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Explosion in online content prompts US expansion for professional services marketeers

Passle is set to double its headcount in America – just six months after opening its first US office.  

The business development and marketing software provider for professional services, which boasts three of the five ‘magic circle’ law firms among its clients, says a surge in demand has accelerated its plans for transatlantic growth.  

The new team, based in Maryland’s capital Annapolis, close to Washington DC, already has an impressive portfolio of US clients including Reed Smith, Linklaters and DLA Piper.  

They expect to sign at least 20 more big name law firms over the next 12 months and are expanding in readiness. Four roles are up for grabs with the opportunity to work as part of the industry leader in business development and marketing technology for legal and consultancy firms.  

Passle, which launched in the UK in 2013, now has more than 100 clients on its books including high-profile firms such as Deloitte, Freshfields, Alvarez & Marsal, Linklaters, DLA Piper, Reed Smith, Ropes & Gray and Alix Partners.

  James Barclay is the driver behind the US expansion and says just six months in, the move is already exceeding expectations. 

The CEO of Passle US has more than 25 years’ experience in marketing and helping firms harness the power of digital to transform the way they run their business.  He is an active member of the Legal Marketing Association (LMA) where he sits on the Strategies and Voices Editorial Board. He will also be hosting a number of law firms at the LMA’s annual conference in Las Vegas next month.   

James, who was previously Head of Client Success in the UK for Passle, said: “As our clients will testify, investing in your online presence is a game-changer and US firms have really embraced that in recent years.  

“Our own research shows that in 2020 alone, the top 200 law firms in America were responsible for an incredible 70,000+ pieces of online content from blogs to news articles and YouTube videos.  

“It’s a zeitgeist moment for the industry and we’re excited to be at the forefront of that, using our knowledge and expertise to help firms showcase theirs and realize their potential to reach a wider audience.  

“The warm welcome we’ve had from our US clients and those interested in working with us is a clear sign that we’ve made the right decision.”  

As well as its research findings – part of the  – Passle’s CMO , which sits down with different marketing and business development leaders every episode, has fast become a must-listen for those in the sector.

  Guests so far have included marketing and business development leaders from Baker McKenzie, Eversheds Sutherland, Allen & Overy, Ropers Majeski, and Clark Hill. Topics discussed range from diversity and inclusion and ESG to calculating the value of BD and marketing, building effective BD skills and making data work for your firm. 

James, who in his down time is a keen sailor and has previously crossed the Atlantic by boat, added: “Marketing has more of a strategic function in the US and it’s common to find those with responsibility for it in the boardroom rather than outside it. I think that’s the right decision and one which will eventually be adopted by all firms.  

“In a competitive market, the most successful businesses recognize the value of good marketing in engaging, communicating with and influencing clients so they can stay that vital step ahead.” 


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