Southwest - Virtual: BD Summer Boot Camp - Session 2

CRM Know-How for Legal Marketers: From Selection to Success

Thursday, July 17 | 11 a.m. - 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:

Image: https://my.legalmarketing.org/images/1035dc17-9ab0-492c-8626-3953d9bc516a.img

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.

Image: https://my.legalmarketing.org/images/66e5dc22-7c21-4bab-a01a-278ddb60dd59.img

Image: https://my.legalmarketing.org/images/66e5dc22-7c21-4bab-a01a-278ddb60dd59.img

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.

Image: https://my.legalmarketing.org/images/5bbcc1d9-db1d-41a0-83a5-08a5cf044dda.img

Image: https://my.legalmarketing.org/images/5bbcc1d9-db1d-41a0-83a5-08a5cf044dda.img

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.

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

Cost:
Members: $30
Non-members: $45

Bundle Price for All Four Session:
Member: $90
Prospective Member: $150
Interested in the full bundle? Click here to register and learn more.

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

Event