Case study · Legal services
Cal Probate.
+35% referral partner engagement.
Fractional CMO engagement for an estate planning law firm a long-term marketing strategy, referral-focused campaigns, and the systems to make it all scale.
Segment: Probate & estate planning law
Engagement: Fractional CMO · ongoing leadership
What was broken.
Cal Probate is a probate and estate planning law firm with a strong referral network and clear growth ambition, but no internal marketing leadership and no appetite to build a full department. They needed someone senior to set strategy, manage execution, and build infrastructure that would compound over time without hiring four people to make it happen. The work needed to be both strategic and hands-on enough to move things forward week to week.
What we built.
We took on fractional CMO leadership and started with a long-horizon marketing strategy mapped to where the firm actually wanted to be in three years. The referral channel was the obvious lever, so we built dedicated campaigns aimed at financial professionals and CPAs the people already sending Cal Probate's best cases. Educational marketing got real attention, with webinars and content series designed to position the firm as the obvious referral choice in its niche. CRM and email systems were rebuilt to support consistent client communication, content strategy got organized into a campaign calendar the team could actually execute against, and we layered in SEO and website improvements to support the long-term inbound motion.
What it changed.
Beyond the numbers, educational marketing turned into a real channel rather than a periodic experiment, and the lead nurturing and client communication systems now hold up under volume. Most importantly, the firm now has marketing infrastructure that can support the next phase of growth without needing to start over the kind of foundation a fractional engagement is supposed to leave behind.
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