Episode 156 - John Austin-Brooks of Abel + Imray on Taking a BD-Led Approach to Conferences and Events

In-person events and conferences still hold significant value for legal marketing and BD teams, but choosing the right events and identifying opportunities is key to maximising their potential. 

In this episode of the Passle CMO Series Podcast, Will Eke welcomes John Austin-Brooks, Commercial Manager at Abel + Imray, a leading intellectual property firm, to share how he’s driving business development through events with a small team and why a strategic approach to events can help firms maximise their impact and build lasting client relationships.

John and Will cover: 

• How the approach to events at Abel + Imray has evolved since John joined the firm
• Why law firms need a more strategic approach to events to support business development
• How to balance attorneys' requests for BD support with the need for a unified events strategy and align budget and resources
• How to align events with business development goals and what the ideal process looks like from a BD perspective
• Advice for others looking to take a more BD-focused approach to conferences and events