Capabilities

In order to properly market a firm, or a particular practice area, whether M&A or white-collar crime, it’s key to define the proper target audience and how a firm can position and truly differentiate itself in a crowded marketplace. Only by having a defined strategy and tactical plan can effective business development and communications take place.

While the approach to each situation will be unique, the tactics used to develop a strategic plan often involve message creation, competitor analysis, examination of a firm’s current client portfolio, or conducting client surveys. When required by an assignment this often includes guidance on internal communication and the use of social media and technology-related tools.

Deborah Farone is a sought-after keynote speaker and chair at conferences and retreats throughout the U.S., Europe, and Asia. She currently serves along with Brad Karp of Paul Weiss as the co-chair of PLI’s annual “All Star Business Development for Lawyers” and for several years, has served as a co-chair of American Lawyer Media’s Legalweek conference. As a former adjunct lecturer and the former President of the New York Chapter of the Legal Marketing Association, she is well-versed on exciting ways to capture an audience’s attention, involve them in the materials and provide actionable take-aways. She is a regular speaker at programs hosted by The International Bar Association, The New York Bar Association, The Legal Marketing Association, Thomson Reuters and Ellevate.

While she believes that all presentations should be customized to an audience’s particular needs and goals, some of the topics on which she has recently presented include:

• Best Practices in Law Firm Business Development and Marketing, Key Influences Shaping the New Legal Profession and What the Future May Hold
• Personal Branding: How Your Brand Profile Can Help or Hinder Your Business, Career and Network
• Creating a Rainforest: How the Country’s Leading Rainmakers Develop Business
• The Necessary Steps: Building a Successful Individual Practice
• Practices Make Perfect: Creating Your Best Strategic Practice Plans and a Business Development Network
• Starting with Raindrops: Rainmaking for New Partners
• Rainmaking for Women and Other Minority Groups
• Media Marketing: Marketing with Traditional and Social Media
• The Inside Scoop: Creating and Operating a First-Class Marketing Department

For a firm to achieve its goals, a marketing team must be structured to align with the business’s overall strategy. Deborah has produced skills assessments and marketing audits involving interviews with partners, staff, and clients to realign a marketing department structure and position the firm for long-term success. As part of longer-term engagements, Deborah has worked on a retainer basis to successfully locate C-suite professionals, including CMOs and CCOs.