Pre-Conference Program | Monday, April 9

Rise of the Legal Marketing Technologist
8:00 – 5:00 pm

It’s not new news that technology is crucial to successful marketing. However, marketing technology’s role is fundamentally changing. No longer the purview of a few geeks fiddling with code, today’s marketing technology — and the issues it surfaces — is one of the most important drivers of strategy and creativity.

This full-day program tackles the most important technology problems legal marketers must address — from SEO best practices to future proofing data.

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

Mary-Tomaro.pngMary M. Tomaro
Web and Interactive Marketing Manager
Jones Day


John-Witts.pngJohn Witts
Marketing Technology Manager
Fox Rothschild LLP

9:00 a.m.
Using Data, Networks and Innovation to Earn Trust and Build Sustainable Legal Practices

What does the future hold for legal professionals in a world of Big Data, A.I., and Blockchain? How can legal marketers and business development professionals help their firms pitch and profile to clients the internal and external networks of expertise and trust that positively position each individual’s skill-sets and experience in the context of a larger networked organization?

Newly empowered legal operations departments and the rise of legal engineers herald the disruption of traditional power and pricing dynamics within law firms. In collaboration with their business and technical teams, a new generation of client-focused, innovation-savvy law firm partners are embracing the potential of data, smart intake, and A.I. assisted referrals that help them make better value propositions to clients and effortlessly attract the right opportunities for their practice and professional development. This talk will be a presentation designed to highlight and address the opportunities and challenges of growing an agile, sustainable legal practice in a volatile, uncertain world.

Tony-Lai.gifTony Lai
Co-Founder & CEO
Entrepreneurial Fellow at the Stanford Center for Legal Informatics (CodeX)

9:45 a.m.
Future Proofing Your Data

In light of existing and soon-to-be-implemented data privacy rules, and the constantly changing rules of search engines like Google, what can we do now so that we are not scrambling when these changes come our way? In addition, how can we ensure we are configuring our internal systems to maximize our data and get the most out of future technologies to help grow our businesses.

Lynn-Oser.pngLynn K. Oser
Founder and Managing Partner
LKO Information Management Consulting, LLC


Simn-Elven.pngSimon Elven
Commercial and Marketing Director

10:30 a.m.
Networking and Refreshment Break
10:45 a.m.
Effectively Dealing With All the Requests That Come Your Way

Content marketing systems change the way lawyers and markets process information. Hear from in and out of industry presenters as they discuss the pros and cons of this kind of system. Note that these are not marketing automation systems that offer email, contacts, etc. These are workflow systems that offer intake forms, editorial calendars, approvals and posting to multiple channels.

Noah-Brier.pngNoah Brier
Co-founder and Chief Executive Officer
Percolate Inc.

Mary-Tomaro.pngMary M. Tomaro
Web and Interactive Marketing Manager
Jones Day

11:30 a.m.
Stop, Innovate and Listen

Innovation in law can be a tricky thing. This session focuses on the intersection of marketing, business, development, technology, and data to create an innovative platform of service offerings. Bill Painter, Chief Innovation Officer, and Adam Severson, Chief Marketing & Business Development Officer, of Baker Donelson will review both sustaining and disruptive innovation strategies and provide real world examples of how their firm approaches these issues. They will discuss a framework for problem solving they have used to successfully evaluate various initiatives as well as how they work to ensure effective collaboration across various departments.

William-Painter.pngWilliam S. Painter
Baker, Donelson, Bearman, Caldwell & Berkowitz, PC

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

12:15 p.m.
Networking Lunch with Roundtable Discussions
1:30 p.m.
Roundtable Discussions Feedback
2:00 p.m.
Interactive Workshop — Why Isn’t My !@#$% on Google?

Google can be a big black box when trying to find your content, but there are things that we can do with existing content, and things that we can learn about how Google finds things, that can help us fix results fast.

Patty-Azimi.pngPatty Azimi
Marketing Technology Manager
Akin Gump Strauss Hauer & Feld LLP

Stefanie-Knapp.pngStefanie Knapp
Online Marketing Manager
Allen Matkins Leck Gamble Mallory & Natsis LLP

3:30 p.m.
Networking and Refreshment Break
3:45 p.m.
Using Marketing Technology to Affect the Bottom Line TED-Style Talk Case Studies
How to Adequately Measure the ROI of Your Firm’s Marketing and Business Development Efforts With Digital Marketing Analytics

This Ted Talk will discuss how a law firm was able to use digital marketing analytics to completely enhance their marketing and business development strategy and processes. The presentation will touch upon topics such as the difference between digital marketing analytics and web analytics, marketing automation platforms, digital strategy, the client journey and integrated marketing campaigns.

Guy-Alvarez.pngGuy Alvarez
Founder and Chief Executive Officer


DLA Piper’s Client Retention Data Analytics Program

What if you could harness firm big data to accurately predict what clients truly value and will pay for? Learn how DLA Piper’s marketing team used a predictive analytics model to harness its data, create market insights and make predictions that are more accurate than guessing what clients will pay for and value. Results and lessons learned will be shared from their 2017 big data project.

Heather-Reid.pngHeather A. Reid
Senior Director, Marketing


Driving Top Line Growth With a Killer Proposal Strategy

Let’s face it, folks — the expectation for law firm business development teams to drive top line revenue is coming from every part of the organization, from the Managing Partner on down. And while taking responsibility for revenue generation is a risk, it is also presents a lot of opportunity for those who can figure out how to navigate it. In this Ted Talk, we’ll discuss the hallmarks of killer proposals, from start to finish, and how you can use technology to drive the process.

Keith-Wewe.pngKeith N. Wewe
Vice President, Strategy and Solutions
Content Pilot LLC


4:45 p.m.
Wrap Up and Final Q&A
5:00 p.m.
Program Conclusion