Tech-driven BD: How lawyers can leverage digital tools to win more work

The days of relying solely on client lunches, printed brochures, and ‘hoping for a referral’ are over.
 
Business development in law is evolving – and fast. With shrinking margins, growing competition, and increasingly savvy clients, lawyers are under more pressure than ever to generate work proactively.
 
The good news – from CRMs to content automation and AI-powered intel, the right digital tools can transform the way lawyers win and retain clients. Here’s how to use them.
 

1. Use a CRM that actually works for you

Let’s start with the backbone of any BD strategy: relationship management.
 
The problem? Most lawyers don’t track it. At best, they rely on memory. At worst, they forget altogether.
 
A simple CRM (Client Relationship Management) system changes that. A CRM allows you to track interactions and activities, manage client relationships, organise your pipeline and streamline communications, ensuring nothing slips through the cracks. A solid CRM can help identify growth opportunities, keep you on top of follow-ups, and provide valuable insights into client behaviours.
 
We particularly like tools like Dex and Folk – intuitive, visual, and built with networking in mind.
 
What to track:
  • Coffee chats and client catch-ups
  • Key contacts within client businesses (not just GCs)
  • Promised follow-ups or referrals
  • Birthday or milestone reminders
  • Business intel (e.g., ‘expanding into X market’)
 

Pro tip: Set recurring reminders to check in with top contacts.

2. Turn LinkedIn into a BD engine

Most lawyers are on LinkedIn, but very few are using it well.

A strong LinkedIn presence isn’t about being an influencer. It’s about visibility, trust, and relevance.

Here’s what to focus on:
  • Optimise your profile (headline, ‘about’ section, and featured content)
  • Post valuable insights relevant to your practice area or sector
  • Engage with key contacts’ content (comment > like)
  • Use search filters to identify people in your target client group
  • Connect with a purpose – not just to grow numbers
  • Use the intel to keep up with your short list – send personalised messages to your key targets to deepen relationships
 

Pro tip: Spend just 10–15 minutes a week on targeted engagement. It’s low effort, high return.

3. Automate the admin (and stay top of mind)

How many promising conversations have gone cold because of follow-up fatigue?

Automation doesn’t need to be robotic. With the right tools, it can be human and consistent.

Tools like Mailchimp, HubSpot, or even a smart Google Sheets + Gmail plug-in combo can help you:

  • Send personalised follow-ups at scale
  • Share updates or content with segmented audiences
  • Create simple email sequences to stay visible after pitches or events
 

And when it comes to content marketing – think beyond the firm’s newsletter.

Personalised content from you (even a simple ‘thought of you when I saw this’ email) goes much further.

Pro tip: Create a ‘light touch nurture’ list – people who aren’t ready to instruct you yet, but you want to stay on their radar.

4. Use AI to spot opportunities before they knock

No, you don’t need to become a tech guru. But the AI available today can help you:

  • Scan news or company updates for client intel (try Google Alerts + Feedly)
  • Use tools like Clay or Folk to surface relationship prompts based on changes in your network
  • Analyse engagement trends from LinkedIn to see what content resonates
  • Draft initial BD content faster using tools like ChatGPT
 

Pro tip: Set alerts for key clients or industries. Being the first to offer insight after a merger, expansion or hire = serious BD brownie points.

Work smarter, not harder

Technology doesn’t replace relationships. But it can make building and maintaining them a whole lot easier.

If you’re:
  • Struggling to stay on top of follow-ups
  • Feeling invisible between matters
  • Unsure how to build your pipeline while billing full time…
 
Then digital tools aren’t a luxury. They’re a lifeline.
 
Start small – choose one system, one habit, one platform.
 
And if you need help building a BD approach that fits your practice and your personality – we can help. We’ve built tools and coaching plans specifically for lawyers ready to level up their BD.
 
Book a strategy call

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