Welcome to the Legal Marketing Essentials Bundle! We are thrilled that you have taken the next step in your professional development journey. In this bundle, you’ll find a variety of curated resources that include highly rated conference recordings, webinars and thought leadership from Strategies & Voices.

Domains: Business Development, Business of Law

Soup! It’s good for the heart, soul and stomach. With the right ingredients, making soup and rekindling and maintaining relationships are quite similar. As a legal marketer, maintaining authentic relationships is key to your success within your firm. You also play a significant role in coaching and encouraging your attorneys with their relationship development. Relationship development is not only an act of self-care but also a key source of market intelligence.  Learn the social science research behind relationships and how to support your attorneys to keep in touch consistently and authentically. We’re going to make some great soup!

You'll learn how to: 

• Learn how weak and dormant ties are critical to business development
• Set intentional goals for developing an authentic approach to keeping in touch 
• Support attorneys to keep in touch consistently and authentically

Presenter: 
Jason Levin, Speaker, Trainer and Coach, Ready Set Launch LLC

Domain: Business of Law, 

You might understand how law firms make money, and even how much associates at your firm make—but do you know how your partners make their money? What metrics does a firm use to measure its lawyers, and what levers can you as a marketer pull to affect those metrics? How can billing a client a million dollars a year be a bad thing? What does it mean to be a K-1?  Learn the answers to these questions—and others—in an illuminating session that translates the lingo into plain English that you won’t need an MBA to decipher.  

Learning Outcomes:

• Develop a level of comfort with terms used in law firm economics
• Understand how firms measure lawyers and use the money they collect from clients
• Identify how to become integral to the success of a firm based the metrics it uses to measure itself

Presenter(s):
Megan M. McKeon, Director of Business Development, Clark Hill PLC 
Patrick J. Fuller, Vice President, Legal, ALM Media

Domains: Client Services, Business Development 

Internal client service teams come in different shapes and sizes throughout law firms. Law firm leaders and business development professionals will agree that an organized internal structure to maximize efficiency and responsiveness to their client’s needs furthers the business objectives for all. This session will explore practical solutions for BD professionals starting a program for the first time, as well as ways to enhance and grow existing programs.

You'll learn how to:

• Discuss how to build internal support and structure for impactful client service teams
• Define meaningful goals and KPIs that allow client service teams to measure progress and promote successes 
• Examine business development’s role in shaping and expanding client service efforts

Presenters:
Matthew Olsen, Director of Business Development Litigation, Hunton Andrews Kurth
Monica Ulzheimer, Senior Litigation Marketing Specialist, Alston & Bird LLP
Andrew Scott, Director of Marketing & Communications, MTS Health Partners
Elise Holtzman, CEO, The Lawyer's Edge

Domains: Communications, Marketing Management and Leadership

Here’s the secret about DEI – everyone stumbles over challenges at some point. It’s not a question of "if", it’s "when”. Knowing how to use every opportunity to engage and continuously learn from others is critical. Our panelists will discuss some of the taboos of DEI in legal marketing, how to gracefully navigate the muddy waters, and bring others along. From DEI surveys to celebrating holidays to staffing RFPs, join us for some raw and open conversations. Our panelists will discuss lived experiences and tangible ways to foster inclusion in the workplace.

You'll learn how to:

• Determine how to recognize corporate celebrations around heritage months
• Discuss how to have difficult conversations around gender, pronouns, race relations, etc.  
• Unpack the unconscious bias in marketing and business development initiatives 
• Identify how marketing and business development can impact the culture at your firm

Presenters:
Michelle Bell, Senior Business Development Manager, Miller Thomson LLP
Jessica Jaramillo, Marketing Director, Moye White LLP

Domain: Marketing Management and Leadership 

Mid-career is the stage when you have earned experience and expertise but still have years ahead to advance, pursue leadership roles within your firm and the industry, and earn more. In 2018, Kim and Meghan presented “The First Five: Laying the Foundation for Future Leaders” to a packed house at the LMA Annual Conference. Five years later, the duo is back and ready to share everything they know about how to thrive in the mid part of a legal marketing career. Whether you are a Specialist, Manager, or first-time Director, opportunities and challenges will naturally arise and you may need different tools to not only survive but, thrive! This practical session will cover five different elements of mid-career excellence including relationship building, specialization, moving to a new law firm, advocating for yourself and your expertise, and leveraging the significant learnings from the pandemic.

You'll learn how to:

• Advance in your career smarter, not necessarily faster
• Motivate yourself while empowering others to succeed 
• Broaden your value by staying attuned to industry changes and trends

Presenters:
Jacob Eidinger, Director of Marketing & Communications, Crumiller
Kim Oakley, Regional Marketing & Business Development Manager, Seyfarth Shaw LLP
Kelly Sokolowski, Marketing Manager, Perkins Coie LLP
Meghan Spradling, Marketing & Communications Manager, Miller Nash LLP

Domains: Technology Management, Marketing Management and Leadership

New to Marketing Analytics? This session will be the definitive guide for those looking to introduce Marketing Analytics to their department and firm. Hear from pros both inside and outside of legal on best practices for writing your business plan to spin up a Marketing Analytics function. 

In Part 1 of our Marketing Analytics Bootcamp, we will look at ideal data sources (including non-Marketing data), who should be involved outside of Marketing (Leadership, IT, Finance, etc.) and common challenges to overcome. Attendees will walk away from the session with the building blocks for a business plan to create a Marketing Analytics function within their own departments. 

You'll learn how to:

• Identify the core data sources and flows for a nascent Analytics function
• Determine the key personnel outside of Marketing that should be involved with getting this function off the ground 
• Anticipate the common roadblocks (technical, security, political) that come with building out a data operation

Presenter:
Celine Gilmore, Senior Director, Business Development, Strategy and Operations, Davies
Andrew Hutchinson, CEO, Databall
Jason Kennedy, Consultant, Calibrate Legal, Inc.
Paul Picciotta, Director of Competitive Technology, Foley & Lardner LLP

Domain: Communications, Technology Management

Join our panel of digital marketing specialists for a look behind the scenes at ways that firms can harness the power of digital campaigns to drive client acquisition and growth. Our panelists will discuss the digital ecosystem and share case studies and best practices to inform your planning and evaluate ROI in a rapidly evolving digital marketing landscape.

Learning Objectives: 

• Identify approaches to planning, executing and measuring PPC and SEO campaigns to generate qualified leads
• Discuss the role of retargeting, social media and email campaigns in digital strategy
• Discuss how to choose the right marketing automation tools for your firm
• Explain how to track, measure and report on results using KPIs and ROI metrics
• Review ways to scale and optimize campaigns for peak performance

Speakers: 
Lynn Tellefsen-Stehle, Chief Marketing Officer, Wilentz, Goldman & Spitzer P.A. (moderator)
Amanda Sexton, Founder/Principal, Focus Works Marketing
Sarah A. Ryan, Director of Marketing & Business Development, Stark & Stark

Price: 
Member Price: $59
Non-Member Price: $79

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: 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