Big Law Life #80: How BigLaw Attorneys Can Better Leverage Conferences for Business Development
If you’ve ever left a conference wondering whether it was worth the time, money, and disruption to your client work, this episode is for you. I break down how Big Law attorneys can approach conferences more strategically—before, during, and after—so they actually generate business, deepen client relationships, and build visibility with the right people.
Too often, conferences are treated as obligatory or status-based, without a clear plan for return on investment. But with tight schedules and high expectations, you can’t afford to attend just to check a box. I share the steps I walk through my coaching clients to evaluate which events are worth attending, prepare for targeted interactions, and follow through to maximize long-term value. This isn’t about collecting badges or LinkedIn selfies—it’s about making sure the time you spend translates into opportunities that move your practice forward.
At a Glance: 00:00 Why many Big Law attorneys struggle to get ROI from conferences 01:44 How to choose events that align with your business development goals 03:04 The problem with conferences filled only with other law firm lawyers 04:04 How to assess whether attendees include real decision-makers 05:10 Why smaller, niche conferences can offer greater access 06:08 Hidden pitfalls of vendor-heavy conferences and VIP sponsor tiers 06:55 Mapping a before-during-after strategy for each event 07:44 Defining specific goals for client relationship-building 08:43 Using LinkedIn and firm connections to prep in advance 09:25 What to say when meeting new people—and how to reconnect 10:25 Why personal touches help build rapport faster than a hard pitch 11:04 How to use dedicated time (like meals and coffees) to go deeper 11:43 Smart ways to continue the conversation without being transactional 12:20 Why taking real-time notes is non-negotiable 13:05 Capturing your own visibility as a speaker or attendee 14:00 How to spotlight clients and earn goodwill through social content 14:22 The most common reason great conference connections fizzle out 14:41 The 72-hour rule: blocking time for personalized follow-up 15:05 Follow-up ideas that feel helpful, not salesy 15:24 Coordinating with your firm’s client team on next steps 15:47 Turning one insight into scalable content or broader BD initiatives 16:08 Measuring conference ROI over 6, 12, and 24 months 16:28 Final thoughts on being intentional with your time and brand
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Interested in doing 1-2-1 coaching with Laura Terrell? Or learning more about her work coaching and consulting? Here are ways to reach out to her:
laura@lauraterrell.com
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Show notes: https://www.lauraterrell.com/podcast