Marketing and business development assistants

October 2, 2026|Accountants, Kim's Blog, Lawyers, Marketing|

At the recent PM Forum training workshop “Practical and Professional Skills for Marketing and Business Development (MBD) Assistants” we talked about many strategic and operational marketing and business development activities. Marketing and business development assistants: Comparing roles and insights

Similarities and differences in assistant roles

Delegates had a variety of roles – some covering a wide range of marketing and business development activities while others were in dedicated roles for communications, pitches/tendering and events. Some worked in particular sectors (e.g. renewable energy, life sciences, technology and media) and some supported particular practice areas (e.g. tax, corporate)

Delegates discussed the similarities and differences in their roles and responsibilities – they were all keen to understand how their roles compared

General vs specific roles – Some had broad roles covering a wide variety of activities whereas others were more focused on a particular activity such as pitching or events

Achievements – Most assistants had achieved significant learnings whether through a degree, apprenticeship or other qualifications (eg CIM). However, some had no formal training – maybe moving from administration roles – and had learned much through practice such as setting up systems

Desire to learn – All assistants were keen to build their skills and learn about other areas of marketing and business development where they had little experience

Doing more with less – All assistants were keen to do “higher quality” work although recognised that they had little time to learn to do this

Assistant best practice insights – Digital and events

Delegates worked in groups to share their best practice insights on topics they selected.

Digital communications

Increase the use of AI for research as well as content creation and editing
Find innovative ways to translate sometimes complex ideas for different audiences
Be consistent and regular in posting – to maintain a presence
Build the brand – generate content that is identifiable and distinct
Optimise the web site by using analytics to accommodate the shift to GEO
Provide a clear and compelling CTA (Call To Action) e.g. access to further information, book onto events etc
Ensure all activities are aligned – both strategically within campaigns and operationally through the use of project management tools
Take time out to consider alternative and innovative ways to communicate – too often we have busy schedules that prompt us to repeat what has been done before

Events

Have a clear objective and rationale
Be clear on the reasons (motivation) for target audience(s) to attend
Identify a compelling speaker, topic or panel and social networking opportunities
Create a memorable, valuable and enjoyable experience
Promote events in advance with the right content through the right channels to the right people
Encourage fee-earners to personalise invitations to their clients, referrers and contacts
Communicate and nurture guests in advance and after events
Measure results and impact
Monitor competitor activity to identify ways to offer more attractive and innovative events – whether for large scale or smaller, more intimate events. Appeal to different personalities

Developing assistant roles for the future

Our current role:

We often act as a bridge between MBD and fee-earner teams
Communication is key with both internal and external stakeholders
Enjoy social and networking aspects – seeing different sectors and services and offices
Some aspects of the role are less attractive and interesting than others
Hate having to chase for things from busy people – it causes frustration

Our future role aspirations:

A challenge is tight deadlines – creating content and documents on time
It’s hard to find ways to improve processes
Consider how to deliver success to brand, client relationships and financial results
More training and development – gain more actionable insights
Learn to pick your battles
Learn more about BD coaching
Develop the confidence that more senior MBD professionals possess

Delegate key ideas and actions at the end of the session

Key ideas

How MBD aligns with the wider legal sector
The way we communicate with fee earners mirrors how fee earners communicate with clients
Build empathy and relationships to drive your own growth and build your own brand
Understand individual roles and personalities, and how to communicate with them
The marketing mix Marketing basics – What are the 4Ps and why are they still useful?
Interesting to hear more about selling/pitching side of things as I work in communications and marketing in my current role

Planned actions

Improve knowledge of clients and markets
Gain a better understanding of how different roles contribute to MBD
Think more strategically about day-to-day activity and how it contributes to MBD objectives
Build knowledge of fee-earners and their areas / backgrounds to best support them etc.
Take ownership of more complex BD tasks
Get more experience in digital and content marketing
Learn more about events management

Future training workshop dates for PM Forum for the remainder of 2026 and 2027: PM Forum – PM Forum

Delegate poll results

Have you formally studied marketing?

57% Yes
43% No

“It was interesting to see the theories and how they apply to our marketing environments”

“The theory is familiar from my degree, but it’s good to see how it applies in a legal context”

“I studied a degree in business so it is interesting to relate the legal marketing information with that and my current role”

Where is most of your time spent?

0% Strategic marketing
29% Tactical marketing/communications
0% Selling
29% Client and referrer relationships
43% All aspects

What do you spend most of your time doing?

43% Organising events
29% Supporting M&BD executives and managers
14% Preparing pitches and tenders
14% Supporting internal communications

Where do you want to spend more time in the future?

43% Events, seminars, webinars and contact programmes
29% Digital marketing, content management and social media
14% Pitches and proposals
14% Strategy and planning

After reviewing those key marketing theories, how would you rate your knowledge?

71% Good – I am familiar with most ideas
14% OK – I’ve just learned quite a bit
14% Needs improvement – I have a lot of learning ahead!

How would fee-earners describe the marketing and business development team?

Supportive
Creative
Reactive
Proactive
Approachable
Knowledgeable
Trustworthy
Strategic

How happy are you with your CRM (and integrated mailing, analytics and relationship management capabilities)?

71% Happy
29% It’s OK

How would you rate your firm’s digital marketing strategy?

86% Really good
14% Average

Book review: Build your digital marketing strategy by Steve Brennan (kimtasso.com)

Do you think you and your fee-earners are mostly:

	Me	My fee-earners
Dogs	43%	57%
Cats	57%	14%
Bears	0%	29%

See: dog, cat and bear personalities – Better business relationships (kimtasso.com)

How would you rate your skill/ability in selling?

29% Low
14% Average
57% Good

What do you think is the most important skill/attribute of an aspiring M&BD professional?

57% Communications skills
14% Ability to work with fee-earners and M&BD team members
14% Understanding of markets and clients
14% Delivery of value, results and impact

What percentage of your fee-earners do you think are engaged with and keen to do marketing/BD?

71% About 50% of fee-earners
29% 50%-70% of fee-earners

How do you feel about your career development prospects?

43% My firm supports my development and progression
29% I would like to specialise in a specific area of MBD
14% I’m confident I will be promoted in the short-medium term
14% There is a clear path for my promotion
0% I have a lot to learn and do before I will be promoted

Don’t forget that all PM Forum members can access over 5,000 articles and numerous webinar recordings at Skills Development – PM Forum

Similarities and differences in assistant roles

Assistant best practice insights – Digital and events

Developing assistant roles for the future

Delegate key ideas and actions at the end of the session

Delegate poll results

Related posts for marketing and business development assistants

Other topics for Marketing and BD (MBD) assistants:

Related Posts

Artificial Intelligence (AI) in marketing – An update

Manage the transition to manager and adopt a commercial perspective (Future marketing and business development manager)

Profile Property Marketing Network – Roundup of past events

AI’s impact on bids and pricing in professional services (value propositions)

Trainee solicitors’ role in marketing and business development – LinkedIn and networking

The “accidental project manager” in marketing and business development

All change? Mental health in the legal sector

Navigating towards your future digital marketing ecosystem

Marketing and business development assistants: Comparing roles and insights

Similarities and differences in assistant roles

Assistant best practice insights – Digital and events

Developing assistant roles for the future

Delegate key ideas and actions at the end of the session

Delegate poll results

Related posts for marketing and business development assistants

Other topics for Marketing and BD (MBD) assistants:

Share this: