Conference Day Two | Wednesday, April 13, 2016

8:00 a.m. Registration Opens


8:45 – 9:05 a.m. LMA Annual Report

9:05 – 9:30 a.m. LMA Awards Presentation

LMA’s recognition program enhances awareness of the contributions the LMA members make to the LMA community and the profession of legal marketing.

Hall of Fame Award celebrates individuals who have made extraordinary contributions to the legal marketing industry and LMA.

Your Honor Awards is the longest-running annual international awards program recognizing excellence in legal marketing.

Sponsored By: enable_v2.gif

Rising Star Award recognizes exceptional professionals who are 35 years old or younger or who have less than 10 years of overall work experience in the legal marketing and business development profession.


9:30 – 10:30 a.m. Goals, Metrics, Results: A Higher Value Client Conversation – General Counsel Panel

In today’s legal market, client relationships are so often defined by the value a law firm delivers and that value is poorly measured. A lack of better dialogue has prevented firms from defining what value really means to the client and how to measure it…until now.

Join us to hear a fresh and experience-led perspective from clients who are playing a pivotal role in defining, quantifying and driving value in their departments, their businesses and law firm partners.

This conversation will set the future course for the way the legal industry measures value in the client-law firm relationship.

Acritas will also share insights from their Sharplegal research, revealing the key factors in creating a Perfect Ten client experience, based on over 3,000 client feedback ratings, and introduce Acritas’ Value Model, developed with input from over 700 senior in-house counsel including our panelists. This model frames what really matters to clients, providing insight into how value can be measured and maximized, helping law firms to understand what true value means and what it takes to deliver exceptional service to clients.

Ultimately, this will enable your firm to have a higher value client conversations.

Vince Cordo
Global Sourcing Officer
Hosted By:
Matt Fawcett
General Counsel
Paul Drummond
Senior Legal Counsel
AT&T Services Inc.
Elizabeth Duffy
Vice President, U.S.



Concurrent Breakout Sessions • 11:00 a.m. – 12:00 p.m.
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To an outside observer, law firms have traditionally been successful in spite of themselves. With the exception of Big Law firms, most law firms have operated without truly defined business management processes and structure. No more. In today’s rapidly changing marketplace, law firm leaders are now recognizing that they must run their firms more like their clients in order to remain viable and competitive. And like any business, a strategic plan is essential to take the organization where it wants to go. Simply put, a strategic plan is the official road map that describes where your organization is going over the next year or more and how it’s going to get there.

Fundamental elements in any good strategic plan are business development and customer service. As such, marketing professionals should not only have a seat at the table, but also help drive the process. Come learn the keys to developing an effective strategic plan, successful implementation tactics and how to keep attorneys engaged in the process. Most importantly, hear why having a strategic plan is imperative to your firm’s long-term success and how you can personally become an integral part of championing the process, thereby, increasing your value to the firm.

Melissa Bogle
Manager of Business Development
GableGotwals Law Firm

Well prepared and skilled interviewers can quickly get clients to share information that will allow the firm to create a dynamic and strong service differentiator, and quite frequently lead to both short-term and long-term financial benefit. This program will include a live client interview that will be deconstructed in real time to highlight best practices on preparing to conduct more effective client interviews and conversations. Topics and takeaways will include:

  • Pre-interview protocols, preparation tools and research resources
  • Crafting questions
  • The importance of understanding communication styles and preferences
  • Tips for quickly building trust and rapport
  • Asking the hard question
  • Dealing with delicate or difficult feedback
Nat Slavin
Wicker Park Group
Tara Weintritt
Wicker Park Group
Renee Meisel
Legal Director
Dell Inc.


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Having high-quality, efficient and turnkey responses to requests for your department’s services is a significant measure of a marketing/business development department’s success. A robust and effective operational foundation in a marketing department can significantly propel its strategic activities.

The speakers in this session will cover the following:

  • Defining marketing operations in today’s law firm
  • Process optimization to make your team work smarter
  • Key practices, procedures and resources that must be in place, regardless of firm size, to ensure the very best service delivery to attorneys
  • What services that are most amenable to being outsourced and how to effectively manage them
  • Creating an environment for a measurement mindset

Participant takeaways include:

  • A checklist for your departmental supply chain to work smoothly
  • Solutions for developing infrastructure to support performance
  • How to show ROI on the department’s effort
Gordon Braun-Woodbury
Executive Director,
Marketing Operations
KPMG Canada
Erika Steinberg
Director of Marketing Operations
Sidley Austin LLP
Rebecca Minihane
Director of Marketing Operations
Latham & Watkins LLP
Jennifer Scalzi
J. Johnson Executive Search, Inc.



No matter how many workshops on legal public relations are conducted, ultimately few are focused on specific tactics that will uncover new revenue. During this interactive program, we will reveal the results of a survey of public relations and business development professionals regarding the integration of their roles. A round of “BD and PR Bingo” will follow unveiling an exciting list of tactics that can be implemented immediately to tie business development closer to your firm’s public relations effort. In addition to the education that comes through playing the game together, we will also involve attendees in collectively sharing their experiences. Come with your questions and be prepared to “strike the well” while learning about best practices and the future of public relations and business development!

Ryan D. King
Director of Communications
Ogletree, Deakins, Nash, Smoak & Stewart, P.C.
Cynthia Holbrook
Managing Director
Winston & Strawn LLP
Dave Poston
Poston Communications, LLC
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NEW FOR 2016 PechaKucha


Do lawyers at your firm ask you how other firms are marketing or developing business? Are you looking for inspiration for your next big marketing or business development project? Would you like a sneak peak at some of the best of the best marketing and business development projects from across LMA?

LMA’s Your Honor Awards recognize excellence in legal marketing and business development, and this year, you can hear directly from YHA finalists about their recognition-worthy projects. In an exciting and fun presentation style, this session will give you insight into the campaigns of this year’s finalists and some of the secrets to their success.

This session uses the PechaKucha format, where each presenter has just under seven minutes to speak, using 20 slides that automatically advance every 20 seconds. This fast-paced program is designed to showcase the creativity, execution and achievement of the finalists and will let you hear about the strategy, tactics and details of their success. Laugh, learn and enjoy yourself with this unique session.

Presented by:

Jann E. Dudley
Marketing Director
Archer Norris, PLC
Daryl Drabinsky
Senior Digital Communications Manager (Americas)
DLA Piper
Morgan Hall
Marketing Director
McBrayer, McGinnis, Leslie & Kirkland, PLLC
Sarah Fougere
Marketing Manager
Oblon, McClelland, Maier & Neustadt, LLP
Andrea (Crews) Maciejewski
Director of Client Development
Levenfeld Pearlstein, LLC

Facilitated by:

Tasneem Goodman
Akina, a GrowthPlay Company
Jabez LeBret
Chief Marketing Officer



Sponsored By: legal_publish.gif

During lunch, tables will be reserved for each of LMA’s special interest groups (SIGs). Take advantage of the opportunity to network with your SIG colleagues or, if you aren’t a member of a SIG and would like to be, join a table to learn more. For more information on LMA’S SIGs, visit www.legalmarketing.org/SIGs.



Concurrent Breakout Sessions • 1:30 p.m. – 3:15 p.m.
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Join us for a discussion of a conceptual and practical approach to effectively serve a law firm. Allen Fuqua will discuss the principles and insights that make a difference, and Marianne Lee will share the reality of how those concepts work in the day-to-day world over a period of years. Attendees should expect to hear real-life examples and learn from them how best to add value to their firms. Practical takeaways will include:

  • How to build the kind of relationships that provide you with the best opportunities to make a difference
  • How to prepare yourself to drive change
  • How to utilize all of your resources to increase your effectiveness
Allen Fuqua
Chief Marketing Officer
Winstead PC
Marianne Lee
Marketing Manager
Winstead PC

The 30 largest law firms are adopting much more aggressive strategies than all other law firms. Learn how this newly aggressive posture impacts every firm — large and small. Michael Rynowecer, aka the Mad Clientist, walks you through the strategies you can immediately use to counter their moves and position your firm to crush the others — no matter your size or budget.

Based on more than 125 in-depth interviews with law firm CMOs conducted in each of the last five years, this unpublished research is the only deep-dive look at the marketing strategies in place at the largest firms and how you can incorporate them into your firm. This session will address the following research questions:

  • Why are large firm goals so much more aggressive than all others?
  • Why are law firm marketing budgets so vastly different? How have they changed?
  • Why have law firms changed support levels to partners?
  • How do you deal with soaring attorney resistance?
  • Who’s embracing social media — and who isn’t?

Learn how law firms of every size are competing, how they allocate budgets and benchmark their staffing and attorney-support levels and develop a fact-based argument for making changes in your own budget — so you too can crush the competition like a bug.

Michael Rynowecer
BTI Consulting
Jennifer Petrone Dezso
BTI Consulting



As consumers, we’re used to the experience of performing a Google search and subsequently seeing ads for the product we searched on other pages around the Internet. Have you ever considered the data required to make that possible? And more than having the data, consumer brands must be able to put it to work.

Access to data is a common pain point for firms of all sizes. While you might know it’s out there, finding and making it work for your firm can be challenging. In this session, we’ll explore how harvesting big data can help you better target your customers and expand your business development. We will discuss where to find data and how to make it work for you.

Justin Farmer
Senior Director of Product Management
Thomson Reuters

Web 2.0 introduced us to a world of bold, new digital interfaces, two-way online conversations and the social web, and radically integrated online experiences. With technology as an enabler, Web 2.0 fundamentally shifted the way customers and vendors interact online and leveled the playing field between buyers and sellers of goods and services. We all know the legal industry is ripe for disruption, but for many law firms moving from the 1.0 version of client programs to the 2.0 version is a long road with (sometimes more than a few) reticent passengers.

This session will look at the key steps one global legal institution is taking to revolutionize how they work with clients. By bringing the best of the 2.0 world into play they are building platforms for more efficient marketing, more transparent client services and more profitable matter teams. Technology is again an enabler, and the opportunities for disruption abound.

Kate Boyd
Vice President Client Service and Marketing
High Q
Tavia Ewen
Business Development Manager
Lex Mundi
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Using the results of original market research, LMA’s Think Tank Committee and Law Firm Media Professionals (LFMP), have developed a quantitative approach for legal marketers to better understand, manage, measure and evaluate the hard and soft resources used to submit for legal directories and rankings.

Hear for the first time the survey and research findings, including conclusions drawn by the LMA and LFMP, which quantify and qualify the real and perceived value of legal directories and awards.

Benjamin Greenzweig
Co-founder/Co-chief Executive Officer
Co-chair, LMA Think Tank Committee
Arielle Lapiano
Senior Public Relations Manager
Paul Hastings LLP
Chair, LFMP Committee on Surveys and Recognitions

This hands-on workshop features a specific set of top five tips from four directories about what it takes to get better results on submissions. Second, we will discuss how to get benefit from the hard work of submitting to directories by leveraging group/individual rankings and re-using current matters when doing pitches, RFPs and media interviews, and for other purposes.

The top five tips from each directory will cover the issues all firms struggle with: how to track and avoid over-using referees; finding and describing matters effectively to highlight the firm’s expertise; managing deadlines/extensions; and what it takes to win or improve your firm’s ranking.

Laura Mills
Editor Chambers USA
Marsha Redmon
Chief Executive Officer and Founder
Cindy Larson
Super Lawyers Magazines
Michelle McCormick
Director, Communication
Bracewell LLP



There are few things that are more strategic — and paralyzing — than managing experience in law firms. It is where the cash lives in your firm. Success requires a marriage of people, process and technology — and failures often spotlight the breakdown in one of these areas.

In a fluid discussion, you will learn what victory looks like from two perspectives: that of a successful chief marketing officer at a prominent AmLaw 10 firm and a vendor/partner who has implemented these strategic tools in more than a dozen of the world’s largest law firms. We will discuss:

  • What is the problem and what are the business drivers?
  • How do you define the requirements?
  • What should you consider? Cloud? Web-based?
  • How do you ensure successful deployment and launch?
  • What obstacles must be overcome (e.g. law firm culture, lawyers are busy, under-staffing, budget considerations, previous bad experiences)?
  • What happens post-launch? How do you keep it fresh?
Deborah McMurray
Chief Executive Officer and Strategy Architect
ContentPilot, LLC
Kate Cain
Director of Market Intelligence
Sidley Austin LLP

Join us for an interactive discussion to hear what’s next for Client Relationship Management (CRM). Firms utilize CRM for many benefits from managing mailings to full-fledged business development programs — and the needs are as diverse as the firms. Together, we will explore ways firms are using CRM to do cool things like expense capturing, gamification and providing interactive desktop tools for the lawyers. We will also talk about decision-based tools, defining processes/workflow and the ever-important ROI.

The future is clear, though, that moving towards a value-based CRM tool is critical for success.

Jennifer M. Whittier
Client Relationship and Operating Officer
Cole Valley Software
Kimberly P. Hafley
Director of Marketing & Recruitment
Foster Swift Collins & Smith PC
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NEW FOR 2016 - Unconference

Just When You Thought The Conference was Coming to an End...

After two packed days of conference sessions, round out your learning at this unconference breakout, a program driven by you. The premise of an unconference is to create a space for peer-to-peer learning, collaboration and the informal exchange of ideas and information. It’s an opportunity for you to connect during informal roundtable discussions with experts and colleagues who share your interests and challenges. It’s also a chance to take a deep-dive on particular issues or discuss topics not covered elsewhere in the conference program.

In the run up to the conference, we’ll be crowd sourcing the topics to be discussed. Follow #LMA16 and visit www.LMAconference.com for updates.

You can visit any or all of the table discussions. Each table is moderated by thought leaders who will facilitate informal, open-ended discussions



Concurrent Breakout Sessions • 3:30 p.m. – 4:30 p.m.
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Do your practice groups have business plans? Are they practical enough to look at more than once per year? Are they actionable day-to-day? Is anyone monitoring them?

Does your practice group have a public relations plan? Does your practice public relations plan have any connection with the business plan? Is the public relations plan even looked at after it’s been created? Or is public relations being done in a vacuum?

Find out from this challenging workshop-based session the best way to create a practice-specific business plan, develop its strategy in collaboration with attorneys and fire up that strategy with public relations. Teach your attorneys how they can use the same approach and tactics for targeting clients and prospects to target reporters, bloggers and rankings researchers. Learn from case-study discussion how to ramp up business development and public relations with video, social media and metrics. Walk away with templates you can use to bring your business development from zero to 60!

Leslie Delfs
Business Development Manage
Stinson Leonard Street LLP
Eleanor Kerlow
Senior Public Relations Manager
Hunton & Williams LLP

Following up on last year’s popular session, this program will feature three creative and successful marketing and business development programs developed by law firms outside the AmLaw 200. They will prove that, even with smaller budgets and staffs, there are innovative programs underway at mid-sized and regional law firms. In fact, there are opportunities to do some interesting things precisely because of the size and scale of the firm.

In this session, representatives from three law firms will showcase creative and effective marketing/business development programs underway:

Ruder Ware: The marketing director of this 40-lawyer firm will share a successful multi-disciplinary team targeting the agribusiness industry.

Sherman & Howard: A partner at this 190-lawyer firm will discuss the “Sherman & Howard Fellowship” program, which has captured the attention of clients and the ACC.

Trenam: The director of marketing at this 90-lawyer firm will cover the client-focused approach taken on the firm’s website, including a client commitment and client testimonials.

Attendees will hear about:

  • Creative ways to differentiate a firm
  • How the smaller size of a law firm can be an advantage
  • How to develop effective strategies with limited resources
  • Measuring the success of marketing activities

The program will be moderated by Sally Schmidt, who has worked extensively with mid-sized law firms on their marketing and business development initiatives.

Lisa O’Flyng
Marketing Director
Ruder Ware LLSC
Sally Schmidt
Schmidt Marketing, Inc.
Gregory J. Ramos
Sherman & Howard LLC
Anne Zambrano
Director of Marketing
Trenam Law
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Building on our discussion at #LMA15 about managing high performance teams, this panel will hone in on how to be a great boss in a law firm environment. During the session we will provide tips based on extensive research about effective leadership as well as practical experience from seasoned managers. We will then tap audience members’ ideas and experience to develop a list of managerial competencies that work best in a law firm environment. In the session, we will delve deeply into:

  • The competencies you need to be a great boss
  • The behaviors and practices that help your team perform at the highest level
  • Stories that illustrate how those behaviors work and the consequences of negative behaviors

We will than work with the audience to identify competencies best aligned with being a great boss in a law firm. Once again, we will provide additional resources to help audience members bring out the best in themselves and their teams.

Gayle Abbott
President & CEO
Strategic Alignment Partners, Inc.
Mary K Young
Zeughauser Group
Vonda T. Hampton
Director of Marketing
Miller & Chevalier Chartered
Hank Miller
Chief Administrative Officer - DC
Paul, Weiss, Rifkind, Wharton & Garrison LLP

Concluding the 2016 LMA Annual Conference will be an interactive program that reviews the key themes and takeaways identified during this year’s educational sessions. Hosted by LMA’s 2016 president and conference co-chairs, this is an opportunity to gain insight into the breakout sessions you didn’t attend and identify strategic and tactical next steps to implement some of the ideas you’ve heard when you return to the office.

PLUS – Attend for a chance to win a complimentary registration to the 2017 LMA Annual Conference. Attendees of this session will be entered into a raffle for a complimentary registration to next year’s annual conference. The drawing will take place at the end of the session. You must be present to win.