The 2018 LMA Northeast Conference is coming up on October 25 and 26 in Boston, and we asked some of the speakers to tell us more about their presentations. Katie Desmond, the chief business development officer of Imarc, will be speaking about developing and delivering content that captivates clients and prospects with Robert Mohn from Imarc and Janice Hayes from Sugarman and Sugarman from 12:30-1:30pm on Thursday, October 25 during the pre-conference. Read more about the program and what Katie is most looking forward to at the conference.
Why did you submit to present at the LMANE 2018 conference?
The LMA community has taught us a lot about the legal industry over the years. We’d like to “give back” by giving legal marketers tools to make it easier for them to get great results. Going along with the conference’s theme, we’d especially like to bring what we’ve learned from other industries to legal marketers that are looking to break out of old patterns and tired techniques.
What are you hoping attendees learn from your session?
Participants will leave our session with a framework for effective content marketing. They’ll learn how to identify and profile audiences, how to identify what each of those audiences really need at each stage of their journey, and how to map and prioritize content that will help them at the right time. They’ll also get insights from their peers, including an on-stage interview with one of Imarc’s legal marketing clients. If they can punch above their weight class, so can you!
How can legal marketing professionals help lawyers be better listeners and more empathetic?
Attorneys are very educated, but usually also very specialized. We’ve found it helps to give them a framework and context for their content. When the attorney knows exactly who they are writing for, what that person needs and how to help, it becomes much easier to create compelling content.
What are you personally hoping to take away from this year's conference?
It may sound clichéd, but we learn so much from our clients and from the LMA community. We love the great one-on-one conversations and learning what’s on people’s minds, what’s hot and what’s not.