The team at Hogan Lovells have created a structured programme to ensure that any lawyer within the firm can opt into a marketing & business development mentoring programme.

The programme 'fusion' is completely centred around the bespoke needs of each lawyer and starts with a questionnaire which is reviewed by a number of the HL team (example below).

Once the goals and strategies have been discussed within the business development and marketing team these are passed back to the lawyer.

Importantly the appropriate amount of time required to nurture each lawyer is assigned using a traffic light system for long term success.

This is a great business development activation for the firm and demonstrates the importance to utilise the individual brands. It is apparent that time is short for the lawyers at HL and therefore it is important to be targeted about who your audience is when executing BD. 

A few tips to do this efficiently alongside an internal relationship tracker:

1. Identify your audience or target clients/prospects

2. Identify key persona within targets

3. Locate the individuals and influencers both online/offline through LinkedIn, physical events and existing networks

4. Target with specific and authentic content both online/offline through newsletters, LinkedIn groups, speaking engagements, related industry boards/meetups

5. Provide feedback to the lawyer where possible