Business Development and Marketing Videos

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The password was emailed to all members on 05.06.2025

Video Summary

The webinar, hosted by Mackrell International, with Will Noble, Strategy Director at Squiz, and Rory Grant, Chief Revenue Officer at Squiz, discussed the rapidly changing landscape of online search and what it means for law firms. The central theme was the transition from traditional search engine optimisation (SEO) towards AI search and AI visibility. The speakers explained that prospective clients are increasingly using tools such as ChatGPT, Claude, Gemini and Microsoft Copilot to research legal issues, compare firms and identify potential advisers, rather than relying solely on Google and visiting law firm websites directly. The session aimed to explain how AI systems discover and evaluate website content, what law firms can do to improve their visibility in AI-generated answers, and why high-quality, accessible and up-to-date website content remains critical despite declining traditional website traffic.

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The password was emailed to all members on 05.06.2025

Video Summary

The meeting focused on the strategic implications of AI for law firms, with Martijn presenting on how AI is transforming legal work processes, business models, and organizational structures. Martijn discussed the rapid pace of AI development, the shift from individual to institutional AI use, and the need for firms to focus on change management and people rather than just technology. He outlined different models of AI integration in legal practice, from AI-enabled to AI-first to AI-native, and explained how these models affect billing, pricing, and the role of lawyers. The presentation covered the impact of AI on the traditional billable hour model, the potential for new pricing structures, and the importance of adapting to changes in client demand and competition. Participants raised questions about client use of AI, the training of junior lawyers in an AI-driven environment, and the governance of AI use. Martijn emphasized that AI adoption is an ongoing process with no fixed end state, requiring continuous adaptation and engagement with clients. The session concluded with a reminder that AI transformation is primarily about people and organizational change.

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The password was emailed to all members on 05.06.2025

Video Summary

This meeting was a presentation by David Freeman about BD Buddy, designed to help law firms create habitual and systematic business development practices. The platform allows firms to customize campaigns for different lawyer levels, practice groups, and audiences. Several participants including Melissa and David Kozlowski provided feedback about customization needs, setup processes, and potential implementation challenges, with Melissa expressing particular interest in the system's potential to reduce the manual tracking work her firm currently handles.

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The password was emailed to all members on 05.06.2025

Video Summary

Anja Kreutzhaler, a lawyer-turned-business-development expert and founder of Peak Leap, presents a systematic approach to business development tailored especially for legal professionals. Drawing from her extensive experience working at top law firms like Kirkland & Ellis, Anja emphasizes transforming business development from an ad hoc task into a habitual, structured process that generates consistent opportunities and client engagement.

Download the slides here. Password is the same as the Word documents

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The password was emailed to all members on 05.06.2025

Video Summary

This session, led by Andy Bounds, focuses on practical, human-centered approaches to business development (BD) beyond purely digital methods. It builds on a previous session about BD from the desk and now emphasizes face-to-face client meetings, networking, and effective communication to generate more business by genuinely helping clients.

Download the Powerpoint slides here. Password is the same as the Word documents

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The password was emailed to all members on 05.06.2025

Video Summary

The session focused on various business development strategies for lawyers with Andy Bounds presenting training sessions on generating client meetings through email outreach, LinkedIn networking, and requesting referrals. Andy shared specific email templates and techniques for making connections, emphasizing the importance of delivering value to clients and using strategic communication approaches. The discussion concluded with practical advice on implementing BD activities, including scheduling commitments and leveraging referrals, with Keith offering to provide weekly accountability support.

Download the Powerpoint slides here. Password is the same as the Word documents

Download a summary of the session with a video link below.

The password was emailed to all members on 05.06.2025

Video Summary

This session is for people who have ended up managing the firm’s LinkedIn page by default and want a clear, practical starting point. It’s a beginner’s guide for Partners, BDMs or assistants covering LinkedIn “because someone has to”. Small teams without a LinkedIn specialist and law firms that want results without noise, jargon or performative posting. It is not for seasoned marketers or social media specialists.

What you’ll learn in 25 minutes
1. Why LinkedIn can’t be fixed once and left
2. How it fits into a business system
3. What to do weekly and what to ignore
4. How individual profiles extend firm visibility
5. Posts vs articles: what to use, and when
6. Where to find dashboards and what the numbers mean
7. How to see LinkedIn traffic in website analytics
8. How to get results without constant posting or marketing speak

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The password was emailed to all members on 05.06.2025

Video Summary

David Freeman led a comprehensive session on cross-selling strategies for law firms, covering frameworks for identifying and overcoming obstacles while emphasizing the importance of systematic processes and clear client service standards. The discussion included practical tools and techniques for enhancing cross-selling practices, including client relationship management, internal communication strategies, and methods for building trust and collaboration among lawyers. The session concluded with insights on business development tools and the importance of maintaining consistent client service standards, along with opportunities for participants to engage with David's ongoing support through weekly tips and culture assessments.

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The password was emailed to all members on 05.06.2025

Video Summary

Whether you caught David Freeman’s session on “The Art of the Rainmaker” or not, this is definitely worth a watch or rewatch.

David’s session for us was absolutely packed with practical tips and insight about how to generate business, from his 30+ years of experience.

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The password was emailed to all members on 05.06.2025

Video Summary

Talent……… The lifeblood of every law firm.

Recruiting, developing and retaining talent has always been fundamental, but nowadays it's more critical and more challenging than ever.

This session is a must for Managing Partners, Team Leaders, Practice Managers, HR and Marketing, in fact anyone who has a stake in the health and wellbeing, longevity and success of your law firm today.

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The password was emailed to all members on 05.06.2025

Video Summary

Another high-octane session with the inspirational Andy Bounds on practical, manageable tips to accelerate and enhance your BD efforts – without doing any ‘selling’ and certainly no cold-calling or the like.

This is worth a watch, worth circulating around all the lawyers at your firm and worth watching if you’re responsible for the BD/Marketing efforts of your firm.

If you want to see the accompanying slide show, please contact MI HQ

Download a summary of the session with a video link below.

The password was emailed to all members on 05.06.2025

Video Summary

Clients today are more demanding and the world is more complex than ever.

Law firms also face increasing competition from other law firms, alternative legal service providers, and in-sourcing by clients. Clients consider legal expertise and operational efficiency as table-stakes. In this environment, how do law firms and lawyers distinguish themselves, to create competitive advantage to win at business development?

MI has invited experienced legal consultant, Duc Trang to run an in-depth and interactive session

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The password was emailed to all members on 05.06.2025

Video Summary

Networking is essential for lawyers. It increases our profile, contacts and fees!  

And the more successfully we do it, the more successful we – and our practices – will be. 

Andy Bounds, a world-class expert in business development, delivered a high-energy training session for us on how you can build your skills and confidence when networking.