Pre-Conference Program Monday, March 27, 2017
Rise of the Legal Marketing Technologist
It’s not new news that technology is crucial to successful marketing. However, marketing technology’s role is fundamentally changing. Today’s marketing technology — and the issues it surfaces — is one of the most important drivers of marketing strategy and creativity.
This full day, forward-looking program lays out the fundamentals that legal marketing departments need to tackle in order to build a successful foundation for a 21st century marketing function. The program combines information from marketing technology leaders in other professional services industries, as well as ground-breaking work being done today by the most innovative law firms. Participants will not only get a broad view of the big marketing technology picture, but practical guidance on best practices for starting down the path of today’s thorny marketing technology issues, including data integration, marketing automation and the new privacy and ethical considerations we need to manage in today’s environment.
Robert A. Kahn
Chief Marketing Officer
Fenwick & West LLP
Meredith L. Williams
Chief Knowledge Management Officer
Baker, Donelson, Bearman, Caldwell & Berkowitz, PC
Watson is a story about people and human expertise. We’ll discuss the ways Watson works to enhance, scale, and accelerate the human expertise within legal organizations, beginning with discussion about how humans think and learn, and how our cognitive process works. We’ll then talk about the making of professionals and expertise and how Watson scales that value across your firm, and finally, how legal organizations are using artificial intelligence to delight their clients and differentiate their businesses in ways that were not previously possible.
Brian Kuhn, Esq.
Watson Business Solutions Executive
As we’re collecting all this data, and more of us are storing it in the cloud, what are our legal and ethical obligations? The explosion of data in our mobile-first, cloud-first world brings both opportunities and challenges. In this session learn about some best practices for securing and leveraging data as your law firm transforms itself during what the World Economic Forum calls the “Fourth Industrial Revolution.”
Assistant General Counsel
Holland & Knight LLP
We know that Marketing Automation holds tremendous potential to deliver improved value to clients through audience segmentation, next best service/action, predictive analytics, lead scoring and personalization. But how does a law firm get started? Hear from a combination of marketing automation experts on the current state of marketing automation, as well as in-house legal marketers who are figuring out the integration, staffing, cost and other resource issues needed to make marketing automation a reality.
Chief Marketing Officer
Plante & Moran, PLLC
Senior Communications Manager
West Monroe Partners
Director of Marketing
Sullivan & Worcester LLP
Senior Director, Strategy and Marketing
Catapult Growth Partners
As Marketing is asked to do more for our firms and deliver more value to our internal and external clients, we need to be sure our approach is solidly aligned with our clients’ expectations. This fun interactive session will explain the concept of design thinking, long used by product companies to develop blockbuster consumer products, and then have us work in groups to apply it to today’s legal marketing challenges.
Director, Legal Design Lab
Jose Fernando Torres
Fellow, Legal Design Lab
Data is driving changes across our firms. Marketing, IT, KM/Library, Finance, HR and Risk are all moving towards data-driven platforms. But opportunities crucial to the Marketing function are lost if that data is not coordinated. There are numerous ways to attack this problem, from housing key data in a central repository, to synchronizing data across multiple platforms. Hear how forward-thinking law firms are looking at information they hold across their organizations and breaking down the silos.
Senior Director, New Initiatives
Vice President of Product Marketing
Foundation Software Group
Cindy Thurston Bare
Director, Knowledge Management
Orrick, Herrington & Sutcliffe LLP
Executive Vice President and Chief Strategy Officer