Market Trends & Salary Info within Legal BD & Marketing

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In today’s competitive market, people are the most valuable asset any law firm can have. Attracting high-quality hires and retaining top performers is critical to maintaining a strong brand, delivering excellent client service, and driving firm growth. To do this, law firms must offer competitive, well-rounded remuneration packages that reflect the evolving expectations of professionals in marketing and business development (BD).  Here are our observations of the current market:

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How to Attract & Retain Top Talent

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Salaries                                            

Salary remains the primary driver for career moves in this sector. Law firms that offer competitive compensation packages are best positioned to attract and retain skilled marketing and BD talent. A well-paid team is not only more motivated but also more productive, creative, and committed to long-term success.

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Bonuses                                            

Discretionary bonuses are increasingly important. As expectations rise, professionals are looking for firms that recognise and reward their contributions beyond the base salary. Structured bonus schemes can significantly enhance both attraction and retention.

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Career Progression

Clear advancement opportunities and investment in career development are key to securing long-term talent. Candidates want visibility over their potential career path, mentoring opportunities, and chances to contribute at a strategic level, not just stay in tactical, executional roles.

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Hybrid Working                        

Post-pandemic, flexible working is now a key expectation. While some firms, particularly US firms, are pushing for more office-based days, most candidates now prioritise hybrid or remote work options. Firms that offer flexibility are more likely to appeal to top-tier professionals in marketing and BD.  On the whole, most candidates are not looking for more than 3 days/week in the office.  Those clients requiring 4 or 5 days/week in the office will find that less candidates are interested.

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Part-Time & Flexible Working

Flexible working hours and part-time opportunities are now critical offerings, especially for experienced candidates looking to balance demanding workloads with personal commitments. These options can broaden a firm’s talent pool and improve retention among top performers.  That said, true part-time roles are still few and far between, but those clients open to a 4 day/week option, will receive a more diverse selection of candidates.

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Diversity, Equity & Inclusion            

DEI is no longer a side initiative; it’s a strategic imperative. Candidates (particularly those who are younger/more junior) want to join firms that are serious about building diverse, equitable teams and cultures. DEI efforts within marketing and BD functions are not only attractive to candidates but also critical to delivering more innovative and inclusive campaigns.  

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Neurodiversity

Law firms are increasingly recognising the value of neurodiversity in the workplace. Embracing neurodiversity in recruitment is not just a matter of compliance or corporate social responsibility, it can be a distinct advantage.

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Culture & Work-Life Balance              

While salary is important, firm culture and work-life balance have become major deciding factors for candidates. A positive, supportive working environment is essential for retention, particularly in a competitive and fast-paced space like legal marketing and BD.

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Trending Vacancies

Digital & Technology Marketing

Firms are increasingly seeking candidates with expertise across digital channels and platforms. Skills in marketing automation, CRM systems (such as Salesforce), Google Analytics, and content management systems are in high demand.  Candidates who can implement and optimise tech-driven marketing campaigns, interpret performance data, and use automation to enhance client engagement are increasingly sought after.

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Client Relationship Marketing

There is a continuing growing emphasis on client-focused strategies that prioritise retention and deepening of key relationships. Firms want professionals who can design and implement effective client relationship management (CRM) plans, deliver personalised content, and create targeted communication strategies. Experience in account-based marketing, client engagement, and tailored communications is highly valued.

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Specialised BD skills

The demand for specialised BD professionals continues to rise, particularly in areas such as bids, pursuits, and client programmes. Legal firms are looking for individuals with deep sector expertise, particularly in areas like real estate, finance, and technology, who can bring targeted insights and more strategic value to BD efforts.

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Content Marketing

Thought leadership remains a cornerstone of marketing across the legal sector. Candidates with the ability to develop high-quality content, blogs, webinars, case studies, that reflects the firm’s expertise and market understanding are crucial in helping firms differentiate themselves and generate new opportunities

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Further Observations

Standing Out in a Crowded Market

Firms that clearly define roles, provide structured career development, and offer competitive salaries will stand out. Candidates are drawn to environments where their contributions are recognised, and where there’s a clear roadmap for growth and development.

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Retention Challenges

High turnover remains a concern in legal marketing and BD, especially in a job-rich market. Frequent team changes disrupt continuity and increase recruitment costs. Firms that focus on retention strategies, through development, recognition, and a strong internal culture, will maintain greater stability and long-term performance.

Expanding Beyond London

Hiring regionally offers law firms access to new talent pools and can help mitigate the high cost and competition of London-based recruitment. Expanding the geographical footprint of BD and marketing roles can also open the door to more diverse perspectives within teams.

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If you would like to discuss any recruitment plans or would like market advice on specific salary ranges for a role, please contact either Victoria Capsey (vcapsey@norfolkcapsey.co.uk) or Colette Norfolk (cnorfolk@norfolkcapsey.co.uk).

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