How a business development and marketing strategy benefits law firms in Asia
The role of business development and marketing (BDM) in a law firm is to drive strategic growth and enhance the firm's competitive position in their chosen markets. Together, these functions help law firms build and sustain strong client relationships, identify new opportunities, and create a compelling brand presence. This is a very well-honed structure in international law firms that have had a head-start over their Asian counterparts.
Many Asian law firms have only recently become aware of how BDM can be leveraged to help their firms compete and grow in dynamic and disruptive legal markets across Asia. More specifically, Asian law firms in general are more familiar with marketing strategies and have less awareness of how business development can help drive revenue growth.
To give a better understanding of the role and contributions of BDM to a law firm, let’s breakdown the function into two parts as each part is quite distinct from the other, although they typically work together as unit for maximum impact.
Business Development Role:
Develops and executes tailored strategies to win new clients and deepen existing relationships.
Identifies cross-selling and regional growth opportunities aligned with firm goals.
Analyses market trends and client needs to inform positioning, pricing, and service innovation.
Coordinates with lawyers and partners to implement business plans and targeted pitches.
Supports leadership in driving firm-wide growth initiatives, mentoring teams, and fostering a client-focused culture.
Marketing Role:
Crafts and communicates the firm's unique value proposition and expertise to differentiate it in competitive Asian markets.
Manages brand-building, thought leadership, and visibility efforts through digital platforms, events, and publications.
Leverages technology such as data analytics and digital marketing tools to enhance client outreach.
Implements marketing campaigns to raise the firm’s profile in key hubs like Singapore, Hong Kong, and China.
Together, business development and marketing has the potential to enable Asian law firms to effectively engage clients, leverage technology, expand regionally, differentiate themselves, and drive sustainable growth in a rapidly evolving legal landscape. Their synergy is essential for adapting to client demands, regulatory changes, and competitive pressures typical of Asia’s legal markets.
Why does this matter
Among Asian law firms, anecdotal evidence suggests they are lagging behind international law firms in utilising BDM as part of their strategy for sustainable long-term growth. To be fair, the concept of BDM started with international law firms and Asian law firms have only recently given thought to BDM.
Many are more familiar with the marketing side, specifically communications, digital marketing, marketing collaterals but few are familiar with the business development side, specifically how can business development help lawyers identify opportunities, deepen client relationships and ultimately drive revenue growth.
Also more recently, there is also interest among Asian law firms to understand how they can leverage best practices in BDM to help their firm grow.
How can Elevare Asia help
The team at Elevare Asia has more than 25 years’ combined experience in international law firm BDM across Asia. Having worked together previously, we are a “plug and play” and effectively bilingual team (in English and Chinese). Our diverse and unique skills coupled with our deep understanding of the Asian culture, would benefit any Asian law firm considering BDM transformation.
If you are keen to learn more as to how to upskill and/or transform your BDM team, send a message to vivien.goh@elevareasia.com.
