Conference Agenda

Conference Day One | Tuesday, March 28
7:45 a.m.
Registration Opens
7:45 a.m.
Breakfast Available in the Exhibit Hall
8:30 a.m.
General Session Doors Open
8:45 a.m.
Welcome and Opening Remarks


betsi_roach.gif Betsi Roach, MIM,CAE
Executive Director
Legal Marketing Association

2017 Conference Co-chairs

Paul S. Grabowski Paul S. Grabowski
Chief Marketing Officer
Bracewell LLP

2017 LMA President

Jill S. Weber Jill S. Weber
Chief Marketing and Business Development Officer
Stinson Leonard Street LLP


Cynthia P. Voth Cynthia P. Voth
Director of Business Development and Administration
Miller Nash Graham & Dunn LLP

9:00 – 10:00 a.m.
Keynote Presentation

10:00 – 10:45 a.m.
Networking and Refreshment Break in the Exhibit Hall
10:45 a.m. – 12:30 p.m.
Concurrent Breakout Sessions

Breakout session key


Conference breakout sessions are aligned with the LMA Body of Knowledge domains.


BREAKOUT ONE Essential.gif


Law firm marketing departments with the most credibility and leverage are using data to tie marketing activity directly to business results. While use of data is becoming best practice, there is a wide gulf between firms that do and do not measure marketing success. In this session, you’ll learn how the growth of digital in legal marketing has only complicated matters, giving rise to many new roles and creating a headache for the CMO trying to allocate resources and prove the worth of the marketing department to fee earners. You’ll consider as the importance of being as fluent in the language of numbers as in the language of campaign creation and branding. The panel also will reflect on what the industry standard should be for measuring performance and results to guide decision making.

Topics include:

  • How the best firms approach measurement in marketing: What exactly they measure and where they get their data
  • What the future standards of marketing metrics might look like and reporting them to management
  • How digital technology advancements will affect the way marketing teams function and measure their performance

Jeff-Berardi.gif Jeff J. Berardi
Chief Marketing Officer
K&L Gates LLP

Erin-Meszaros.gif Erin Meszaros
Chief Business Development and Client Service Officer
Eversheds Sutherland (US) LLP

David_Brady.png David Brady
Chief Executive Officer

BREAKOUT ONE Advance.gif


Open any business journal, and inevitably you’ll see an article about digital transformation. It is a buzzword in today’s marketing, business, and strategy world. But how does that apply to professional services firms? During this session, you’ll look at how to move beyond discreet digital projects such as creating a website, amplifying your message through social, and/or fine-tuning your email communications — in favor of a comprehensive multi-year strategy that focuses on continuous improvement, optimization, and multi-channel communications. You’ll examine how law firms and other professional services organizations are investing in digital as a core business development and marketing asset.

Topics include:

  • Breaking free from the confines of defined project stages (beginning, middle, end) and adopting a more fluid approach that allows for continuous, incremental investment
  • Planning strategic, short-term actions that support a long-term vision
  • How to collect, analyze, and apply data to sustain digital momentum
  • Tackling budgeting and assembling strong, cross-functional teams to support digital efforts
  • How to implement a governance plan to measure and promote progress year after year

Kalev_Peekna.png Kalev Peekna
Chief Strategist
One North Interactive

dan-tines.gif Dan Tines
Digital Marketing Manager
Plante & Moran, PLLC

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Cross-selling can be a challenging concept to successfully put into practice for reasons many business developers cannot impact, such as law firm culture and partner compensation. Efforts need to be driven from the top-down and supported by firm management and practice group leaders. This session will present a case study focused on a systematic approach to identifying the most effective strategies for facilitating collaboration across multiple practice groups and a road map for implementation. Whether you’re launching a strategic initiative involving three or more practice areas or identifying clients best suited for a teaming approach, learn how to bust silos and capitalize on cross-selling.

Topics include:

  • How to systematize cross-practice collaboration
  • The importance of creating guidelines to maintain a level of service and standard before launching an initiative
  • How to better connect niche specialists across the firm to the sellers
  • Strategies for facilitating collaboration across multiple practices

Aleisha-Gravit-updated.gif Aleisha Gravit
Chief Client Services and Marketing Officer
Akin Gump Strauss Hauer & Feld LLP

Jaime_Sheldon.png Jaime Sheldon
Senior Business Development Manager
Akin Gump Strauss Hauer & Feld LLP

BREAKOUT TWO  Essential.gif


Examine how to build and launch a high-impact system to track newly filed litigation in courts across the country. And, learn how to best leverage a suite of technology tools to maximize your revenue stream from existing and prospective clients. By implementing the firm-wide protocol this session details, you can help your firm seize new growth opportunities and deliver superior service to clients.

Topics include:

  • Select the right litigation-spotting tools to meet your specific goals and contain costs
  • How to set up effective searches to capture filings against clients, with specific claims, and in specific jurisdictions
  • Quickly identifying high-value cases and filtering out nuisance cases
  • How to effectively launch a firm-wide litigation-spotting protocol
  • Demonstrating return on investment by tracking and communicating success

Doug_Lancet.png Douglas Lancet
Global Director of Practice Development - Litigation
Winston & Strawn LLP

Amy_Wisinski.png Amy Wisinski
Strategic Research Manager
Winston & Strawn LLP



Businesses worldwide will be transformed over the next few years by enormous advances in machine learning. Very large investments are being made by some of the world’s largest tech companies, including several in the legal space. In this session, you’ll explore how the provision of legal services soon will bear little resemblance to the bill-by-the hour profession of the last century. As the legal services evolve, so must your marketing. This panel discussion will include three TED Talks reviewing this revolution and a panel discussion of the implications for legal marketing.

Topics include:

  • How and when AI is likely to transform the business of your law firm
  • How to become part of this strategic discussion within your firm
  • The most likely impacts of this transformation on legal marketing
  • How you and your team can stay on top of this change and prepare for it

Mark_Greene.png Mark T. Greene, Ph.D.
Market Intelligence LLC

Elonide_Semmes.png Elonide Semmes
Right Hat LLC

Craig-Courter.gif Craig Courter
Global Chief Operating Officer
Baker & McKenzie LLP

Bob_Beach.png Bob Beach
Partner and Co-Founder
Nexlaw Partners

Ryan-McClead.gif Ryan McClead
Vice President, Client Engagement & Strategy
Neota Logic

BREAKOUT FOUR  Advance.gif


Aligning Marketing and Business Development Resources for Law Firm Growth: Does Your Firm “Got Game”? A recent study estimates that corporate counsel brought more than $4 billion of legal work back in house in 2016. This continuing trajectory is forcing law firms to rethink and “sanity check” how they allocate resources to marketing, business development and client management to protect their competitive advantage. How is your firm responding? Don’t miss this session, at which we’ll explore the results of the second annual LMA/Bloomberg Law joint legal marketing survey. This year’s survey takes a deep dive into how and where law firms are investing in order to retain and grow their business. Discover what your peers are doing to maximize their investments, as well as opportunities for expansion that you may not have considered. In this session, you will learn:

  • How firms are allocating their marketing and business development budgets
  • Which practice areas and industries are targeted for growth
  • Alternative structures for marketing and business development organizations
  • How firms are leveraging client intelligence as means to differentiate themselves
  • Benchmarking information to help you make informed decisions and sell them within your firm

Bill-Josten.png Nancy Furman Paul
Commercial Product Director, Bloomberg Law Business Solutions
Bloomberg BNA

BREAKOUT FOUR  Advance.gif


Branding doesn’t have to be a bad word and it doesn’t have to break the bank. Done right, and with the proper buy-in, branding (or rebranding) can differentiate your firm and make you stand out from the competition. It’s a strategy for calculated growth and sustained business success, not an exercise in drawing pretty pictures (although great design is important).

Drawing upon more than a decade of experience as a brand strategist and interviews with hundreds of lawyers and key stakeholders, Morgan provides a fun and informative look at the essentials of developing a brand strategy in a professional environment.

Topics include:

  • How to build brand equity for your firm and manage the process internally
  • The importance of process and consistency in product and service delivery
  • How to ignite key stakeholders to “live” and deliver the brand
  • And why most brand equity campaigns fail and strategies to overcome these obstacles

Morgan-Macleod.png Morgan MacLeod
Cubicle Fugitive

BREAKOUT FIVE  Advance.gif


It’s no secret that alternative legal service providers (ALSPs) are an ever-expanding source of competition in the market. Some estimates put them at over $1 billion in market share already, and on pace for rapid growth. So who is using them? What are they being used for? And most importantly, do they represent a threat to your current business, or is there perhaps opportunity within these market disrupters? Based on research conducted by the Thomson Reuters Legal Executive Institute, this session will highlight findings from a first-of-its-kind survey of how both law firms and corporate clients are using ALSPs today, and how the use of these providers will evolve in the next several years.

Topics include:

  • Types of tasks clients look to ALSPs for today, and what they plan to use them for in the future
  • How law firms are leveraging ALSPs now, and how these relationships will look going forward
  • How law firms are starting to compete in the ALSP market
  • Potential opportunities to gain new business by capturing work clients would otherwise send to ALSPs

Bill-Josten.png William Josten
Manager, Legal Industry Analytics - Client Development and Thought Leadership
Thomson Reuters

BREAKOUT FIVE  Essential.gif


In the past few years over 14,000 ADA/Accessibility lawsuits were filed in California ( Whether or not the filings were warranted they have caused massive legal headaches.

July 1st, 2017 is the three year anniversary of the Canadian Anti-Spam Legislation. This milestone moment demands attention because the ‘right to private action’ comes into force. Will this be a watershed that finally pushes opted-in marketing to the forefront? Will we slide into an ADA type maelstrom?

Join us to hear more about CASL’s potential impacts and what the general state of associated legislation is in North American and the world.
Learning outcomes:

  • What the ‘right to private’ action means in CASL
  • How you should be preparing
  • What are your risks
  • What other legislation should you be aware of
  • What does Compliance look like

Jeff-Hemming.png Jeff Hemming
eMarketing Product Manager

BREAKOUT SIX  Advance.gif


Attorney bios are among the most trafficked pages across law firm websites. As key entry points to your attorneys and the firm as a whole, bios are an opportunity to sell each lawyer’s story and legal marketers must capitalize on them. Join this interactive presentation to address how to retain visitor interest, deliver relevant and engaging content to users, and pack each bio with a punch.

Topics include:

  • What analytics tell us about how users access and interact with bios
  • How to optimize bios from both a design and content standpoint
  • What clients and prospects expect from bios
  • Bio best practices, including insights from other industries

Anne_Heathcock.png Anne Heathcock
Managing Director of Marketing
Winston & Strawn LLP

Mary_Trice.png Mary M. Trice
Digital & Marketing Communications Manager
Winston & Strawn LLP

12:30 – 1:30 p.m.
Networking Lunch
During lunch, tables will be reserved for each of LMA’s Shared Interest Groups (SIGs). Take advantage of the opportunity to network with your SIG colleagues, or, if you aren’t a member of a SIG yet and would like to be, join a table to learn more. For information on LMA’s SIGs, visit
1:30 p.m. – 2:45 p.m.
Concurrent Breakout Sessions

BREAKOUT ONE  Advance.gif


While marketing can be learned on the job or in a classroom, few CMOs are ever taught how to develop and lead a talented team to create impactful marketing. In this session, you’ll identify the key steps in organizing and developing a first-class operation that will support and further your firm’s business and in developing and retaining top talent. Learn from leading CMOs who have reorganized and built diverse, multi-generational teams and how they created service models to help the firm achieve profits, growth, and innovation.

Topics include:

  • How to get firm buy-in to reorganize and rebuild your team
  • How to design the department to support your firm’s business strategy and culture
  • The important role the structure of your department plays in the effectiveness of your marketing
  • Motivating staff and managers at all levels of your marketing organization
  • Key steps to being perceived not as back office but as part of the team
  • What role outside experts play in developing staff

Deborah_Farone.png Deborah Farone
Director, Business Development and Communications
Cravath, Swaine & Moore, LLP

David_McClune.png David McClune
Chief Marketing Officer
Shearman & Sterling LLP

Amy_Walsh.png Marcia Jeffers
Chief Marketing Officer
Sills Cummis & Gross

BREAKOUT TWO  Essential.gif


How do you get lawyers to develop their practices, raise their profiles, and create good business development habits — while you build your credibility, change how lawyers view your contributions, and win a seat at the table? The answer is through Fusion.

This presentation introduces Fusion, a practical and straight-forward program that helps legal marketers jump into business development coaching or expand their programs. Through a panel discussion with past Fusion participants, you’ll learn what worked and what didn’t, and gain valuable feedback from lawyers who have participated in the program.

Topics include:

  • A practical program to implement within your law firm
  • Key tools to kick-start the program
  • Strategies for approaching your managing partners, CMOs, or marketing committees to guarantee a successful program

Koree_Buckman.png Koree Khongphand-Buckman
Regional Head Business Management, Americas
Hogan Lovells US LLP

Amy_ONeill.png Amy O'Neill
Marketing and Business Development Manager, Colorado and Texas
Hogan Lovells US LLP

Marcia-Jeffers.gif Timothy Aragon
Hogan Lovells US LLP



Artificial Intelligence (AI)is helping law firms both grow revenue and operate leanly. Join this panel presentation to focus on how some firms are leveraging AI platforms to generate new revenue streams and increase internally efficiencies to improve profitability. You’ll hear how three very different firms all sold the concept of utilizing AI internally — from the IT, marketing and consulting perspectives — and how each overcame internal obstacles.

Topics include:

  • How AI is not replacing attorneys, but rather scaling their expertise and judgment
  • What buyers of legal services want to know
  • How repeatable knowledge tasks are being automated
  • How AI can greatly enhance internal initiatives, such as cross-selling and pricing
  • How integrating many different products can create powerful platforms that solve complex problems in unique ways

Steve_Fletcher.png Steve Fletcher
Chief Information Officer
Best Best & Krieger LLP

Rob-Saccone.png Rob Saccone
Nexlaw Partners

Patrick_Fuller.png Patrick Fuller
Vice President
Neota Logic, Inc.


Katherine-Hollar-Barnard.gif Katherine Hollar Bardnard
Chief Marketing Officer

BREAKOUT FOUR  Essential.gif


Last year’s session was a hit, so this year we are bringing it back. This session is perfect for you if lawyers at your firm ever ask you how other firms are marketing or developing business or if you are looking for inspiration for your next big marketing or business development project. This is a sneak peek 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, during this session, you’ll hear directly from YHA finalists about their recognition-worthy projects. You will get insight into the campaigns of this year’s finalists and some of the secrets to their success in an exciting and fun presentation style.

This session uses the PechaKucha (Pe Cha Koo Cha) 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. You will hear about the strategy, tactics and details of their success. Laugh, learn and enjoy yourself with this dynamic session.

Missing_Photo.png Anna Rita
Marketing Manager 
Norton Rose Fulbright

Thomas-Choberka.gif Thomas E. Choberka
Chief Marketing & Business Development Officer
Kelley Kronenberg

Facilitated by:

Jabez-LeBret.png Jabez LeBret
Chief Marketing Officer

BREAKOUT FIVE  Advance.gif


Major corporations, including eBay, United Airlines and McDonald’s, have pledged to give their legal work to more diverse law firms. This effort is in support of the ABA’s Resolution 113 that urges all providers of legal services to expand and create opportunities at all levels of responsibility for diverse attorneys. Through this session, you’ll learn how the business case for diversity in legal services has never been made more evident. And, you’ll be encouraged to increase minority representation among legal marketers, a key factor in a law firm’s ability to foster productive teams and engage diverse internal and external clients. This town hall forum will share observations, information, and ideas from the audience for developing a greater level of diversity and inclusion in our profession.

Topics include:

  • Identifying and addressing diversity barriers
  • Attracting and retaining diverse professionals
  • Creating programming, processes and practices promoting diversity and inclusion
  • How demonstrating increased diversity can translate into enhanced law firm business development programs
  • Moving forward, supporting and sustaining efforts

Jose_Cunningham.png José Cunningham
Chief Marketing and Business Development Officer
Nixon Peabody LLP

Kenneth-Imo.gif Kenneth O.C. Imo
Director of Diversity & Inclusion
Morgan, Lewis & Bockius LLP

Paul_Webb.png Paul Webb
Senior Vice President, Marketing & Business Development

Megan-McKeon.gif Megan M. McKeon
Practice Manager
Katten Muchin Rosenman LLP

2:45 – 3:30 p.m.
Networking and Refreshment Break in the Exhibit Hall
3:30 p.m. – 5:30 p.m.
Concurrent Breakout Sessions

BREAKOUT ONE  Essential.gif


Join this panel discussion to learn ways to overcome the tremendous challenges that arise with a law firm website design project. You’ll cover topics that span the spectrum, from project management issues to navigation and usability concerns.

Topics include:

  • How to plan before you design
  • Methods that allow for attorney input without introducing delays
  • How to manage the emotional needs of various stakeholders
  • Secrets to striking the right balance between beauty and practicality
  • Tips for how to quickly get visitors to the content that interests them

Jenny_Davenport.png Jennifer A. Davenport
Chief Marketing Officer
Dinsmore & Shohl LLP

Jasmine_Trillos-Decarie.png Jasmine Trillos-Decarie
Chief Business Development Officer
Stoel Rives LLP


Amy_Knapp.png Amy Knapp
Knapp Marketing


Robert_Algeri.png Robert Algeri
Great Jakes Marketing

BREAKOUT ONE  Advance.gif


Content is king, but it cannot rule alone. The ability to develop effective content marketing strategies and appropriate tactics is becoming a critical component of law firm success. In this session, you’ll learn how context is just as important, and how equally important is the conversation it creates. You’ll look at how creating engaging and relevant content and then delivering it through the right channels can help firms tell their service and value story — and drive action by clients and prospects. This is what is called the 3 C’s: content, context and conversation. There are so many content approaches and channels available — learn here how to figure out where to begin.

Topics include:

  • How to leverage the value of content marketing to supercharge your firm’s business development efforts
  • Tips for developing a powerful content strategy to influence and shorten your client’s buying process
  • Tactics to deploy and the metrics to track to gauge the success of your efforts
  • How to mine for analytic insights to gain a competitive advantage

Gil-Wolchock.png Gil Wolchock
Director of Sales, InterAction

BREAKOUT TWO  Essential.gif


Standing out among your competitors is an important aspect of marketing and business development. Holding unique, annual events that are recognized throughout the community reinforce brand recognition, attract interest and help you rise above the noise in a crowded marketplace. Referrals and word of mouth are often the most successful ways of getting new work in the door, and memorable events are a key way to get people touting your firm. Join this session to hear TED Talks on how three firms used signature events to attract new business — from initial concept, to successful planning, to perfect implementation, to generating new relationships, referrals and clients. Learn about events focused on clients, specific industries and referral sources.

Topics include:

  • Identifying potential signature events that can create business for your firm
  • How to create a memorable event that no one else duplicates
  • Event management tools and important do’s and don’ts
  • Critical follow-up steps and strategies to turn prospects into clients

Katie_Moesche.png Katie Moesche
Client Service Specialist
Stoel Rives LLP

Roger_Royse.png Roger Royse
Royse law Firm

Traci_Ray.png Traci Ray
Executive Director
Barran Liebman LLP

BREAKOUT TWO  Advance.gif


What do you need to know and do to marketing to consumer-based law practices? Find out in this session. You’ll explore how to find your marketing target and determine your marketing budget, as well as how to market to referral sources and/or directly to consumers.

Topics include:

  • Identifying the right target for your marketing
  • Developing a marketing budget
  • Analyzing your return on investment
  • How to market a consumer-based practice
  • Tips for getting associates and partners involved in generating new business

Mark_Chinn.png Mark A. Chinn
Chinn & Associates, PC

Steve_Mindel.png Steven Mindel
Managing Partner
Feinberg Mindel Brandt & Klein, LLP

BREAKOUT THREE  Essential.gif


Marketing professionals focus daily on the function at the very core of law firm success or failure — revenue generation. Because law firms must operate more like traditional businesses than ever before, it is essential that you understand how the decisions made in individual or group attempts to garner business affect law firm performance. This session will cover group performance metrics and how each of those move with business development tactical decisions. Further, we will review how those group metrics funnel up to the firm level and affect firm profit, employee compensation, and resource allocation.

Participants will learn:

  • The metrics that define group performance in law firms
  • How those metrics move with business development tactics, like hourly rate and volume discounts, staffing, alternative fees, and the like
  • How group performance affects overall firm performance
  • How firms calculate profit and then translate that into compensation and resource allocation

Ralph_Allen.png Ralph Allen
Chief Operating Officer
Allen Matkins Leck Gamble Mallory & Natsis LLP

Jennifer-Keller.gif Jennifer P. Keller
Chief Operating Officer
Baker, Donelson, Bearman, Caldwell & Berkowitz, PC

BREAKOUT FOUR  Advance.gif


Client feedback provides access to a client’s individual definition of value. In Client Feedback 2.0, the voice of the client drives strategy and creates a dynamic for business development professionals to play a critical role in partnership with their lawyers. Similar to how sales managers and their sales forces work together to develop client relationships, Client Feedback 2.0 is an opportunity for you to offer strategic value to lawyers, the firm and the client. Using case studies, this session will demonstrate how Client Feedback 2.0 is an opportunity to inspire and direct the lawyers you support.

Topics include:

  • New roles and responsibilities in client service
  • Different types of client feedback
  • Indicators of a client’s definition of value
  • Ways to maintaining a commitment to client feedback
  • Actionable next steps

Alison_Swenton.png Alison Swenton Arjoon
Strategic Advisor to the Chairman
Covington & Burling LLP.

Dave_Bruns.png Dave Bruns
Director of Client Services
Farella Braun + Martel


Tara_Weintritt.png Tara Weintritt
Wicker Park Group

BREAKOUT FOUR  Advance.gif


You are successful and you are surrounded by successful people. Have you ever tried to see how those connections could help your firm? Hear from a leading CMO, Adam Severson, about how he has effectively leveraged relationships to win business for his firm. You’ll learn about the sales process through a real-world case study, from introduction to getting hired to continued client service. The client, Christopher Javillonar, General Counsel of Permobil, will share his perspective on pitches, what works, and what doesn’t. You’ll hear a detailed breakdown of various real-life client meetings and sample follow-up communications and relationship development tactics after securing the first matter.

Topics include:

  • Ways to leverage your existing relationships to identify business opportunities for your firm
  • Questions to ask current and prospective clients to identify needs
  • How to follow up, make connections, and add value to a client relationship
  • Perspectives from a client on how a firm pitches for business

Chris_Javillonar.png Christopher Javillonar
General Counsel
Permobil, Inc.

Adam_Severson.png Adam Severson
Chief Marketing & Business Development Officer
Baker, Donelson, Bearman, Caldwell & Berkowitz, PC

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The CMO roundtables are an excellent opportunity for our more senior-level participants to participate in working group roundtable discussions with industry peers.

Moderators will facilitate and inspire the conversation, using key data and information from earlier conference presentations, where applicable. The conversational format is an ideal forum to voice opinions, share experiences and best practices, and absorb knowledge from peers.

Attendees choose two of the following four discussions with approximately one hour spent on each discussion.

  1. Metrics that Matter – how are firms leveraging big data to improve marketing and business development investments.
  2. Artificial Intelligence – how firms are adopting AI platforms to generate new revenue streams and improve internal efficiencies to improve profitability.
  3. Dealing with major crises for the firm – preparing for a potential negative news event before it happens.
  4. Staying Relevant – As a CMO, how are you evolving? How can you become a more strategic and valued part of the firm and influence change? What is next for the CMO role and the next phase of your career?

Attendance is limited and restricted to in-house law firm participants who are their firm’s top marketing or business development professional. One participant per firm. If you are interested in attending, please email Kristy Perkins at and add ‘CMO Roundtables’ in the subject line.


Networking Event

6:30 – 8:00 p.m.
Poolside Party
After a busy day of learning, all conference participants are invited to unwind and network in a casual, poolside setting. The ARIA Resort features the ultimate in poolside opulence. Grab your sunglasses, and soak in an indulgent Las Vegas experience while you relax and converse with your fellow legal marketing colleagues.