differentiation
    - Stand out without excessive spending



    Resources:
    Website: rouxadvertising.com
    LinkedIn: linkedin.com/in/eric-morgan Facebook: facebook.com/RouxAdvertising
    Instagram: instagram.com/rouxadvertising



    Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind


    AI for PI Expo: www.pilmma.org/ai-for-pi-expo
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    33 mins
  • Growing Referrals Through Meaningful Client Gifts With Ed Levy

    Growing Referrals Through Meaningful Client Gifts With Ed Levy
    Nov 28 2025
    Welcome to episode 307 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken welcomes Ed Levy, creator of I Love My PI Lawyer—a curated client-gifting and referral system for personal injury firms. After two decades in promotional marketing for brands like Porsche, Gallo Wines, and major agencies, Ed spotted a gap: PI firms were under-leveraging their happiest audience. His program turns thoughtful, high-perceived-value gifts into stronger relationships, better reviews, and consistent referrals, without looking like advertising.


    What you'll learn about in this episode:
    1. Client Gifting That Actually Moves the Needle
    - Why gifts must feel personal (not promo) to change client attitudes
    - How "high perceived value" (typically $25–$35+) beats swag every time

    2. Timing & Touchpoints Across the Case
    - Best moments to gift: onboarding, mid-case, and 30–60 days post-settlement
    - How mid-case gifting calms nerves and post-settlement gifting says "not forgotten"
    3. Design, Messaging & Differentiation
    - Crafting firm-specific designs and note cards that tell why this gift was chosen
    - Removing calls-to-action so the gift strengthens trust (not sells)

    4. Execution Without the Headaches
    - Creative, production, warehousing, and weekly fulfillment handled for you
    - Practical ranges with glassware, blankets, tech, and more

    5. ROI, Referrals & Ethics Nuance
    - How a 1–3% referral lift can pay for the entire program
    - Ideas for past-client/referrer tiers—plus watching state-bar rules on gifts



    Resources:
    Website: edventurepromotions.com/ilovemypilawyer
    LinkedIn: linkedin.com/in/edlevy
    Instagram: https://www.instagram.com/ilovemypilawyer/




    Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind


    AI for PI Expo: www.pilmma.org/ai-for-pi-expo
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    27 mins
  • Leveraging Local Advantage in Legal Marketing With Jon Robinson & Marc Rioux

    Leveraging Local Advantage in Legal Marketing With Jon Robinson & Marc Rioux
    Nov 21 2025
    Welcome to episode 306 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Jon Robinson and Marc Rioux, no-BS marketing technologists with over a decade of proven success in the legal industry. Jon and Marc have built tech-first teams that handle every aspect of law firm marketing. Their work is tracked through dashboards that measure what matters, connecting marketing results to intake and operations in platforms like Litify and SmartAdvocate. Their mission is clear and ethical: help law firms gain more clients, deliver better client experiences, and provide full-funnel visibility for owners. As co-hosts of the Jon & Marc Podcast and frequent conference speakers, they share what works—and what doesn't—so firms can focus on out-executing their competition, not out-spending them.


    What to expect in this week's episode:
    1. Omnipresent Branding in a Moving Market
      - Why firms must show up across channels as search fragments into AI, social, and local touchpoints
      - Practical ways to build memorable multi-touch awareness without out-spending competitors

    2. SEO+ for the AI Era
      - Keeping core SEO strong while adding credible brand mentions, list inclusions, and near-real-time iteration
      - How to make your content the source AI cites by injecting proprietary insights and local expertise

    3. Paid Media That Actually Converts
      - Maxing LSAs, defending brand terms, and when (not) to run non-brand PPC
      - Measuring full-funnel impact from click to signed case—not just "leads"

    4. Rebrands, Migrations & Reputation
      - Changing names/domains fast without losing equity—what to update and in what order
      - Turning reviews, PR, and community proof into durable advantage over PE-backed entrants

    5. Ops Alignment & Authentic Content
      - Connecting marketing to intake and case ops for higher close rates
      - Why real humans beat avatars for trust—and how to scale authentic content across channels




    Resources:
    Website: jonandmarc.com
    LinkedIn: linkedin.com/company/jon-and-marc
    Facebook: facebook.com/profile.php?id=61578375167789 YouTube: youtube.com/@JonandMarc



    Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind


    AI for PI Expo: www.pilmma.org/ai-for-pi-expo
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    34 mins
  • Scaling Smarter: How Delegation and Training Transform Law Firm Growth With Raquel Gomes

    Scaling Smarter: How Delegation and Training Transform Law Firm Growth With Raquel Gomes
    Nov 14 2025
    Welcome to episode 305 of Grow Your Law Firm, hosted by Ken Hardison. On today's episode, Ken welcomes Raquel Gomes, Founder and CEO of Stafi, a virtual staffing company revolutionizing how law firms operate. With a background in psychology, corporate America, and technology, Raquel brings a unique perspective to leadership and sustainable growth. Her company was born from her own journey—balancing the demands of a high-powered career with motherhood and the desire for a more fulfilling life. Today, Stafi supports hundreds of law firms across the U.S., providing highly skilled virtual assistants, customized training, and hands-on coaching to help firms scale efficiently without sacrificing quality or well-being.


    What you'll learn about in this episode:
    1. Offshore Staffing for Growth
      - How virtual teams can cut labor costs and free up marketing budgets
      - Why effective delegation is key to scaling law firms sustainably

    2. Training and Support that Drive Results
      - Inside Stafi University's 800+ certifications tailored for PI firms
      - How coaching, KPIs, and emotional support enhance performance and retention

    3. Data Security and Confidentiality
      - How Stafi ensures compliance through advanced vetting, cybersecurity, and monitoring
      - Building trust with virtual teams through transparency and accountability

    4. The Role of AI in Staffing and Operations
      - Why AI won't replace humans—but will replace humans who don't use AI
      - How Stafi's coaches ensure proper adoption of firm tools and automation systems

    5. 24/7 Intake and the Future of Legal Operations
      - How Stafi Live helps firms close more leads through empathy-driven communication
      - Why offshore staffing and AI integration are essential to remain competitive in 2026


    Resources:

    Email: raquel@getstafi.com Website: getstafi.com LinkedIn: linkedin.com/in/raquel-gomesstafi/ Facebook: facebook.com/GetStafi Instagram: instagram.com/getstafi



    Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind


    AI for PI Expo: www.pilmma.org/ai-for-pi-expo
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    30 mins
  • Strategic Planning for Law Firms in a Digital Era With Tanner Jones

    Strategic Planning for Law Firms in a Digital Era With Tanner Jones
    Nov 7 2025
    Welcome to episode 304 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken welcomes in Tanner Jones, Vice President of Business Development at Consultwebs and one of the leading voices in digital marketing for law firms. With over a decade of experience helping firms generate hundreds of millions in verdicts and settlements from web-originated cases, Tanner brings deep insight into how SEO, paid search, and AI are reshaping the legal marketing landscape. His team at Consultwebs, composed of attorney content writers, digital strategists, and designers, has helped law firms nationwide build recognizable brands and achieve consistent year-over-year growth.


    What you'll learn about in this episode:

    1. Paid Search in 2025
    - How Google's LSA credit policy and PPC changes affect case volume - Why exact-match targeting outperforms broad match in competitive markets 2. AI's Impact on Visibility - How Google's AI Overviews and ChatGPT are influencing search and lead flow - What content structure helps firms appear in AI-generated answers
    3. Attribution & Brand Building - Why tracking conversions is harder than ever in a multi-touch journey - The power of video and social content for building brand familiarity
    4. Q4 Action Checklist - Auditing channels, cutting non-producers, and doubling down on top performers - Expanding review collection across Google, Facebook, and legal directories 5. Budgets, CAC, and ROI Targets - Understanding today's cost per case - Setting sustainable ROI goals




    Resources:
    Website: consultwebs.com/
    LinkedIn: linkedin.com/in/tannerjonescw
    Facebook: facebook.com/consultwebs
    Twitter: twitter.com/Consultwebs




    Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind


    AI for PI Expo: www.pilmma.org/ai-for-pi-expo
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    42 mins
  • Mastering Law Firm Partnerships and Growth Strategies With Jonathan Hawkins

    Mastering Law Firm Partnerships and Growth Strategies With Jonathan Hawkins
    Oct 31 2025
    Welcome to episode 303 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Jonathan Hawkins, Founder of Law Firm GC, host of the Founding Partner Podcast, and author of The Law Firm Life Cycle. Jonathan serves as outside general counsel for law firms nationwide, advising on partnerships, succession planning, ethics, operational issues, and other day-to-day legal matters. His book and guidance help law firm owners navigate the lifecycle of their firm, from formation to expansion, mergers, acquisitions, partner transitions, and eventual exit strategies.


    What you'll learn about in this episode:
    1. Law Firm Lifecycle:
      - Key stages from starting a firm to growth and succession
      - Common challenges and strategies at each stage

    2. Partnership Agreements:
      - Structuring agreements to prevent disputes
      - Exit ramps and governance for minority and majority partners

    3. Firm Valuation & Sales:
      - Factors that determine a firm's market value
      - Insights on selling, cash flow, and maintaining revenue

    4. Operational Challenges:
      - Handling mergers, acquisitions, and team transitions
      - Managing ethics, notice requirements, and client choice

    5. Resources & Mentorship:
      - How Jonathan supports lawyers through coaching and his podcast
      - Tools and strategies to navigate law firm growth and legal operations




    Resources:
    Website: lawfirmgc.com
    LinkedIn: linkedin.com/in/jonathan-hawkins-law-firm-general-counsel/
    Facebook: facebook.com/LawFirmGeneralCounsel/




    Additional Resources: https://www.pilmma.org/aiworkshop https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind


    AI for PI Expo: www.pilmma.org/ai-for-pi-expo
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    26 mins