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

This webinar focuses on how firms can leverage AI models and automation to clean, organize, and enrich incorrect, incomplete, or out-of-date contact and company records for marketing, business development, events, holiday campaigns, and more. The session will walk through practical ways to turn messy data into a usable foundation for firm email marketing, events, and business development teams. Attendees of this webinar will have specific data quality use cases they can start to test with and implement immediately. 

Learning Outcomes:

• Share and explain popular AI data cleaning and enrichment methods that are being widely used by leading technology marketing and sales organizations
• Showcase methods being used by law firms to validate, clean, and standardize contact and company records used in firm marketing, business development, events, and more
• Identify automation opportunities within current firm processes and outline next steps to build a data-driven AI workflow system that improves speed, consistency, and output quality
  
  

Presenters:
Mindee Mosher, Director of Marketing, Whiteford
Amy Schaffer, Chief Marketing Officer, Royer Cooper Choen Braunfeld
John Witts, Director of Business Intelligence & Innovation, Barnes & Thornburg
(Moderator) Ryan Watts, Co-Founder, SigParser

Price:
LMA Members: Complimentary
Prospective LMA Members: $79

Sponsored by: LMA CI SIG
Domains: Business Development, Marketing Management and Leadership
BoK Competencies: Competitive Intelligence, Firm and Practice Strategy and Planning

Join LMA’s CI SIG as we explore two core building blocks of an effective competitive intelligence program. First, the discussion will focus on how firms can develop and refine a practical, credible list of competitor law firms. Panelists will examine the factors that should shape that list - including size, geography, industry focus and practice strengths. The panel will then turn to the critical question of what comes next: how to activate that competitor list to support a go-to-market strategy. Speakers will share ways competitive intelligence can help firms sharpen market positioning, identify areas of differentiation, support cross-selling, guide client team planning, and improve pursuit strategy in key sectors and practices. The session is designed for professionals who want to move beyond gathering information and toward using competitive intelligence as a practical tool for growth. 

Learning Outcomes:

• Discuss how legal CI can support overall firm strategy
• Understand using a competitor list as part of a Go-To-Market Framework
• Identify a list Key Competitors for your firm
  
  

Presenters:
Neil Barbieri, Senior Manager, Research & Competitive Intelligence, Venable LLP
Benjamin Brighoff, Senior Manager of Competitive Intelligence, Foley & Lardner LLP
Angela Gonzalez-Curci, Competitive Intelligence Program Manager, Wilson Sonsini Goodrich & Rosati
Steven Medley, Senior Competitive Intelligence Manager, Dentons

Price: 
Members: Complimentary
Prospective Members: $79

Sponsored by: LMA B2C SIG
Domains: Communications, Technology Management
BoK Competencies: Digital Marketing, Website Development and Management

AI continues to rapidly reshape how potential clients search for and find law firms online. In this session, Bobby Steinbach, Founding Partner of MeanPug, will provide a high-level look at how website content can be optimized for AI-driven search and what that means for B2C law firm marketers. Attendees will gain a clear understanding of how AI search differs from traditional SEO, along with the latest developments influencing visibility. The session will also include a practical, easy-to-follow checklist and real-world examples you can take back and apply to your firm's strategy immediately.
 

Learning Outcomes:

• Get a practical and actionable checklist to optimize your website for AI 
• Understand how AI search differs from traditional SEO and what that means for your content strategy 
• Discuss the most recent trends, developments impacting law firm visibility, and real-world applications examples of what's working right now
  
  

Presenters:
Crystal Breede, Chief Marketing Officer, Huffman & Huffman
Bobby Steinbach, Founding Partner, MeanPug Digital

Price: 
Members: Complimentary
Prospective Members: $79

Sponsored by: Best Lawyers
Domains: Marketing Management and Leadership, Technology Management 
BoK Competencies: Firm Organizational Structure and Dynamics, Communications Software and Platforms, Data and Analytics

Many organizations are experimenting with AI, but isolated use does not drive transformation. Competitive advantage comes from building an AI-literate culture—not relying on individual power users. Together, they will explore how organizations can move from pilots to institutional capability by embedding AI into workflows, governance, and operating models. Through practical examples spanning data-driven decision-making, business development, and cross-functional collaboration, attendees will gain a clear framework to assess AI maturity, align leadership, and implement guardrails that enable innovation while managing risk. Designed for senior leaders, this program focuses on strategy, change management, and measurable business outcomes—not tools or hype.

Learning Outcomes:

• Assess your organization's current AI maturity and identify the gaps between experimentation and institutional capability
• Differentiate between isolated AI use and the structural components of an AI-literate culture, including leadership alignment, governance, and workflow integration
• Develop a practical framework for embedding AI into marketing, proposal, and decision-making processes to drive measurable business outcomes
• Evaluate governance and risk management approaches that enable responsible innovation while protecting client trust and firm reputation
• Prioritize change management strategies that build adoption, cross-functional collaboration, and sustained competitive advantage.
  
  

Presenters: 
Wendy Bernero, Founder and Strategic Advisor, Yate Collaborative
Phillip Greer, CEO, Best Lawyers
Amy Shepherd, CMBDO, Davis + Gilbert LLP

The 2026 LMA Annual Conference delivered an intensive three-day program featuring engaging sessions designed to be practical and actionable. With the theme, Tradition Meets Transformation, attendees experienced curated, strategic sessions focused on honoring the foundational strategies that have shaped our profession, while embracing the innovations that continue to redefine it.

The recorded programs are geared towards marketers at all levels and align with the domains, skills, and competencies outlined in the LMA Body of Knowledge (BoK).

Purchase the full bundle to receive exclusive access to select recordings (noted where applicable). To purchase individual recordings, click on the session titles listed below.

All eligible LMA26 registrants automatically receive access to the full recordings bundle - no purchase necessary! Log into your MyLearning Account to view. While your LMA26 breakout recordings do not expire, all LMA26 mainstage keynote sessions are available only in the bundle until August 31, 2026. Don't miss these standout sessions:

• Keynote - Applied Curiosity: The Hidden Power Behind Breakthrough Ideas
• Keynote - Transformative Leadership: Succeeding in Difficult Environments

Domains: Marketing Management and Leadership, Business Development

You coach partners every day. Let's talk about how you coach your team. As BD and marketing professionals, we often coach attorneys on their business development strategies, helping them refine messaging, build client relationships, and show up with confidence. But when it comes to leading our own teams, many of us forget: coaching isn't just for growing the business with the lawyers. In this session, we'll explore coaching as a core leadership skill that applies up, down, and across the org chart. Drawing on trusted methodologies, practical tools, and little neuroscience, we'll unpack what it looks like to lead with a coaching mindset that drives performance, builds trust, and unlocks your team's full potential. Whether you're managing a small team or influencing firm leaders, this session will help you coach more effectively, not just for business development, but for team development.

Learning Outcomes:

• Adapt coaching styles for lawyers and BD/Marketing teams
• Deliver feedback that is actionable and meaningful to your team
• Describe how to cultivate high performing teams

Presenters:
Azeema Mohadieen Batchelor, Chief Marketing and Business Development Officer, Dinsmore and Shohl
Rachael Bosch, CEO and Founder, Fringe Professional Development

Domain: Business Development

Pitching litigation work is an entirely different ball game from selling transactional services - and too often, BD professionals rely on the same approach for both. Litigation work is unpredictable, high-stakes, and time-pressured. This session will unpack what makes winning litigation business unique and how BD and marketing leaders can better support their litigators in the pursuit of growth. Through practical insights and real examples, attendees will learn how to refine messages that resonate with decision-makers, position litigators as strategic problem-solvers, and quantify success in a space where metrics look different. Whether your firm handles commercial disputes, class actions, or complex investigations, attendees will walk away ready to translate litigation strategy into stronger business development outcomes.

Learning Outcomes:

• Identify the differences: How BD for litigation differs fundamentally from transactional pursuits - and what that means for your strategy.
• Build an early warning system: Leverage case filings, litigation alerts, dockets, market data, and regulatory/industry triggers to identify and act on opportunities early and in real time.
• Strengthen relationships: How to help litigators build credibility and stay top of mind with in-house counsel.
• Convert wins into growth: Translating trial results and thought leadership into ongoing business momentum.

Presenters:
Theresa DeLoach-Mailvert, Global Director, Marketing and Client Development, Litigation, Dechert LLP
Bianca Lissandrello, Senior Manager, Entertainment & Media, Paul Hastings

Domains: Communications, Client Services

In an era where AI-powered research tools, accelerated decision cycles, and information overload shape how corporate counsel evaluate outside advisors, law firm thought leadership must evolve. This session goes beyond anecdotes and assumptions, presenting fresh data and real-world insights from LIMELIGHT and JD Supra’s national survey of general counsel and CCOs. We’ll reveal what general counsel actually read, share, and rely on when selecting firms—what builds trust, what erodes it, and how AI is reshaping discovery, credibility, and competitive differentiation. Attendees will learn the specific formats, voices, and distribution strategies that resonate most with today’s in-house leaders, and how to adapt content for a world where generative engines increasingly mediate visibility. The session delivers actionable frameworks for marketers and lawyers to produce thought leadership that is not only smarter and more strategic, but truly indispensable to the GC audience.

Learning Objectives:

• Examine what GCs really value and trust in law firm content.
• Identify ideal formats, timing, topics, and distribution methods for content to best resonate with target GCs. 
• Apply a practical framework to creating smart, relevant content going forward that will be more discoverable and relevant to the corporate counsel audience.

Presenters:
Oyango Snell, President & CEO, Corporate Legal Operations Consoritum
Kenny Gary, CEO + Founding Partner, LIMELIGHT
Adrian Lurssen, Co-Founder, JD Supra
Eric Dodson Greenberg, Executive Vice President & General Counsel, Cox Media Group

Domain: Communications

If you've ever drafted content and wondered whether anyone (besides the firm's managing partner) will care about it, this session is for you. Moderated by a former Law.com journalist-turned-PR professional, this panel will explore how newsroom principles can elevate your firm's communications, bylined articles, PR outreach, award submissions and thought leadership strategies. Editors from Law.com and Law360, a leading legal tech journalist and lawyer, and a former business writer-turned-Am Law 100 communications director will share what the metrics reveal about how people consume legal content, how to articulate the broader impact, why editorial strategy matters more in an AI-saturated world, and how to build relationships with editors and influencers - all while navigating the realities of a law firm setting. Designed for in-house marketers, CMOs and agency professionals, this interactive session includes live polls and take-home tools to help you bring a newsroom mindset to your marketing plan.

Learning Outcomes:

• Apply the core editorial techniques that journalists use every day to make your firm's content clear, engaging and effective.
• Leverage editors' knowledge of what captures readers' attention to identify topics that resonate, pitch stronger stories, place bylined articles and optimize your firm's communications in the era of AI.
• Build stronger relationships with editors and industry influencers and turn those connections into tangible opportunities for law firms.

Presenters:
Raychel Lean, Account Manager, Rep Ink
Samantha Joseph, Co-Head Editor of Litigation Desk, ALM
Ellen Jones, Senior Editor, Expert Analysis, Law360
Elaine Walker, Director of Media Relations and Communications, Greenberg Traurig
Robert Ambrogi, President and Publisher, LawNext Media Inc. 

Domain: Marketing Management and Leadership

This isn't a session about AI. It's a session about leadership in the face of it. As legal marketing enters a new era, the true differentiator won't be technology - it will be the leaders who can build trust, develop talent, and guide teams through transformation with clarity and conviction. This interactive session explores the leadership skills that drive change - and the risks if we don't invest in them. Through provocative discussion, attendees will reimagine the future of legal marketing and identify the bold moves required to lead it. You'll leave with practical tools, fresh insights, and a sharper sense of what it means to lead in complexity - not just manage through it.

Learning Outcomes:

• Identify the human leadership skills AI can't replicate - and their tie to firm influence. 
• Recognize the risks of over-automating development - and reimagine new ways to engage and motivate talent.
• Define what it really means to "feel valued" - and apply this insight to build trust and engagement across departments, generations, and personalities.

Presenter:
Marcie Borgal Shunk, President & Founder, The Tilt Institute Inc.