Pre-Conference Program | Monday, April 9

LMA QuickStart®—Legal Marketing Essentials
8:00 – 5:00 pm

Are you a marketer with less than five years of experience working inside a law firm? Would you like to refresh your knowledge of the core competencies and best practices of legal marketing? The popular LMA QuickStart® program is for you.

LMA QuickStart® is a comprehensive and entertaining one-day program focused on the key marketing and business development issues you face every day. The speaker faculty will offer no-nonsense advice that will challenge you and provide you with practical tools and skills you can apply immediately.

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

Michelle-Friends.pngMichelle Friends
Marketing and Business Development Director
Fairfield and Woods P.C.


Christopher-Newman-pic.pngChristopher Newman
Director of Practice and Industry Business Development
McDermott Will & Emery LLP

9:00 a.m.
Law Firm Structure, Strategy and Economics

A case study of working in a team environment and the value of running a firm like a business. Among the topics covered: core values; strategic plan; practice area management; financials - cash basis versus practice area; the role of marketing - branding, communications, client assessments, client teams, team business development; and client service standards. Which if done well leads to growth in revenue and profitability.

Julie-Vaccaro.gifJulie Vaccaro
Director, Legal Project Management & Client Account Services
Benesch, Friedlander, Coplan & Aronoff LLP

9:45 a.m.
T-Ethics — Our Professional Obligations When Marketing Through Technology

In marketing and client development, ethics landmines are scattered throughout the landscape. The risk of rule violations is often greater when using social media and other forms of technology to raise the firm’s visibility. In this session, you’ll examine the ethics rules that govern lawyers when marketing services, the challenges of complying when marketing through facets of the Internet, and ways in which firms can ethically maximize their awareness to potential clients.

Nancy_Myrland.pngNancy Myrland
Myrland Marketing & Social Media.

10:30 a.m.
Networking and Refreshment Break
10:45 a.m.
Essential Legal Marketing Technologies

Law firm marketing and client services departments are often resource-constrained because of the constantly expanding roles they’re asked to take on. The good news is that there are a wealth of technology solutions that help legal marketers do their jobs more efficiently. This program will provide an overview of the technologies employed by legal marketers. In addition, you will address how to decide when it is appropriate — based on your firm size and resources — to implement technologies and/or hire consultants to help you implement marketing technologies.

Topics include:

  • Operational technologies: Experience databases, CRM and ERM systems
  • Communications technologies: Email marketing and social media tools
  • Client development technologies: Research tools, training tools and development systems

Adam-Stock.pngAdam L. Stock
Chief Information Officer
Allen Matkins Leck Gamble Mallory & Natsis LLP

11:30 a.m.
Attorney Persuasion — Powerful Techniques for Getting Your Way More Often

You’re responsible for persuading others to action — whether it’s a colleague, lawyer, vendor or client. In this session, you’ll learn how to better read the communication preference of your audience, customize your message accordingly, and successfully move them to action.

Topics include:

  • Four communication types
  • Triggers for quickly identifying one’s communication type
  • Techniques for customizing your approach so others feel like you’re speaking their language
  • How to garner buy-in and approval on projects/initiatives

Jonathan-Fitzgarrald.pngJonathan Fitzgarrald
Managing Partner
Equinox Strategy Partners

12:15 p.m.
Networking Lunch
1:30 p.m.
Always Be Commercial — A Fundamental Lesson in Successful Business (and Career) Development

The fundamentals of successful business development are best summarized via the ABC acronym, which stands for Always Be Commercial. Join this session to learn how adherence to this core principal will quickly escalate your professional growth and enhance the production of your deliverables.

Topics include:

  • Start at the finish line
  • Fail to flourish
  • Know all seven layers of the burrito
  • How extra miles lead to empty roads
  • Follow your lead

Seth-Apple.pngSeth M. Apple
Business Development Manager
Davis Polk & Wardwell LLP


Andrew-Laver.pngAndrew Laver
Business Development Manager
McCarter & English, LLP

2:30 p.m.
Networking and Refreshment Break
2:45 p.m.
Time Management Strategies and Technologies for the Overwhelmed Marketer

As a law firm marketing professional, you’re probably under-resourced and overwhelmed. Without practical strategies to manage key priorities, you may often find that your days are monopolized with last-minute demands and labor-intensive projects (read RFPs). In this session, you’ll learn how to design a proactive workday, rather than a reactive one. Come learn how to demonstrate your highest value by contributing strategy and proactive change management.

Topics include:

  • Implementing a practical prioritization system into your workflow
  • How to integrate email management protocols
  • Using the latest technology platforms for optimal organization and leverage
  • Communication techniques that empower others at your firm
  • Minimize interruptions so you stay focused on the task at hand

David-Ackert.pngDavid Ackert
Ackert Inc.

3:45 p.m.
Through The Looking Glass — Perspectives From the Marketing Chiefs

Hear leading legal marketing stars as they tell you the truth about their career paths and the tough lessons that they learned along the way. Learn about the issues in their marketing departments that matter the most to them. This session will give you practical tools and resources, candid insights and recommendations for a path to take as you make your professional journey.

Topics include:

  • The characteristics that every law firm marketing leader should possess
  • Advice for first-time leaders
  • Helpful resources for growing your own talent
  • The CMOs’ greatest challenges and how they face them

Kristen-Leis.pngKristen Leis
Chief Marketing and Business Development Officer
Parker Poe Adams & Bernstein LLP

Trish-Lilley.pngTrish Lilley
Chief Marketing Officer
Fox Rothschild LLP

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


Deborah-Farone.pngDeborah Farone
Strategic Marketing Consultant
Farone Advisors LLC

4:45 p.m.
Wrap Up & Final Q & A
5:00 p.m.
Program Conclusion
5:00 – 6:00 pm
First-Timers’ Meet-Up

Meet with your conference mentor and become acquainted with LMA leadership.

Click here for full details.