Strategic Marketing for Mid-Sized Law Firms with Erika Steinberg of CMO2Go

Guest: Erika Steinberg, Founder of CMO2Go
Hosts: Erin Alli and Sharon Savage

In this episode of Mastering Business Skills, we sit down with Erika Steinberg, founder of CMO2Go, to explore how mid-sized law firms can harness expert marketing strategies without the overhead of a full-time CMO. Erika shares her journey from senior marketing roles at global law firms to entrepreneurship, her insights into the unique marketing needs of law firms, and the lessons she’s learned along the way.

Key Discussion Points

• Why CMO2Go?
  Erika explains her motivation for founding CMO2Go: to fill a gap in the U.S. market for seasoned, interim marketing leadership in law firms—something she observed as a need during her tenure at a large firm. She also wanted to provide mid-sized firms with access to senior marketing expertise without requiring a full-time hire.

• Entrepreneurial Lessons
  Erika discusses the skills she drew on (and had to develop) when launching her business, including the importance of self-belief, resilience, and the realization that as an entrepreneur, personal and business challenges are deeply intertwined.

• Essential Skills & Challenges
  She reflects on skills she wishes she’d developed earlier, such as project pricing, digital marketing analytics, and embracing AI sooner. Erika candidly shares that pricing services accurately is a continual learning process for most entrepreneurs.

• Signature Services

  • Bridge a Gap:
    CMO2Go provides experienced marketing professionals to law firms on an interim basis, whether to cover leaves, vacancies, or capacity gaps for special projects.

  • Blueprint Planning:
    Erika describes her blueprint service as a focused, half-day planning session that results in a clear, actionable marketing roadmap. This service is available both as a standalone offering and as part of ongoing engagements.

• Implementation Flexibility
  Firms can choose to implement the blueprint themselves or engage CMO2Go for ongoing support. Erika emphasizes the importance of involving in-house marketing teams in planning to ensure successful execution.

Quotable Moments

“When you work for yourself and the same issues keep coming up, there’s no place to hide. Now I’m the boss, it’s my company.” - Erika Steinberg

“I wish that I had learned how to more accurately price projects and services better... You’re going to get it wrong for the first few years. Be at peace with it.” - Erika Steinberg

“Stop committing random acts of marketing.” - Erika Steinberg

Takeaways for Listeners

• Mid-sized law firms can—and should—access expert marketing leadership, even if only on a fractional or project basis.

• Building a business requires not just technical skills, but also self-awareness and adaptability.

• Having a clear marketing plan (a “blueprint”) is essential to avoid wasted effort and achieve meaningful results.

• Embracing new tools like AI and digital analytics is crucial, even if it means stepping outside your comfort zone.

Connect with Erika Steinberg & CMO2Go

• Website

• LinkedIn

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