Data Driven Business Development for Legal Professionals: Turning Insights into Action

Jason Kennedy | Choate Frazier

Jason Kennedy is the CEO of Choate Frazier: an advisory firm bridging the gap between marketing, data, and technology in the professional services industry. During his decade+ in professional services – including as an Am Law 100 Director of Marketing Ops and boutique accounting firm CMO – Jason has worked across marketing operations, technology and data, and has led firmwide initiatives exploring how data and technology can enhance marketing performance, business intelligence, and client engagement.

• Education & Credentials

Jason earned his Bachelors of Science degree in Marketing Management from the University of Memphis as well as an MBA and Masters of Science in Marketing Analytics from the University of Alabama.

• Recognition & Leadership

Jason is recognized as a leading voice in the professional services industry on marketing data, analytics, and technology. As CEO of Choate Frazier, he advises firms on building and optimizing marketing operations and revenue operations capabilities. He is also a recurring speaker and writer for the Legal Marketing Association (LMA) and the International Legal Technology Association (ILTA), where he shares insights on marketing technology, analytics, and business intelligence.

• Professional Involvement

Jason is actively involved in the professional services marketing community through his speaking and writing for organizations including the Legal Marketing Association and the International Legal Technology Association. His work focuses on advancing the use of marketing technology, analytics, and data-driven decision-making within law firms, accounting firms, and other professional services organizations.

• Experience

Jason’s work includes marketing leadership roles in accounting, legal and consulting – including time as Director of Marketing Operations at an Am Law 100 firm, and the lead consultant on a variety of marketing tech and data initiatives across BigLaw.

Rafi Arbel | Market JD

Rafi Arbel is the President and Founder of Market JD, Inc., a Chicago-based digital marketing agency serving law firms nationwide. A former litigator who previously ran his own practice, he leverages firsthand legal industry experience to help small and mid-sized law firms strengthen their online presence and expand their client base. With more than 20 years of experience in law firm marketing, he focuses on SEO, website development, pay-per-click (PPC) advertising, and broader digital marketing strategies tailored specifically for attorneys.

• Education & Credentials

Rafi Arbel’s professional background is rooted in his experience as a former practicing litigator who operated his own law firm before transitioning into legal marketing. This hands-on legal experience informs his approach to helping attorneys develop effective client acquisition and digital growth strategies.

• Recognition & Leadership

Rafi is recognized as a leader in law firm marketing, particularly for his work helping attorneys build and optimize digital client acquisition strategies. Through Market JD, Inc., he has developed a reputation for delivering tailored, attorney-focused marketing services that emphasize practical results, personalized strategy, and industry-specific insight.

• Professional Involvement

Rafi is actively engaged in developing and implementing integrated digital marketing strategies for law firms. His work includes combining SEO, AI visibility, website design, PPC advertising, social media, and analytics into cohesive strategies designed specifically for attorneys. He also utilizes proprietary analytics tools to help clients track performance and understand which marketing efforts drive results.

• Experience

Rafi has over 20 years of experience in law firm marketing, including SEO, website development, PPC advertising, and digital strategy. Prior to founding Market JD, Inc., he practiced as a litigator and managed his own law firm, an experience that directly shaped his understanding of law firm operations and client acquisition. He now applies that experience to helping law firms navigate competitive online marketplaces and grow their practices through data-driven marketing strategies.

SESSION 1 – Building a Data-Driven Law Firm: What Drives Growth and Revenue | 1:00pm – 2:00pm

Explores how law firms can connect marketing activity to business outcomes, evaluate the role of intake in marketing performance, and use intake and revenue data to improve decisions, while building practical performance tracking systems for disciplined, data-driven law firm growth.

BREAK | 2:00pm – 2:10pm

SESSION 2 – From Data to Relationships | 2:10pm – 3:10pm

Explores how attorneys can move beyond data collection to meaningful action in business development, using portfolio-style thinking to manage client relationships, reading internal firm data as a relationship map, and applying AI as a practical supporting tool to identify opportunities, strengthen engagement, and build consistent growth habits.