Sponsored by: Talent Development Committee
Domain: Marketing Management and Leadership
BoK Competency: Firm Organizational Structure and Dynamics

Design Thinking is a creative process for innovation. In the same way successful lawyers use a process for preparing for a court case or going about business development, Design Thinking is a process with five distinct steps to develop a better way to deliver legal services or solve a challenging problem. Legal Design Thinking (LDT) can be applied to develop new ways to combine human-centered design and technology to meet the ever-changing demands of the legal profession. Legal Design Thinking results in not only more creative and effective solutions, but also a closer relationship and collaboration between law firms and their clients, the legal departments.  

Learning Outcomes:

• Learn what is Design Thinking including the critical 5 steps
• Identify how this concept is applied to law firms and legal marketing
• Discuss how you can use Design Thinking to demonstrate leadership within your firm

Presenters: Mark Beese, Founder, Design Thinking Legal; President, Leadership for Lawyers Mandy Hicks, Director of Marketing & Communication, English Lucas Priest & Owsley, LLP

Exclusive for LMA Members

Sponsored by: Business to Consumer Practices SIG 
Domain: Communications
BoK Competency: Written and Oral Communication Skills

Are you ready to cultivate a commanding presence that leaves a lasting impression in the legal world? Join us for an exclusive webinar tailored for legal professionals looking to enhance their executive presence within law firms. Executive presence encompasses a blend of communication, demeanor, and gravitas that allows leaders to command attention, inspire confidence, and drive results. This critical skill accounts for 26% of an individual’s ability to elevate their career and impact within an organization.

In this dynamic session, we'll delve into the essential elements of executive presence and how it directly correlates to success in the legal arena. From confident communication strategies to impactful leadership techniques, we'll provide actionable insights and practical tips to help you stand out among your peers and champion success in your firm.

Whether you're a seasoned legal business professional aiming to refine your presence or a rising star eager to make a mark, this webinar is your opportunity to elevate your impact and propel your career forward. Join us and unlock the secrets to commanding attention, fostering trust, and achieving success in the competitive world of law firms.

Learning Outcomes:

• Understand the crucial components of executive presence and personal branding and why it matters in law firms.
• Learn effective communication skills to convey authority and credibility.
• Discover strategies to exude confidence in high-pressure situations and speak in a persuasive tone to get the results you need.

Presenter: Rich Bracken, Executive Presence Consultant & Speaker, Unstoppable Solutions

Domain: Communications

There’s so much pressure on legal marketers and BD professionals to show ROI amongst shrinking budgets and market uncertainty. With a large percentage of web traffic coming in through attorney Bio pages, they are an incredible area for investment and innovation. In this session, we’ll look at Bio pages as an important step in the business development journey. In-house counsel will join us to reveal the real ways they use bios and provide insights on making yours better. We’ll look at bios, in- and out-of-category, that break the mold and all walk away with ideas for your own firm.

You'll learn how to: 

• Define the real business challenge we are trying to solve with attorney Bio pages
• Identify disconnects between what attorneys want and what potential clients want from attorney bios
• Collect in- and out-of- category examples to share and present at your firm

Presenters:
David Weinberger, Founder, One Story Branding
Karla Pinckes, Outside General Counsel for Tech Startups , Rose Bowlus Law
Angela Quinn, Chief Client, Officer Husch Blackwell

The 2024 LMA Annual Conference was an intensive three-day program of plenary education and specific, hands-on learning sessions that were designed to be immediately actionable back at the office. With the theme, ALL IN, attendees experienced curated sessions that focused on strategic critical thinking, evidence-based expertise, and authentic conversations. 

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 entire bundle or click on the session titles below to purchase individual recordings. By purchasing this package, you also have exclusive access to select recordings that are only available in the bundle as noted below. All LMA24 registrants receive access to the recordings bundle as part of their registration.

All sessions align within the six domains within LMA’s Body of Knowledge.  While many sessions align with more than one domain, the primary BoK domains for each session are highlighted below:

 Business Development

• Activate Your Professionals: How the Right Technology and Training Can Accelerate Firm Growth (Service Provider Session - bundle only)
• Making It Rain: Developing Women Rainmakers 
• The Data that Matters: Using Market Intelligence to Drive Growth (Service Provider Session - bundle only)
• Up Your Ante: Stacking the Deck to Create a Successful Business Development Curriculum

 Business of Law

• AI in Legal Marketing: Leadership, Risk Mitigation, and Innovation
• AM Law Trends & The Role Marketers Play in Growing Profit (Service Provider Session - bundle only)
• Clients Demand Value, Not Time: How to Position Your Firm in the Age of AFAs (Service Provider Session - bundle only)
• Exploring Global Trends in Legal Marketing and Tackling Common Challenges 
• Growth-Minded Communication: Best Practices for Marketers Planning and Executing New Office Launches
• Inclusion Insights: Shaping Diverse Workspaces - A Series of DEI TED-Style Talks
• Navigating the Fastest Path to Market Share: Lateral Recruitment

 Client Services

• From Key Account Management to Client Teams - Insights for Stronger Client Relationships
• In the Room Where It Happens: The Value of Feedback and Client-Facing Professionals
• Mastering the Art and Science of Client Feedback Discussions
• Propelling Clients' Businesses Forward: Sharing Innovative Concepts from In-House Counsel (Bundle Only)
• The Neuropsychology of Bad Collaboration: Why Partners Falter So Badly & How To Overcome it

 Communications

• Beyond the Surface: Unmasking the Subtle Roadblocks in Legal DEI Initiatives
• Building Better Bios: What Actually Matters to In-House Counsel and Clients
• Leveraging Public Relations for Business Development Success
• Research Reaps Revenue: How Signature Research Campaigns Can Cultivate Connections and Drive Growth
• The "B" Word: Achieving Differentiation Through Branding

 Marketing Management and Leadership

• Building Consensus and Adoption of Large-Scale Projects at Your Firm
• Keynote Address: An Uncommon Story – How One Trailblazer Went All In (Bundle Only)
• Looking Outside Our Industry: A Playground for New Insights and Creative Solutions
• Mindset Makeover: Empowering Legal Marketers with Performance Psychology Strategies
• Navigating the Marketing Maze: An Open Exchange Program for Small to Mid-Size Firms
• Retention Strategies: A Framework for Team Leaders
• Strategy Fallacies: Avoiding the Dead Ends (Service Provider Session - bundle only)
• What's My Next Move? How to Position Yourself for Career Advancement

 Technology Management

• A Crash Course in Aligning Your Marketing with What GCs Want (Service Provider Session - bundle only) 
• Driving Efficiency and Business Development with Transformative Marketing Technology 
• Drop That Spreadsheet! Using Tech to Upgrade your BD Pipeline and Enhance ROI 
• How to Use Google Analytics to Supercharge Marketing & ROI 
• Over and Beyond AI Hype: 2024 Digital Maturity Trends that Drive Firm Outcomes (Service Provider Session - bundle only) 
• Practical Experience Management: How to Get Your Firm Started on a Data Driven Journey

Bonus! The on-demand webinar from Litera Making the Case for CRM and Martech is included complimentary when you purchase the bundle.

The 2024 LMA Annual Conference Recording Bundle is sponsored by:

Sponsored by: LMA Education Advisory Council 
Domain: Marketing Management and Leadership
BoK Competencies: Department Management and Motivation & Management of Individual Personnel 

Contemplating your long term career trajectory in the legal marketing profession but not sure what the next steps should look like? Don't wait until your next annual review to begin thinking about your future. LMA's Body of Knowledge (BoK) defines six domains within the industry and provides a roadmap for developing the fundamental and advanced skills in each of those areas. Join the LMA Education Advisory Council (EAC)  to learn how to put the BoK to use for you today!

Learning Outcomes:

• Identify your existing strengths and developmental areas
• Create a roadmap for career growth in the BoK domains in which you are most interested
• Use the BoK and other LMA tools to promote your knowledge and growth during job placement, promotion opportunities, self evaluations and annual reviews.

Presenters:
Erin V. Baxendale, Director of Business Development and Marketing, Sidley Austin LLP
Laura Galeano, Chief Marketing Officer, Bilzin Sumberg

Exclusive for LMA Members

Sponsored by:  

Domains: Business Development & Business of Law
BoK Competencies: Business Development Coaching/Training & Firm and Practice Strategy Planning

One of the biggest challenges law firms are currently facing is finding ways to gain new business, with the same business development team and resources. That’s why Jason Noble, President of ikaun, will be discussing how firms can leverage their existing experience to drive better business development and marketing initiatives.

In this webinar, Jason will go over which data points help business development teams make better decisions, how to harvest these data points, and how to create a strategy for ongoing data and experience management.

Learning Outcomes:

• Identify which data points help to make solid business development decisions
• Discuss how to harvest these data points within your data ecosystem
• Define a strategic approach to ongoing data management

Presenter:
Jason Noble, President, Ikaun

Exclusive for LMA Members

Domain: Communications
Competencies: Digital Marketing & Message and Strategy Planning

New developments in generative artificial intelligence (Gen AI) cannot be ignored. While publicly facing chatbots such as ChatGPT, DALL·E 2 and Gemini have the potential to provide enormous speed and efficiency to communications, their use is not without risk. This program aims to educate participants on the technologies (offering an updated snapshot on capabilities currently offered), detail how public and private chatbots have started to impact both internal and external communication strategies and offer considerations (some unique) to the use of Gen AI for law firm communications. The program is designed as a lively, participant-driven offering and an opportunity for us all to learn about the potential of Gen AI as a legal marketing community.

Learning Outcomes:

• Understand the current array of public and private (firm created) Gen AI tools.
• Consider current uses of Gen AI in law firm communications.
• Understand operational and ethical risks of Gen AI use in communications.

Speakers:

Micah U. Buchdahl is an ethics attorney that guides law firms and businesses through the complexities of lawyer marketing, advertising, and solicitation compliance issues. He is a past chair of the American Bar Association’s Standing Committee on Continuing Legal Education and a past chair of the ABA’s Law Practice Division. He is a member of the Association of Professional Responsibility Lawyers (APRL). Micah has taught legal ethics and advised law firms on compliance issues related to marketing, advertising, and solicitation for more than 25 years. Based in Moorestown, New Jersey, he is president of HTMLawyers, Inc., a law marketing consultancy.

John Hellerman is the President of Hellerman Communications, an award-winning corporate communications agency positioning professionals to win business and navigate crises. John is a Fellow of the College of Law Practice Management, ranked in Chambers & Partners' Litigation Support guide as a top PR & Communications advisor, named a Global 500 consultant by LawDragon, recognized in The National Law Journal’s inaugural list of “50 Business of Law Trailblazers & Pioneers,” and named Agency Executive of the Year by PR News.

Liz Hershman is an attorney who heads the iQ360 office in New York. She has been advising law firms and companies in a variety of industries on strategic communications matters her entire career. She has helped to shift public perception of clients in the face of high-profile litigation, failed mergers, employee misconduct, product recalls and targeted CFPB campaigns. She regularly prepares law firm leadership and CEOs for media engagements ranging from live broadcast opportunities such as Squawk Box to in-person Wall Street Journal interviews and phone briefings with trade publications.

Andrew Medeiros serves as the Director of Innovation at Troutman Pepper. As a trained attorney and certified Lean Six Sigma Black Belt, Andrew marries expertise in process improvement, technology, and legal to focus on simple yet powerful solutions that help the firm's attorneys more easily and more efficiently deliver quality legal services. Andrew is dedicated to finding new ways of using technology to practice better. He wields a unique set of skills, honed during a career in online journalism and through a variety of legal roles with startup companies, government agencies, and legal aid organizations. This legal and technical background allows Andrew to excel as a technologist, consultant, and problem-solver.

Susan Peters runs Greybridge PR, a PR and communications firm she founded in 2016 that is focused on profile-raising for lawyers and law firms. Prior, she handled the media relations and communications functions in house for several top AmLaw 100 law firms, including Davis Polk & Wardwell and Vinson & Elkins. Susan teaches a graduate class at New York University’s School of Professional Studies in Communications, Ethics, Law and Regulation.

Learn more about or register for the full series

Sponsored by: Diversity, Equity, & Inclusion SIG
Domains: Marketing Management and Leadership & Communications
BoK Competencies: Firm Organizational Structure and Dynamics & Message and Strategy Planning

Join the DEI SIG for an essential conversation, delving into the pressing issues surrounding diversity, equity, and inclusion in today's dynamic landscape. In the face of recent legislative changes, political discourse, and the unwavering commitment of law firms to foster inclusive environments and recruit diverse talent reflective of our clients' values, we aim to explore the multifaceted challenges and opportunities this landscape presents. We'll also examine how these discussions have influenced talent acquisition and development at educational institutions, including law schools. Our dialogue will encompass critical topics such as allyship, anti-bias initiatives, and inclusive language, while providing practical insights for effective firm and personal communication that align with the values of our clients and communities. Register today!

Learning Outcomes:

• Identify current challenges to the DEI efforts and how law firms are responding and addressing those concerns.  
• Discuss the current DEI landscape on the heels of the Supreme Court’s SFFA decision and related activist litigation 
• Address best practices for handling tough conversations at work and on behalf of the firm
• Understand how law firm marketers can continue to service as ambassadors for inclusive workplaces and communicate firm DEI values back to clients
• Underscore the business case for diversity and reiterate that diverse teams perform better, deliver more value to shareholders and ultimately help solve client problems in a more creative way

Presenters:
Terra Davis, Chief Diversity & Talent Development Officer, Knobbe Martens 
Merle Vaughn, Managing Partner & National Law Firm Diversity Practice Leader, Major, Lindsey & Africa
Caren Ulrich Stacy, Founder & CEO, Diversity Lab 

Sponsored by: Solo/Small Team SIG & Marketing Technology SIG
Domain: Technology Management
BoK Competency: Website Development and Management

Most law firms redesign their websites about every 5-7 years. Website redesigns can be a fun way to re-introduce your firm’s brand, but they can also be long, costly, complex, and exhausting. In this interactive session, we will examine the downside to the redesign cycle, and look at how many leading brands now pursue a program of continuous, iterative updates that can keep you refreshed year over year without the need to fight for huge investments to rehabilitate an aging platform. Participants are encouraged to share their website refresh/rebrand experiences and strategies!

Learning Outcomes:

• Shift the legal marketers’ design cycle from the bimodal (5 year) approach to an iterative (annual) approach
• Build a plan for attaching refreshes based on data, visitor feedback, and necessity
• Structure a budget that fights massive investments and replaces it with strategic, cost-effective, annual investments

Presenter: Kalev Peekna, Chief Strategist and Managing Director of the Digital Strategy Practice, One North

Domain: Business of Law
Competency: Business Structures and Trends

Driving change in a law firm is an ongoing challenge – there are competing priorities, intense competition, and demanding clients. How can legal marketers make a real impact? What tools and frameworks should you leverage to build your team and achieve your goals? In this practical discussion, we will share three strategies for igniting change, focusing on a client-centered approach. Join us for a deep dive into the latest trends in firm growth strategies, the dynamics of a high-functioning BD/Marketing team, and the power of tech integrations. Be part of the conversation that explores how to move forward with a more dynamic landscape for modern law firms.

Learning Outcomes:

• Gain actionable insights into law firm growth strategies
• Learn best practices on building and leading high-functioning BD/Marketing teams
• Explore the power of MarTech integrations that improve efficiency and impact

Speakers:

Elena Cutri, a sought-after speaker on change management, end user adoption, and professional development, brings her passion for education to her role as Director of Client Learning for LexisNexis. She and her team work closely with global clients to drive engaging software adoption strategies. Outside of work, Elena serves as an adjunct professor at a Chicago college, teaching public speaking and group communication skills. She is also actively involved in her community, volunteering as Chair of a 3,000-parent network dedicated to building Special Education Resources. Elena holds a Master's degree in Corporate Communications and an MBA in Global Management. She credits her family as her most significant source of knowledge and insight.

Rachel Watson is Director of Business Development, Client Development and Campaigns, currently responsible for Revenue Technology and Digital Marketing at Akin. She specializes in Intent and Behavioral modeling and marketing and has worked in Big Law, B2B Service Providers, Retail Ecommerce and SaaS. She is responsible for building the firm’s revenue technology stack and digital marketing program which actions data through programmatic campaigns to account based marketing.