Embracing Business Development to Help Secure More Business from Current and Prospective Clients Adam Severson Director of Business Development & Marketing Faegre & Benson LLP

Business Development & Marketing Continuum Day-to-day implementation Alignment with firm strategy Building your personal network Discussion Topics

Client Focused Approach

Awareness and Reputation Identity Advertising Public relations Sponsorships Website Who We Are (or Want to be Seen As) AWARENESS MARKETING Business Development & Marketing Continuum

AWARENESS MARKETING Awareness and Reputation Identity Advertising Public relations Sponsorships Website Who We Are (or Want to be Seen As) Marketing Speaking engagements Bylines and expert sourcing Newsletters and alerts Targeted relationship events Practice or industry participation Specific and market focused PREFERENCE BIZDEV Business Development & Marketing Continuum

AWARENESS MARKETING Awareness and Reputation Identity Advertising Public relations Sponsorships Website Who We Are (or Want to be Seen As) Marketing Speaking engagements Bylines and expert sourcing Newsletters and alerts Targeted relationship events Practice or industry participation Specific and market focused BD Client teams/plans “Pitches” & Proposals Competitive Intell Selling Account and Opportunity Pursuit PREFERENCE BIZDEV Business Development & Marketing Continuum Points of Contact 1,

Day-to-day implementation

Create a list of clients and prospects to target in the coming year – Include current clients within your practice, similar practices and the firm generally – Identify specific prospects with whom there is strong likelihood of success – Consider factors that drive their buying decisions Develop a target list

Identify: − Top 25 clients of your practice − Top 25 clients of adjacent/similar practice − Top 100 firm clients (with their respective practices and relationship lawyers) External research Develop a target list

ClientLead Lawyer ColleagueGoals/ NextSteps Notes ABC Company JKBW, VJ Growpatent work Unclear on decision makers Need more information Mr. & Mrs. Smitn DKRK Get to know broader team Schedule networking event with their patent team Indicated they’re slowing down their applications dramatically Smith Medical BWAE, SR Get new litigation …………… …………… ……………

Partner with your IR Team ClientIndustryPublic/ Private HQ# of EmployeesRevenueLit. Trends M&A Trends ABC Company Mr. & Mrs. Smith

Day-to-day implementation

Clients receive too many client alerts – Recommend added context or substance to firm communications Make sure you provide context or value when communicating with your lawyers – Provide a helpful hint or bit of analysis when forward research or sending an RSVP list

Day-to-day implementation

Establish metrics for your work – Events – Alerts – RFPs – Web stats – New matter descriptions – Budget savings

Alignment with firm strategy

Ask questions of your lawyers to understand a project more completely and to get the big picture Talk with your leadership to understand firm goals and strategic vision Ask how you can help support those goals

Building your personal network

Meet people at various levels Ask questions to learn from them – Don’t be afraid to ask for help Face-to-face is better than other methods Follow up

Questions? Adam Severson Director of Business Development & Marketing Faegre & Benson LLP