The Best Interview Questions for Hiring Legal Marketing and BD Professionals

Posted by

Kate Harry Shipham

Posted on

Mar 17, 2025

Hiring the right legal marketing and business development (BD) professionals is critical for law firms looking to stay competitive. These roles require a mix of industry knowledge, strategic thinking, and relationship management skills. But how do you ensure you’re hiring someone who truly fits your firm’s needs? Asking the right interview questions can help you assess a candidate’s expertise, approach, and ability to drive results.

Here are some of the best questions to ask when interviewing legal marketing and BD professionals—along with what to listen for in their answers.

1. How do you tailor a business development strategy to a law firm’s practice areas and client base?

This question helps gauge whether a candidate understands the nuances of legal marketing. Effective BD professionals should demonstrate an ability to craft strategies that align with a firm’s specific practice areas and target clients. Look for answers that show a balance of market research, competitor analysis, and relationship-building techniques.

Good answer: A response that includes examples of past strategies they’ve developed and how they adjusted them based on a firm’s specialties.

Red flag: Generic answers that don’t address how different practice areas require different approaches.

2. Can you share an example of a successful client relationship or deal you helped facilitate?

Since business development professionals are responsible for growing client relationships, their past successes offer insight into their capabilities. This question reveals their approach to client engagement, networking, and revenue generation.

Good answer: A candidate should provide a clear example, detailing how they identified the opportunity, engaged with the client, and contributed to a successful outcome.

Red flag: Vague or exaggerated answers without specific details on their role in the process.

3. How do you measure the success of a legal marketing or business development campaign?

Marketing and BD efforts should be data-driven. Candidates should be able to discuss metrics they track, such as client acquisition rates, conversion rates, event ROI, or website engagement.

Good answer: A response that includes both quantitative (e.g., revenue growth, lead generation) and qualitative (e.g., strengthened client relationships) metrics.

Red flag: No clear method for evaluating success beyond “increased visibility” or “positive feedback.”

4. What challenges do law firms face in business development, and how do you overcome them?

This question assesses whether the candidate understands the unique hurdles law firms encounter, such as strict advertising regulations, lawyer resistance to BD, and long sales cycles.

Good answer: The candidate should acknowledge common challenges and offer practical solutions based on past experience.

Red flag: A lack of understanding of the legal industry’s specific BD challenges.

5. How do you encourage attorneys to participate in business development efforts?

Many lawyers are hesitant about BD. A strong candidate should demonstrate an ability to engage attorneys, helping them become more comfortable with networking, client outreach, and cross-selling opportunities.

Good answer: Examples of past strategies, such as training programs, one-on-one coaching, or tools that make BD easier for attorneys.

Red flag: No clear experience working with attorneys or a reliance solely on traditional marketing tactics.

6. Describe a time you had to manage competing priorities in a high-pressure environment.

Legal marketing and BD roles often involve juggling multiple deadlines, attorney requests, and firm initiatives. This question helps evaluate a candidate’s ability to prioritize and stay organized.

Good answer: A response that highlights time management skills, problem-solving abilities, and adaptability under pressure.

Red flag: An inability to provide a concrete example or signs of struggling with workload balance.

7. What technology and tools do you use for legal marketing and BD efforts?

Familiarity with CRM systems, marketing automation platforms, SEO tools, and analytics software is a plus. Law firms are increasingly using digital marketing, and candidates should be comfortable with modern tools.

Good answer: Knowledge of platforms like InterAction, HubSpot, LinkedIn Sales Navigator, Google Analytics, or event management software.

Red flag: No experience with relevant technology or resistance to digital strategies.

8. How do you stay updated on legal industry trends and changes in client needs?

BD and marketing professionals must be proactive in understanding legal market shifts, client expectations, and emerging trends. Their answer should show engagement with industry publications, networking groups, and professional development.

Good answer: Mentions of legal industry news sources, attending conferences, and participating in professional associations.

Red flag: No clear strategy for staying informed about industry trends.

Our Final Thoughts

Hiring the right legal marketing and business development professionals requires asking the right questions. The best candidates will not only have experience but will also show strategic thinking, adaptability, and a results-driven mindset. By focusing on their ability to align with your firm’s goals, you’ll ensure you’re bringing in someone who can make a real impact.