Pre-Conference Program Monday, March 27, 2017

Rise of the Legal Marketing Technologist

It’s not new news that technology is crucial to successful marketing. However, marketing technology’s role is fundamentally changing. Today’s marketing technology — and the issues it surfaces — is one of the most important drivers of marketing strategy and creativity.

This full day, forward-looking program lays out the fundamentals that legal marketing departments need to tackle in order to build a successful foundation for a 21st century marketing function. The program combines information from marketing technology leaders in other professional services industries, as well as ground-breaking work being done today by the most innovative law firms. Participants will not only get a broad view of the big marketing technology picture, but practical guidance on best practices for starting down the path of today’s thorny marketing technology issues, including data integration, marketing automation and the new privacy and ethical considerations we need to manage in today’s environment.

8:00 a.m.
Registration and Breakfast
8:45 a.m.
Co-chairs’ Opening Remarks

Robert_Kahn.png Robert A. Kahn
Chief Marketing Officer
Fenwick & West LLP

Meredith-Williams.gif Meredith L. Williams
Chief Knowledge Management Officer
Baker, Donelson, Bearman, Caldwell & Berkowitz, PC

9:00 a.m.
The Future is Now: Scaling Expertise with Cognitive Computing

Watson is a story about people and human expertise. We’ll discuss the ways Watson works to enhance, scale, and accelerate the human expertise within legal organizations, beginning with discussion about how humans think and learn, and how our cognitive process works. We’ll then talk about the making of professionals and expertise and how Watson scales that value across your firm, and finally, how legal organizations are using artificial intelligence to delight their clients and differentiate their businesses in ways that were not previously possible.

Brian-Kuhn.png Brian Kuhn, Esq.
Watson Business Solutions Executive
IBM Corporation

9:45 a.m.
The Ethics of Data-Driven Legal Marketing

As we’re collecting all this data, and more of us are storing it in the cloud, what are our legal and ethical obligations? The explosion of data in our mobile-first, cloud-first world brings both opportunities and challenges. In this session learn about some best practices for securing and leveraging data as your law firm transforms itself during what the World Economic Forum calls the “Fourth Industrial Revolution.”

Dennis-Garcia.png Dennis Garcia
Assistant General Counsel

David_Elkanich.png David Elkanich
Holland & Knight LLP

10:45 a.m.
Networking and Refreshment Break
11:00 a.m.
Marketing Automation: How to Build a Platform that Nurture Prospects and Clients

We know that Marketing Automation holds tremendous potential to deliver improved value to clients through audience segmentation, next best service/action, predictive analytics, lead scoring and personalization. But how does a law firm get started? Hear from a combination of marketing automation experts on the current state of marketing automation, as well as in-house legal marketers who are figuring out the integration, staffing, cost and other resource issues needed to make marketing automation a reality.

Jeff Antaya Jeff Antaya
Chief Marketing Officer
Plante & Moran, PLLC

Kristin-Thompson.png Kristin Thompson
Senior Communications Manager
West Monroe Partners


Leah_Schloss.png Leah Schloss
Director of Marketing
Sullivan & Worcester LLP


Melissa Croteau Melissa Croteau
Senior Director, Strategy and Marketing 
Catapult Growth Partners

12:30 p.m.
Networking Lunch
1:45 p.m.
Design Thinking Workshop

As Marketing is asked to do more for our firms and deliver more value to our internal and external clients, we need to be sure our approach is solidly aligned with our clients’ expectations. This fun interactive session will explain the concept of design thinking, long used by product companies to develop blockbuster consumer products, and then have us work in groups to apply it to today’s legal marketing challenges.

Margaret-Hagan.gif Margaret Hagan
Director, Legal Design Lab
Stanford University

Jose-Torres.gif Jose Fernando Torres
Fellow, Legal Design Lab
Stanford University

3:15 p.m.
Networking and Refreshment Break
3:30 p.m..
Re-architecting Law Firms' Data Sources

Data is driving changes across our firms. Marketing, IT, KM/Library, Finance, HR and Risk are all moving towards data-driven platforms. But opportunities crucial to the Marketing function are lost if that data is not coordinated. There are numerous ways to attack this problem, from housing key data in a central repository, to synchronizing data across multiple platforms. Hear how forward-thinking law firms are looking at information they hold across their organizations and breaking down the silos.

Mark_Medice.png Mark Medice
Senior Director, New Initiatives

Matt_Thompson.png Matt Thompson
Vice President of Product Marketing
Foundation Software Group

Cindy Thurston Bare Cindy Thurston Bare
Director, Knowledge Management
Orrick, Herrington & Sutcliffe LLP

Glenn_LaForce.png Glenn LaForce
Executive Vice President and Chief Strategy Officer
Handshake Software

4:30 p.m.
Wrap Up and Final Q&A
5:00 p.m
Program Conclusion

Networking Events

5:15 p.m.
First-Timer’s Meet-Up
6:00 p.m.
Welcome Reception