Pre-Conference Program | Monday, April 8
Impact Marketing for Small and Mid-sized Law Firms
8:00 a.m. – 5:00 p.m.
Discover the specific tools required to be a successful business development and marketing leader in a small to mid-sized law firm, when time, people and money are limited and stretched to capacity.
These sessions will leverage the knowledge and experience of in-house marketers and consultants who have built innovative programs executed in this environment. You will examine a variety of business development and marketing topics and case studies and leave with a clear action plan for maximizing existing resources and tapping into new resources to exceed expectations.
Director of Marketing
Langley & Banack, Incorporated
Chief Marketing Officer
Zuckerman Spaeder LLP
Whether a first-year marketer or seasoned professional, you may have a fear of failing, fueled by lawyers (and staff) who frustrate and intimidate. This fear can be immobilizing, but what does “failure” actually mean? A failure to one person might simply be a great learning experience for someone else.
In this session, you will learn how to work with demanding and difficult personalities and examine the “imposter syndrome,” which feeds two basic kinds of fear: action and inaction.
You will learn:
- How to stop feeding your fears and optimistically focus on your successes
- How procrastination plays a role
- How to understand the language/perceptions of others and adjust your behavior accordingly
- Ways to bolster your confidence and live a fearless existence at your firm
Jennifer A. Cameron
Marketing and Business Development Manager
Are you the first marketing professional your firm hired? Are you a team of a team of one, one and a half or two and not sure where to start in creating a business development culture? Find out how Sheenika Gandhi won the respect of her lawyers and implemented the firm’s first marketing budget, and gain lessons she learned from wearing multiple hats day after day.
You will learn::
- How to create a budget that works for the culture of your firm
- Launching a beta business development coaching program
- Tackling random acts of events and sponsorships
- Implementing essential technologies within a limited budget
Sheenika S. Gandhi
Director of Marketing and Business Development
Payne & Fears LLP
According to Walker, a customer experience consulting firm, “by the year 2020 [client] experience will overtake price and product as the key brand differentiator.”
In this session, you will look at the differences between client service/feedback and client experience. Plus, you will see how other organizations are building their building their customer experience (CX) programs and creating initiatives that you can readily implement within your own firm. Get ready to envision a future of extraordinary CX.
You will learn:
- What CX is and who in your firm should be involved
- What other organizations are doing to promote and execute CX programs
- Ideas for creating and/or implementing CX programs within your firm
- Outcomes from successful CX initiatives
Director of Coaching
Firms are feeling the impact of rapidly changing technologies and the market’s demand for a more personalized and relevant online journey. In this session, you will learn how to implement strategic changes to your digital platform to meet ever-evolving client expectations and deliver the right information to the right visitor at the right time. Discover how to put client experience optimization — the art of providing users with a frictionless, intuitive, efficient and customized journey — at the core of your website strategy.
You will learn:
- How technological advancements allow firms to customize the online visitor experience
- Where to start and how to segment markets and develop meaningful client experiences
- How to personalize the journey based upon markets, interests and previous user-metrics
- How to track and analyze each visitor’s movement through your website for an end-to-end view that ensures you provide the most relevant information to them
This session will draw from a case study on how a complete personalization strategy was implemented and provide key takeaways and learnings from other firms.
Law firms are at a tipping point in technology and how it can drive success and revenue generation. For the first time, data is considered “cool” and firms are waking up to new possibilities.
As artificial intelligence, business intelligence and big data take hold, here is an opportunity to describe your experience with these technologies and examine the foundations required for delivering successful CRM programs. You will focus on experience management, cross-selling, referral tracking, segmentation and data mining, and how data and technology supports these programs. You will leave knowing how to implement these technologies to deliver real ROI.
You will learn:
- How a major law firm succeeded in revolutionizing their CRM
- A list of “golden rules” you can apply within your own firm
- How new technologies can support your underlying business processes
Chief Knowledge Officer
Bilzin Sumberg Baena Price & Axelrod LLP
Stanton Allen Limited
It’s not enough to just hire experienced marketing and business development professionals — you also have to train them to coach your lawyers. Client demands, information accessibility and the technology explosion have resulted in a rapid change of pace and an “age of business development specialization.” To stay competitive, productive and profitable, you must recognize the need for ongoing, results-driven internal coaching (training) programs.
This session will focus on the practical platform skills and confidence your team needs to succeed and put the latest BD trends and techniques at your fingertips.
You will learn:
- The background and theory behind business development coaching for lawyers
- Tips for effectively communicating key messages while coaching
- Best practices for utilizing business development interactive/experiential delivery tools and techniques, including individual business development plans and pipeline management
- Strategies for managing touchy topics , such as listening to your clients’ needs and asking for business
Chief Marketing and Business Development Officer
Stroock & Stroock & Lavan LLP
Stuart N. Goodman
Chief Business Development Officer
Goodman Business Development
Wrap up your Impact Marketing pre-conference by participating in this group conversation, facilitated by the Small Firm/Solo Marketer SIG co-chairs. You will talk about how to implement what you heard during the day and solicit ideas about how to balance the benefits and pressures of navigating within the small and mid-size firm environment.