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To Market, to Market: How to Convince Lawyers to Invest in Marketing

March 21, 2019 | 12:00 PM - 2:00 PM

Kristin Walinski

As a marketer, how can you explain the importance of marketing to your clients—lawyers in your firm—who would prefer to focus on their billable responsibilities instead of thinking about how to build their book of business? The only way to get through to your lawyers is to understand how they think and process information. You can use that understanding to adopt a lawyer’s mindset and explain the value proposition of marketing and business development activities.

Learning Outcomes:

  • Learn how to communicate with lawyers in language that resonates with them.
  • Find out how to tap into lawyers’ motivations (i.e., what’s in it for them) so you can achieve your marketing and business development goals.
  • Discover new ways to describe the return on investment of marketing to even the most stubborn of lawyers.

Who should attend:

Legal marketing, communications and business development professionals.


Troutman Sanders LLP
401 9th Street NW
Suite 1000
Washington, DC 20004


LMA Members Early Bird (through March 7th) $30.00
LMA Members Late Registration (beginning March 8th) $40.00

Prospective Members Early Bird (through March 7th) $45.00
Prospective Members Late Registration (beginning March 8th) $60.00

Note: You must be logged in to the LMA website to receive the member rate.

BoK(s): Communications

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About The Presenter

Kristin WalinskiKristin Walinski is the owner and founder of Scribe, a legal and B2B content marketing consultancy. Before starting Scribe, Kristin served as in-house counsel to a Fortune 200 corporation and as an attorney with McGuireWoods. She is a member of the Sedona Conference and was recently invited to join two of its drafting teams. Her ghostwritten work has appeared in a variety of media, including Forbes and Corporate Counsel. Kristin earned her law degree from the University of Pennsylvania and a bachelor’s degree in English and history from the University of Virginia. She is a former adjunct faculty member of the University of Richmond School of Law, where she taught legal writing courses.

Important Information

The LMA event management tool requires logging into your account to receive member pricing. Simply click the registration link above, select "Register Using Your Member Account" and follow the login prompts.

If you do not remember your username or password, select "Username and/or Password Help", enter the email account associated with your LMA membership, and follow the prompts.  Non-members may also create guest logins.

Walk-ins are welcome as space permits. Cash or checks made payable to "LMA Mid-Atlantic Region" will be accepted at the door.

Any cancellations made before March 7 will be fully refunded. All cancellations made after that date will be billed in full. Registrations may be transferred, however price differences between member and non-members will be billed accordingly.