What does it take to grow a successful cross-border legal practice?
That’s exactly what we explored in a recent webinar hosted by the Legal Marketing Association and the International Bar Association “Cross-border Business Development: Expanding Your International Footprint.” The one-hour session – I was fortunate to moderate – featured a panel of seasoned rainmakers and business development professionals.
Our esteemed speakers included Charles Martin, an admired trusted advisor on the global legal stage and senior advisor to Darrois Villey Maillot Brochier, Margaret Nicholls, Chief Marketing and Practice Management Officer at Debevoise & Plimpton, Katherine Hutchinson, Senior Manager, International Business Development at Bennett Jones, and Yosbel Ibarra, Co-Managing Shareholder, Miami Office at Greenberg Traurig, LLP. The group’s insights were invaluable.
Here are six key takeaways:
1. Business Development Starts Early
The best rainmakers don’t wait until partnership to start building relationships. Many learned by observing mentors, getting involved in pitches, and staying engaged with clients from day one.
2. Trust Is Everything
Trust isn’t built overnight—it’s cultivated over years. Whether through consistent follow-ups, understanding a client’s specific needs, or simply being authentic, the foundation of business development is credibility.
3. Authenticity Wins
Not everyone thrives at networking events. Some lawyers build their practice through writing, social media, or one-on-one connections. The key? Finding a method that feels natural and sustainable.
4. Internal Marketing Matters
Rainmaking isn’t just about external relationships. Strong internal networks help lawyers cross-serve clients, leading to deeper engagements and long-term success. As one panelist put it, “Marketing yourself starts at home.”
5. Small Firms Can Play Big
Boutique and mid-size firms can punch above their weight by focusing on niche expertise, building relationships with larger firms, and leveraging international organizations like the IBA.
6. BD is a Daily Habit, Not an Event
The most successful professionals don’t treat business development as a separate task—it’s integrated into their everyday routines. Whether it’s a quick email, a thoughtful introduction, or a shared article, small actions add up.
A huge thank you to Charles, Margaret, Katherine, and Yosbel for sharing their insights, and to the LMA and IBA for making this program possible!
What’s been your biggest lesson in international business development? Drop a comment below!
