Business Development and Marketing transformation : Why law firms in Asia must evolve now
The Asia-Pacific legal market is expanding at pace. By 2030, it’s forecasted to reach US$378 billion, from US$247.5 billion in 2024, representing a CAGR of 7.2%. This is largely fuelled by economic growth, regulatory reforms, infrastructure projects, and cross-border activity. China accounts for nearly 60% of the 2024 market size.
But growth doesn’t mean smooth sailing. Law firms across Asia face rising competition, market fragmentation, regulatory complexity, and increasing pressure to attract and retain talent.
The challenge is clear: how can firms capture opportunities and achieve sustainable growth? The answer lies in Business Development and Marketing (BDM) transformation, critically more so if firms do not have proper structures and processes in place.
What are some of the levers in BDM transformation
1. Visibility: More than just being known
Clients are now doing their own research before engaging counsel. A reputation built only on relationships won’t cut it anymore. Firms need to:
Invest in a strong online presence
Keep marketing materials updated and aligned with client needs
Publish thought leadership that is timely, concise, and practical
Launch integrated campaigns to highlight expertise across practice areas
In a noisy digital environment, thought leadership that resonates with business decision-makers is what gets noticed.
2. Client engagement: From informal to structured
Traditional relationship-driven growth is valuable, but not enough in today’s market. Firms that thrive are moving towards structured engagement, including:
Client listening programmes to anticipate and respond to needs
Cross-selling across practice areas (clients are “stickier” when advised by multiple teams)
Proactive panel management, including early engagement before RFPs are announced
Dedicated client or sector teams for high-growth practices
This structured approach helps deepen trust, secure more work, and create long-term value.
3. Efficiency: Unlocking the power of data
Most firms sit on a wealth of underused data—from client meetings and proposals to event ROI. Turning this into insight requires:
CRM systems to track interactions and opportunities
Automation to reduce admin and free up BD teams for high-value tasks
Data analytics to measure results and refine strategy
The outcome: sharper client targeting, improved ROI, and more efficient growth.
The path forward
Asian law firms bring unique strengths—deep local expertise, entrepreneurial leadership, and strong client relationships. But vulnerabilities remain: limited differentiation, talent competition, and uneven profitability systems. Leverage your strengths to build a resilient and sustainable strategy for your firm.
BDM transformation provides a framework for visibility, engagement, and efficiency. Firms that embrace this shift will not only grow their client base and revenue but also build resilience in an increasingly competitive, uncertain and disruptive market.
The time to act is now. The opportunity is growing—will your firm be ready?
For exploratory discussions, reach out to info@elevareasia.com.
