Pre-Conference Program | Monday, April 8

bus_law_icon.gifRise of the Legal Marketing Technologist
8:00 a.m. – 5:00 p.m.

Marketing technology is no longer something that’s nice to have. It is crucial to how we run our firms. It is constantly changing, bringing with it advancements that drive our strategy and process. Using it creatively and efficiently can set firms apart from one another. Using it poorly can set firms down an expensive path of problems and low adoption that can take years to course correct.

This program is focused on optimization of the marketing technology stack, where speakers will address some of the most important innovations — and problems — that legal marketers encounter.

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

Mary Tomaro.jpgMary M. Tomaro
Web and Interactive Marketing Manager
Jones Day

John Witts.jpgJohn T. Witts
Senior Marketing Technology Manager
Drinker Biddle & Reath LLP

9:00 a.m.
Where Are We Now? Results of ILTA’s Legal Marketing Technology Survey

In 2018, ILTA launched the first marketing technology survey for law firms and nearly 100 firms responded. We realized just how much marketing technologies have expanded when we needed 55 questions to cover them all! The survey covered nine major categories of marketing technology: CRM, Experience Management, Proposal Automation, Websites, Event Management, Webinars, Competitive Intelligence, Marketing Analytics, and Social Media. We can’t draw too many conclusions from our first collection of data, but we’ll review the methodology, the results, and plans for benchmarking the legal marketing technology stack going forward.

You will learn:

  • What tools firms are using
  • Identify what comprised a typical “marketing technology stack” in 2018
  • Review and discuss some surprises in the results
  • Identify any topics we missed for the next survey
  • Receive a copy of the complete survey results

Cheryl Disch.jpgCheryl Disch
Senior Manager, Marketing Information Systems
Duane Morris LLP

9:45 a.m.
Overview of the Digital Marketing Stack

With the explosion of technologies for digital marketing, it is no wonder that marketers and marketing technologists feel a bit overwhelmed. From big data and the explosion of digital channels to marketing automation, AI and data visualization it is hard to keep track of all the components of today’s digital marketing stack. This session will provide a framework for the day’s discussions focusing on the major technologies in a marketer’s tool belt. It will also address the technologies that are particularly useful for the legal industry. We will touch on the major technologies for (a) marketing & advertising, and (b) experiences and click streams. We will discuss how these come together in through (c) back office integration, and how (d) analysis and activation can show us what is effective and how we can continually improve.

You will learn:

  • The key elements of the digital marketing stack
  • How the elements of the stack interrelate
  • How to apply elements of the stack at their firm to more effectively market

Adam-Stock.gifAdam L. Stock
Chief Information Officer
Allen Matkins

10:45 a.m.
Networking and Refreshment Break
11:00 a.m.
The Quest for the Holy Grail of CRM — Are We Getting Close?

They say that legends have a basis in reality. Is that the case with CRM? is there an elusive special thing — an app, an approach, a policy — that will make everything better?

Let’s evaluate how the combination of firms and solution providers are approaching the question, redefining the quest and making the myth a reality.

You will learn:

  • What is changing in the evolving world of CRM
  • How firms are supporting client service with technology
  • How firms are approaching the client service tech ecosystem holistically

Jennifer Klyse.jpgJennifer Klyse
Owner and Principal
Klyse Advisory Group LLC

11:45 a.m.
Data Visualization

The current competitive marketplace necessitates a no-nonsense, data-driven approach to tracking and reporting. But how do you identify the key performance indicators (KPIs) for each marketing initiative to satisfy firm leadership? And how do you optimize your processes for maximum ROI on your marketing budget? In this interactive session, participants will compare the KPIs that are most important to their firms. They will then present a collaborative “dashboard” that provides a visual representation of what they would report to firm leadership about key objectives.

You will learn:

  • How to best track all your platforms more seamlessly (social media, web traffic, RFP win rates, inbound referrals, etc.)
  • The best practices and reporting platforms used at other firms to capture and communicate marketing success
  • How to reduce the amount of time you spend in laborious spreadsheets by applying the latest KPI theory and reporting technologies

David Ackert.jpgDavid Ackert
President
Ackert Inc.

12:30 p.m.
Networking Lunch
1:30 p.m.
Law Firm Mobile Apps: The Good, the Bad and How to Make Yours Great!

First, learn what legal marketing and business development teams are doing with mobile apps including what does and doesn’t work. Second, learn how to plan and build a mobile app that can be used to engage clients, promote the firm and generate leads.

You will learn:

  • What other firms are using mobile apps for
  • What makes a good and bad app
  • How to plan a mobile app
  • How to produce a mobile app
  • How to generate leads from mobile apps

David Ackert.jpgIan Broom
Chief Executive Officer
Fliplet

2:00 p.m.
Open to Everyone: The Business Case for Law Firm Web Accessibility

In our digital world, the internet is an essential forum for connection: but what if your law firm’s website isn’t accessible to people with impaired vision or hearing, or other disabilities?

Nearly one in five people in America have a disability, according to the U.S. Census Bureau. In this seminar, we will provide an overview of web accessibility, share key principles of accessible design and discuss the legal and reputational risks that come from failing to meet standards. We will also consider the strong business case to be made for web accessibility — from user-centric design to SEO advantages — and identify why this should be a priority for your firm in 2019.

You will learn:

  • What is web accessibility?
  • Understanding WCAG-accessible content
  • How to check if your firm’s website is accessible
  • The legal risks of failing to meet ADA standards
  • How an accessible website can improve your firm’s digital marketing, brand and bottom line

Lynn-Foley.gifLynn Foley
Partner
fsquared Marketing

3:30 p.m.
Networking and Refreshment Break
3:45 p.m.
SEO 2020: Building Your Strategy for On-SERP SEO and Beyond

Every year, reports are published stating that Google is shifting more to on-SERP SEO, or publishing content for searchers right on the search engine results page (SERP).

In this session, Diane Kulseth from Siteimprove will help you focus on three core tenets of your SEO strategy to fight against any drops in traffic coming from SEO, such as:

  • Keyword intent, what it is and why it matters
  • Looking to the SERPs for content direction
  • Strengthening your content with structured data markup and other technical optimizations

This intermediate-level session will provide a high-level SEO overview for marketers new to SEO and help attendees walk away with clear takeaways for their firm to reinforce their efforts for the future.


Diane_Kulseth.gifDiane Kulseth
SEO Consultant
Siteimprove

4:30 p.m.
Wrap Up and Final Q&A

Submit questions during the course of the day using flip charts around the room. To round out the program, the day’s panelists will respond to any unanswered questions.

5:00 p.m.
Program Conclusion