Elevating Your Career: Personal Leadership and Management in Legal Marketing Presented by the West Region

LMA Body of Knowledge Domain: Marketing Management and Leadership Competencies: Firm Organizational Structure and Dynamics & Department Management, Leadership and Motivation

This session will explore necessary skills for leadership and management within law firm marketing departments. Our panel of experts will provide insights into cross-functional collaboration, defining and developing personal and professional identity, practical execution of strategies, and leveraging tools and technology for professional growth. Attendees will gain valuable strategies to advance their careers and contribute more effectively to their organizations.

Learning Outcomes:

• Identify effective communication and collaboration strategies for working across different departments within a law firm.
• Discuss ways to define and align personal and professional identity with career goals in a legal marketing context.
• Explore practical skills, tools, and technologies that enhance personal productivity and support continuous professional development.

Presenters:

Jessie Spressart is the Founder and Managing Director of Optia Consulting. She brings nearly twenty years of experience in talent management and law firm professional development to her coaching and consulting practice. Jessie founded Optia with the mission to help legal organizations improve well-being through solutions designed to capitalize on the strengths of each generation in the workforce today. Optia provides consulting and training on management and leadership skills, mental health, and well-being in the workplace.

Britt Schmidt is Vorys, Sater, Seymour and Peasechief's legal talent & inclusion officer and is based in the Columbus office. She leads the legal talent department, oversees the firm’s legal recruiting, professional development, diversity, inclusion and retention strategies to drive growth and engagement across the firm’s ten markets. Her team provides dedicated resources to support attorney integration, professional development, mentorship and well-being in ways that advance their careers and elevate their experience at Vorys. She works collaboratively with firm leaders to align Vorys’ business and talent strategy and serves in various leadership roles throughout the firm including as chair of the Mentorship & Engagement Committee; vice-chair of the Diversity, Equity & Inclusion Committee; member of the firm’s Strategic Operations and Planning Committee and Hiring Committee; and as the firm’s Flexible Work Advisor. She reports directly to the firm’s managing partner.

Gene Gilmore is a lawyer, entrepreneur and certified coach who brings over a decade of professional development experience, insightful creativity and leadership to Cooley's unique culture. Gene leads a talented team devoted to supporting the ongoing professional development of all Cooley lawyers throughout their careers with integration and on-boarding programs, substantive skills training, stage-critical conferences, professional skills workshops and coaching, and on-demand e-learning resources. 

Cost: 
Members: Complimentary
Prospective Members: $79

Data Analytics for Law Firm Marketing: Measuring Success and Making Informed Decisions Presented by the Midwest and West Regions

LMA Body of Knowledge Domain: Technology Management
Competency: Data and Analytics

Join us for an in-depth exploration of how technology can drive effective marketing strategies within law firms. This session will bring together a panel of experts, who will provide insights into integrating marketing technology including CRM systems, website and data analytics, and intelligence and thought leadership analytics to enhance business development and marketing efforts. Learn how to measure success accurately and make informed decisions that can significantly impact your firm's growth and client engagement. This session is designed for those looking to harness the power of data to streamline and optimize their law firm's marketing initiatives.
Learning Outcomes:

• Strategies for Data-Driven Decision Making: Gain insights into how internal data can be leveraged for optimizing strategic decisions within law firms.
• Enhancing Professional Visibility Through Digital Media: Explore effective methods for using long-form content and digital media to increase visibility and influence targeted professional audiences.
• Advanced Marketing Integration for Firm Growth: Learn to integrate marketing, business development, and client engagement strategies to drive awareness, engagement, and retention in professional services.

Speakers:

Alyson Fieldman (moderator) is a seasoned marketing professional with over 20 years in professional services marketing. She currently works at Rockit Results as an independent consultant with high-growth professional services firms to achieve their strategic, marketing, business development, and client/employee experience goals. Alyson thrives on facilitating collaborative, cross-functional strategy sessions that result in actionable marketing plans, crafting impactful client experience programs, and building and leading high-performance teams.

Most recently, Alyson served as Chief Marketing Officer for Marcum LLP, a top-15 accounting and business advisory firm, where she worked closely with firm leadership to set the marketing strategy to build awareness, drive client value, and support firm growth. Previously, Alyson served as Managing Director of Client Services at One North Interactive, Portfolio Manager of Interactive Marketing at Hubbard One (A Thomson Reuters business), Account Manager at Greenfield/Belser, and Marketing Director for a small labor and employment law firm. Alyson’s clients have included some of the world’s largest and most reputable law firms, accounting firms, and consulting businesses – including Reed Smith, Skadden, Jones Day, Minter Ellison, CliftonLarsonAllen, and Navigant.

Jason Kennedy has worked at the intersection of marketing technology over the last decade plus, processes and data within professional services. He has lead technology implementations, data strategy initiatives, and data visualization projects. Jason is currently the Intelligence Solutions Manager for Holland & Knight, and has an MBA and Masters Degree in Marketing Analytics.

Adrian Lürssen is co-founder and VP of strategic development at JD Supra — a leading platform for content distribution and business intelligence — where, among other things, he heads many of the organization’s editorial initiatives. Adrian has spent his professional life working in new media, starting in the 1990s as an early Yahoo! employee when he built and managed the Internet pioneer's first team of editors and writers.  

The CI Practitioners Corner is a video campaign designed to spread awareness of CI principles and teach applicable skills that can be used immediately. The videos will be brief (often tutorial style) CI lessons about how to use free, paid or readily accessible tools to “do CI”. 

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: 
Domains: Technology Management & Marketing Management and Leadership
BoK Competencies: Consultant and Vendor Management & Website Development and Management

CMOs often have a vision of what they want to achieve, but working out how to get there can feel overwhelming. Knowing what to prioritize, what tech is needed, what should be integrated, where data should live and how to manage it, who within the organization needs to be involved, whether they have the right skills… the list goes on. With so many decisions to make, truly impactful projects get put off in favor of dealing with everyday tasks. This is where MarTech roadmap planning workshops can be extremely valuable. Join this webinar to dive into the story of how Sheppard Mullin and Litera plotted their way through the MarTech maze.

Learning Outcomes:

• Demonstrate the ability to recognize the need for a MarTech roadmap workshop
• Explain the benefits of participating in a MarTech workshop
• Analyze a case study of a law firm that underwent a MarTech workshop and evaluate the impact of the workshop

Presenters:
Barry Solomon, VP M&A Integration, Litera
Karen Campell, Senior Product Value Engineer, Litera
Christy A. Tedesco,  Senior Marketing Technology Manager, Sheppard Mullin Richter & Hampton LLP

Sponsored by: Client Value SIG
Domain: Client Services
BoK Competency: External Client Communications and Feedback 

Join the LMA Client Value SIG as we delve deep into the core questions that are center stage for legal marketers: What do buyers of legal services truly value in their relationships with external counsel? How does added value correlate with client experience? And how are these elements reflected in everyday interactions between clients and their legal advisors?

This program is designed to educate legal marketers looking to understand and enhance the value proposition they offer to their clients. We aim to analyze the concept of "value" from the perspective of the client, shedding light on what elements are sought after by buyers of legal services. Our discussion will explore the intricate relationship between added value and client experience. We'll provide insights into how these two aspects are intertwined and how they ultimately shape the day-to-day interactions between law firms and their clients. Join us as we demystify these concepts, providing practical insights and strategies that will help you strengthen your firm's client relationships and enhance your value proposition.

Learning Outcomes:

• Understand Client Value: Understand what buyers of legal services truly value in their relationships with external counsel. Analyze the concept of "value" from the client's perspective, identifying the key elements that are most sought after by buyers of legal services.
• Explore the Relationship Between Value and Client Experience: Examine how these two aspects are intertwined and how they ultimately shape the day-to-day interactions between law firms and their clients.
• Strategies for Enhancing Client Relationships and Value Proposition: Apply the understanding of client value and its connection with client experience to marketing and business development strategies, leading to more effective client engagement and retention.

Presenter:
Alastair Beddow, Managing Director, Meridian West 

Sponsored by: Marketing Technology SIG
Domains: Technology Management & Marketing Management and Leadership
BoK Competencies: Client and Relationship Management (CRM), Department Management, Budgeting, Marketing Planning

As we pass the halfway mark of the year, it's time to reflect on the progress we've made. From tackling new projects and adopting innovative tools to beginning budget reviews—what a journey it's been!

Join the Marketing Technology SIG for an engaging roundtable where we’ll share and learn from each other’s experiences with marketing technology. Whether it's success stories, lessons from failures, or insightful moments, we’ll cover a wide range of topics, including CRM, Project Management, Intradepartmental Collaboration, Generative AI, Digital Marketing, and more.

The recording will consist of breakout room recaps and an open discussion, where everyone can share insights and takeaways from the program.

Breakout room topics include:

• Project Management / Project Tracking Tools
• CRM Woes & Wins
• Intradepartmental Collaboration – IT, Finance, Business Development & More
• Generative AI in Marketing Technology/Digital Marketing

Learning Outcomes:

• Share experiences with fellow Marketing Technologists
• Explore pitfalls to avoid and successes to emulate from peers
• Build confidence in your skillset in a variety of key topic areas

Facilitators:
Michelle Woodyear, Principal Consultant, Mount Insights
Walter McCorkle, LMA Marketing Technology SIG Chair
Yvonne Sexton, CIO, Bradley
Julie Fisher, LMA Social Media & Digital Marketing SIG Chair

Exclusive to LMA Members

Sponsored by: Solo Small Team SIG & Business to Consumer Practices SIG
Domain: Marketing Management and Leadership
BoK Competency: Budgeting

Budget season is fast approaching, and we’ve got the tools and real-life experience to help you tackle it head on. Join us for an insightful discussion specifically for solo or small team legal marketers on the basics of budgeting. Learn from in-house legal marketers from various backgrounds and their first-hand experience creating, managing, and justifying marketing budgets for their firms. Walk away with the insights you need to get the most out of your budget process this year. 

Learning Outcomes:

• Explore best practices for budgets, including how to structure them, timelines, and see templates that can help you get started
• Discuss how to effectively communicate budget needs to lawyers and leadership
• Identify budget justification tips
• Explore how to handle unexpected items and additions.

Presenters:
Andrew Laver, Chief Marketing & Business Development Officer, Porzio, Bromberg & Newman, P.C. 
Crystal Breede, Marketing Director, Huffman & Huffman 
Nikki Sherrill, Chief Business Development Officer, Parker Hudson 

Sponsored by: PR & Communications SIG 
Domain: Communications
BoK Competency: Reputation Management

Take a break from compiling matter descriptions and referee contact information and join the PR SIG for an insightful webinar on Chambers Submissions, designed to take your submission skills to the next level. Ask your burning Chambers questions and get answers from members of the Chambers & Partners team and seasoned in-house legal marketers. Panelists will dive into the key elements that make a compelling and successful submission and help you improve your existing approach. You’ll also learn common pitfalls to avoid and have the opportunity to ask questions during a live Q&A.

Learning Outcomes:

• Learn the key elements of a successful Chambers submission
• Understand the role references play in the ranking process and best practices for managing them
• Gain insights into common mistakes and pitfalls in the submission process and learn how to avoid them

Presenters:
Kush Cheema, North America Research Director, Chambers & Partners
James Haggerty, Head of USA Research, Chambers & Partners
Meredith Rosenblatt, Business Development Manager, Adams and Reese
Brook Redmond, Director of Business Development, Baker Donelson (moderator)

Sponsored by: Client Value SIG
Domain: Client Services
BoK Competency: External Client Communication and Feedback

Delving deeper into the realm of client experience (CX), this webinar aims to equip legal marketers with the knowledge and tools necessary to effectively create, expand and refine their CX programs. 

Jennifer Carro, Director of Client Experience at Marcum LLP, a leading national accounting firm, will share her experiences and insights on:

• Implementing a CX program
• Scaling and refining the program as it matures
• Key considerations for fueling CX efforts within your firm
• Lessons learned along the way

Learning Outcomes:

• Reflect and Refine: Understand the importance of continuous evaluation and refinement in your CX program, using Marcum's experience as a case study.
• Scale Strategically: Learn how to scale your CX program while maintaining its objectives and integrity and managing its complexity.
• Lessons Learned: Gain insights into the potential challenges and pitfalls in implementing a CX program and how to navigate them.
• Crucial Considerations: Discover the key factors to consider when implementing a CX program, from aligning with firm objectives to securing buy-in from stakeholders.
• Adapting to Firm Size: Understand the nuances of implementing a CX program in a small firm versus a large firm, and how to adapt your program accordingly.

Presenter: Jennifer Carro, Director of Client Experience, Marcum LLP