Sponsored by: Competitive Intelligence and Marketing Technology SIGs
Domains: Business Development & Business of Law
BoK Competencies: Competitive Intelligence & Business Intelligence and Analysis

This session explores data governance as a foundational building block for competitive and business intelligence, marketing operations, and firm-wide insights. Governance experts will discuss real-life challenges and share case studies highlighting the impact on data owners, data consumers, and multidisciplinary teams. Learn how legal firms are tackling governance from a technology perspective—and why aligning data across departments through collaboration is critical to unlocking its full potential. Discover how better governance leads to better decisions, better marketing, and better results.

Learning Outcomes:

• Explore how data governance impacts legal marketing, CI, and BI by understanding its role as a foundational strategy for driving insight, compliance, and campaign performance.
• Hear real-world perspectives from data governance experts on the challenges faced by data owners, consumers, and multidisciplinary teams—and how collaboration ensures firm-wide alignment.
• Understand how law firms are implementing governance through technology and how governance practices directly affect the quality of day-to-day marketing and intelligence operations.

Presenters:
Raquel Lewis, Technical Program Manager, Intapp
Tony Martinez, Director of the Program Management Office, Lowenstein Sandler LLP
Jaclyn Walkins, Enablement Manager, Sidley Austin LLP

Sponsored by: Social & Digital Media SIG
Domains: Communications & Business Development
BoK Competencies: Social Media and Engagement, Presentation Skills & Project Management

In today's digital-first landscape, short-form video has become a powerful tool for capturing attention, building brand awareness, and driving meaningful client engagement. This interactive roundtable will explore how legal marketing professionals can harness the power of platforms such as LinkedIn, TikTok, Instagram Reels, and YouTube Shorts to create compelling content that resonates with both potential clients and referral sources. Participants will discover practical strategies for creating authentic, compliant video content that showcases firm expertise while humanizing their brand. We'll dive deep into content repurposing techniques that maximize ROI by transforming a single piece of content into multiple touchpoints across various platforms. The session will also cover promotion strategies that amplify reach, and measurement techniques to track engagement and conversion. Whether you're a solo marketer looking to build your firm’s brand recognition or part of a large firm's marketing team seeking to modernize your content strategy, this roundtable will provide actionable insights and real-world examples from successful legal video campaigns. 

Learning Outcomes:

• Identify the most effective short-form video platforms and formats for different legal practice areas and target audiences.
• Develop a systematic approach to repurposing long-form content (webinars, articles, presentations) into engaging short-form video series.
• Create compliant promotional strategies that amplify video content reach while maintaining professional standards and ethical guidelines.

Presenters:
Jessica Aries, J.D., LL.M, Digital Marketing Strategist & Trainer, By Aries
Rob Kates, Executive Producer, Kates Media LLC 

Sponsored by: LMA Business to Consumer (B2C) SIG
Domains: Client Services & Technology Management
BoK Competencies: Internal and External Client Communications and Feedback & Experience Management

Join us for an in-depth webinar on how B2C law firms can create a client-centric marketing funnel that nurtures leads from first impression to loyal client. We’ll explore practical tools and strategies for managing leads efficiently, including how to use your CRM to automate personalized follow-ups via email and text. Learn how to design a funnel that guides potential clients through each stage—from awareness and consideration to conversion and retention—while staying top-of-mind and building trust before the first call is even made.

Learning Outcomes:

• Understand how to design a client-centric funnel tailored for B2C law firms
• Explore lead nurturing strategies for every stage of the journey
• Discuss how to keep clients engaged after their case is resolved to drive referrals and long-term loyalty

Presenters:
Amanda Churchill, VP of Technology & Digital Strategy, MLCworks
Nikki Giambelluca, Growth Specialist, MLCworks
Mackenzie Gokey, Director of Marketing, Triangle Smart Divorce

Sponsored by: Client Value SIG
Domain: Client Services
BoK Competency: Structuring and Managing Client Teams

As law firms seek to deliver more strategic, client-focused service, dedicated client teams are becoming essential. This webinar explores how client teams—particularly within a Key Client Program—can drive growth, strengthen relationships, and align services with client needs. We’ll examine how firms identify key accounts, facilitate goal-driven planning sessions, and leverage Client Relationship Managers to maintain momentum. A guest speaker will also share insights from a standalone Client Team Program, offering an alternate approach to structure and success.

Learning Outcomes:

• Understand how to identify and prioritize clients for inclusion in a client team or Key Client Program.
• Identify best practices for facilitating productive client team meetings that generate actionable goals.
• Explore the role of Client Relationship Managers in sustaining engagement and driving strategic growth.

Presenters:
Rex Bautista, Senior Client Relationship Manager, Bird & Bird LLP
Ricki Hisaw, Key Client Accounts Manager, Schwabe, Williamson & Wyatt
Kate White, Director of Client Development, Orrick, Herrington & Sutcliffe

Sponsored by: Solo/Small Team SIG
Domain: Marketing Management and Leadership
BoK Competency: Firm Organizational Structure and Dynamics

Marketing committees can be powerful tools for collaboration, alignment, and strategic growth, but in a small firm, they can easily lead to confusion, burnout, or stalled progress if not structured effectively. Whether you’ve inherited a marketing committee that isn’t quite working, or you’re considering forming one to get attorneys more involved, this LMA session is designed to help you find the right approach. Join moderator Jim Staples (Jim Staples Consulting) and panelists Kaley Green (Marketing & Business Development, Fogler, Rubinoff LLP) and Misty A. Borg Misterek (Director of Business Development & Marketing, Merchant & Gould P.C.) for a practical discussion on how to make marketing committees work in small/solo team environments.

Learning Outcomes:

• Evaluate whether forming a marketing committee aligns with your firm’s structure, culture, and strategic goals. 
• Identify the benefits and common challenges associated with marketing committees in law firms of varying sizes. 
• Discuss strategies for launching, leading, or refining marketing committee to ensure effective collaboration and measurable outcomes. 

Presenters:
Kaley Green, Director, Marketing & Business Development, Fogler, Rubinoff LLP
Misty A. Borg Misterek, Director of Business Development & Marketing, Merchant & Gould P.C.
Jim Staples, Principal at Jim Staples Consulting, LLC (Moderator)

LMA Body of Knowledge Domain: Marketing Management and Leadership
Competency: Change Management

Change is inevitable — whether it’s integrating teams after a merger, rolling out new technology, or driving a shift in firm culture. But leading through change in law firm marketing and business development comes with its own set of challenges: aligning stakeholders, managing resistance, and ensuring long-term adoption.

Join a panel of seasoned professionals who have navigated major organizational changes inside law firms and beyond. Through candid case studies, they’ll share what worked, what didn’t, and the lessons learned along the way. This practical conversation will give you insights you can apply immediately, whether you’re planning your next big initiative or guiding a team through ongoing evolution.

Learning Outcomes:

• Understand common pitfalls and success factors in managing change within law firm marketing and BD teams
• Hear firsthand strategies for securing buy-in from leadership, attorneys, and staff
• Explore how to measure success and maintain momentum after the initial rollout
• Gain practical, candid advice from peers who have led through complex transitions

Meet the Panel:
David McClune, Chief Marketing & Business Development Officer, Davis Polk
Andrew Scott, Director of Business Development and Proposals, Ballard Spahr, 
Pedro Campos, Vice President, Global Head Law Firm Consulting, Elevate
Marcie Borgal Shunk, President and Founder, The Tilt Institute

LMA Body of Knowledge Domain: Technology Management
Competency: Experience Management

AI is revolutionizing experience management in law firms, transforming how legal marketers structure data, enhance decision-making, and drive business development. But successful AI adoption isn’t just about selecting the right tools—it requires a strategic approach to integration, training, and governance. This session will provide a practical roadmap for AI adoption, helping attendees understand implementation phases, overcome common challenges, and ensure firm-wide buy-in. Participants will leave with actionable steps for integrating AI into their firm’s experience management framework.

Learning Outcomes:

• Develop phased strategies for piloting and scaling AI in experience management.
• Understand how AI enhances taxonomy development, data integrity, and technical troubleshooting.
• Explore how AI adoption can improve firm growth, relationship intelligence, and client engagement.
• Identify key AI developments impacting legal marketing and experience management, and adapt your firm’s strategy accordingly.

Meet the Panel:
Jason Kennedy, Intelligence Solutions Manager, Holland & Knight
Kelsey Kozair, Senior Business Development Manager, Foley & Lardner LLP
Stacey Morrow, Senior Account Manager, Introhive
Kalaivaani (Vaani) Vairavanathan, Manager, Competitive Intelligence and Strategy, Davies Ward Phillips & Vineberg LLP

Domains: Marketing Management and Leadership, Business of Law

The need to continuously adapt and innovate to meet client needs is a strategic imperative inside law firms, yet most firm leaders struggle when it comes to implementing change. The future of law needs marketing and business development professionals who can help firm leaders implement growth to Make Strategy Stick. During this session, you will learn a new model to help design and drive change and hear from panelists who are successfully applying innovative approaches at their firms. Whether you want to help drive strategy firmwide, within a practice team, or inside your department, this session will help you build on what you've learned throughout the conference and arm you with new tools and skills to elevate your role as a growth leader. 

You'll learn how to:

• Discover a framework for helping law firm leaders put ideas into practice to drive innovation and change
• Develop confidence in leading and facilitating conversations to drive growth
• Exchange fresh ideas from colleagues to promote attorney and professional engagement and creative problem solving 

Speakers:
Debra Baker, Managing Director, GrowthPlay
Britt Schmidt, Chief Legal Talent & Inclusion Officer, Vorys
Alé  Simmons, Senior Business Development Manager, Clark Hill
Emily Gallagher, Sr. Director of Business Development, Womble Bond Dickinson (US) LLP

Domains: Business Development, Marketing Management and Leadership

CMOs and Senior business development leaders from across the country will host an interactive discussion about the key learnings from LMA25's various business development-focused presentations. During this session, panelists will contemplate what the latest trends in tech-enabled business intelligence, coaching programs, and client service mean for each of their organizations. They'll discuss the implications for the future of the BD function and how each attendee might leverage what they've learned by assembling a forward-looking business plan that utilizes the most impactful elements of each prior presentation. Participants will be encouraged to engage through a moderated Q&A and will leave the session with a template to steer their own follow-up efforts. 

You'll learn how to: 

• Discuss how to translate what you've learned at LMA25 into actionable steps to bring back to your firms
• Contemplate how technology advances can help achieve future BD goals
• Identify ways to incorporate client value offerings into pitch and proposals opportunities 

Speakers:
Kelly MacKinnon, Chief Business Development and Marketing Officer, Gibson Dunn LLP
Ashraf Lakhani, Chief Business Development and Marketing Officer, Porter Hedges LLP
Carman Akins, US Director, Practice Marketing, DLA Piper LLP
Deborah Ruffins, Managing Partner, Deb Ruffins Consulting Group

The 2025 LMA Annual Conference delivered an intensive three-day program featuring hands-on sessions designed to be practical and actionable. With the theme, 40RWARD, attendees experienced curated, strategic sessions focused on advancing the legal marketing profession. 

The recorded programs from LMA's Annual Conference are geared for marketers of all levels, and map to the domains, skills and competencies outlined in the Body of Knowledge (BoK).

Purchase the full bundle to receive exclusive access to select recordings (noted where applicable). To purchase individual recordings, click on the session titles listed below. 

New for 2025! 

• All eligible LMA25 registrants automatically receive access to the full recordings bundle – no purchase necessary! Log into your MyLearning Account to view. 
• LMA25 mainstage sessions are available only in the bundle. Don’t miss these standout sessions:
  • Keynote - Crafting Messages That Resonate: Lessons from Presidential Speechwriters on Connecting with Your Audience
  • Keynote - Forward Together: The Human Edge in an Era of Rapid Change (only available until June 30, 2025)
  • In-House Counsel Panel - The Anatomy of a Successful Sales Pursuit: Insights from Clients

While many sessions align with more than one domain, the primary BoK domains for each session are highlighted below:

 Business Development

• Amplify Your Impact: Getting Buy-in to Help Lawyers Cultivate an Effective Business Development Mindset (Service Provider Session - bundle only)
• Coaching to Revenue: Unlocking Business Development Potential through Equitable Strategies
• Developing A Future-Focused BD Strategy: Implementing Lessons Learned from LMA25
• In-House Counsel Panel - The Anatomy of a Successful Sales Pursuit: Insights from Clients (Keynote Session – bundle only)
• Tech-Enabled BD 2.0: Showcasing Your Impact On The Bottom Line  
• Using Data & Technology to Drive ROI in Legal Marketing Events

 Business of Law

• Building Data-Driven Business Development Plans
• Forward Together: The Human Edge in an Era of Rapid Change (Keynote Session – available in bundle until June 30, 2025)
• From Data Chaos to Strategic Clarity: Crafting a Modern Law Firm Data Strategy (Service Provider Session - bundle only)
• Making More Rain: Building a Program to Support Top Performers’ Success
• Present and Future of Pricing: Supporting Profitability While Driving Client Value
• Using Intelligence, Marketing and Communications to Find Legal Talent

 Client Services

• Empowering Growth: Leveraging Client Feedback for Value Creation and Increased Revenue
• From Good to Great: Elevating Client Team Performance
• Hearing with Purpose: Overcoming Obstacles to a Successful Client Listening Program
• Surprise & Delight: How Marketing & Business Development Professionals Elevate Client Value
• We Know We Need It, But How Do We Do It? A Roadmap for Developing an Effective Client Teams Program

 Communications

• Crafting Messages That Resonate: Lessons from Presidential Speechwriters on Connecting with Your Audience (Keynote Session – bundle only)
• Crafting Your Firm’s Approach to Digital Storytelling
• Harnessing AI for Cross-Selling: Don’t Miss an Opportunity for Growth! (Service Provider Session - bundle only)
• Is Your Communications and Public Relations Department Embracing the Future or Stuck in the Past?
• Never Redesign Your Firm’s Brand Look: Evolve it!
• The Art of Tough Conversations: Navigating Sensitive Messaging in Law Firms
• The Science of First Impressions: Strategies for Networking Success

 Marketing Management and Leadership

• Evolving Your Mindset and Department: The Best Secrets from In-House Teams and External Agencies
• Forward Thinking Strategies in Team Hiring & Retention: Insights for Team Leaders
• From Activator Research to Real-World Results: Embedding Activator Model into Business Development Habits (Service Provider Session - bundle only)
• Making Strategy Stick: Positioning the MBD Leaders of the Future to Drive Law Firm Growth
• Shark Tank-Style Showdown: Solving Problems, Driving Change, and Pitching to Win
• The Safe Zone: Fostering a Culture of Psychological Safety

 Technology Management

• Adapting to Digital Landscapes: Strategies for the New Rules of Digital Visibility (Service Provider Session - bundle only)
• Charting Rough Waters: How to Ensure Successful Tech Adoption and Prevent Failures
• Forging Ahead: Aligning Digital Transformation with Strategic Growth
• From Intuition to Insight: Building a Fact-Based Future in Legal Marketing by Harnessing Data (Service Provider Session - bundle only)
• Future-Ready Digital Strategies: Transforming Your Website into a Revenue Engine