Southwest - Virtual: BD Summer Boot Camp 2025

Southwest Region logo

Southwest - Virtual: BD Summer Boot Camp 2025

Join us for a Virtual Summer Series Business Development Boot Camp. 

You can register for all four sessions for a package price or register a la carte. We hope to see you for our online Business Development Boot Camp this summer! 

Sessions

Session 1: 
Talk Nerdy to Me: Prompting AI Without Sounding Like a Robot
Presented by Vanessa Petrea & Jessica Aries
Date: Wednesday, June 11
Time: 11 - Noon CT 

Tired of boring bots and blah content? In this hands-on workshop, you'll learn how to write smarter AI prompts that actually sound like you. Whether you're wrangling LinkedIn posts, proposals, or practice group descriptions, we’ll show you how to get AI to pull its weight—without losing your voice. Expect real examples, quick wins, red flag warnings, and a prompt-writing framework you’ll actually use. Led by a digital marketer and the head of proposals at an AmLaw firm who live in the AI trenches. 

  • Get why prompting isn’t nerdy—it’s your new marketing superpower. See how AI fits into your BD and content game (without replacing your magic). 
  • Master a “no-fluff” framework for writing prompts that work. Learn the Prompt Pyramid so you’re not guessing what to say to the bot. 
  • Write prompts that don’t sound like a robot wrote your copy. From pitch decks to posts, create outputs that sound human—and on-brand. 
  • Spot the cringe: Know when AI is off the rails. Learn to catch the red flags like hallucinations, bad tone, and legal landmines. 
  • Steal our favorite templates and make them your own. Use real-world examples to speed up your workflow and stay creative. 
  • Finally, hop off the AI struggle bus. Walk away with tools that save you time, not add to your to-do list.
Speakers:

Vanessa Petrea is the Head of Proposals & Experience at Perkins Coie in Austin. She currently leads a team of nine legal marketing professionals focused on proposals, experience, and content. With an impressive career spanning nearly 25 years in the legal sector, Vanessa specializes in continuous improvement, change management, team leadership, and the integration of cutting-edge technologies. She has previously worked at several AmLaw 100 firms, holding business development and proposal management positions. Committed to her professional community, Vanessa served on the LMA Southwest Region Board from 2019 to 2023, including a term as President. She is also active in her local community having served as a school board Trustee since 2017. A passionate Longhorn sports fan, Vanessa holds a bachelor’s degree in public relations from The University of Texas at Austin.



Jessica Aries is a former lawyer turned digital marketing strategist who helps lawyers and law firms perfect their digital brands online with clarity, creativity, and confidence. A former leader of some of the world’s largest and fastest-growing law firms, Jessica combines deep industry insight with data-driven digital strategies to help legal professionals build meaningful relationships online and prove the ROI of doing so. She shows law firms why personal brands drive business, how digital connection builds trust, and where AI fits into a marketing strategy that’s actually worth their time.

Jessica is also an active leader within the Legal Marketing Association (LMA), currently serving on the International Board of Directors. She has previously served as Co-Chair of the LMA’s Diversity, Equity & Inclusion Committee and on the Board of the Southwest Region. Her commitment to advancing the legal marketing profession is matched by her passion for making the industry more inclusive, innovative, and impactful.

Interested in this session? The recording is available here.



Session 2: 
CRM Know-How for Legal Marketers: From Selection to Success
Presented by Jesse McNeil, Tanya Riggan, & Aubrey Bishai 
Date: Thursday, July 17
Time: 11 - Noon CT 

Real strategies. Candid insights. No vendor spin. CRM systems promise powerful results—but only if you know how to make them work. From choosing the right platform to driving long-term adoption, legal marketers are on the front lines of making CRM stick. In this candid, solutions-focused panel, marketing and business development leaders from firms of all sizes share what they wish they’d known before getting started. You’ll hear firsthand how they evaluated platforms like Nexl, InterAction, and Microsoft Dynamics, navigated rollouts, and secured buy-in from attorneys and leadership. Whether you're shopping for a system or trying to boost engagement with the one you have, this session delivers real-world strategies you can put to work right away.

What Attendees Will Learn:
  • How to evaluate CRM platforms based on firm size, structure, and culture 
  • What to expect—and how to prepare—for CRM selection, rollout, and adoption 
  • Practical strategies to drive engagement from attorneys and firm leadership 
  • Ways to align CRM tools with broader business development and client service goals 
  • Platform-specific insights from firms using Nexl, InterAction, and Microsoft Dynamics 

Learning Objectives:
By the end of this session, participants will be able to: 
  • Identify key factors to consider when selecting a CRM system 
  • Outline a practical plan for CRM rollout and adoption across the firm 
  • Describe common challenges in CRM implementation and how to address them 
  • Compare the benefits and limitations of various CRM platforms used in the legal industry
Speakers: 


Jesse McNeil
Marketing Information Technologist
Holland & Hart LLP

As Marketing Information Technologist at Holland & Hart LLP, Jesse McNeil brings nearly a decade of experience optimizing marketing technology systems within a large law firm environment. He plays a key role in managing and evolving the firm’s CRM tools, analytics, and data infrastructure to support client engagement and business development strategy.

Holland & Hart uses legal360 by HSO, a CRM platform built on Microsoft Dynamics 365, and Jesse brings hands-on knowledge of how to implement and adapt this system to meet the unique needs of a large, multi-office law firm. His approach emphasizes functionality, adoption, and integration with firmwide tools like Outlook and Teams.

With a background in clinical data management and software development, Jesse offers a unique perspective on how to translate data into actionable marketing insights.



Tanya Riggan
Director of Client Relations
Koley and Jessen

As Director of Client Relations at Koley Jessen, Tanya Riggan brings more than 25 years of experience helping law firms build and strengthen client relationships through strategic planning, business development, and marketing. She works closely with firm leadership and attorneys to drive initiatives that enhance client engagement and implement tools that support growth.

Koley Jessen uses Nexl as its CRM platform, and Tanya offers valuable insight into how mid-sized firms can leverage relationship intelligence and automation to expand outreach and deepen connections. Her perspective is informed by prior leadership roles at Am Law 100 firms, where she led firmwide business development programs, coached attorneys, and advanced key client initiatives.

She has a strong track record of bringing teams together to execute strategic growth efforts across departments and practice areas.



Aubrey Bishai
Chief Innovation Officer
Vinson & Elkins LLP

As Chief Innovation Officer at Vinson & Elkins, Aubrey Bishai leads cross-functional initiatives that drive operational excellence, client service, and technology adoption across the firm. She oversees project management, knowledge services, marketing technology, and real estate —helping to implement solutions that align with business strategy and client needs.

Vinson & Elkins currently uses LexisNexis InterAction as its CRM platform, and Aubrey brings deep insight into how to drive adoption and value from the system in a large law firm environment.

Since joining the firm in 2010, Aubrey has held senior marketing and business development roles, including Global Director of Marketing Services. Her experience spans proposal management, digital strategy, client programming, and leading major technology rollouts—giving her a well-rounded view of what makes CRM implementations successful.

She brings a strategic lens to innovation, with a passion for emerging technology, streamlined processes, and collaborative teams that enhance client service.


Interested in this session? The recording is available here.




Session 3: 
RFP’s 101: Pitching to Win
Presented by Matthew Prinn
Date: Wednesday, August 13
Time: 11 - Noon CT 

Whether new to legal marketing or looking to enhance your current approach to RFPs, this boot camp provides actionable insights to increase your win rate and maximize business development opportunities. Join us to transform your pitching strategy from merely responsive to strategically competitive. Participants will explore the different types of RFPs; whether you are from a small firm or big law, you will leave with a better understanding of the RFP process and develop practical skills to craft responses that truly resonate with decision-makers. 

What attendees will learn: 

  • When and why legal departments issues RFPs 
  • What decision-makers value and look for in RFP responses and pitches 
  • Best practices and obstacles to avoid when responding to RFPs 
  • How to craft a winning value proposition that sells your firm’s competitive advantages 
  • The latest technology impacting RFPs 
  • Tracking and capturing performance data and converting it into an analysis for firm management

Speaker:

Matthew Prinn is an executive with nearly 25 years of experience in the legal industry who runs a consulting practice focused on RFPs. He has experience in all aspects of legal marketing, pricing, procurement, and operations. Mr. Prinn's consulting practice involves working with law firms to install or enhance their RFP response process, and he works with legal departments to assist them in using the RFP process as a tool to create a preferred panel of law firms or select a law firm for specific matters. He is a thought leader in the legal market who frequently publishes articles and speaks at conferences and webinars on the latest trends related to RFPs in the legal industry.

Interested in registering for this session only? Register Here



Session 4 
Roundtable Discussion: Effective Strategies for Working with Attorneys at All Levels and Styles
Presented by Kathleen Brieske, Al Araiza, Darryl Cross, Nathan Baum, & David Bruns
Date: Wednesday, September 10
Time: 11 - Noon CT 

Creating Success through Passion for Emerging Tech and Mentorship
Perkins Coie patent attorney, Al Araiza, and Head of IP Practice Marketing, Kathleen Brieske, will explore Al’s journey to partnership and how his enthusiasm for emerging technology and commitment to fostering intergenerational team growth have driven his success.


From Promotion to Production: Developing your Practice as a Junior Partner
Norton Rose Fulbright partner, Nathan Baum, joins Executive Sales Coach, Darryl Cross, to discuss the process Nathan went through following his promotion to partnership in generating work for himself and his team of litigators.


One Conversation, Two Clients: The Power of Strategic Listening
Farella Braun + Martel partner, Sara Bell, joins David Bruns, Director of Client Services, to share how a single client interview led to not one, but two new business relationships, highlighting the importance of deep listening, agility, and uncovering clients’ needs. Attendees will gain practical insights on how to spot signals beneath the surface, ask the right follow-up questions, and position value in a way that opens doors. Whether you're in business development, client service, or leadership, this session will provide actionable strategies for turning every interaction into a potential multiplier.


What Attendees Will Learn: 

  • How passion for an area of law can drive career advancement 
  • Insights into a personal journey in a competitive legal environment 
  • The role of mentorship in achieving long-term success 
  • The transition from associate to partner by producing rainmaker-level results 
  • The importance of asking insightful follow-up questions and demonstrating value during client feedback

Learning Objectives:
By the end of this session, participants will be able to:
  • Practical steps and mindset shifts needed to generate and manage your own client work 
  • Strategies for building a self-sustaining book of business 
  • Techniques for active and strategic listening to uncover hidden client needs 
  • Actionable methods for enhancing business development, client service, and leadership through client service

Speakers:


Kathleen Brieske
Head of IP Practice Marketing
Perkins Coie

Kathleen Brieske, Head of IP Practice Marketing at Perkins Coie, has more than two decades of legal marketing experience. As a seasoned legal marketer, she has a strong focus on brand strategy and business development. Kathleen’s passion lies in collaborating with attorneys to develop innovative and impactful ways to serve their clients.

She is currently the chair of LMA Phoenix’s Local Steering Committee and is serving on the planning committee for this year’s Tech West x Southwest regional conference.



Al Araiza 
Partner
Perkins Coie

Al Araiza is an intellectual property attorney at Perkins Coie who devises innovative solutions to help clients achieve successful outcomes from their creative endeavors. Alberto Araiza crafts IP strategies to achieve clients' corporate objectives and helps founders and investors develop patent portfolios for successful exits, including initial public offerings and acquisitions. He performs valuations for sales and acquisitions, develops monetization and cost optimization strategies, handles patent cross-licensing, and conducts comprehensive technical investigations related to patent assertions, including developing infringement and invalidity theories.




Darryl Cross
Executive Sales Coach
Norton Rose Fulbright US LLP

Darryl Cross is a well-renowned expert in high performance, with over 25 years of experience in the legal industry. He currently serves as the Norton Rose Fulbright’s first in-house coach, where he leverages his vast knowledge to build scalable sales programs and help partners build their own successful practices.


Darryl has an extensive background in researching and studying the practices of successful professionals in high-pressure domains, including astronauts, pilots, athletes, Navy SEALs, surgeons, and trial lawyers.

As an evangelist of the power of team dynamics, Darryl is the only Certified Team Performance Coach dedicated to the legal industry. He speaks regularly on the importance of building diverse teams to allow individuals to leverage their strengths, build trust between partners, and engage in client-centric collaboration.



Nathan Baum
Partner
Norton Rose Fulbright US LLP

Recognized by D Magazine as a "Best Lawyer Under 40" and Thomson Reuters as a "Texas Rising Star," Nathan Baum is a partner at Norton Rose Fulbright in the firm's commercial litigation group. He has extensive experience successfully representing companies in both federal and state court litigation. In particular, Nathan's practice focuses on complex business litigation, with an emphasis on commercial disputes, employment, oil and gas and antitrust litigation.



David Bruns
Director of Client Services
Farella Braun & Martel

As the Director of Client Services for Farella Braun + Martel, Dave leads the firm's business development efforts. He has successfully integrated business development into the culture of the firm by creating a multi-tiered training program that leverages Farella’s existing relationship building efforts, affinity groups and practice group activities as opportunities to practice sound business development tactics within the firm, and where appropriate directly involve clients. Dave facilitates annual practice-based business planning, firm-wide business development tactics, internal and external communication, and an expansion of electronic marketing programs.

As a sounding board at Farella, Dave works with individual attorneys at all levels to develop achievable practice development programs and target specific clients for new or additional work. He also conducts client interviews to obtain feedback and uses this data to enhance the client relationship experience.



Sarah Bell
Partner
Farella Braun + Martel

Sarah Bell focuses her practice on environmental and natural resources litigation, administrative proceedings, and counseling, and advises clients in a broad range of disputes, including enforcement actions, cost recovery, citizen suits, water quality, complex toxic tort, and product liability matters. She has significant experience in matters involving both emerging contaminants – including PFAS – as well as legacy contaminants like PCE, TCE and other chemicals and VOCs. The bulk of her expertise involves cases relating to natural resources such as groundwater, surface water, sediments, air, and soil. She has experience with all the major federal and state environmental statutes, including the Clean Water Act, CERCLA, NEPA and CEQA, Proposition 65, RCRA, and the ESA.

Interested in registering for this session only? Register Here.

Location: 
Virtual - A zoom link will be sent to you.

Cost for Entire Package (including the Session recordings):
Members: $90
Non-members: $150

For questions or concerns about your event registration, please contact lmasouthwest@legalmarketing.org


Register Now