The Quiet Power of Being Referred: A Guide for IP Practitioners

How IP Practitioners Can Build a Steady Referral Pipeline

If you’re an IP practitioner looking to grow your practice, chances are you’ve been told to “get more referrals.” But a referral pipeline doesn’t just magically appear. It’s a deliberate, strategic network you build - and maintain - over time. The good news? Done right, it can become one of your most reliable and rewarding sources of work.

In this edition of Beyond the Application, I’ll walk you through how to identify the right referral partners, build strong relationships with them, and keep those connections warm. Plus, I’ll share examples of simple but effective strategies that actually works.

1. Identifying the Right Referral Partners

The trick is finding the right referral partners. These are people who serve the same clients you do, but don’t compete with you. Start with this question: Who works with the clients I want to serve, but doesn’t do what I do?

For IP practitioners, strong referral partners often include:

• Corporate lawyers who don't handle IP but serve startups or creative companies.

• Litigators who don’t do IP litigation or prefer to refer it out.

• Business consultants or fractional CMOs who help growing companies make decisions about branding and innovation.

• Patent or trademark agents who focus on prosecution but don’t handle enforcement.

Start by asking yourself: Who is already on my ideal client’s “team”? Those are the people to know. And if you’ve landed great clients in the past, look at how they found you or who else was advising them. Chances are, your next client is already in someone else’s orbit.

It helps to look at your past clients and ask how they found you, or who else was on their “team.” Those people are likely connectors. That’s who you want to know better.

2. Building the Relationship

Spoiler alert: You don’t need to pitch; you need to connect.

This is where most practitioners overthink things. You don’t need to come in with a pitch deck or a quid-pro-quo mindset. You just need to show up with curiosity and generosity.

Start by asking them about their work. What kinds of clients do they enjoy? What challenges do they run into? The more you listen, the better you’ll understand how to help them, and when it’s a good fit to send work their way.

These conversations work best when they’re driven by curiosity, not urgency. You're not angling for immediate referrals; you’re building mutual trust.

Consider inviting a potential referral partner to:

• A coffee or virtual catch-up.

• A panel event or webinar.

• Collaborate on a client alert or short article.

These low-pressure touchpoints build trust without feeling transactional.

3. Maintaining the Relationship

Now comes the part most IP practitioners neglect: maintaining the connection. Think of your referral pipeline like a garden: you don’t need to water it daily, but you do need to check in regularly.

Relationships fade if you don’t nurture them...but this doesn’t mean you need to follow up weekly or force awkward coffee chats.

Best practices include:

• Quarterly check-ins: Send an email or message to ask how they’re doing and share what kind of matters you’re seeing.

• Making introductions: If you meet someone who might benefit them, connect the dots.

• Showing gratitude: When you get a referral, say thank you, ideally with specifics about how it went. A handwritten note or small gift goes a long way.

Staying top of mind doesn’t mean constantly selling. It means being consistently helpful and visible.

A Simple Strategy That Works

One of my clients, a trademark attorney, built a strong referral stream from boutique business law firm. She noticed that many of her best clients had worked with the same small firm to incorporate. Instead of cold emailing, she built relationships with various business law firms and offered to do a short lunch-and-learn for the firm’s attorneys about a relevant IP law issue.

That one offering led to regular referrals, collaborative marketing opportunities, and even a panel at a startup event they co-hosted. The key wasn’t selling herself. It was showing up with value and staying in touch.

Another client of mine co-authored a short article with a potential referral partner on early-stage branding missteps. It was a simple idea, but the collaboration opened the door to a steady stream of introductions.

Conclusion: Relationships Drive Results

Building a referral pipeline isn’t about luck or charm. It’s about being strategic with your time and generous with your expertise. Identify the right people, invest in the relationship, and stay connected in meaningful ways. Referrals aren’t about short-term wins. They’re about playing the long game and being the kind of professional people want to refer.

Your future clients are out there...and someone already knows them. Go meet that someone.