Engaging Associates in Legal Marketing & Business Development: A Win-Win for Attorneys & Law Firms

February 25, 2025

Strategy Academy - Monthly Newsletter – February 2025

By Anthonia Berry

Business development and legal marketing are often seen as the domain of senior attorneys and partners, but the truth is, integrating associates and newly qualified attorneys into these efforts early can transform both their careers and the firm’s long-term success.

At Strategy Academy, we believe business development is both an art and a science, and young attorneys who master it early set themselves apart in an increasingly competitive legal market.

The Short-Term Benefits: Building Confidence & Visibility

For new attorneys, involvement in business development may seem intimidating at first. However, by actively participating in marketing and relationship-building efforts, they can:

Increase Visibility & Credibility – Writing thought leadership pieces, attending networking events, and contributing to client pitches allow young lawyers to build their personal brand within the firm and industry.
Strengthen Client-First Thinking – Engaging in marketing helps associates understand client needs beyond legal services, making them more well-rounded advisors.
Develop Communication & Soft Skills – The ability to market oneself and the firm improves public speaking, negotiation, and networking skills—essential tools for long-term success.
Enhance Collaboration with Senior Attorneys – When associates contribute to business development, they work more closely with partners and clients, accelerating mentorship and learning opportunities.

The Long-Term Benefits: A Sustainable Growth Strategy

Law firms that cultivate a business development mindset in their associates see significant long-term returns:

Stronger Client Retention & Growth – Associates who maintain and nurture early professional relationships often turn peers into future clients, general counsels, and referral sources.
Leadership Development – Attorneys who learn to generate business early are better positioned for leadership roles, making partner-track decisions easier for firms.
Sustainable Revenue Generation – Rainmakers aren’t born overnight; they develop through experience. When young lawyers are trained in business development, firms ensure a steady pipeline of revenue-generating attorneys.
Firm Brand Strength – A firm with multiple attorneys actively marketing and engaging with clients builds a reputation of accessibility, expertise, and innovation.

The Key to Long-Term Success: Relationship Building

The relationships attorneys form early in their careers are the foundation of long-term success. It’s not just about immediate business wins—it’s about planting seeds that will grow over time. Here’s how young attorneys can maintain and maximize these relationships:

Stay in Touch with Law School Peers – Today’s classmates are tomorrow’s in-house counsel, business owners, and referral sources.
Engage with Clients Beyond the Transaction – Small gestures—like sending a relevant article or congratulating a client on a career milestone—go a long way.
Leverage Social Media & Thought Leadership – Sharing insights on platforms like LinkedIn keeps young attorneys top of mind with their networks.
Participate in Industry Events & Organizations – Active involvement in professional associations strengthens credibility and creates new opportunities.

Making Business Development a Natural Part of Associate Training

Firms that successfully integrate business development into associate training often:

Offer Business Development Workshops & Coaching – Providing structured learning opportunities helps associates gain confidence and skills.
Encourage Participation in Client Meetings & Pitches – Exposure to real-world business conversations helps young attorneys understand the process early.
Create Incentives for Business Development Efforts – Recognizing and rewarding associates for bringing in business fosters a culture of engagement.
Assign Mentors for Marketing & Business Development – A strong mentor can guide young attorneys on best practices and relationship management.

A Win-Win for Attorneys & Law Firms

By embedding legal marketing and business development skills into associate training, firms create a pipeline of future rainmakers while empowering young attorneys to take control of their careers. It’s a win-win—attorneys develop critical skills that help them stand out, and firms build a sustainable, client-centric practice.

Let’s start training the next generation of legal leaders today.

Want to equip your firm’s associates with business development skills that drive results? Contact Strategy Academy to learn more about our training programs.

Until next time,

Anthonia Berry, MBA, NP - CEO + Chief Strategist

Strategy Academy