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Best Practices in Law Firm Business Development and Marketing is a unique resource for law firm leaders, practicing lawyers, legal marketers, consultants and educators who want to uncover the best marketing practices and thought leadership in the legal profession.

Find out how the most successful law firm leaders create and develop firm cultures to encourage business development, and how smaller firms and single practitioners are executing on marketing plans that make an impact. Learn what general counsel and legal operations leaders now expect from their outside lawyers. This book uncovers the best practices in the wide arena of legal marketing.

Culled from more than 60 interviews with law firm leaders, chief marketing officers and legal innovation visionaries, Best Practices in Law Firm Business Development and Marketing provides actionable advice and real-world thinking. Each chapter is filled with information that can be scaled to apply to a single-person law practice as well as to a large international law firm.

Best Practices includes perspectives from Deborah as well as from a myriad of law firms, associations, and consulting firms, including the ABA, Allen & Overy, The American Lawyer, CLOC, Debevoise & Plimpton, Dechert, Glaxo, Gunderson Dettmer, Proskauer Rose, Macfarlanes, Orrick, Skadden, Weil, and many others. A special element within the book are the “Think Pieces,” byline articles by some of the country’s leading experts in legal marketing.

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Featuring Additional “Think Pieces” by Leading Experts

Bonnie Ciaramella, Ciaramella & Co. LLC

Timothy Corcoran, Corcoran Consulting Group

Silvia L. Coulter, LawVision

Jamie Diaferia and Andrew Longstreth,
Infinite Global

Norm Rubenstein, Zeughauser Group

Jennifer Scalzi, Calibrate Legal, Inc.

Kevin O’Keefe, LexBlog

David Perla, Burford Capital

Sanjay Kamlani, 1991 Group

Featuring Additional “Think Pieces” by Leading Experts

Bonnie Ciaramella, Ciaramella & Co. LLC

Timothy Corcoran, Corcoran Consulting Group

Silvia L. Coulter, LawVision

Jamie Diaferia and Andrew Longstreth,
Infinite Global

Norm Rubenstein, Zeughauser Group

Jennifer Scalzi, Calibrate Legal, Inc.

Kevin O’Keefe, LexBlog

David Perla, Burford Capital

Sanjay Kamlani, 1991 Group

“Deborah Farone is the leading expert in law firm marketing. Not only has she studied this complex topic from the peak of the legal profession, her research into what works and what doesn’t is priceless for anyone interested in growing their business”

—Heidi K. Gardner, PhD, Distinguished Fellow at Harvard Law School’s Center on the Legal Profession

Book Reviews

Chapters Include

Chapter 1      Opening the Boxes of Best Practices

Chapter 2      Technology and Marketing:  The Impact of Procurement, Proposals, Outsourcing and AI

Chapter 3      Client Relations

Chapter 4      Culture and Pursuing New Business

Chapter 5      Building a Marketing Department and Hiring the Right CMO

Chapter 6      Rewarding Business Development, Coaching and Training

Chapter 7      Personal Positioning, Visibility and Tactics

Chapter 8      Traditional and Social Media

Chapter 9      Women and Marketing

Chapter 10    The Future of Business Development and Legal Marketing

What Leaders in the Profession Say

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Deborah Farone is the leading expert in law firm marketing. Not only has she studied this complex topic from at the peak of the legal profession, her research into what works and what doesn’t is priceless for anyone interested in growing their business.

Heidi K. Gardner, PhD, Distinguished FellowHarvard Law School’s Center of the Legal Profession and author of Smart Collaboration: How Professionals and Their Firms Succeed by Breaking Down Silos
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Deborah is a connector, linking clients and legal service providers. She is our go-to person when we are looking for authentic industry knowledge and insights on where the legal market is trending.

Connie BrentonFounder and CEO of LegalOps.com
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Deborah helped us at Cravath develop internal systems from the ground up and obtained experience through working in the trenches and dealing with the most challenging marketing and public relations issues in professional services.

C. Allen ParkerFormer Presiding Partner of Cravath, Swaine & Moore LLP and former General Counsel of Wells Fargo & Company
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Being savvy to best practices in business development is more critical now than ever. Deborah Farone is an industry leader who helps professionals navigate the evolving legal landscape. She brings an exceptional wealth of notable experience, insight, and forward thinking that continues to elevate our profession.

Cynthia P. VothDirector of Client Engagement & Innovation, Miller Nash Graham & Dunn LLP, Legal Marketing Association President - 2019
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Grace under fire. The clear-headed thinking to be a visionary when surrounded by hundreds of genius lawyers. The grit to survive the twists and turns that are modern law firms. Those are just three of the traits needed to succeed as an elite legal CMO. Farone has those and more.

Katrina DeweyFounder and CEO, Lawdragon
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Deborah Farone has a unique perspective on the modern American law firm. Her years of experience inside “big law” make her an invaluable source for those who provide and consume legal services.

Evan CheslerFormer Chairman, Cravath, Swaine & Moore LLP
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The gold standard in marketing.

Ralph FerraraSenior Advisor, Brown Rudnick and former General Counsel of the SEC

Receive a complimentary copy of Marketing Strategy Toolkit.

Farone Advisors LLC