Legal Blog

The ABC’s of Business Development & Marketing

PrintDigital marketing – two words that have marketing teams across the globe scrambling to create social media accounts, disseminate more content and optimize company websites. In the technology-driven society we live in today, it is easy to become inundated with digital marketing opportunities, placing more traditional methods of business development on the backburner.

The business development process does not have to be the complicated web it has become in today’s digital era. At Offit Kurman, we have found that integrating the two is as easy as “ABC”:

Attract prospects: One of the simplest ways to grab your target audience’s attention is to provide quality content. Establish your firm as a thought leader by publishing informative and relevant articles, blog posts, press releases, and newsletters. Whenever possible, incorporate videos and interactive features into this content. Always distribute content early, often, and through a variety of outlets. In the end, worthwhile content will increase page views and website traffic.


Build relationships and lists: Prospects are everywhere – if you know how to find them. Collect contact information from email contacts, LinkedIn connections, website visitors and event registration lists. After compiling a master list, organize the contacts into subgroups such as industry type or position title. Once these subgroups are organized, determine the best way to engage them. In our case, we formed a partnership with a local media source, and now conduct CEO video interviews on a regular basis. Through these video interviews, we have the unique opportunity to meet prospects in person and build stronger relationships with current clients, all while simultaneously promoting their businesses. In addition, this strategic partnership gives us access to CEOs and groups outside of our network.


Close business: After identifying potential clients and engaging with them, keep in touch by way of regular email outreach and event invitations. Extend invitations to seminars, panels, dinners, galas, and other get-togethers that provide prospects with valuable information and networking opportunities. Not only will they appreciate the thoughtful invite, their attendance provides another way to interact with them in person again. Although this business development process is uncomplicated in theory, it takes a fair amount of sustained effort and analysis in practice. Law firms and other professional service companies need to track their results, compare their performance against their peers, and continually integrate new technology to stay competitive in their industries. No matter how large or complex it may be, any organization can profit from a relationship-based and results-driven approach to business development. The chosen methodology may be as simple as ABC, or it may comprise the entire alphabet, but as long as prospects are first, it will lead to success.


Written by Jim Ries | Practice Group Manager | Offit Kurman, P.A. |

Join the GGI Business Development and Marketing (BDM) Practice Group LinkedIn Group here.


jim-reis Jim is an executive manager with over 30 years of experience in general management of product and service-orientated businesses. As Practice Group Manager at Offit Kurman, Jim is responsible for managing the performance, administrative functions, and business development initiatives and activities of the Mid-Market Business practice group. Working with the Practice Group Leaders, Jim is accountable for group compliance with the firm’s established practices and procedures, practice group reporting, measurement of group performance compared to budgeted objectives and participation in marketing driven business development initiatives. Jim is also the Global Vice Chairperson for Geneva Group International’s (GGI) Business Development & Marketing (BDM) Practice Group. As the Global Vice Chairperson, Jim presents on business development and marketing best practices, as well as encourages GGI’s members to engage in conversation relevant to implementing best practices for a successful business development and marketing plan. Geneva Group International (GGI) is a global alliance of independent, professional services firms. GGI’s nearly 500 members include law, accounting, management consulting, and trust companies in 118 countries. GGI Practice Groups allow professionals of various interests and disciplines around the world to discuss ideas, foster connections and generate business opportunities, all with the intent of improving their clients’ bottom lines. To learn more about Geneva Group International, visit


Offit Kurman is one of the fastest-growing, full-service law firms in the Mid-Atlantic region. With over 120 attorneys offering a comprehensive range of services in virtually every legal category, the firm is well positioned to meet the needs of dynamic businesses and the people who own and operate them. Our ten offices in the Mid-Atlantic region serve clients in the entire state of Maryland, the Washington DC metropolitan area, Northern Virginia, Philadelphia, Harrisburg, Delaware, New Jersey, and New York City.  At Offit Kurman, we are our clients’ most trusted legal advisors, professionals who help maximize and protect business value and personal wealth. In every interaction, we consistently maintain our client’s confidence by remaining focused on furthering their objectives and achieving their goals in an efficient manner. Trust, knowledge, confidence—in a partner, that’s perfect.

You can connect with Offit Kurman via our BlogFacebookTwitterGoogle+YouTube, and LinkedIn pages.  You can also sign up to receive Law Matters, Offit Kurman’s monthly newsletter covering a diverse selection of legal and corporate thought leadership content.