E24: Winning new clients, careers in BD + Marketing and then next 100 years of women in law - Kim Wiegand, Director of Business Development and Marketing at McCullough Robertson
Play • 41 min

How can lawyers leverage marketing and business development principles to win more work? What’s it like to work in BD/Marketing in law firms?

This week, I’m exploring the careers of successful BD professionals in law with Kim Wiegand. Kim is a seasoned business development professional who has worked in large law firms and magic circle firms across Australia and the United Kingdom for the last 18 years.

I think you’ll get lots of value from this episode if you are 

  • A lawyer wanting to learn how to use business development and marketing to grow your practice and win more work;
  • Someone wanting to understand how to better leverage your firms marketing/BD department to grow your practice;
  • A small firm lawyer/solo practitioner wanting to grow your practice or;
  • A young lawyer/mid-career lawyer looking to understand what it’s like to have a career in BD/Marketing

We covered:

  • The role of BD and marketing professionals in law firms
  • What lawyers need to know about marketing and BD, and how they can make the most of their law firms’ BD departments.
  • Digital marketing for law firms;
  • The impact of COVID-19 on BD and marketing;
  • What it’s like to jump from law to BD;
  • The key things small firms can do to win more work;
  • Practical ways to improve diversity in law.

Some of my favourite quotes:

  • "When you ask women in law about what needs to change to improve diversity, it’s not quotas. It’s the thought process. Diversity of thought needs to be appreciated."
  • “We can’t have a group of homogenous people sitting in a room making decisions about a business that is in an industry that is evolving at pace. They will never keep up.”
  • “Success now looks like doing great work with great people. 
  • “Buyer behaviour has changed now. The most powerful form of marketing is referrals. 
  • "A lot of lawyers don’t understand the power of their network. They say ‘oh I’ll do a good job and they’ll come back.’ Buyer behaviour is changed now.”
  • “People buy people. If you’re not communicating why you get out of bed and why you do this every day, people won’t connect with you.”

Learn more about Kim:


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  • Have an idea for the podcast or a guest you'd love to hear from? Drop me a line here: burrett.sam@gmail.com
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