This Voice of the Client Bundle provides legal marketers with strategic insights directly from the source – the client. This curriculum offers an in-depth exploration of what clients’ value most and how legal marketers can drive value, enhance relationships, manage key accounts, and create a more harmonious client experience.

 By completing the trainings within the bundle, you’ll learn:

• How to work with senior leadership in the firm to deliver A+ client service
• Opportunities to highlight and prioritize the voice of the client when pursuing new business and serving existing clients
• Strategies to gain buy-in from key internal stakeholders to implement a client feedback program
• Actionable methods to capture the essence of investing more in the relationship with clients
• How companies articulate their values to clients/employees, so marketers can provide answers that align with client needs and better educate within their firms.
• Ideas for relationship building and creating stronger partnerships with inhouse counsel to bolster DEI efforts
• The framework and best practices for key account management
• And much more!

The following programs are included in the bundle, which incorporate highly rated sessions from LMA’s Annual Conference and our year-round webinar program. In addition to the trainings below, this curated Voice of the Client content bundle arms you many thought leadership pieces from Strategies & Voices.

• Adding and Defining Value in a Crowded Market
• Amplifying The Voice of the Client At Your Firm: Real World Tips and Techniques
• Client Listening: Harnessing Feedback to Strengthen Client Relationships
• Collaborative Planning: Leading Strategic Partnerships With Clients
• Diversity Data Requests: What Clients Want, What Firms Want, and How Both Can Be Happy
• It Takes Two: In-house Counsel and Outside Counsel Tackle DEI Together
• Key Account Management for Law Firms: To Do or Not To Do?
• Speaking Your Clients Language: Building and Sustaining a Thriving Go-to-Market Sector Approach 

The bundle will conclude with giving attendees the opportunity to chart their own development path by completing the Competency Analysis Tool (CAT). The CAT aligns with each domain within LMA’s Body of Knowledge (BOK). The BoK is a foundational resource for professional development in legal marketing. The BoK defines essential and accepted domains, competencies and associated skill sets within the legal marketing profession at every level. It can help YOU hone your skills, identify areas of growth, and set specific goals to achieve your career aspirations.

Are you new to legal marketing? If so, we commend our popular QuickStart® Online Course to give you the education you need to perform best in your new role. The on-demand program features 10 hours of content from more than 40 well-regarded legal marketing experts, and is packed with a glossary, links to additional resources for each competency, and self-assessments to check your progress along the way.

Already completed the QuickStart® Online Course or just looking for resources to level set your understanding of the industry? Invest in this Legal Marketing Fundamentals Bundle to continue your learning journey. This bundle covers additional essential skills within the Body of Knowledge, ensuring you get quality training on the topics that matter most.

By completing the trainings within the bundle, you’ll learn:

• How to support attorneys to keep in touch consistently and authentically
• A holistic view of AI predictions for future resources and developments in the legal industry.
• How firms measure lawyers and use the money they collect from clients
• Meaningful goals and KPIs that allow client service teams to measure progress and promote successes
• Best practices for setting priorities and achieving key PR goals
• How to determine the key personnel outside of marketing that should be involved with getting data analytics off the ground
• And much more!

The following programs are included in the bundle, which incorporate highly rated sessions from LMA’s Annual Conference and our year-round webinar program. In addition to the trainings below, this curated Legal Marketing Fundamentals content bundle arms you many thought leadership pieces from Strategies & Voices.

  Business Development 

• Developing an Authentic Approach to Keeping in Touch and Building Relationships
• LinkedIn for Law Firm Marketing – Are you Getting the Most from Your Posts?

 Business of Law

• AI-Powered Competitive Intelligence: Unleashing New Insights
• Beyond the Billing Rate: Law Firm Economics for Marketers

 Client Services

• Client Service Teams: How to Build, Grow and Measure Success
• Diversity Data Requests: What Clients Want, What Firms Want, and How Both Can Be Happy
  

 Communications

• PR Is More In Demand Than Ever: How Communicators Can Cut Through the Noise and Deliver Value
• The Dirty Secrets of DEI: Unpacking the Do's and Don'ts in DEI Communications and Marketing
  

 Marketing Management and Leadership

• Fearlessly Relatable: How to Build Confident Client Relationships, Referrals, and Revenue
• The Next Five: Achieving Mid-Career Excellence in Legal Marketing
  
  

 Technology Management

• Marketing Analytics Bootcamp - Part 1: Learning to Use Data to Amplify Your Impact
• To The Victor Go The Spoils: Tracking and Converting the Power of Digital Marketing

The bundle will conclude with giving attendees the opportunity to chart their own development path by completing the Competency Analysis Tool (CAT). The CAT aligns with each domain within LMA’s Body of Knowledge (BOK). The BoK is a foundational resource for professional development in legal marketing. The BoK defines essential and accepted domains, competencies and associated skill sets within the legal marketing profession at every level. It can help YOU hone your skills, identify areas of growth, and set specific goals to achieve your career aspirations.

This Career Development Content Bundle is designed to empower mid-career professionals by enhancing their personal branding, leadership skills, and executive presence. The curriculum focuses on building indispensable leaders who can influence change, communicate their value effectively, and excel in legal marketing. By drawing lessons from diverse industry thought leaders, participants will learn to become more intentional contributors at their organizations and leave armed with actional strategies to take their career to the next level. By completing the trainings within the bundle, you’ll learn:

• The significance of personal brand in marketing and business development strategy
• How to elevate your perception as a valuable contributor to the firm's success
• Tangible tips for individuals to develop effective leadership characteristics in themselves
• Strategies and tactics to conduct difficult conversations in an influential manner
• How to construct value statements that provide the scope and magnitude to explain the impact of your accomplishments (both qualitative and quantitative).
• And much more!

 The following programs are included in the bundle, which incorporate highly rated sessions from LMA’s Annual Conference and our year-round webinar program. In addition to the trainings below, this curated career development content bundle arms you many thought leadership pieces from Strategies & Voices.

• Calling On All Intentional Leaders – Our World Needs You!
• How Amplifying Your Personal Brand Impacts Company Well-Being & Culture
• Influence: The Art & Science of Changing Minds and Leading Change       
• Leadership Lessons from Battlefield to Boardroom
• Mastering the Art of Influencing Difficult Conversations
• The Next Five: Achieving Mid-Career Excellence in Legal Marketing          
• The Not-So-Secrets for Success in the C-Suite
• Quantifying and Communicating Your Value - Imperative Career Skills

 The bundle will conclude with giving attendees the opportunity to chart their own development path by completing the Competency Analysis Tool (CAT). The CAT aligns with each domain within LMA’s Body of Knowledge (BOK). The BoK is a foundational resource for professional development in legal marketing. The BoK defines essential and accepted domains, competencies and associated skill sets within the legal marketing profession at every level. It can help YOU hone your skills, identify areas of growth, and set specific goals to achieve your career aspirations.

Sponsored by: Competitive Intelligence SIG
Domains: Business of Law & Marketing Management and Leadership
BoK Competencies: Competitive and Business Intelligence & Consultant and Vendor Management

Join the CI SIG for a program focused on AI-Powered Competitive Intelligence. Our dynamic presenters will provide a 360 view at how AI is impacting competitive intelligence from multiple perspectives. In this informative session, we will delve deep into the world of law firm Competitive Intelligence, examining its pivotal role in helping attorneys make informed decisions, enhance their client relationships, and navigate the ever-evolving generative AI space. We will also explore the transformative potential of AI in CI, as well as the cautionary tales that highlight the importance of ethical and responsible AI implementation.

Key topics we'll cover:

1. AI-Powered CI Tools: Explore cutting-edge AI applications and tools that are revolutionizing the CI landscape. We'll showcase how AI can streamline data collection, analysis, and visualization to provide actionable insights quickly.
2. Real-World Use Cases: Dive into real-world examples of law firms harnessing the power of AI-driven CI to gain a competitive advantage. Discover how AI is being utilized to identify market opportunities, improve pricing strategies, and enhance client service.
3. Cautionary Tales: Learn from the mistakes of others. We will examine cautionary tales from the legal industry where AI implementation in CI went awry. Gain valuable insights into ethical considerations, data privacy concerns, and potential pitfalls to avoid.
4. Ethical Considerations: Explore the ethical dimensions of using AI in CI for law firms. We'll discuss responsible AI practices, the importance of data privacy compliance, and maintaining transparency in decision-making.
5. Future Trends: Get a glimpse into the future of AI in CI for law firms. Learn about emerging trends that promise to further transform the competitive intelligence landscape.

Learning Outcomes:

• Explore existing generative AI tools, CI use cases and tips for selecting the best tech for your law firm.
• Understand the guard rails of AI tools and resources to build them into your CI process.  
• Gain a holistic view of AI predictions for future resources and developments in the legal industry.

Presenters:
Zena Applebaum, Vice President of Product Marketing, Thomson Reuters
Jay Nakagawa, Director of Competitive Intelligence, Dell Technologies
Peter Geovanes, Chief Innovation & AI Officer, McGuireWoods LLP

Sponsored by: Diversity, Equity and Inclusion & Client Value SIGs
Domains: Business Development & Client Services
BoK Competencies: Responding to Written Request for Proposals (RFPs) & External Client Communications and Feedback

Law firms are responding to ever more diversity data requests from clients. What do clients want and need from these requests? How can law firms show up well, even when they wish their data was better? How can legal marketers add value to their firms and help navigate the process in good graces, both inside the firm and in representing the firm to its clients? 

The LMA Client Value SIG and Diversity, Equity & Inclusion SIG invite you to join as this dynamic panel explores these and other questions. Attendees will glean concrete takeaways that law firm marketers and DEI professionals can apply within their organizations. 

Learning Outcomes:

• Hear from the client directly on what aspects of DEI are important to organizations (in a way that marketers can translate easily back to firm leadership)
• Better understand how clients are tracking and evaluating law firm diversity today, and what they predict for tracking and reporting in the future, especially over the next 2-5 years.
• Learn how companies articulate their values to clients/employees, so marketers can provide answers that align with client needs and also better educate within their firms.
• Understand how different clients define diversity, which is not the same from one client to the next. 

Presenters:
Rita Treadwell, Diversity, Equity & Inclusion Manager, Greenberg Traurig
Tasneem Khokha, Managing Director, GrowthPlay
Sonali Oberg, Business Development & Marketing Manager, Sidley Austin

Sponsored by: Solo/Small Team SIG
Domains: Business Development & Communications
BoK Competencies: Business Development Coaching/Training & Interactive and Digital Marketing

LinkedIn can be a very powerful business tool for professionals and companies alike. But is your firm getting the most out of your company page posts? Are your attorneys posting on their own pages, or just assuming it’s enough for marketing to post to the company page? What about those LinkedIn paid campaigns – are they worth it?

Join the Solo/Small Team SIG for a discussion with Nancy Myrland, LinkedIn Coach for Lawyers, and digital marketing and social media pro, Guy Alvarez, as they share best practices for law firm marketers on using LinkedIn and advising your attorneys on how to use it.

Learning Outcomes:

• Discuss posting to the LinkedIn firm page vs. posting to an attorney’s profile
• Learn about paid LinkedIn Campaigns
• Learn how to teach your lawyers how and what to post to their own profiles

Presenters:
Nancy Myrland, President, Myrland Marketing & Social Media
Guy Alvarez, Founder & CEO, Good2bSocial

Sponsored by: PR & Communications SIG
Domain: Communications
BoK Competency: Media Relations/PR

Whether you’re a solo marketer, in-house PR pro or part of large legal marketing team, the demand for communication services is on the rise. How can you manage this wave of work? Join our PR SIG Co-Chairs Heather McMichael and Debra Pickett as they chat with PR SIG members on what their top communication challenges are today. We’ll share results of a national survey of nearly 500 communicators about what’s impacting their teams, discuss some best practices for meeting those challenges and hear from you with questions for our experts and tips for your colleagues. You will also meet next year’s incoming PR SIG Co-Chair Jeanne Hoff. Grab your favorite snack and join us on September 29, at Noon CST for an engaging and lively conversation on one of our favorite topics – the continuing evolution of legal public relations.

Learning Outcomes:

• Identify key PR trends and challenges facing law firm communicators
• Discuss best practices for setting priorities and achieving key PR goals
• Connect with LMA resources and colleagues 

Presenters:
Heather McMichael, Director of Communications, Shook, Hardy & Bacon
Debra Pickett, Principal Consultant, Page 2 Communications
Jeanne Hoff, Business Development Manager, Sullivan & Cromwell

Sponsored by: LMA International
Domains: Marketing Management and Leadership & Communications
BoK Competencies: Written and Oral Communication Skills & Department Management and Motivation

There's no question that law is a relationship-based business. The success of any law firm depends on the quality of its relationships with clients, referral sources, and other members of the legal community. What we've done in the past is not enough. In today's highly competitive legal marketplace, law firms need to be more strategic in their approach to business development. Relationship-based business development is all about creating and maintaining relationships with key individuals and groups. It's about understanding who your clients are, what they need, and what they want. It's all about becoming fearlessly relatable.

In this session, attorney turned communication and relationship expert Rachel DeAlto will dive into her relatable framework including access to her proprietary personality assessment which will have you engaging differently leading to better connections, loyal clients, and increased referrals.

Learning Outcomes:

• Connect with anyone, anywhere (even with social anxiety) 
• Discover your Social Superpower and use it for infinite success 
• Attract friends, colleagues, and opportunities like a magnet

Presenters: Rachel DeAlto, Communications & Relationship Expert, Author & Speaker

Rachel DeAlto is a relationship expert, media personality, keynote speaker, and the author of “relatable: How to Connect with Anyone Anywhere (Even if It Scares You)” (Simon & Schuster’s Tiller Press, September 2021). Rachel maintains a law degree, master’s in psychology, as well as an undergraduate degree in communications. She has appeared as a relationship expert on Lifetime’s Married at First Sight, TLC’s Kate+Date, and over 200+ national media outlets. Rachel speaks on relationship building, the power of connection, and authenticity with her most recent TEDx, Being Authentic in a Filtered World, featured on TED.com.

Sponsored by: LMA Talent Development Committee
Domain: Marketing Management & Leadership
BoK Competency: Department Management and Motivation

Difficult conversations tend to be avoided because professionals shy away from the uncomfortable, and fear polarizing relationships. But avoidance is not a recommended road to success. Participants will learn strategies and tactics to engage in productive conversations to address challenges and deepen relationships. They will understand where and why they avoid difficult conversations. And they will leave with an understanding of how they can engage in productive and effective conversations to make their professional – and personal – lives more joyful and decrease stress. 

Participants will learn to:

• Recognize where they are avoiding having difficult conversations, and why
• Prepare to have effective and behavior changing conversations 
• Practice and apply strategies to improve their relationships with colleagues and clients

Learning Outcomes:

• Walk through strategies and tactics to conduct difficult conversations in an influential manner
• Build personal and professional trust between colleagues
• Lead high-performing and productive teams

Presenters:
Margee Fawley, Chief Talent Officer, Davis Graham & Stubbs LLP
Julie Holunga, Principal & Executive Coach, Chinook Executive Solutions

Sponsored by: LMA International
Domain: Marketing Management & Leadership
BoK Competency: Department Management & Motivation

Colonel Retired Steve Merkel gave more than 30 years of service to the United States as a Soldier in the Army. He has led teams both in peacetime and in combat of all sizes – ranging from a few subordinates to well over 4,000. Steve now serves as the Chief Operating Officer for Barnes & Thornburg LLP. He has found the similarities between the military profession and the legal profession to be both surprising and profound. Steve has learned a great deal over the course of his life about leadership and building high performing teams that helped him both on the battlefield and now in the offices of his law firm.   

Learning Outcomes:

• Examine what traits and skills lead to effective leadership 
• Explain tangible tips for individuals to develop effective leadership characteristics in themselves
• Discuss 3 key characteristics of a high-performing team (and How Leaders Can Foster Them)

Presenter: 
Steve Merkel, Chief Operating Officer, Barnes & Thornburg LLP