Episode 169 - Ian Ribald of Ballard Spahr on Taking a Holistic Approach to Client Development in Legal Marketing

2025-03-18

Creating deep connections with clients can lead to new opportunities for law firms to gain a greater understanding of client goals. In today’s episode of the CMO Series Podcast, Will Eke is joined by Ian Ribald, Chief Marketing and Business Development Officer at Ballard Spahr, to discuss how legal teams can benefit hugely from taking a more holistic approach to their marketing and business development efforts. Ian and Will cover: What Ian hopes to bring to his role and the surprises he's faced

Creating deep connections with clients can lead to new opportunities for law firms to gain a greater understanding of client goals.

In today’s episode of the CMO Series Podcast, Will Eke is joined by Ian Ribald, Chief Marketing and Business Development Officer at Ballard Spahr, to discuss how legal teams can benefit hugely from taking a more holistic approach to their marketing and business development efforts.

Ian and Will cover:

What Ian hopes to bring to his role and the surprises he's faced
How Ian’s approach to marketing and business development shifted after running previous client programs
The importance of legal teams seeing clients from multiple perspectives
Ian’s strategies for keeping everyone on the same page and motivated when taking a new approach, especially when it comes to buy-in
How Ian encourages his team to understand the pressures of the different areas of the business as a way to build empathy and improve the client experience
Advice for others looking to take a more holistic approach to legal marking and get their team on board

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