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”. 

6 online programs hosted by all 8 LMA Regions

Relive the 2024 Legal Marketing Association (LMA) Beyond Borders Series. This series served as an exploration of the legal marketing landscape as we delve into six pivotal themes aligned with LMA’s Body of Knowledge. At the heart of this program is celebrating regional diversity and expertise. Each of the six programs offered were developed and hosted by one (or more!) of LMA's regions, spotlighting speakers intimately familiar with the challenges and opportunities unique to each Body of Knowledge domain. 

Program Overview:

• Business of Law: Igniting Change for Customer Success: Fueling High—Growth in Law Firms, presented by the Southwest Region
• Communications: AI for Communications and PR: What You Need to Know Now, presented by the Mid-Atlantic and Northeast Regions
• Technology Management: Data Analytics for Law Firm Marketing: Measuring Success and Making Informed Decisions, presented by the Midwest and West Regions
• Marketing Management and Leadership: Elevating Your Career: Personal Leadership and Management in Legal Marketing, presented by the West Region
• Client Services: Client Service Strategies: Leveraging Feedback for Results, presented by the Southeast Region 
• Business Development: Business Development Blueprint: Taking Your BD Skillset to the Next Level, presented by Canada and Europe Regions

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

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.  

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: Business Development & Marketing Management and Leadership
BoK Competencies: Message and Strategy Planning & Communication Software and Platforms

As legal marketing and business development professionals, our ultimate goal is clear: help lawyers bring in more business from both new and existing clients. But with so many competing priorities, combined with the complexity of working with lawyers, how do we ensure that our time is spent in ways that move the needle?

Monitoring the right metrics, prioritizing impactful initiatives, and motivating lawyers to take the most effective action are all key to success. However, these are easier said than done. In this webinar, our panel consisting of Erin Baxendale, CMO, Sidley Austin, Maura Brandt, CMO, Crowell, and Paul Grabowski, CMO, Bracewell will discuss:

• Which metrics we should keep track of
• How to prioritize initiatives that make the biggest impact
• How to motivate our lawyers to take the most effective actions 

Learning Outcomes:

• Understand which business development activities to measure
• Discover how to prioritize initiatives for the biggest impact
• Explore methods to motivate lawyers to take effective action 

Presenters:
Erin Baxendale, Chief Marketing Officer, Sidley Austin
Maura Brandt, Chief Marketing Officer, Crowell
Paul Grabowski, Chief Marketing Officer, Bracewell
Barry Solomon, VP Client Value & Innovation, Litera (Moderator)

Exclusive for LMA Members

Sponsored by: Marketing Technology SIG and Social & Digital Media SIG
Domains: Communications and Technology Management
BoK Competencies: Message and Strategy Planning & Communications Software and Platforms

Embracing AI can be both exciting and daunting. Legal marketers face distinct challenges in integrating AI into their content strategies, from confidentiality and compliance risks to securing buy-in, managing change, and maintaining brand consistency and content quality. Navigating this evolving landscape requires a thoughtful, pragmatic approach. Join Amanda Sexton, Founder and Principal of FocusWorks Marketing, in discussion with Tanya Mas, VP of Marketing at Korn Ferry, and Jay Plum, Chief Communications Officer at Bracewell, as they share their insights on successfully adopting AI at their respective organizations. In this session, panelists will discuss:

1. Security & Ethical Considerations: Navigating compliance, confidentiality, and ethical standards
2. Discovery and Goal-Setting: Setting goals, gaining buy-in, budgeting, and identifying use cases
3. Strategic Planning & Tool Selection: Exploring AI platforms, assessing options, and choosing the right tools for your needs
4. Deployment & Change Management: Lessons learned and preparing for the future
5. Scaling, Optimization & Innovation: Practical case studies and workflows for AI integration

Don’t miss this opportunity to learn actionable steps for AI integration and to start building a future-proof content strategy that meets your firm’s unique goals.

Learning Outcomes:

• Identify actionable steps for designing and implementing an AI-driven content strategy
• Gain insights from real-world experiences shared by expert panelists on AI integration
• Explore strategies for adopting AI policies and purposeful education within your firm

Presenters:
Tanya Mas, Vice President Marketing, Korn Ferry
Jay Plum, Chief Communications Officer, Bracewell LLP
Amanda Sexton, Founder/Principle, Focus Works Marketing

Business Development Blueprint: Taking Your BD Skillset to the Next Level Presented by the Canada and Europe Regions

LMA Body of Knowledge Domain: Business Development
Competency: Business Development Planning and Coaching/Training

Join LMA’s Canada and Europe regions on Tuesday, December 3 for an insightful webinar on taking your business development skills to the next level. We will explore how to create a strategy and associated plan that can propel you and your firm to new levels of growth and profitability.

Effective business development requires a combination of strategy, planning and execution.  You’ll learn the techniques to take ownership of your self-development, so you can transform your business.

Learning Outcomes:

• Understand your value proposition by recognizing the unique skills and insights you bring to the table.
• Build trust with your stakeholders by finding common ground and showcasing your expertise through thoughtful insights and effective solutions.
• Define clear objectives through establishing specific, measurable goals that align with your firm’s vision and mission.
• Establish a comprehensive plan where you define specific initiatives, campaigns and go-to-market strategies.
• Identify how to measure success by implementing key performance indicators (KPIs) to monitor progress, determine ROI and ensure progress toward strategic goals.
• Encourage accountability through coaching to establish a system where lawyers regularly report on their progress towards goals.

Presenters:

Jon Brewer is former CMO of tech law firm Orrick and recently joined Intapp as their Senior DealCloud Growth Director. Jon is a marketing and business development specialist with broad experience gained from working in professional services for 30+ years in global roles. Jon designs and implements go to market strategies with a focus on client development, brand awareness, product development and sales. Jon’s roles at Intapp is to position Dealcloud as the go-to source of client and business intelligence for law firm professionals.

Elisabeth Houtman has over three decades of experience in Marketing, Communications and Business Development, and brings a wealth of knowledge and insight to the table. This includes 10 years as an entrepreneurial force. With specialization in the legal field since 2008, she now leads teams in Business Development, Communications, Events, and International Relations at Houthoff, working closely with the Executive Committee and partner group. Her focus on stakeholder engagement and cross-practice themes has marked a significant impact in their field. A former Regional Vice Chair of Lex Mundi's Marketing and BD Committee, a member of Houthoff's Management Team, and a proud member of the IBA LFMC BD & Marketing Subcommittee, Elisabeth is also an alumnus of executive programs at INSEAD and Oxford. 

Oliviana Mingarelli, currently serving as the Global Head of Marketing and Business Development (Acting CMO) at Fasken, a global law firm with 10 offices and 950 lawyers. Oliviana brings to the table over 16 years of marketing, business development, and communications experience in complex B2B settings. Based in Montreal, Canada, she is a seasoned executive leader who brings a strong emphasis on fostering a culture of trust, teamwork, accountability and clear communication. Oliviana's expertise spans across business transformation, collaboration and partnership enablement, branding and reputation management, and project management. She has a particular focus on driving growth through innovative and client-focused approaches such as strategic account management.

Katherine Hutchinson (moderator) is a strategic partner to the lawyers and advisors of Bennett Jones LLP, helping identify and pursue opportunities for lead generation and brand awareness in key international markets. She raises the firm's profile through creative and compelling events, targeted sponsorships, and managing participation in global conferences and conventions. Katherine is an active member of the International Bar Association, and is Chair of the Law Firm Management Committee's Business Development and Marketing Sub-Committee. She is also the Board Member responsible for Programming for the Legal Marketing Association, developing the ongoing educational curriculum for those working in law firm marketing and business development across Canada.

Sponsored by: Competitive Intelligence SIG
Domain: Client Services
BoK Competencies: Internal Client Communications and Feedback & External Client Communications and Feedback

Join the LMA CI SIG for an interactive discussion on leveraging client interview data for competitive advantage. Hear two firms share their story on building client feedback initiatives. During this program, you’ll learn how these firms maintain a pipeline of potential clients to target, develop custom research to prepare for interviews, and analyze data gained during the process to expand existing client relationships and win new business. SIG members and prospective members are encouraged to share their own real-life examples of successful uses for client interview data. This is a great chance to learn about processes taking place at other law firms, get ideas for your own program. We look forward to a collaborative and informative session.

What to Expect:

• Learn about Client Service Interviews and the process at two separate firms.
• See examples of research prepared for client interviews.
• Understand how to engage with the client interview process as a CI professional and how to bring value.

Learning Outcomes:

• Leverage internal data to determine the best candidates for client interviews.  
• Synthesize the correct intel to share for prepping attorneys and interviewers for the process. 
• Understand the role of internal data, external data and circumstantial data for client interview prep. 

Presenters:
Abby Bradfield, Director of Strategic and Market Intelligence, Jackson Lewis PC
Mike DeVivo, Senior Competitive Intelligence Manager, Foley Hoag

Sponsored by: 

Domains: Business Development and Communications
BoK Competencies: Event Management and Digital Marketing

Growth in the digital era calls for a new approach. This webinar reveals the strategies leading law firms as well as B2B companies use to transform digital engagement—including webinars, virtual events, and content hubs—into actionable business development and cross selling across practice groups. You’ll learn how to increase registrations, optimize interactions, and scale your digital initiatives, while also discovering how  webinars can enhance lead qualification. Get practical tips on personalizing follow-up and uncover the latest metrics to predict pipeline success.

Learning Outcomes:

• Discover 5 key shifts in audience engagement to improve performance and drive business impact
• Understand how today’s leading brands reimagine digital engagement
• Explore tips for increasing registrations and deepening client interactions
• Identify ways to scale and repurpose digital programs, including webinars, hybrid and virtual events
• Discuss hyper-personalizing your post-event activation

Presenter: Mark Bornstein, VP Content Marketing & Chief Evangelist, ON24

Exclusive for LMA Members