Professional Recognition
Earn a digital certificate and badge from InnovAItion Partners for your LinkedIn profile and resume, plus a place in the graduates' LinkedIn group and ongoing updates as the tools change.
AI Marketing & Business Development Certification for Law Firms
The course is eight live sessions and a two-week practicum, built only for law firm marketing and business development professionals. You leave with working prompts in your firm's voice, a documented AI workflow, a 90-day adoption plan, and a credential for your LinkedIn profile. Cohort 3 starts October 16, 2026.
Reserve Your Seat for Cohort 3
The legal industry’s first certification built specifically for law firm marketing and business development professionals.
Taught by Guy Alvarez
Guy is a former practicing attorney with more than 20 years in legal marketing. He founded Good2bSocial in 2012, a digital marketing agency for law firms, and sold it to Best Lawyers in 2023. Before that he was Global Director of Digital Marketing at KPMG and helped launch the Practising Law Institute's online center.
Today he cofounds InnovAItion Partners, where he uses AI every day to deliver marketing and business development advisory work for law firms, then teaches what he learns. He completed the MIT Sloan program on AI for business strategy in 2025.
Every session is taught live by Guy. Graduates of the first two cohorts came from firms including K&L Gates, Sheppard Mullin, Reed Smith, Epstein Becker Green, Jones Walker and Blakes
The Eight Sessions
- AI Foundations & the VERDICT Framework. How the models actually work, how to score a use case with VERDICT's three gates and four dials, and where to start.
- Two Modes of AI: Delegation, Collaboration & Your Prompt Toolkit. SPARK, CRIT, Prompt Blocks, and codifying your firm's voice.
- AI-Powered Content Creation. Producing complete, publication-ready pieces at scale, and catching AI tells before they go out.
- AI-Powered Research & Competitive Intelligence. Turning hours of manual research into minutes of focused analysis.
- AI for Social Media, Thought Leadership & GEO. Building your firm's presence where both people and AI engines look.
- AI-Enhanced Client Development & Outreach. Smarter prospecting, personalized pitches, faster follow-up.
- AI Workflow Design & Automation. Building repeatable systems that carry AI skills across the team.
- Measuring AI Impact & Making the Case for AI Investment. Proving ROI, working with InfoSec, and planning your AI roadmap.
Each session comes with a short homework assignment. After Session 8 you have two weeks to complete the practicum and earn the certification.
Why Enroll
Practical Skills
Prompting, AI workflows, content creation, research, and BD applications built for how law firm marketing and BD teams actually work.
Deliverables You Take Back
Working prompts in your firm's voice, a documented AI workflow, a 90-day adoption plan, and a cost-benefit summary for leadership.
Program Details
Start Date
October 16, 2026
Format
Eight weekly one-hour live sessions on Zoom, Fridays at 12:30 PM ET. Every session is recorded for anyone who has to miss one.
How You Earn It
Attend six of the eight sessions, complete six of the eight homework assignments, and submit the practicum. No exams.
Two-Week Practicum
Three deliverables you take back to your firm: an AI workflow case study, a 90-day AI adoption plan, and a one-page cost-benefit summary for leadership.
Class Size
Limited to 20 professionals
Frequently Asked Questions
How is the course structured?
The course runs as eight weekly one-hour live sessions on Zoom, Fridays at 12:30 PM ET, starting October 16, 2026. Each session ends with a short homework assignment that applies that week's material to your own firm. After Session 8 you have two weeks to complete the practicum. Every session is recorded, so a missed week is not a lost week.
Who is the course for, and what do I need to enroll?
The course is built for marketing, communications, and business development professionals at law firms, from coordinators to CMOs. No technical background is needed. You should know your firm's marketing and BD work well enough to apply what you learn to it. You also need access to at least one general AI tool such as ChatGPT, Claude, or Gemini. There is nothing to install.
How do I earn the certification?
Attend six of the eight sessions, complete six of the eight homework assignments, and submit the practicum. There are no exams. The practicum is three deliverables you build for your own firm: an AI workflow case study, a 90-day AI adoption plan, and a one-page cost-benefit summary for leadership. Graduates receive a digital certificate and badge from InnovAItion Partners for their LinkedIn profile and resume.
How much time does it take?
Plan on one hour of live class each week plus roughly one to two hours of independent work, for eight weeks. You then have two weeks after the final session to complete the practicum.
What will I be able to do when I finish?
Score any AI use case with the VERDICT framework and know which ones to build. Write prompts that produce work in your firm's voice. Recognize AI tells before a draft goes out. Turn hours of research and competitive intelligence into minutes. Build a repeatable LinkedIn and thought leadership system for your attorneys. Design workflows that carry AI skills across your team. Present a cost-benefit case for AI to your CMO, practice leaders, or executive director.
Which AI tools do we use?
Sessions demonstrate ChatGPT, Claude, Gemini, and Perplexity, plus research and social tools built for legal marketing. Use whichever your firm has approved. The techniques transfer across all of them.
What about InfoSec and client confidentiality?
You never need to bring confidential client information to class. Exercises use your own marketing material and public sources. Session 8 covers how to work with your firm's InfoSec team. The 90-day adoption plan you build in the practicum includes the approval path for your firm.
Can my firm enroll several people?
Yes. Groups of three or more save 15 percent. Register each person through the form on this page, or email [email protected] to arrange a group enrollment or an invoice.