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 & Technology Management
BoK Competency: Sales Techniques & Client and Relationship Management (CRM)

With digital transformation accelerating across the legal industry in 2025, there’s the risk that firms may overlook the critical role of data in these initiatives. High levels of M&A activity and lateral hiring bring challenges of integrating client data and relationships effectively. This webinar will focus on how marketing and business development teams can leverage scalable data practices, ensure CRM adoption, and maintain ongoing data accuracy and compliance to effectively cross-sell/up-sell and deepen client relationships. Discover strategies to consolidate, enhance, and transform data into a foundation for growth, account expansion, and long-term success.

Learning Outcomes:

• Identify actionable strategies to drive CRM adoption across marketing and business development teams, ensuring that data transformation initiatives are embraced and sustained within your firm.
• Discuss how to consolidate and optimize client data from M&A activity and lateral hires to enable effective cross-selling, upselling, and account expansion opportunities.
• Explore best practices for establishing ongoing data accuracy and compliance to support scalable, client-focused marketing and business development efforts.

Presenters: 
Justin Picciano, Vice President of Sales & Client Success, Introhive
Michelle Woodyear, Founder, Mount Insights
Rachel Watson, Director of Business Development, Client Development and Campaigns, Akin 

Exclusive for LMA Members

Sponsored by: Solo/Small Team SIG & Marketing Technology SIG
Domain: Technology Management
BoK Competency: Project Management

Legal marketers are being asked to do more than ever—often with limited resources, tight budgets, and growing expectations. What if AI could help lighten the load? In this webinar, we’ll break down how you can use AI to improve efficiency and get more time back in your day—without sacrificing strategy or quality. Whether you’re a solo marketer or part of a lean team, we’ll share practical, budget-friendly tools that help you work smarter, not harder. An experienced in-house marketer will join our speaker for relevant insights.

We’ll cover:

• How to make AI part of your regular workflows
• Budget-friendly tools and set-up tips to maximize their impact
• Real-world examples of how legal marketers are leveraging AI for success
• Prompting and feedback examples to get the results you’re looking for

Don’t let limited time and resources hold you back—join us and discover how AI can help you! Learning Outcomes:

• Identify tools to use and ways to maximize their impact
• Explore prompting and feedback structure best practices
• Discover how to make AI part of daily workflows

Presenter:
Amanda Sexton, FocusWorks Marketing, Founder & Principal

Sponsored by: 
Domains: Business Development & Technology Management
BoK Competency: Event Management

Everything is changing. In 2025, professional services and law firms will need to re-imagine how they engage clients, partners and lawyers to stay competitive and drive measurable results. Traditional approaches are no longer enough—success requires innovation, personalization, and strategic use of technology

Attend “Digital Strategies for Winning and Retaining Clients” and learn new ways to optimize webinars and other digital experiences to more effectively engage, connect and convert target audiences. Gain actionable insights on leveraging AI, enhancing audience participation, and designing content-driven programs that turn attendees into long-term clients. Learning Outcomes:

• Design digital events that effectively convert attendees into high-quality leads, maximizing business development opportunities
• Leverage interactive tools and engagement tactics to capture and maintain audience attention, fostering meaningful participation and connection.
• Integrate AI-driven tools to scale content, automate workflows, and extend the reach of your events to a broader, more targeted audience.
• Implement segmentation and customized content to create more relevant and impactful event experiences that drive higher conversion and retention rates. 

Presenter:
Mark Bornstein, VP of Marketing and Chief Evangelist, ON24

Exclusive for LMA Members

Sponsored by: Business to Consumer Practices SIG
Domain: Communications
BoK Competencies: Advertising and Promotion & Digital Marketing

Local Services Ads (LSAs) are a gamechanger for legal marketing—but only if you set them up and manage them correctly. Join the LMA Business to Consumer Marketing SIG for a deep dive into LSAs, where we’ll cover everything from account setup and business verification to expert tips for maximizing your ad performance. We’ll also break down how to analyze LSA lead quality in your market so you can make smarter marketing decisions. Stick around for a live Q&A to get your burning LSA questions answered!

Learning Outcomes:

• Explore an LSA Account Set Up and Verification Process.
• Discuss tips and tricks to ensure successful LSA management.
• Discover how to analyze the value of LSA leads in your market.

Presenters:
Joe Giovannoli, Founder & CEO, 9Sail
TJ Mohin, Marketing Technology Coordinator, Stark & Stark

Sponsored by: Competitive Intelligence SIG
Domain: Business Development
BoK Competency: Competitive Intelligence (CI)

Join the LMA Competitive Intelligence SIG for our second edition of “Unpacking Successes,” focused on CI project highlights from the prior year. Attendees are encouraged to share their own real-life examples of successful or well-received CI projects that took place last year. Learn about CI projects taking place at other law firms, get ideas for your own programs, and lean on the SIG community to flesh out new initiatives. Competitive Intelligence professionals from multiple firms will share a CI project they worked on last year, how they accomplished it, and its impact on the business. We look forward to a collaborative and informative session!

Learning Outcomes:

• Explore peer’s recent CI projects
• Identify projects that may be applicable to launch at your firm
• Discuss key project success factors and risks

Facilitators:
Steven Medley, Sr. Market Intelligence Manager, Sidley Austin
Rachel Cohee, Consultant, Fireman & Company