Barbara S. Kaplan

Barbara Kaplan is an accomplished professional services marketer and strategic thinker.  She has broad-based experience in the legal, health care and financial services industries.

Barbara has held senior level marketing and business development roles at a global AmLaw 100 firm, mid-Atlantic regional firm, and an insurance defense firm.  She concentrated on client development, client relationship management, public relations and marketing strategy.

In 2005, Barbara founded BSK Strategies.  She works with small and mid-size firms and individual lawyers to increase revenue and client retention by helping them build their brands, target and win new and higher-value clients, leverage thought leadership, and develop new ways to distinguish themselves in a competitive marketplace.

Barbara’s recent work includes:

  • Leading business development skills-building programs
  • One-on-one business development coaching for partners, laterals, and associates
  • Implementing systems to organize and streamline business development activity
  • Writing persuasive copy for web and social media, electronic communications, printed materials, lawyer biographies, articles, and practice group descriptions
  • Developing firm-wide strategic marketing plans
  • Presenting to law students on client development skills in order to stand out early in their careers
  • Facilitating workshops and retreats to create buy-in for new vision and culture changes

Barbara is recognized by her clients for her ability to integrate marketing activity into their unique culture and business environment, leverage results, and stretch comfort zones to help meet new challenges and attain the next level of growth.

Barbara served on the Steering Committee of the Delaware Valley Law Firm Marketing Group, and is a member of the Legal Marketing Association and the Law Practice Management section of the American Bar Association.  She co-founded The Lawyer Transition Group which provided programs, guidance and services to lawyers in career transition.  She speaks and writes on law firm marketing, was a contributing writer to the Straight Word, the monthly publication of the Burlington County (NJ) Bar Association, and has published in the Legal Intelligencer.

She received her M.B.A. in marketing from Northwestern University’s J. L. Kellogg Graduate School of Management and B.A. from Boston University.

Barbara is fluent in French and an accomplished pianist.

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