Aligning Marketing and Intake: Strategies for B2C Law Firm Success

Date: March 24th
Time: noon CT
Sponsored by: LMA B2C SIG
Domains: Marketing Management and Leadership, Communications
BoK Competencies: Marketing Planning, Measure Message Effectiveness 

Your firm’s intake process isn’t just an administrative function, it directly impacts marketing performance, client experience, and law firm revenue. For B2C law firms especially, intake is usually the first potential client touchpoint and can make or break the client experience, making it a critical area where marketing strategy, technology, data, and communication intersect.

Join us for a dynamic, highly interactive panel discussion featuring leading experts in legal intake who have helped B2C firms of all sizes strengthen their intake operations. Together, they’ll share real-world insights into how marketing teams can play a strategic role in shaping intake processes, improving conversion, leveraging data, and helping firms operate more effectively.

This session is designed to be guided by you. Attendee questions and real intake challenges will drive the conversation, with topics submitted both in advance and live during the program. Whether you currently oversee intake, collaborate closely with your intake team, or want to better understand why marketing should have a seat at the table, you’ll leave with practical ideas and actionable perspective you can bring back to your firm.

Learning Outcomes:

• Understand how intake directly impacts your marketing performance
• Identify ways to strengthen your intake process
• Discuss your top intake challenges with a panel of experts
  
  

Presenters:

Betty Burns, Director of Marketing and Public Relations, Walton Law Firm, P.C. Betty is a full-stack marketer and the Director of Marketing and Public Relations at Walton Law Firm, P.C., where she leads data-driven marketing strategy for a high-performing B2C personal injury and criminal defense practice. She specializes in using AI, advanced analytics, and automation to improve case acquisition while strengthening the firm’s hometown reputation. Betty is a frequent speaker on AI, website conversion, and modern legal marketing strategy. She is also the co-host, writer, producer, and editor of Alabama’s top-ranked legal podcast.

Ryan Rinnella, President, RyMac Consulting. Ryan Rinella is the President of RyMac Consulting, where he works with law firms and professional service organizations to strengthen their brands and improve operational performance. He focuses on brand development, operational strategy, and building internal efficiencies across staffing, processes, and financial management. Ryan partners with firm leadership to align marketing, operations, and business goals—helping organizations streamline workflows, improve team performance, and support sustainable growth.

Pamela Foster, Principal, Pamela Powered Inc. Pamela Foster is a legal marketing strategist with 25+ years of in-house experience, including serving as Director of Marketing and Business Development at Howie Sacks & Henry, a leading Ontario personal injury firm. She now applies that expertise through Pamela Powered, her fractional CMO consultancy, where she helps solo and small firms improve intake processes, follow‑up systems, and referral alignment to convert more inquiries into clients. As founder of LMA’s B2C SIG, Pamela deeply understands what it takes to make intake work in plaintiff practices.

Moderator: Emy Cook, Head of Operations and Marketing, Powers Taylor LLP. Driven by a passion for assisting those in need, she is dedicated to offering resources she once longed for in her early days in legal marketing. With a background solely in solo-marketing, Emy navigates each project with careful consideration of budget and resource limitations. She currently serves as President of the LMA Southwest Region Board.