Conference Agenda

Conference Day One | Tuesday, April 10
7:30 a.m.
Registration Opens
7:30 a.m.
Breakfast in the Exhibit Hall
8:00 a.m.
General Session Doors Open
8:30 a.m.
Welcome and Opening Remarks

 

Betsi Roach, MIM, CAE
Executive Director
Legal Marketing Association

2018 LMA President

Paul S. Grabowski M. Ashraf Lakhani
Director of Business Development and Marketing
Porter Hedges LLP

2018 Conference Co-chairs

Jill S. Weber Katherine D’Urso
Chief Client Development Officer
WilmerHale

 

Cynthia P. Voth Brian C. Dare
Chief Marketing Officer
Gardere Wynne Sewell LLP

8:45 – 9:45 a.m.
The Science of Happiness
Keynote Presentation

What role do money, marriage, friends, children, weather, age and religion play in making us feel happier?
How can happiness be increased?

Keynote speaker, Catherine A. Sanderson, Ph.D., will present on the science behind happiness. Catherine will share cutting-edge research from the field of positive psychology on the factors that do (and do not) predict happiness, and provide conference attendees practical (and relatively easy!) ways to help forge their own path to improved psychological and physical well-being.

Catherine A. Sanderson Catherine A. Sanderson, Ph.D.
Manwell Family Professor of Life Sciences (Psychology)
Department of Psychology
Amherst College

Professor Sanderson’s research examines how personality and social variables influence health-related behaviors such as safer sex and disordered eating, the development of persuasive messages and interventions to prevent unhealthy behavior, and the predictors of relationship satisfaction. This research has received grant funding from the National Science Foundation and the National Institute of Health.

Professor Sanderson received a bachelor’s degree in psychology, with a specialization in Health and Development, from Stanford University, and received both masters and doctoral degrees in psychology from Princeton University. She has published over 25 journal articles and book chapters in addition to four college textbooks, a high school health textbook, and a popular press book on parenting. In 2012, she was named one of the country’s top 300 professors by the Princeton Review. Professor Sanderson speaks regularly for public and corporate audiences on topics such as the science of happiness, emotional intelligence, the mind-body connection, and the psychology of good and evil.

9:45 – 10:30 a.m.
Networking and Refreshment Break in the Exhibit Hall

Breakout Session Key*

bus_law_icon.gif
Business Development
bus_law_icon.gif
Communications
bus_law_icon.gif
Business of Law
bus_law_icon.gif
Marketing Management and Leadership
bus_law_icon.gif
Client Services
bus_law_icon.gif
Technology Management

Competency Level

Website_icons_essential.pngEssential

Website_icons_advanced.pngAdvanced

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

10:30 a.m. – 12:30 p.m.
Concurrent Breakout Sessions

BREAKOUT ONE Advance.gif

bus_law_icon.gif 10:30 am – 11:30 am
Keeping Law Firms Relevant — The How and Why of Creating Successful Legal Operations

Hear seasoned professionals share how they achieved great success implementing legal operations. Through case studies, you’ll further your understanding of how to work within your firm to start or improve the internal analysis aspects of legal operations and to implement external processes that encourage meaningful conversations with existing and potential clients.

Topics include:

  • What legal operations encompass
  • How organizations, such as CLOC, and the ACC Legal Operations Program help create successful legal operations
  • The essential steps to begin or enhance a legal operations program
  • How to help attorneys overcome resistance to change and transition — or risk being left behind
  • Successful case studies to use as models back in your firm

Steve-Balcomb.pngStephen Balcomb
Senior Director of Legal Operations
Qualcomm

Gavin-Gray.pngGavin Gray
Regional Operating Officer, North America
Baker & McKenzie

 :

Brian-Fanning.pngBrian Fanning
Pricing Director
Davis Wright Tremaine LLP

Moderator:

Merry-Neitlich.pngMerry Neitlich
Managing Partner
EM Consultants

BREAKOUT TWO  Essential

com_icon.gif 10:30 am – 11:30 am
Finding Growth in a Flat Market
 

You, no doubt, want to stay ahead of the curve when it comes to firm growth. But are you prepared for one of the most difficult challenges facing firms today — finding the insights and tools to help you grow in a competitive and challenging market? In this session, you’ll identify the fundamental elements of finding growth in a flat market. You’ll explore how to determine the future of the market, leverage tools and processes for cross-selling, and measure successes.

Topics include:

  • Legal market trends and the future of the market
  • Maximizing the best cross-selling tools and processes
  • How to you measure success

Michael-Blachly.pngMichael Blachly
Director of Marketing and Business Development
Gray Reed & McGraw

Steve-Boutwell.pngSteven R. Boutwell
Chief Operating Officer
Kean Miller LLP

Moderator:

Brent-Turner.pngBrent Turner
Manager, Peer Monitor
Thomson Reuters

BREAKOUT THREE  Advance.gif

com_icon.gif 10:30 am – 11:30 am
Beyond the Logo: Branding as a Competitive Strategy
 

Many law firms think a “brand” consists of a logo, a color palette and maybe a tagline. But to truly differentiate a firm, a brand needs to be lived. This session will show you how firms are using their brands to create strategic competitive advantages. You’ll examine how an office move provided an opportunity to develop the firm brand and create extraordinary spaces that reinforce the firm’s values. You’ll see how an internal audit of a client journey resulted in ways the brand could be reinforced by everyone in the firm. This session will include ways other firms have created to support the brand at the practice group level.

Topics include:

  • The process of creating a brand
  • How to incorporate the brand into all aspects of the firm
  • Engaging lawyers and staff in improving the client experience
  • How the brand can be lived by practice groups

Paul-Darwish.pngPaul Darwish
Chief Business Development Officer and Director of Marketing
Graydon Head & Ritchey LLP

Chantal-Sheaffer.pngChantal Sheaffer
Director of Marketing and Business Development
Robinson, Bradshaw & Hinson, P.A.

Moderator:

Sally-Schmidt.pngSally J. Schmidt
President
Schmidt Marketing, Inc.

BREAKOUT FOUR  Essential

com_icon.gif 10:30 am – 11:30 am
The First Five: Laying the Foundation for Future Leaders
 

Beginning a career in legal marketing can be intimidating, to say the least. It’s a legal marketer’s job to not only learn the ins and outs of the firm, lawyers and clients, but also to piece it all together to generate new business opportunities. As a new legal marketer, coordinator, or specialist, you’ll gain practical tips for developing a role within your firm while carefully managing and owning your career.

  • How to quickly become an expert at knowing your firm and set yourself up for success
  • How to do better, not more
  • The benefits of having a mentor and how to be an effective mentee
  • Leveraging the LMA platform to build a global network
  • Top five things to think about in the first five years of your legal marketing career

Lindsey-Bombardier.pngLindsey Bombardier
Business Development Director
Borden Ladner Gervais LLP

Kim-Oakley.pngKim Oakley
Business Development and Marketing Manager
Foster Pepper PLLC

Meghan-Granito.pngMeghan Spradling
Senior Marketing Coordinator
Miller Nash Graham & Dunn

BREAKOUT FIVE  Advance.gif

com_icon.gif 10:30 am – 12:30 pm
Website Deep Dive: The Step-by-Step Guide to a Smooth and Successful Website Project

What do you need to know to ensure a successful website initiative? Before you start designing, what research and strategy do you need? Who should be involved? And how do you keep this project from going off the rails? You’ll get the answers to these questions and more in this deep dive into law firm website design. You’ll gain the hard-won insights of legal marketers who are experts in different aspects of website development. Using a case-study to frame the conversation, the session will cover the entire scope of website development, including planning, hiring, strategy, design, development, launch and post-launch. Leave with practical guidance on how to navigate inevitable stumbling blocks, snags and pitfalls and stay focused on your big-picture goals.

Topics include:

  • Establishing clear, bold objectives to guide the project
  • How to perform discovery, strategy and planning
  • Building the right internal team
  • When (and how) to obtain executive buy-in
  • Preventing timeline and budget overage problems

Katie-Flores.pngKathleen C. Flores
President
Armitage Consulting, Inc.

Amy-Knapp.pngAmy Knapp
Founder
Knapp Marketing

Jacqueline-Madarang.pngJacqueline Madarang
Senior Marketing Technology Manager
Bradley Arant Boult Cummings LLP

Paul-Pierson.pngPaul Pierson
Managing Partner
Carbone Smolen Agency

Moderator:

Robert-Algeri.pngRobert Algeri
Partner
Great Jakes Marketing Company

11:45 am – 12:30 pm
Concurrent Breakout Sessions

BREAKOUT ONE  Essential

bus_law_icon.gif 11:45 am – 12:30 pm
2018 LMA/Bloomberg Law Survey — Using Market Insights for Influence and Impact

Market-leading law firms are constantly on the lookout for ways to grow their businesses and better serve their clients. This creates opportunities for you to directly influence the business, leveraging your understanding of the market to assess new opportunities and embrace the right ones. In this session, you’ll hear the results of the third annual LMA/Bloomberg Law joint legal marketing survey. You’ll examine data touching on critical areas, including marketing and business development budgets and staffing, strategic relationships and opportunities and the impacts of technology. Armed with this information, you’ll be positioned to benchmark your marketing against key metrics and share insights that maximize your influence within the firm.

Topics include:

  • What’s been working and what hasn’t
  • How to chart a course for future success
  • Highlights of the third annual LMA/Bloomberg Law joint legal marketing survey
  • Using the survey data to maximize your influence in your firm

Nancy-Furman_Paul.pngNancy Furman Paul
Commercial Director
Bloomberg Law

BREAKOUT TWO  Essential.gif

com_icon.gif 11:45 am – 12:30 pm
Turning Millennial Lawyers Into Marketing Ninjas
 

As millennial lawyers look to take over from their boomer predecessors, they need new tools, tactics and information to build their books of business in the increasingly competitive and ever-evolving legal market. In this session, you’ll adopt a different outlook on how millennials want to work, sell and buy legal services that will better equip you to advise your firm for the future. This is your opportunity to walk through how to build a solid marketing plan that will withstand a disruptive market.

Topics include:

  • Debunking myths about the millennial generation
  • Hear what young attorneys want from us
  • Understand what motivates millennials and why explaining “why” is so important
  • The need for choice and personalization in marketing plans
  • Which marketing tools and tactics still work and new ones to consider
  • How to get buy-in and respect from even the most cynical attorney

Morgan-Macleod.pngMorgan MacLeod
Ringmaster
Cubicle Fugitive

BREAKOUT THREE  Essential.gif

com_icon.gif 11:45 am – 12:30 pm
Attention Will Be Paid — Differentiate Your Thought Leadership From the Crowd  

When an evolving area of practice captures the attention of the c-suite, your competitors are going to be right there with you vying for the work. Using a two-year cyber campaign as a case study, this session will show how one firm delivered market-leading results over the course of a tightly integrated, multi-prong campaign. You’ll examine how to combine strategic objectives with tactical recalibrations to create a unique platform that will take you exactly where you need to be. Plus, you’ll see how to reach multiple audiences through carefully chosen avenues, stay in budget by leveraging existing content and keep a close eye on your ROI.

Topics include:

  • How to identify and capitalize on your firm’s differentiators in a hot market
  • How to integrate all of the marketing tools available to you in a strategic, efficient and cost-effective manner
  • Strategies for engaging partners and pushing them past their comfort zones
  • How to take and track the pulse of a project and calibrate next steps accordingly to build in effective ROI measures

Jennifer-Brooks.pngJennifer Brooks
Marketing Communications Manager
Hogan Lovells US LLP

Brooke-Haughey.pngBrooke Haughey
Special Projects Consultant
Hogan Lovells US LLP

BREAKOUT FOUR  Advance.gif

com_icon.gif 11:45 am – 12:30 pm
Surviving Change — Best Practices for Driving Change Management  

Did you know that almost 45 percent of change management efforts fail? Many organizations assume a one-size-fits-all approach to change management, but learn too late that the approach is ineffective. Successful change management is driven by leaders who can define and promote a transformational change strategy. In this session, you’ll learn how CMOs and CBDOs can be effective change agents within their organizations. You’ll examine how to successfully lead the journey by proactively driving change for both the organization and the individual. You’ll identify the three elements of a true change management strategy and take-away a framework for the internal customer journey for business development, including top pain points and barriers.

Topics include:

  • Why change management often fails
  • How to define and promote a change strategy
  • Becoming a successful change agent
  • The elements of a true change management strategy

Elena-Cutri.pngElena Cutri
Director of Education Services
LexisNexis

12:30 – 1:45 pm
Networking Lunch
d1_lunch.png
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, join a table to learn more. For information on LMA’s SIGs, visit www.legalmarketing.org/SIGs.

Be sure to incorporate the Exhibit Hall into your conference schedule

The Exhibit Hall is an integral and dynamic part of the annual conference, connecting you with companies offering the latest legal marketing products and services and featuring cutting-edge technology. Be sure to stop by and learn from the many marketing experts working with your peers from across the industry. It is an exceptional one-stop opportunity for attendees to find solutions and for exhibitors to reach legal marketing and business development professionals. It is also an excellent base during the conference — a place to meet colleagues before the next set of events.

1:45 p.m. – 2:45 p.m.
Concurrent Breakout Sessions

BREAKOUT ONE Essential

bus_law_icon.gif 1:45 pm – 2:45 pm
How Legal Departments Are Leveraging Artificial Intelligence and the Impact on Law Firms

With billions of dollars being invested into the development and commercialization of Artificial Intelligence (AI), it’s only natural that potential uses of AI would find their way into the legal profession. Many law firms have been slow to embrace the use of AI, but corporate legal departments are increasingly using AI-powered technologies to increase the efficiency and consistency of legal work and decrease the cost. This trend can have several implications for law firms. In this session, you’ll hear from legal department experts how legal departments are using AI and technology automation and how this might shake up the business of law.

Topics include:

  • Which practice areas are being impacted by AI currently and which could be in the near future
  • How legal departments are evolving from historical cost centers to technology-enabled service partners to their internal clients
  • How law firms can and should market services as automation is increasingly being used to replace outside counsel
  • What this will mean to the business of law moving forward

Tariq-Abdullah.pngTariq Abdullah
Senior Director of Legal Operations
Walmart

Brian-Kuhn.pngBrian Kuhn
Watson Business Solutions Executive
IBM Corporation

Kimberly-Bell.pngKimberly Bell
Head of Operations – Legal/External Affairs
Nissan Group of North America

Mark-Greene.pngMark T. Greene
President
Market Intelligence LLC

Moderator:

Patrick-Fuller.pngPatrick Fuller
Senior Director of Legal Intelligence
ALM

BREAKOUT TWO  Advance.gif

bus_law_icon.gif com_icon.gif 1:45 pm – 2:45 pm
Marketing 3.0 — A New Growth Path for Your Firm
and Your Career  

Flat demand and rate pressure have deprived law firms of the two levers they have traditionally relied on to boost growth and profits. Attend this session to learn how one law firm drives growth through a third lever: increasing lawyers’ productive capacity with the help of a practice management team. This case study will demonstrate the firm’s approach, share some of its tools and discuss career opportunities it can provide legal marketers.

Topics include:

  • The business rationale for a practice management team
  • The functions of a practice management team
  • Tools and techniques to maximize effectiveness
  • Career opportunities for legal marketers

Kevin-Guidry.pngKevin Guidry
Practice Manager
Davis Wright Tremaine LLP

Mark-Uselis.pngMark Usellis
Chief Strategy Officer
Davis Wright Tremaine LLP

BREAKOUT THREE  Essential

com_icon.gif1:45 pm – 2:45 pm
The Worst Part of Your Job? Practical Advice on Directories Submissions and How to Make Them Better (For You and Your Firm)

Everyone wants to improve their profile in the directories. But there are often challenges that come along with the submissions process: the time consumed, the competing egos and the frustration when rankings don’t improve. In this session, you’ll hear from editors of some of the leading directories and people who have managed directories internally how to plan, strategize, manage expectations and ensure that the directories are getting the relevant information they need. You’ll gain practical, concrete information that you can relay to stakeholders to improve their engagement in and understanding of the research processes of the leading directories.

Topics include:

  • Steps you can take to improve your rankings
  • Tips to streamline the assembly of submissions
  • How to manage the expectations of the attorneys contributing to the research
  • The best way to engage with the directories’ research teams

Toby-Eccleshall.pngToby Eccleshall
U.S. Editor
Chambers & Partners

Elizabeth-Petit.pngElizabeth Petit
Director of Research and Development and Managing Editor
Best Lawyers

 

Cindy-Larson.pngCindy Larson
Publisher
Super Lawyers

Moderator:

Laura-Mills.pngLaura Mills
Director
Laura Mills Consulting

BREAKOUT FOUR  Advance.gif

com_icon.gif1:45 pm – 2:45 pm
Making the Business Case for Diversity in Legal Marketing
 

In this Town Hall-style session, you’ll deepen your awareness of the need for diversity and inclusion (D&I) and be empowered and equipped to build and support diverse and inclusive marketing and business development teams. You’ll hear from leaders in their fields who will emphasize and highlight the voice of the client as well as describe the benefits of D&I and business development within marketing and BD departments. This Town Hall approach generated a lot of buzz and interest in Las Vegas in 2017 and this session promises to build on that excitement.

Topics include:

  • How to be a voice for change within your organization
  • Best practices from the panel and the audience
  • Update: developments and recommendations made by the LMA Diversity & Inclusion Task Force and approved by the LMA Board of Directors
  • Practical ideas and tools for advocating for D&I within your organization

Jose-Cunningham.pngJosé Cunningham
Chief Marketing and Business Development Officer
Nixon Peabody LLP

Iris-Jones.pngIris Jones
Chief Business Development and Marketing Officer
McNees Wallace & Nurick LLC

Valerie-Jackson.pngValerie Jackson
Global Head of Diversity and Inclusion
K&L Gates

Paul-Webb.pngPaul Webb
Director of Marketing and Business Development
Richards, Layton & Finger, P.A.

BREAKOUT FIVE  Advance.gif

com_icon.gif 1:45 pm – 2:45 pm
Orchestration — Making Your Digital Marketing Work in Context

The top transformational problem in marketing is no longer ”how to be digital.” Now, the most significant problem is how to coordinate and integrate fragmented activities into a coherent customer experience. In short, the new goal is orchestration. Join this discussion of what we, as digital marketers managing a plethora of tactics, can learn from the idea of classical orchestration. Using analogies from music theory and examples from classical to pop, this session will demonstrate how to create an integrated marketing strategy, proving that the whole of your marketing can equal more than the sum of its parts.

Topics include:

  • Why no one marketing activity should stand alone
  • Tactics for the planning of your long-term and short-term marketing activities
  • The value behind an integrated marketing plan: how to create an endurable activity cadence, apply lessons in adjacent projects and be the “conductor” of your marketing strategy

Kalev-Peekna_Color.pngKalev Peekna
Managing Director, Digital Strategy
One North

2:45 – 3:30 pm
Beignet Break in the Exhibit Hall
d1_break.pngTreat yourself to an afternoon pick me up.
During the afternoon exhibit hall networking break, New Orleans’ famous sweet treat, beignets, will be served.

3:30 p.m. – 5:30 p.m.
Concurrent Breakout Sessions

BREAKOUT ONE  Advance.gif

bus_law_icon.gif3:30 pm – 4:30 pm
How to Use Client Experience and Empathy Mapping to Boost Client Insights

The voice of the client is usually sought by firms at two main listening posts: at the end of a transaction and as part of an ongoing relationship management plan. While many firms devote a lot of effort to their client feedback programs, they can be hard to sustain, expensive to conduct, elaborate in their execution and slow to yield results. In this session, you’ll discover alternative ways to gather meaningful insights from clients without busting your budget. In addition, you’ll find out how to use client experience mapping and empathy mapping to guide your approach.

Topics include:

  • A practical five-stage client experience framework that will re-frame marketing, sales and client loyalty actions
  • How to install at least six more ”listening posts” throughout a client journey
  • How to move feedback to the front line of client engagement
  • How to use empathy mapping to inform the questions you ask
  • Examples of client feedback questions/questionnaires

Sue-Ella-Prodonovich.pngSue-Ella Prodonovich
Principal
Prodonovich Advisory

BREAKOUT TWO  Advance.gif

com_icon.gif 3:30 pm – 4:30 pm
Socrates’ Briefcase — The Three BD Conversations Every Lawyer Needs to Master in Today’s Economy

Socrates is famous for turning casual conversations into deep, meaningful discussions. Today, his insights are needed more than ever in the world of business development. This session will introduce Socrates’ Briefcase, a leading-edge BD program that explores the three conversations every lawyer must learn to do well: the meet, the bridge and the ask. You’ll discover how this approach provides attorneys with a “tell me more” statement that dares prospects to ask questions, a natural bridge line to transition smoothly from small talk to business and a confident and non-threatening ask that lands new clients. Find out how to use this approach to ignite a enaissance
in person-to-person marketing at your firm.

Topics include:

  • Frame your practice in ways that distinguish you from the competition
  • How to focus every conversation on client needs
  • How to shorten the BD process by not putting off “the talk”
  • Tips for getting more enjoyment out of your BD efforts
  • Ways to make every non-billable hour more fruitful and effective

Steve-Hughes.pngSteve Hughes
President
Hit Your Stride, LLC

BREAKOUT THREE  Essential.gif

com_icon.gif1:45 pm – 2:45 pm
Reputational Risk — One Decision Away From Disaster
 

With today’s 24/7 news cycle, we are all just one decision away from disaster. A crisis can strike at any moment and take any form. Despite our best efforts, it is often difficult to plan for this eventuality and to know how to take action in a fluid scenario. In this session, you’ll hear from two seasoned veterans who have successfully handled several crises and kept their firms and companies afloat amidst a barrage of regional, national and international media. Gain practical guidance you can use to improve your crisis communications strategy based on what works and what no longer works in this challenging, new media environment.

Topics include:

  • Proactive crisis communications planning
  • Working with your firm’s leadership and the media
  • Things NOT to do during a crisis
  • Internal communications vs. external communications
  • Image/reputation as part of your corporate strategy

Maggie-Watkins.pngMaggie T. Watkins
Chief Marketing Officer
Sedgwick LLP

Jan-Strode.pngJan Strode
Chief Executive Officer
CEO Advisors

BREAKOUT FOUR  Advance.gif

bus_law_icon.gifcom_icon.gif3:30 – 5:30 pm
Don’t Just Ride the Bus — Drive the Strategic Planning Process in Your Firm

Learn everything you ever wanted to know about strategic planning: why law firms and other organizations do it, the benefits to law firms, how to get the process off the ground, the role of the CMO, and how to make it successful and pay dividends for your firm. You’ll learn how to build and make a compelling case, facilitate discussion to build consensus, guide the planning group in developing a vision, roll out a draft plan and help leaders and partners feel accountable for achieving it. You’ll also address key topics from the CMO’s perspective, including the benefits of planning, pluses and minuses of working with third-party consultants, and more.

Topics include:

  • Know which partners to select for the planning group and how to form the group
  • Identify which partners and clients should be interviewed and what questions to ask
  • Identify which data to request and how to analyze it to lay a foundation for the planning process
  • Tips for developing and presenting takeaways from the interviews and data
  • Other tips and best practices that cover the rest of the planning process

Clinton-Gary.pngClinton Gary
Chief Strategy and Business Development Officer
Burr & Forman LLP

Michael-White.pngMichael J. White
Principal
Edge International

Kim-Perret.pngKim Perret
Chief Marketing Officer
Jones Walker LLP

Kent-Zimmerman.pngKent Zimmermann
Principal
Zeughauser Group

BREAKOUT FIVE  Advance.gif

com_icon.gif3:30 pm – 4:30 pm
Boost Firm Growth Through Client-Centered Business Development


You know your firm. Or do you? Without the right data, you may be missing crucial insights for growth opportunities. Join this session to discover how to capture and analyze your firm’s client and experience data to keep and expand the clients you already have, get more of the type you want and create a successful lateral hire program to enhance your growth objectives.

Topics include:

  • Case studies and success stories: Large law firms who have used data analytics and new data science tactics to achieve higher growth
  • How to gain confidence using data — you don’t have to be a scientist!
  • Driving better decisions to enhance cross-sell services and deepen client relationships

Mark-Bilson.pngMark Bilson
Vice President of Client Development Practice
Intapp, Inc.

4:45 – 5:30 pm
Concurrent Breakout Sessions

BREAKOUT ONE Advance.gif

bus_law_icon.gif4:45 – 5:30 pm
What Really Drives Legal Buying? Two Sides of the Same Coin
 

As a purchaser of legal services, you make decisions based on a number of factors. Which of these are critical? How does this vary across segments? How are law firms rated on these key criteria? Are there differences between perceptions of lawyers and clients? In this session, you’ll examine the underlying buying behavior from both firm and client perspectives, the key dimensions of the purchase decision, the aggregation of the marketplace into buying segments, linkages between expressed preference and actual spend and the relative rating of firms and peers. You’ll leave with a framework to help firms and clients take action.

Topics include:

  • The fundamental change in the marketplace since the recession
  • Delineating factors used in buying decisions and their relative importance
  • How to identify potential segmentation of the market
  • A survey to conduct on your own for marketing insights
  • Taking appropriate actions with your clients

Anne-Malloy-Tucker.pngAnne Malloy Tucker
Chief Marketing Officer
Hunton & Williams LLP

Madhav-Srinivasan.pngMadhav Srinivasan
Chief Financial Officer
Hunton & Williams LLP

BREAKOUT TWO  Essential

com_icon.gif 4:45 pm – 5:30 pm
Enhanced Credibility and Reach Through Network Affiliation
 

Join three experienced legal marketers and network navigators for a lively discussion about the best and worst ways to leverage law firm networks. They’ll provide the point and counterpoint about the opportunities and challenges of network membership. You’ll learn from the pros how to extend your firm’s brand beyond geographical, practice and other boundaries. You’ll find ways to motivate lawyers to maximize the opportunities presented by network affiliation. This session also tackles how to defend client relationships through collaboration with network colleagues.

Topics include:

  • How to engage your whole firm in the network in innovative ways — it’s not just about referrals any more
  • Punching above your firm’s weight to get business where you otherwise couldn’t play
  • Evaluating networks for fit with your firm
  • Using appropriate metrics to evaluate ROI

Terri-Pepper-Gavulic.pngTerri Pepper Gavulic
Executive Director
TerraLex

Felice-Wagner.pngFelice Wagner
Executive Director and General Counsel
The Network of Trial Law Firms, Inc.

David-Kauffman.pngDavid Kaufman
Director of Global Strategies
Nixon Peabody LLP

BREAKOUT THREE  Advance.gif

com_icon.gif 4:45 pm – 5:30 pm
Active Listening — The Key to Uncovering Client Opportunities 

One of the best ways to help your lawyers succeed at business development is by teaching them how to actively listen to their clients and prospects. Recent research (“What Great Listeners Actually Do”, Harvard Business Review, July 14, 2016) concluded that active listening techniques separate “great listeners” from the rest of us. In this train the trainer session, you’ll learn about ACCESS: Six Tools of Active Listening, practice using active listening tools and come away with multiple ideas for teaching your lawyers one of the most important skills in building business relationships.

Topics include:

  • Learn about ACCESS: Six Tools of Active Listening
  • Practice using active listening tools through an abbreviated, simulated training
  • Identify different ways to introduce active listening in your firm
  • How to modify for business development purposes active listening tools similar to those used in depositions and cross-examinations

Kevin-McMurdo.pngKevin McMurdo
Principal
McMurdo Consulting

BREAKOUT FIVE  Advance.gif

com_icon.gifcom_icon.gif 4:45 pm – 5:30 pm
Humanity Isn’t a Trend — It’s the Key to Digital Marketing and Branding Success 

Empathy matters so it’s time to get crazy in love with your clients. An emotional connection is where brand loyalty begins. Legal marketers need to humanize marketing and branding activities, and remember that, regardless of technology, there is always a
person on the other end looking for something…most likely your lawyers’ help. Take a look in this session at how technology moved us from slogans to stories as a way to humanize legal marketing. You’ll discuss issues that include how technology improved marketing and branding by serving as an avenue to foster emotional connections. And, you’ll rethink how to put people first when using marketing technology.

Topics include:

  • How emotions drive the way we market
  • How to humanize your content and digital marketing campaigns
  • The benefits of using technology to generate brand affinity

Terry-Isner.pngTerry M. Isner
Chief Executive Officer/Owner, Marketing and Branding
Jaffe

6:30 – 8:00 pm
Laissez les Bons Temps Rouler — Let the Good Times Roll!
d1_network.png

The “Big Easy” is the perfect setting for networking. Embrace the charm of New Orleans and join fellow conference participants at one of the city’s premier lounges for some southern-style hospitality.

Click here for full details.