Best Practices

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 are creating and developing 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, Wilkinson Walsh + Eskovitz, 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.

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

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

The Reviews are In

In Best Practices in Law Firm Business Development and Marketing, Deborah Farone shares the knowledge she's gained as one of the legal profession's premiere CMOs and a highly sought-after consultant. An insightful read, Best Practices will be an invaluable resource to individuals across our profession, from legal marketing newcomers to CMOs, practicing lawyers and law firm leadership.

Sally FeldmanChief Marketing Officer, Skadden Arps Slate Meagher & Flom LLP and Affiliates

Only a talented writer, marketing professional and thought leader like Deborah can take the world of law firm marketing and make it an engaging story full of lessons and inspiring ideas. What seems like such a momentous task to many of us is purely Deborah’s story and experience. Sharing her story is a gift to all of us.

Natalie LoebFounder and Leadership Coach, Loeb Leadership

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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