Sponsored by: B2C and Solo/Small Team SIGs
Domain: Communications
BoK Competency: Reputation Management

Client reviews have become one of the most influential drivers of business for law firms of all sizes. They not only help potential clients make decisions but also impact retention, referrals, and digital visibility. For both B2C and B2B firms, a thoughtful reputation strategy is no longer optional - it’s essential. Join the LMA B2C and Solo/Small Team SIGs for an engaging panel discussion where in-house marketers and a Google products expert will share practical approaches for building and maintaining a strong online reputation. Our panelists will cover:

• Why reviews and client feedback matter for both retaining and attracting clients
• How consistent reviews can strengthen Google advertising performance and SEO
• Strategies to encourage more reviews ethically and effectively
• Ways to showcase testimonials to build trust and credibility
• Responding to negative reviews and turning them into opportunities
• Tools and platforms to streamline the review process, especially for small teams

The session will also include time for Q&A, giving attendees the opportunity to ask practical questions relevant to their own reputation-building efforts. Whether your focus is B2C or B2B, you’ll walk away with actionable insights to help your firm elevate its reputation, strengthen client trust, and drive business growth.

Learning Outcomes:

• Identify the impact of client reviews and feedback on client retention, referrals, and digital visibility.
• Evaluate strategies to ethically generate more reviews for your firm.
• Apply best practices for responding to negative reviews and leveraging testimonials to build credibility.
• Assess tools and platforms that can streamline the review process, particularly for small teams.

Presenters: Moderator: Crystal Breede, Marketing Director, Huffman & Huffman Brothers-in-Law PLLC
Ben Fisher, VP of Marketing/Founder of Steady Demand and Google Product Expert
Maggie McBrady, Marketing Manager, Allen, Allen, Allen & Allen
Melissa Pasha, International Business Development and Marketing Director, Gable Gotwal

Sponsored by: 
Domain: Business Development, Technology Management
BoK Competency: Sales Techniques, Website Development and Management 

Leading law firm marketing teams are breaking out of the reactive cycle. They're using modern website platforms and AI-powered search to connect the dots between website behavior, email engagement, and CRM data - transforming scattered insights into strategic revenue opportunities.

In this introductory session, Rory Grant (former law firm CMO, now Chief Growth Officer at Squiz) will show what's possible when you have the right technology foundation. You'll discover how AmLaw 200 firms are deploying intelligent digital experiences - personalization, A/B testing, AI-powered search, and total engagement scoring - to walk into partner meetings with data-backed opportunities, cut attorney non-billable BD time, and prove marketing's strategic value with numbers that matter.

Whether your current digital stack can deliver these capabilities or needs modernizing, this session will show you what successful law firm marketing looks like when technology and strategy align.

Learning Outcomes:

• Understand how modern website platforms enable total engagement scoring across your website, email, and CRM to surface high-value client opportunities
• Discover strategies to reduce attorney non-billable BD time by using client intelligence to direct partners to warm leads backed by behavioral data
• Explore intelligent digital experiences - AI-powered search, personalization, A/B testing, and content auditing - that improve client engagement and inform revenue-focused content strategy
• Understand how to prove marketing ROI to partners using engagement metrics that translate directly to revenue opportunity and reduced fee earner time

Presenters:
Joel Goodman, VP of Growth Strategy,
Squiz Rory Grant, Chief Growth Officer, Squiz

Sponsored by: Competitive Intelligence and Marketing Technology SIGs
Domains: Business Development & Business of Law
BoK Competencies: Competitive Intelligence & Business Intelligence and Analysis

This session explores data governance as a foundational building block for competitive and business intelligence, marketing operations, and firm-wide insights. Governance experts will discuss real-life challenges and share case studies highlighting the impact on data owners, data consumers, and multidisciplinary teams. Learn how legal firms are tackling governance from a technology perspective—and why aligning data across departments through collaboration is critical to unlocking its full potential. Discover how better governance leads to better decisions, better marketing, and better results.

Learning Outcomes:

• Explore how data governance impacts legal marketing, CI, and BI by understanding its role as a foundational strategy for driving insight, compliance, and campaign performance.
• Hear real-world perspectives from data governance experts on the challenges faced by data owners, consumers, and multidisciplinary teams—and how collaboration ensures firm-wide alignment.
• Understand how law firms are implementing governance through technology and how governance practices directly affect the quality of day-to-day marketing and intelligence operations.

Presenters:
Raquel Lewis, Technical Program Manager, Intapp
Tony Martinez, Director of the Program Management Office, Lowenstein Sandler LLP
Jaclyn Walkins, Enablement Manager, Sidley Austin LLP

Sponsored by: Social & Digital Media SIG
Domains: Communications & Business Development
BoK Competencies: Social Media and Engagement, Presentation Skills & Project Management

In today's digital-first landscape, short-form video has become a powerful tool for capturing attention, building brand awareness, and driving meaningful client engagement. This interactive roundtable will explore how legal marketing professionals can harness the power of platforms such as LinkedIn, TikTok, Instagram Reels, and YouTube Shorts to create compelling content that resonates with both potential clients and referral sources. Participants will discover practical strategies for creating authentic, compliant video content that showcases firm expertise while humanizing their brand. We'll dive deep into content repurposing techniques that maximize ROI by transforming a single piece of content into multiple touchpoints across various platforms. The session will also cover promotion strategies that amplify reach, and measurement techniques to track engagement and conversion. Whether you're a solo marketer looking to build your firm’s brand recognition or part of a large firm's marketing team seeking to modernize your content strategy, this roundtable will provide actionable insights and real-world examples from successful legal video campaigns. 

Learning Outcomes:

• Identify the most effective short-form video platforms and formats for different legal practice areas and target audiences.
• Develop a systematic approach to repurposing long-form content (webinars, articles, presentations) into engaging short-form video series.
• Create compliant promotional strategies that amplify video content reach while maintaining professional standards and ethical guidelines.

Presenters:
Jessica Aries, J.D., LL.M, Digital Marketing Strategist & Trainer, By Aries
Rob Kates, Executive Producer, Kates Media LLC 

Sponsored by: LMA Business to Consumer (B2C) SIG
Domains: Client Services & Technology Management
BoK Competencies: Internal and External Client Communications and Feedback & Experience Management

Join us for an in-depth webinar on how B2C law firms can create a client-centric marketing funnel that nurtures leads from first impression to loyal client. We’ll explore practical tools and strategies for managing leads efficiently, including how to use your CRM to automate personalized follow-ups via email and text. Learn how to design a funnel that guides potential clients through each stage—from awareness and consideration to conversion and retention—while staying top-of-mind and building trust before the first call is even made.

Learning Outcomes:

• Understand how to design a client-centric funnel tailored for B2C law firms
• Explore lead nurturing strategies for every stage of the journey
• Discuss how to keep clients engaged after their case is resolved to drive referrals and long-term loyalty

Presenters:
Amanda Churchill, VP of Technology & Digital Strategy, MLCworks
Nikki Giambelluca, Growth Specialist, MLCworks
Mackenzie Gokey, Director of Marketing, Triangle Smart Divorce

Sponsored by: Client Value SIG
Domain: Client Services
BoK Competency: Structuring and Managing Client Teams

As law firms seek to deliver more strategic, client-focused service, dedicated client teams are becoming essential. This webinar explores how client teams—particularly within a Key Client Program—can drive growth, strengthen relationships, and align services with client needs. We’ll examine how firms identify key accounts, facilitate goal-driven planning sessions, and leverage Client Relationship Managers to maintain momentum. A guest speaker will also share insights from a standalone Client Team Program, offering an alternate approach to structure and success.

Learning Outcomes:

• Understand how to identify and prioritize clients for inclusion in a client team or Key Client Program.
• Identify best practices for facilitating productive client team meetings that generate actionable goals.
• Explore the role of Client Relationship Managers in sustaining engagement and driving strategic growth.

Presenters:
Rex Bautista, Senior Client Relationship Manager, Bird & Bird LLP
Ricki Hisaw, Key Client Accounts Manager, Schwabe, Williamson & Wyatt
Kate White, Director of Client Development, Orrick, Herrington & Sutcliffe

Sponsored by: Solo/Small Team SIG
Domain: Marketing Management and Leadership
BoK Competency: Firm Organizational Structure and Dynamics

Marketing committees can be powerful tools for collaboration, alignment, and strategic growth, but in a small firm, they can easily lead to confusion, burnout, or stalled progress if not structured effectively. Whether you’ve inherited a marketing committee that isn’t quite working, or you’re considering forming one to get attorneys more involved, this LMA session is designed to help you find the right approach. Join moderator Jim Staples (Jim Staples Consulting) and panelists Kaley Green (Marketing & Business Development, Fogler, Rubinoff LLP) and Misty A. Borg Misterek (Director of Business Development & Marketing, Merchant & Gould P.C.) for a practical discussion on how to make marketing committees work in small/solo team environments.

Learning Outcomes:

• Evaluate whether forming a marketing committee aligns with your firm’s structure, culture, and strategic goals. 
• Identify the benefits and common challenges associated with marketing committees in law firms of varying sizes. 
• Discuss strategies for launching, leading, or refining marketing committee to ensure effective collaboration and measurable outcomes. 

Presenters:
Kaley Green, Director, Marketing & Business Development, Fogler, Rubinoff LLP
Misty A. Borg Misterek, Director of Business Development & Marketing, Merchant & Gould P.C.
Jim Staples, Principal at Jim Staples Consulting, LLC (Moderator)

LMA Body of Knowledge Domain: Marketing Management and Leadership
Competency: Change Management

Change is inevitable — whether it’s integrating teams after a merger, rolling out new technology, or driving a shift in firm culture. But leading through change in law firm marketing and business development comes with its own set of challenges: aligning stakeholders, managing resistance, and ensuring long-term adoption.

Join a panel of seasoned professionals who have navigated major organizational changes inside law firms and beyond. Through candid case studies, they’ll share what worked, what didn’t, and the lessons learned along the way. This practical conversation will give you insights you can apply immediately, whether you’re planning your next big initiative or guiding a team through ongoing evolution.

Learning Outcomes:

• Understand common pitfalls and success factors in managing change within law firm marketing and BD teams
• Hear firsthand strategies for securing buy-in from leadership, attorneys, and staff
• Explore how to measure success and maintain momentum after the initial rollout
• Gain practical, candid advice from peers who have led through complex transitions

Meet the Panel:
David McClune, Chief Marketing & Business Development Officer, Davis Polk
Andrew Scott, Director of Business Development and Proposals, Ballard Spahr, 
Pedro Campos, Vice President, Global Head Law Firm Consulting, Elevate
Marcie Borgal Shunk, President and Founder, The Tilt Institute

LMA Body of Knowledge Domain: Technology Management
Competency: Experience Management

AI is revolutionizing experience management in law firms, transforming how legal marketers structure data, enhance decision-making, and drive business development. But successful AI adoption isn’t just about selecting the right tools—it requires a strategic approach to integration, training, and governance. This session will provide a practical roadmap for AI adoption, helping attendees understand implementation phases, overcome common challenges, and ensure firm-wide buy-in. Participants will leave with actionable steps for integrating AI into their firm’s experience management framework.

Learning Outcomes:

• Develop phased strategies for piloting and scaling AI in experience management.
• Understand how AI enhances taxonomy development, data integrity, and technical troubleshooting.
• Explore how AI adoption can improve firm growth, relationship intelligence, and client engagement.
• Identify key AI developments impacting legal marketing and experience management, and adapt your firm’s strategy accordingly.

Meet the Panel:
Jason Kennedy, Intelligence Solutions Manager, Holland & Knight
Kelsey Kozair, Senior Business Development Manager, Foley & Lardner LLP
Stacey Morrow, Senior Account Manager, Introhive
Kalaivaani (Vaani) Vairavanathan, Manager, Competitive Intelligence and Strategy, Davies Ward Phillips & Vineberg LLP

Domains: Marketing Management and Leadership, Business of Law

The need to continuously adapt and innovate to meet client needs is a strategic imperative inside law firms, yet most firm leaders struggle when it comes to implementing change. The future of law needs marketing and business development professionals who can help firm leaders implement growth to Make Strategy Stick. During this session, you will learn a new model to help design and drive change and hear from panelists who are successfully applying innovative approaches at their firms. Whether you want to help drive strategy firmwide, within a practice team, or inside your department, this session will help you build on what you've learned throughout the conference and arm you with new tools and skills to elevate your role as a growth leader. 

You'll learn how to:

• Discover a framework for helping law firm leaders put ideas into practice to drive innovation and change
• Develop confidence in leading and facilitating conversations to drive growth
• Exchange fresh ideas from colleagues to promote attorney and professional engagement and creative problem solving 

Speakers:
Debra Baker, Managing Director, GrowthPlay
Britt Schmidt, Chief Legal Talent & Inclusion Officer, Vorys
Alé  Simmons, Senior Business Development Manager, Clark Hill
Emily Gallagher, Sr. Director of Business Development, Womble Bond Dickinson (US) LLP