Domains: Business of Law, Technology Management

Join Peter Geovanes, Chief Innovation & AI Officer at McGuireWoods, and Amy Wisinski, Marketing Data Analytics & Technology lead at Winston & Strawn, for an insightful session delving into the forefront of AI and its transformative impact on legal marketing, including uncovering innovative ways to leverage AI technologies for enhanced client engagement, market analysis, and competitive positioning. Discover who should lead the AI initiatives within your firm and how to effectively navigate this leadership role. You will also gain valuable insights into data privacy concerns and risk mitigation strategies employed by leading firms and learn practical approaches to mitigating potential AI-related risks in legal marketing.
 
Through an engaging presentation and real-world examples, participants will emerge with a deeper understanding of AI's role in legal marketing and the strategies necessary to harness its transformative power effectively. Don't miss this opportunity to stay ahead of the curve and unlock new possibilities for growth and innovation in your legal marketing endeavors.

You'll learn how to: 

Examine AI's potential in legal marketing and business development

• Discuss safeguards for responsible AI use and real-world examples 
• Identify risk mitigation strategies and ethical considerations in implementing AI technologies for marketing in legal contexts
• Explain AI leadership, including how to effectively lead AI initiatives within your law firm

Presenters:
Peter Geovanes, Chief Innovation & AI Officer, McGuireWoods
Amy Wisinski, Senior Manager, Marketing Data Analytics and Technology, Winston & Strawn LLP

Join our esteemed panel of In-House Counsel from industries undergoing transformative change as they share their insights on the crucial role legal departments play in driving innovation. Learn the art of effectively articulating your firm’s unique offerings, showcasing the value of marketing professionals, and sharing innovative ideas that can propel your clients' businesses. From artificial intelligence to investing in legal operations, the panel will explore strategies to optimize legal processes effectively and efficiently."

Explore the uncommon story of Husch Blackwell Chief Executive Elect Jamie M. Lawless. She assumes the chief executive role on February 1, and is a compassionate and optimistic leader who embodies the philosophy of ALL IN. Jamie is a trailblazing law firm professional (without a law degree), and she will share her unique perspective and strategic understanding of the legal industry, how to disrupt established patterns to provide cutting-edge approaches for clients, and how to reinforce the value of professional staff.

Jamie’s work is informed by a dual focus: creating uncommon and exceptional client experiences and developing operational approaches that build and enhance cross-office, cross-disciplinary collaboration. In that work and throughout her career, she has repeatedly demonstrated the ability to build professional brands grounded in consistently excellent client service—from office to office and practice to practice—on an international basis. She has long recognized relationships as the critical factor in her success as a leader in the profession and consistently builds personal relationships through an authentic style that emphasizes listening to and understanding others.

Jamie will share her valuable insights and will engage in a fireside chat with Kevin Iredell, President of LMA and Chief Marketing Officer of Lowenstein Sandler, in this keynote session. Her expertise and unique career journey will leave you inspired and ready to take your own professional journey to new heights.

Domain: Technology Management

Your people, clients, and relationships are your most important assets. So, without a complete understanding of these, your marketing and client development effectiveness will be severely limited. To solve this problem, you need to identify the right tech for you and your firm’s needs. A CRM is often the answer, but not always. 

Join us for this program in which we’ll discuss: 

• The problems associated with poor client clarity and why it matters. 
• Why a 360-degree view of your clients is critical. 
• How to identify whether you need to take action. 
• The tech available that can help. 
• How to identify the right tech for your needs. 
• Making the case to invest in MarTech.

You'll learn how to:

• Recognize how poor access to client data can be damaging to your firm and why building a 360-degree view is critical
• Understand how to start tackling this problem, including the process to go through and solutions available
• Explore how to identify and evaluate the tech needed to meet your firm’s goals

Domains: Business Development, Business of Law

Lots of urgent, but ill-defined research requests on clients or competitors? Too many siloed datasets? Join us for an insightful session on the different approaches to market intelligence across settings, which will help identify how to work through these issues. Our expert speakers will share their knowledge and experience on how law firms leverage client intelligence, competitor intelligence and industry trends to drive growth; and how the right tools can help drive efficiency. Discover what data points matter, how to leverage different data sets, and how different sized firms stay ahead of the game. Don’t miss out on this opportunity to take your law firm’s business development strategy to the next level!

You'll learn how to:

• Compare your own challenges in delivering best practice market intelligence research with those of your peers or peer firms
• Identify practical changes you can make in your market intelligence strategy to improve outcomes
• Appraise tools available on the market compared to your needs

Presenters:
Alex Morral, Chief Product Officer, Lexology
Kyle Kraynick, Client Growth Manager, Barnes Thornburg LLP
Suzanne Donnels, Chief Business Development & Marketing Officer, Davies Ward

Domains: Marketing Management and Leadership, Communications

On the road of strategy, there’s always more than one route to success. But like any field, strategy has a set of “fallacies”––common biases or mistakes that lead to wrong turns, unexpected detours, and outright dead ends. Join One North’s Chief Strategist, Kalev Peekna, and Senior Director of Content & Brand Strategy, Kevin Leahy, as they discuss how to solve—or ideally avoid—the most common strategy fallacies. From debunking "The MVP Myth" to avoiding the pitfalls of "The Tactical Buffet" and steering clear of the illusions in "The Field of Dreams," this discussion aims to uncover these familiar misconceptions and provide practical, actionable guidance on navigating the strategic landscape. Consider this session your guide to steering around potential potholes, complete with insights to patch up any unexpected issues and assistance should you find yourself in need of a strategic tow.

You'll learn how to:

• Identify prevalent errors that arise within the fields of Strategy, encompassing Brand, Content, UX, CX, Data, and Technology
• Explore examples of specific errors that tend to occur in each phase of the strategic process, from conception to tactical execution
• Gain practical advice on how to avoid these common errors and instructions on alternative, successful approaches

Presenters:
Kalev Peekna, Chief Strategiest, One North
Kevin Leahy, Senior Director of Content & Brand Strategy, One North

Domains: Business of Law, Marketing Management & Leadership

In our recent survey of over 300 decision makers at law firms globally, we found that the use of Alternative Fee Arrangements (AFAs) continues to rise and in some cases now makes up nearly half of their work. So, what does this mean for marketers?

Crucially, the increasing prevalence of AFAs is a result of clients’ demands for value, rather than time. For firms to compete effectively as this trend continues, they need to ensure clients correctly perceive them as aligned with their value-based goals and differentiate themselves through demonstrating highly specific expertise and experience. For many firms this may require a change in approach, both in how they respond to clients, and how they collaborate internally. Join us for this session in which we’ll present our survey findings, discuss what it means to marketers, and how to stay ahead of the competition.

You'll learn how to:

• Discuss how the findings from our survey of over 300 law firm decision makers highlight that the competition is changing and why demonstrating value has never been more important
• Identify how you can breakdown silos: The persistence of AFAs forces firms and their marketers to realize that they are not isolated, and the client will be evaluating all aspects of your proposal
• Discuss how to clearly articulate value for your clients and differentiate yourselves: What is your firm bringing to the table? 

Presenters:
Barry Solomon, VP, M&A Integrations, Litera
Ashley Gibbs, Director, Product Value Engineers, Litera

Domain: Technology Management

Let’s move beyond GenAI speculation to hear practical AI insights for 2024. This panel discussion will share the realities and impacts of top 2024 GenAI trends in law firms and their client development teams. Our panelists will provide actionable strategies to upgrade processes, empower teams, and navigate change effectively. Delve into the dynamic landscape of digital maturity, emphasizing real-world solutions tailored for law firms.

You'll learn how to:

• List the top 3 AI and technology trends in 2024 currently impacting law firms
• Examine the challenges and methods of approaching change management for your team’s digital maturity

Presenters:
Elena Cutri, Director of Client Learning, LexisNexis
Laura Galeano, Chief Business Development and Marketing Officer, Bilzen Sumberg
Jessica King, Director of Library Services, Perkins Coie
Jacob Hasler, Knowledge Management Attorney, Perkins Coie

Domains: Business of Law, Marketing Management and Leadership

Get a sneak peek at ALM’s industry benchmark Am Law 200 and mid-market rankings, and what the new data will mean for firms and their marketers. Patrick Fuller, Chief Strategist, Legal, and Becky Jackson, Events and Sponsorships Executive at ALM and former Chief Client Services Officer at Thompson & Knight LLP will draw on ALM’s unique legal market perspective and discuss how to differentiate your firm in a compressing market and what will be top of mind for corporate counsel.

Before they are published, ALM will preview its flagship financial performance metrics and rankings ahead of the late April release of the Am Law 200. As part of the analysis, we’ll explore how the trends are changing over time, examine the role of marketing and business development professionals in increasing revenue and growing profitability, discuss strategies to differentiate your firm, and highlight actionable takeaways for firms and marketers.

You'll learn how to:

• Define the state of the legal market based on ALM’s proprietary data
• Develop strategies to differentiate your firm
• Examine the corporate counsel perspective looking ahead in 2024

Presenters:
Patrick Fuller, Chief Strategist, Legal, ALM
Becky Jackson, Global Events and Sponsorships Executive, ALM

Domains: Technology Management, Communications

Drawing on Passle’s General Counsel research from 2023, along with an exclusive reveal of findings from their latest 2024 research where they spoke to both Managing Partners and CMOs, this session will highlight the gaps in the perceived importance of a firm's digital presence and share tips on how to navigate this at your firm.

You'll learn how to:

• Examine content best practices to deliver exactly what GCs want and how to recognize the gaps in your firm’s marketing strategy
• Identify the best channels to use to be most present where your GCs are
• Discuss how to advocate for your increased investment in your marketing 
• Summarize the impact that investing in your digital presence can have

Presenters:
Alistair Bone, VP, Passle
Erin Dimry, Chief Marketing & Business Development Officer, DLA Piper