The inaugural Legal Marketing Technology Conference/Midwest took place on June 23 at Chicago’s Union League Club and welcomed more than 200 legal marketing professionals.
The event brought together some of the leading strategists, consultants and marketing executives from the legal community in panel and TED Talk-style presentations – in addition they had a an in-house counsel panel, which featured in-house attorneys from Microsoft and the Clinton Foundation, among others.
The keynote address was delivered by Daniel Katz, associate professor of law at the Chicago-Kent College of Law and Co-Founder and Chief Strategy Officer of LexPredict, a legal analytics company. His presentation emphasized the need for technological innovation in the legal market led by marketing professionals, leveraging the ever increasing amount of data available to create tools to help differentiate your firm.
These messages were the theme for the day, with TED Talks covering SEO, Readership Analytics, Big Data for Differentiation, Lawyer Engagement and Technology among others. The conference had panels covering near-and-dear topics to legal marketers hearts such as Experience Management – the more quickly and easily you can show how your firm can help the client solve the problem, the more work your firm will get; and Visual Storytelling – expanding on the old adage “a picture is worth a thousand words” and how to tell a visual story in social media platforms and client produced items.
These themes were also echoed in the ever popular in-house panel. Notable takeaways included: “Leaner, faster better and more integrated firms” are the way to differentiate your firm per Scott Curran; and several of the panelists echoed the idea that a lawyer should know the clients business when they arrive at the meeting, and have ideas on how to bring value to the relationship rather than just asking the question.
If these topics are up your alley, be sure to attend the Legal Marketing Technology Conference / West October 2 -3.
Next time you are presented with data ask yourself “how can I help your firm move towards being more data driven and how that focus can benefit our clients.”
By Rachel Shields Williams, Business Development Manager at Sidley Austin, LLP. for the July/August 2016 Issue of the Capital Ideas Newsletter.