Domains: Marketing Management and Leadership, Client Services

You aren't the marketing/BD department. You're an in-house agency. And agencies love change. Our panel, covering in- and out-of-category, will present the differences between in-house departments and external agencies, exploring their respective advantages and challenges. This isn't about hiring agencies, this is about gaining actionable insights on how to evolve YOUR group, innovate internally, and increase performance by leveraging the strengths of both models for maximum impact and creativity. We'll look at team structures, skillsets, ways of working, best practices, and a mindset that law firms of any size can incorporate. 

You'll learn how to: 

• Gain insights into ways of working and team structures that combine the strengths of both in-house and agency approaches
• Discover how agencies bring unique approaches to similar challenges to enhance effectiveness and creativity
• Explore how in-house teams can leverage their deep understanding of their firms to drive performance. 

Speakers:
David Weinberger, Founder, One Story Branding
Gus Granger, Principal and Creative Director, Waza, One Story Branding
Katy Admirand, Director of Marketing & Communications, Husch Blackwell
John Farrar, VP of Design, Paramount Global

Domains: Business Development, Communications

"You never get a second chance to make a first impression" is a popular aphorism, yet few people understand the science of making a powerful first impression. This program will focus on first impressions made at networking events, pitch meetings, and other BD-related events. Participants will explore biologically-programmed cognitive biases all human brains generate during interactions with new people which, if unmanaged, may impair the quality of the first impressions they make. Moreover, participants will learn the #1 factor humans assess -- according to cutting-edge research from premier social psychologists specializing in first impressions -- when forming a first impression of others in business. Hint: it is NOT intelligence, expertise, reputation, charm, charisma, past success, or other markers we often focus on when attempting to make a positive first impression. Finally, participants will learn practical, easily-implementable techniques to exploit the science and leave a potently positive first impression on others. 

You'll learn how to: 

• Examine why our brains generate stress during first meetings and the various cognitive biases that impair the quality of our behaviors/communications and, hence, the first impressions we make
• Discover what the cutting-edge science reveals is the #1 (and severely overlooked) factor that influences positive first impressions
• Implement tangible, science-backed techniques for leaving a positive first impression during new business conversations. 

Speaker:
Jarrett Green, Well-Being and Peak Performance Consultant, NKB Consultancy

Domains: Business of Law, Client Services

Are you tired of generic client strategies? Are you seeking to supercharge client growth initiatives? Join this interactive workshop to learn how to use market insights data to develop actionable business development plans. The panelists will share insights into how client priorities, spend, and behaviors differ across client geographies and industries and arm you with market intelligence you can apply to your firm's unique client base. You will then use data-informed case studies to collaborate with your peers in creating bold BD strategies and the outline of a business development plan. Finally, you will test your strategic thinking by navigating a series of curveballs that impact your plan and its implementation. You will leave the session with practical strategies to drive meaningful strategic growth as a business development professional. 

You'll learn how to: 

• Create robust business development plans that are practical to implement
• Leverage external intelligence to inform client management and growth activities
• Articulate the role of BD & Marketing professionals in client management and growth. 

Speakers:
Kathryn Watson, Senior Manager Client Relations, Thomson Reuters Institute
Eve Starks, Senior Consultant, Thomson Reuters Institute
Jen Dezso, Director of Client Relations, Thomson Reuters Institute
Becky Halat, Senior Manager of Client Services, Thomson Reuters Institute

Domains: Marketing Management and Leadership, Business Development

Dive into a dynamic experience designed to tackle challenges faced by in-house law firm marketing professionals. In this Shark Tank-style session, participants of all experience levels will engage in collaborative problem-solving and innovation. 

1. Setting the Stage: Our facilitators will introduce the session, emphasizing the importance of change management and disruption within law firms to achieve impactful results.
2. Team Formation: Attendees will form small groups to choose a pre-defined challenge with fact patterns and a guide to formulate a pitch.
3. Ideation to Implementation: Groups will ideate innovative solutions, refine ideas, and develop a strategic plan for influencing behavioral change, including an implementation roadmap & success metrics.
4. Pitch Preparation: Each team will prepare a compelling pitch to present to the Shark Tank-Style Investment Panel, composed of leading LMA members.
5. Presentations & Judging: Teams will pitch their idea to the panel, who will evaluate the pitches based on creativity, feasibility, and potential impact. 

The most innovative solution will be named the winner! 

You'll learn how to: 

• Develop Strategic Problem-Solving Skills by identifying and analyzing key challenges within their law firms and ideating innovative solutions within teams. Gain practical experience in developing strategic plans, including implementation roadmaps and success metrics
• Enhance Change Management Capabilities by discussing the importance of change management and how to drive impactful results within their organizations through disruption. Learn techniques for influencing behavioral change and fostering a culture of continuous improvement
• Refine their ability to prepare and deliver compelling pitches. Receive feedback from industry colleagues and leaders, helping them to present ideas persuasively and confidently, a skill crucial for gaining buy-in from stakeholders and driving initiatives forward. 

Speakers:
Andrew Laver, Chief Marketing & Business Development Officer, Porzio, Bromberg & Newman, P.C.
Jill Huse, Co-Founder, Society54
Patrick Fuller, Chief Strategist, ALM Media
Nathalie Daum, Director of Business Development and Marketing, Dickinson Wright PLLC
Adam Severson, Chief Marketing & Business Development Officer, Baker Donelson
Jeanne Hammerstrom, Chief Marketing Officer, Benesch, Friedlander, Coplan & Aronoff LLP

Domains: Technology Management, Marketing Management and Leadership

In today's rapidly evolving marketing technology landscape, are you positioning your firm for future success? This workshop will work through an evaluation of your marketing technology stack's effectiveness across key capabilities like client health, lead management and digital engagement. Our experts will provide an insider's look at technology platforms leading firms are adopting. You'll receive actionable guidance on investing in proven solutions and exploring innovative platforms to stay ahead. We'll explore constructing a unified, integrated stack that propels your business forward with benefits like data security, compliance, automation, and unified reporting. This session is valuable for: 

• Chief Marketing Officers: Align tech investments with business goals 
• Marketing Technology Leaders: Optimize your firm's digital ecosystem 
• Marketing Operations Professionals: Streamline processes through technology 
• Digital Marketing Managers: Enhance client engagement and lead generation 
• Business Development Directors: Improve pipeline management and client relationships 

By attending, you'll gain knowledge to lead your firm into the future, ensuring your marketing efforts are ahead of the curve. You'll leave with a template for creating a roadmap for technological advancement aligning with your firm's strategic objectives. 

You'll learn how to: 

• Discover techniques to evaluate your current marketing technology stack against industry benchmarks and best practices 
• Explore the process of selecting and prioritizing marketing technology investments that align with your firm's strategic goals and budget 
• Gain practical skills to develop an effective implementation plan for new marketing technologies, including strategies for user adoption and ROI measurement. 

Speakers:
Michelle Woodyear, Consultant, Mount Insights
Kim Rennick, Director of Client Relations, Covington & Burling

Domain: Business Development

Why do so many individual business development (BD) initiatives falter? Often, they begin with enthusiasm but lose momentum due to lack of buy-in, follow through on the attorney's part, ineffective rollout, or resource constraints. This program reimagines individual BD planning by focusing on customized coaching throughout the ranks – not just for the largest rainmakers.

Attendees will gain access to a research-backed BD plan template and brain-based coaching techniques to drive success. The session features tactical insights, followed by an interactive workshop where participants apply concepts to real-world scenarios. This hands-on approach ensures attendees leave with practical tools and strategies ready for immediate implementation. Open to legal marketers at all levels, this program leverages diverse perspectives to enrich the learning experience and is particularly beneficial for those in business development roles. Join us to discover how targeted coaching can transform BD initiatives and drive lasting success.

Learning Outcomes:

• Develop an effective, research-backed individual business development plan tailored to the unique strengths and needs of the individual lawyer 
• Apply brain-based coaching techniques to enhance business development skills and drive sustained success 
• Engage in hands-on workshops to practice and refine BD strategies, ensuring participants can implement these approaches within their organizations immediately

Presenters:
Jordan Fowler, Director of Business & Professional Development, Beck Redden LLP
Elizabeth Brick, Owner, Coterie Strategies 

Domain: Client Services

It's well understood that a systematic client listening (or feedback) program is a critical part of maintaining and expanding client relationships. But there can be significant internal and external obstacles. This session will examine three key stakeholder groups that need to "get on board" when launching a program: firm leadership, client lead partners and the operations teams who need to action the feedback and clients who may need persuading when considering whether to participate in the program. Regardless of the size of the firm, each of these groups must be supportive throughout the process, willing to be open to honest feedback, be transparent about the client relationship, and invest in actioning key outcomes from the program. The speakers will engage attendees to share the concerns they have experienced, illustrate real-life examples of those obstacles, and provide recommendations to overcome them. 

You'll learn how to: 

• Gain tips on how to develop a client feedback program that suits the size of your firm and your client base
• Discuss the direct connection between client feedback and client service and how to action client feedback in a way that benefits client/firm relationships
• Examine why a broad client selection - not always connected to revenue - can deliver the best feedback. 

Speakers:
Stefanie Holland, Client Relationship Partner, Cassels Brock & Blackwell LLP
Peter Wismath, Chief Marketing Officer, Cassels Brock & Blackwell LLP

Domain: Communications

It's not uncommon to see a law firm's brand become stagnant - and then, *BOOM* - an entirely new look is unveiled that bears little or no relationship to the previous one. Massive, sudden changes to a brand's identity often backfire, as familiar brand assets, like logos - even imperfect ones - hold significant equity. That's why it's often wiser to evolve your visual brand than redesign it from scratch. In this session, we'll delve into why top brands often favor gradual improvements and how to refresh your visual identity while maintaining brand equity. We will examine successful examples of logo and brand evolution, discuss strategies for assessing whether an outdated brand is worth preserving, and explore when a complete visual brand redesign is justified. This session is invaluable for marketers overseeing brand redesigns and those responsible for maintaining the firm's brand look. 

You'll learn how to: 

• Explore techniques to refresh a firm's visual brand while preserving brand equity
• Discover the perils of a total redesign of a firm's brand look (and why most top brands prefer to make gradual improvements)
• Summarize when to evolve a brand - and when to completely overhaul it. 

Speakers:
Robert Algeri, Partner, Great Jakes Marketing
Dion Algeri, Partner and Chief Creative Officer, Great Jakes Marketing

Domains: Business Development, Business of Law

Business development training often ends for attorneys after they have developed strong books of business. While "training" may no longer be the right fit for rainmakers, collaboration and support needs remain. To fuel rainmaker results, Offit Kurman partnered with an outside consultant to offer Masterminds, internal discussion groups focused on learning from other's experiences, hearing different perspectives, exploring cross-marketing opportunities, developing action plans, and promoting accountability. Now in its fourth successful year, the firm's program continues to produce significant results and receive positive attorney feedback. This engaging session will provide a deep dive into the Masterminds program from two coaches who have facilitated and driven its results, and an inside look from an attorney participant. If you want to offer high-performing partners an engaging, inclusive opportunity for peer discussion and learning among successful business developers, join us for this session. 

You'll learn how to:

• Identify if an internal Masterminds is the right fit for your firm
• Develop a plan for an internal Masterminds program
• Establish success measures for a Masterminds program for the firm and the attorney participants. 

Speakers:
Marianne Lee, Director of Attorney Development and Origination Culture, Offit Kurman
Toni Wells, Principal, Bespoke Marketing Partners
Thomas Repczynski, Principal and Shareholder, Offit Kurman

Domains: Marketing Management and Leadership, Business of Law

In this fireside chat, Nicky Acuna Ocana, a veteran legal recruiter and thought leader, and Denise Robinson, an in-house law firm leader turned consultant focused on well-being, connection, and organizational DEI, will lead us in conversation about what it takes to create a psychologically safe workplace in an industry rife with stress, pressure, and perfectionism. Drawing on personal anecdotes, witnessed successes, and polling from LMA members, Nicky and Denise will provide direction on how we can nurture environments that engender thoughtful transparency, clear communication, empathetic and supportive leadership, healthy boundaries, and opportunities for growth. 

You'll learn how to: 

• Recognize tell-tale signs of healthy and unhealthy working environments
• Identify critical behaviors for cultivating a psychologically safe team
• Explore strategies for managing threats to your team's psychological well-being. 

Speakers:
Nicky Acuna Ocana, Regional Managing Director, US, UK & Europe, Ambition
Denise Robinson, Founding Principal, The Still Center LLC