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.  Cost:

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: 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

Sponsored by: Marketing Technology SIG
Domain: Technology Management
BoK Competency: Data and Analytics

Join the LMA Marketing Technology SIG for a roundtable discussion on how legal technologists use tools like Power BI to share data insights across departments, enabling firm management to make informed, data-driven decisions. 

Our speakers, Aja Hendrix, Marketing Technology Manager at Pillsbury Winthrop Shaw Pittman LLP, and Madison Henry, Senior Business Intelligence & Analytics Manager, will share their data visualization journeys and provide firsthand examples of leveraging data from various internal applications to create compelling dashboards.

Together, let's harness the transformative potential of data visualization to empower each other!

Learning Outcomes:

• Gain insights into how legal marketer’s employ Power BI to effectively share data across departments within law firms. 
• Acquire practical knowledge and “lessons learned” from real-world examples.
• Learn practical steps and discover valuable resources for initiating the implementation of data visualization tools like Power BI within your firm or organization. 

Presenters:
Aja Hendrix, Marketing Technology Manager at Pillsbury Winthrop Shaw Pittman LLP
Madison Henry, Senior Business Intelligence & Analytics Manager, Troutman Pepper
Rosa Colón, Senior Manager of Marketing Technology, Lowenstein Sandler LLP (Moderator)

Sponsored by: Competitive Intelligence SIG and SALI
Domain: Business Development
BoK Competency: Competitive Intelligence

Join leading experts in law firm data to discover solutions to industry code problems and to hear real life examples of transformative approaches to data management. CI professionals leverage multiple resources to provide accurate and reliable research, including both third-party platforms and internal data. Across this myriad of sources, industry taxonomies may differ greatly and as such these roles tend to become subject matter experts in the standards and understanding their nuances. This session will cover advancements made by the Standards Advancement for the Legal Industry (SALI) with industry codes standardization using LLMs. You'll hear the story of how two different firms transformed industry coding and improved reporting for Marketing and Business Development as well as their entire firm.

Learning Outcomes:

• Learn about industry coding time-savers and efficiencies available through the SALI Alliance’s industry code initiative 
• Identify practical applications for how data management principles may be incorporated into your firm’s strategy
• Discuss how peer firms transformed their data and improved financial reporting 

Presenters:
Cindy Bare, Chief Data & Innovation Officer, Frost Brown Todd LLP
Denis Anscomb, Industry Codes Working Group, SALI & Co-founder, index.io
Rachel Shields Williams, Director, Knowledge Management, Sidley Austin LLP 

Sponsored by: Solo/Small Team SIG
Domain: Business Development
BoK Competency: Event Management

Planning and executing events with limited resources can be challenging – especially when your team is small, your budget is small, and your time is limited. In this round robin panel, marketing professionals will share their favorite tips on how to stretch resources and strategically plan for successful events. They will talk about event strategy, logistical planning, delighting guests, marketing your event, and tracking ROI. Their tips will address both educational and social/entertainment events for clients, potential clients, and referral sources.

Learning Outcomes:

• Identify ways to stretch event budgets and prioritize most important elements.
• Learn tricks & tips for efficient logistical planning and how to incorporate small, inexpensive details. 
• Before & After: Discuss event promotion and post-event evaluation and ROI, identifying low-budget solutions for both.

Presenters: 
Susan Gorham, Director of Marketing, Gross, Mendelsohn & Associates, P.A.
Marissa Panchal, Marketing Coordinator, Gross, Mendelsohn & Associates, P.A.
Sarah Hazel, Director of Marketing & Business Development, BCM Law, P.C.
Kelsey Reeves, Senior Marketing & Events Manager, Jones Walker LLP

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: