The upcoming semester of the Business Development Institute (BDI) provides an emphasis on Legal Marketing Technology. This online training course provides legal marketers with the knowledge, confidence, and resources to drive more successful MarTech initiatives at their firms.

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Essential Skills for Legal Marketers

Marketing technology. CRM, ERM, Client Experience Management, Pipeline Management, Social Media, etc.

The Business Development Institute is a 3-month remote training course that provides legal marketers with the tools they need to empower and manage successful marketing and business development initiatives. The upcoming semester will focus on how to leverage the latest legal marketing technology for better business results.

Over 95% of our past participants recommend this program as a professional development resource for legal marketers.

BDI will actively engage in a series of five 1-hour sessions covering a range of topics on coaching lawyers to develop new business from existing clients. The program will impart actionable insights on the following topics:


Session 1: How to use Technology and Innovation to Improve Law Firm Marketing

In this panel discussion, a junior, mid-level, and senior marketer discuss their career path and relationship to technology and innovation in our industry. They will also share the MarTech resources and techniques that have helped make them successful at their firms.

Session 2: The Intersection of Experience Management and Pipeline Management

Learn how Pipeline Management systems and principles can intersect with Client Experience Management to maintain, broaden, and deepen client relationships.

Session 3: Developing a Long-Term Digital Strategy

To be competitive in the digital age, it is no longer sufficient to simply have a website and a twitter handle. In this session, you will discover how successful law firms are investing in long-term digital strategy as a core business development and marketing asset.

Session 4: CRM Strategy for Legal Marketers

This quick-fire panel session will provide practical tips on CRM rollouts, best practices for choosing a platform, promoting buy-in and high utilization among lawyers, project management, gamification, and other best practices for maximizing the ROI of your CRM initiative.

Session 5: Capstone (peer discussion on MarTech trends and program takeaways)

The final session will be an interactive discussion, moderated by David Ackert, in which participants will have an opportunity to hear from other firms as they share their technology challenges and successes.

The program is designed to accommodate a busy schedule. You can watch the recorded sessions at your own pace, and all of the assignments are reasonable in scope and there is ample time between sessions to complete them.

Enrollment in BDI entitles participants to the following:

  • Access to all five recorded sessions
  • An official certification that can be added to participants’ resumes and LinkedIn profiles
  • Access to the alumni directory for ongoing peer networking and idea exchange
  • 20% discount on Practice Pipeline, the simple business development software platform for lawyers

The cost of the program is $550 per participant. Contact us for discounted group rates.

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“The takeaways I got from the Business Development Institute have made me a more well-rounded marketing and BD professional. I’ll be able to look at marcom programs with a more holistic approach and seek out BD opportunities that can result from them. The program gave me valuable takeaways that I can use to help attorneys develop their BD plans and maximize my own time on strategic initiatives.”

Kevin Dixon, Marketing and Business Development Manager, Allen Matkins




  David Ackert, MA, President of Ackert Inc. Jeff Cordle, Senior Marketing Manager at Alston & Bird
Adam Draper, VP of Sales, North America at Introhive Rachel Fields, Client Success Consultant at CLIENTSFirst Consulting
Jacqueline Madarang, Senior Marketing Technology Manager at Bradley Arant Boult Cummings LLP Katherine Miletich, Director of Marketing at Vedder Price
Kalev Peekna, Managing Director of Strategy at One North Interactive LLC  Dominic Provenzano, Marketing Technology Coordinator at Pryor Cashman
 Jennifer Roberts, Data Scientist for New Initiatives at Intapp  Adam Stock, Chief Information Officer at Allen Matkins
  Bill Vannerson, Senior Solutions Consultant at  OnePlace    Paul Ward, Founder and Chief Innovation Officer at
Olivia Watson is the Senior Marketing Manager at Ackert. Prior to working in the legal technology industry, she accumulated experience in diverse industry settings including environmental non-profits, financial services, and fashion. She is a versatile, creative marketer and business developer with a talent for developing original content and initiatives that drive business growth. She leads the marketing efforts at Ackert and contributes significantly to the company’s business development. She is responsible for developing and executing all marketing initiatives, designing all visual web/print content, authoring industry publications, creating video content, and creating company websites. Her written work has been featured/quoted by various publications including Strategies Magazine, JD Supra, PM Magazine, and the American Bar Association. She graduated Cum Laude from the University of Connecticut. Olivia Watson, Senior Marketing Manager at Ackert    Jennifer Whittier, President of Cole Valley Software



Read the biographies of our Faculty Emeritus

”The Business Development Institute provides practical, focused insight into legal BD topics, and the sessions are delivered by experienced practitioners through an engaging format. The discussions are augmented by access to Practice Boomers suite of excellent online training modules, and the program is relevant for both newer and more experienced  professionals.”

Steven Medley, Marketing Research & Reporting Specialist, Garvey Schubert Barer


BDI Certification


The Ackert Advisory offers professionals the opportunity to expand their professional development credentials by becoming a certified BDI graduate. This certification can be added to their resume and LinkedIn page, demonstrating their mastery of the core principles of training and strategy essential to effective performance in a business development role. Certification is valid for two years.

Over 100 AmLaw firms have enrolled their marketers in the Business Development Institute.


“The skills I learned from BDI will help me develop and implement long-term strategic plans, for both practice groups and individual attorneys, with a focus on targeted opportunities that generate new business for the firm.”

Kim McLaughlin, Senior Marketing Manager, Fish & Richardson

Business Development Institute certification on legal marketing manager's LinkedIn profile

Register for BDI


Membership in the Business Development Institute is limited to ensure that each session is engaging, relevant and high-value. If you feel that you or someone at your firm would benefit from participating in BDI, click the link below to reserve your seat. The total cost of the program is $550.

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Have questions? Contact to learn how BDI can benefit you and your firm.


“I thoroughly enjoyed all of the BDI: Legal Marketing Technology sessions. Each online session was an opportunity to gain added insights and a deeper understanding on the use of current technologies which we’re using in our daily work endeavors.

I enjoyed the group’s exchange of ideas on the use of these technologies, and to see how my industry colleagues approached and adapted their use into firm environments. It also provided an opportunity to evaluate our use of these technologies, and to consider potential enhancements on our use of these technologies at Wilson Elser.

The session recordings and PowerPoint slides provided after each session were very helpful, as I could replay each session at the end of the busy work day, and review my notes and the slides during the less hectic and quiet part of the day.”

Thomas Vitale, Marketing Technology and Business Intelligence Manager, Wilson Elser