Agenda

Don your best cowboy cocktail casual and join LMASE for a night with the country music stars as we welcome everyone to Nashville! Stick around after the reception for a CMA Awards viewing party.

We are thrilled to welcome “National Geographic Adventurer of the Year” and record-setting Appalachian Trail hiker Jennifer Pharr Davis as our conference keynote this year.

Jennifer has hiked the Appalachian Trail three times, and in 2011, she set the fastest known time on the Trail, completing 2,190 miles in 46 days- an average of 47 miles a day- and besting marks established over decades by elite male ultra runners. She also backpacked 700 miles across the Pyrenees and Iceland during the second and third trimesters of her first pregnancy and hiked 1,100 miles across North Carolina while nursing her newborn son.

As a leader who is used to being “in harmony” with nature, Jennifer will be sharing her personal stories from the Appalachian Trail and what’s she’s learned about herself from often challenging circumstances outside her control.

She’ll share what she’s learned about communication, trusting your instincts and how believing in yourself and your team can help the right pieces all come together.

“I decided that I was going to either fail or succeed. But I wasn’t going to be complacent.” – Jennifer Pharr Davis

• Track 1: “Going Solo or Touring with the Band? Finding Your Best Gig at a Big, Mid-Sized or Small Firm” with Alice Simons, Rachel Mershon, Jessica Cox, and Paul Bonner

  Have you spent your legal marketing career at the same-size firm because it’s what you know? Perhaps you’ve been playing with the BigLaw band and you wonder if a gig as a solo marketer might be your jam, or vice versa?Join our panel of seasoned legal marketers and recruiters who have experience and advised at all different sized firms as we share how we weighed the pros and cons of factors such as paycheck, flexibility, lifestyle and role to find our true harmony at different points in our careers.You will come away from this session knowing what to ask yourself when considering a move, understanding yourself well enough to know what you want, and how to determine your personal workplace priorities.

• Track 2: “Singing Praises: Marketing Your Team for Success & Proving Impact to the Firm” with Emily Hillman, Katie Holcombe, Nathalie Daum, and Tracy Roberts

  Accurately evaluating your Key Performance Indicators (KPIs), and there are many KPIs to assess, is one the biggest challenges plaguing business professionals within law firms. Often, data is stored in spreadsheets, on document management systems and *gasp* in the brains of our team members. Each of these methods can present challenges for providing data that is meaningful for future success and for marketing this data internally.This panel discussion will delve into essential data metrics your team should be tracking to gain support from management, and explore ways to streamline the reporting and internal promotion of this information based on our own experiences.

  We will share real world case studies of how teams are tracking and reporting on their efforts and discuss practical tactics and best practices for implementing systems for success.

  Whether you’re a team leader looking to boost morale and prove impact internally or a team member seeking greater recognition and more streamlined processes, this panel discussion will provide insights and strategies for evaluating KPIs and marketing yourself and your team within your organization. 

• Track 2: “Move On Pivot” with Nikki Griffin

  All great moments or decisions in life and business bring us to a crossroads and all decisions are made from a place of pain or pleasure. Participants will learn in this interactive session how not to be afraid to fail and learn how to act in a positive direction. When we operate from a place of positivity, it creates a harmonious balance across all aspects of our lives. Participants will receive take away tools that will assist them in implementing the theory’s discussed in everyday life.

• Track 3: “A Balancing Act – Building and Leading High Performing Teams” with Rachel Shields Williams and Jenna Schiappacasse

  There should be nothing more important to a good leader than the success of the people they are privileged to lead. Connecting culture, motivation, common goals, and efficiencies are what truly create harmony in high-performing teams. We have all read countless articles about the value in creating these types of teams; in today’s hyper-competitive, budget-conscious, emotionally intelligent world, how can you build a high-performing team that sustains the test of time? Hear two AmLaw 100 leaders(in Martech and BD) lead a discussion around  how they took established teams and built them into consistently high-performing teams. Attendees will learn:

  • How to assess the skills your team needs to meet and exceed established goals, and how to hire for creative roles and skillsets
  • Tips for setting culture standards from the beginning and continuing to connect them to the work you do each day
  • Communication with transparency, vulnerability, and humanity while getting sh*t done
  • When to lean in, how to delegate with purpose, and how to motivate managers to truly lead
  • Coaching for meeting people where they need to be me

• Track 1/Track 2: “From the Grand Ole Opry to the Brand New Website: How to Harmonize the Digital Revitalization Process” with Jaron Rubenstein and Robin McLoughlin

  Join RubyLaw, a leader in Content Lifecycle Management (CLM), as we take to the stage with legal marketing experts to discuss the many facets of website refresh initiatives, and how to ensure that results are in harmony with leadership’s expectations.

  Our presentation will span the spectrum of website revitalization—from evolution to revolution—and the roles that experience, partnership, and technology have in ensuring the desired outcome. The session will include a panel of legal marketers with important, first-hand perspectives on refresh projects—sure to leave participants shouting, “Encore, encore,” afterwards. It will also include tips and tricks on what the most cost-effective options are for those looking to carry their budget further, as well as what it looks like to do a complete rebrand, redesign, and relaunch from the ground up.

• Track 1: “Polyphony: Creating the Perfect Pitch to Attract Leads and Keep Clients” with Jennifer Bordeaux and Fizzy Little

  This program highlights the success a law firm achieves and sustains when the individual parts of a practice harmonize to create a polyphonic client care experience. When technology and communication are cohesively utilized, marketing and legal teams can operate in a harmonious manner. This harmony creates the perfect pitch to attract and convert leads, effectively transition and manage cases, and provide a seamless client experience leading to efficient firm productivity and growth.

• Track 2: “Using Your Own Circle of Influence to Become a DEI Champion” with Danielle Smith, Leeann Huynh, and Julie Wall Khoury

  Ever think, “But I’m just me?” “How do I have any influence here?” 

  Just like the rhythm guitar is one small part of a band; its role is critical to the composition of a song. It’s the steady beat, it’s the constant that helps keep the melody, and its main job is to harmonize with other instruments. 

  We ALL have our own circle of influence, and whether we realize it or not, even the most junior legal marketer has the power to influence their firm/organization’s culture, especially when it comes to DEI. 

  From building client teams, pitching media opportunities to conducting research, drafting award submissions, creating events, speaking to summer associates, to even being in charge of the graphics and external branding of your organization, EVERY role has some degree of power and influence to be an advocate for DEI. 

  Attendees will leave this program with many practical (and realistic) ideas they can take back and start working on tomorrow.

• Track 1: “Meet the Juniors” with Dave Weinberger

  For the first time, let’s shine the light on the most agile folks on the team, the ones that get sh*t done—The Juniors. Junior members of marketing and BD teams are the most likely to adapt quickly, both with responsibilities and technologies. This panel will focus on strategies and tactics for getting work done, finding career opportunities, and striking the right chord.

• Track 1: “Spinning the Hits: 25 Chart-Topping Business Development & Marketing Tips You Can Use Now to Coach Your Firm’s Attorneys” with Caroline Berger and John Reed

• Track 2: “Client Feedback: The Best Instrument for Strategic Decisions” with Ali Ferro, Laura Meherg, and Meagan Nebel

  The core of a client feedback program is ensuring you are exceeding clients’ expectations and understanding their unique preferences, challenges, and needs. But there are more ways to leverage the valuable insights gleaned from client feedback interviews. During this session, you’ll hear how one firm is using client feedback to ensure their clients’ voices are at the center of their firm’s broader strategy and efforts, including using feedback to inform lateral hiring and growth efforts, redirect internal processes and policies, guide training programs for attorneys, and more. Panelists will offer insights from three different perspectives – the client feedback interview consultant and professionals from the Firm’s business development and recruiting departments – and provide real examples of how they harmonize to leverage clients’ feedback and insights.

• Track 3: “Level Up for Your Lateral Partners: A Journey from Orientation to Integration” with Erin Ryan and Rachel Cohee

  Do any of these statements ring true in your law firm?

  • Lateral partner integration is a fraction of many peoples’ jobs – we do the best we can but lack an overarching strategy.
  • When a partner joins my firm there is a flurry of activity in the first month, but sustained efforts are difficult.
  • “Successful” partner integration hinges on the business professionals. The lawyers rarely engage.

  Investment and collaboration are two overarching forces in lateral partner integration. Think of them as a sliding scale on your journey from orientation to integration. In this session, we will examine how those forces intersect with four integration amplifiers: people, tools, processes, and technology. Topics will include:

  • The business case for focusing on lateral partner integration
  • Key elements of orientation, onboarding, and integration
  • How to use the amplifiers to level up
  • Key data points to jump start and enhance your firm’s integration strategy
  • A practical, hands-on experience to assess where you are and where you could go in your lateral partner integration efforts

• Track 2: “Toxic Positivity vs. The Vortex of Negativity: The Importance of Balance in Management & Motivation” with Julie Amos and Emily Gallagher

  In this session, we will learn how to assess both team dynamics and individual needs. Positivity is an essential tool for effective team management, but it’s a slippery slope to creating an environment of toxic positivity. Conversely, when the high-pressure demands of the legal marketing role are not appropriately addressed, the negative impact can spread within a team and create a proverbial vortex of negativity. 

  We will explore how to strike the right balance – maintaining a forward-focus while also acknowledging and addressing the root causes of negativity in the workplace. We’ll discuss how to help identify the signs of toxic and underperforming teams, including how to assess the mindset of individual team members, develop effective and realistic communication strategies, and improve the team’s overall performance and engagement.

  Presented by two veteran legal marketers, Julie Amos and Emily Gallagher, this session will take a light-hearted look at serious issues. The session will weave in humor and practical tools to help attendees be better teammates, managers, and leaders.

• Track 2: “Working In Concert to Elevate Your Brand and Position” with Andy Laver, Michelle Friends, and Jill Huse

  Given the amount of noise and chaos in the legal world these days, it should surprise no one that personal branding has taken center stage. Whether you are new to the industry and looking to grow your career or a seasoned roadie looking to take the next step in your world tour, personal branding is the answer. However, with so many different opinions and tunes floating around, it can be hard to know where to begin. How do you know which lyrics are right for you? How can you ensure your brand is coming across as clearly as possible? How do personal branding strategies impact your professional development and how can you work to ensure all members of your band are singing your praises? Luckily, there are answers. 

  Hear from two seasoned legal marking and business development professions who have recently crowd surfed their way into C-suite roles at new firms by not only relying upon their skills and experience, but the support and contributions of their backup singers and crewmates.
  

• Track 3: “Experience Management as a Platform for an Inclusive and Collaborative BD Culture” with Clinton Gary and Chris Fritsch

  Experience Management is the foundation of an empowered and collaborative business development culture.  Finding ways to capture and share and attorneys’ experience, talents, and aspirations has been increasing in interest, importance – and impact – for firms of all sizes. This is due to a number of trends including firm growth, inclusion, and client demands.  However, experience management can be a complex project as there is no ‘one size-fits all’ approach regarding implementation and sustainability. However, there are some universal, critical questions that need to be asked and answered, and guidelines that need to be defined during the planning phase of the project, which is key to success such as:

  • Why are we doing this and how will we execute?
  • What tools, technology and other resources will we need?
  • What processes and knowledge will we need?

“Be Linked IN or Be Left OUT – Why and How Lawyers Need To Come Out Of The Shadows To Make Their Profiles and Their Presence Known” with Nancy Myrland

Over the past two years, there have been over 100 major and minor changes to LinkedIn. Research is showing us that GC and C-Suite execs are looking to LinkedIn now more than ever. The survey differences between 2019 and 2022 are drastic. GCs, C-Suite execs, referral sources, media, and other influencers are there, they are more observant, they have grown to value LinkedIn users’ content and are using the platform as a credible source when researching outside counsel. They are also paying attention to lawyer profiles and recommendations. Now is not the time for lawyers to sit back, content to observe, or “lurk” as the surveys say, allowing others to build the reputations and the relationships that they should be building. In this session, I will not only help you understand which changes are important enough for you and your lawyers to pay attention to, and which to ignore, but I will also help you understand the best way for lawyers to learn and follow through with an effective and efficient LinkedIn networking plan.

“Data-Powered Cross-Selling: How AI and Data Science can Accelerate Team Collaboration and ROI” with Paul Giedraitis and Maggie Miller

Law firms “know” that partner cross-selling and cross-collaboration activities are critically important for growth and retention of key client accounts. Yet firms very often miss the mark when it comes to identifying, prioritizing, and capturing cross-selling opportunities. Mid-sized and large firms can lose 10-30% of existing client revenues annually, in large part due to missed opportunities around introducing new service offerings into the relationship. In this presentation, we showcase best practice in leveraging data-powered cross-selling to accelerate revenue growth of client portfolios. We reveal what data sources contain hidden insights to assess and quantify client growth potential, how to determine which clients have the best growth opportunities, what services clients are likely to need next, and best actions to take that can maximize the likelihood of success. Our talk will also explore recent innovations in predictive analytics technology to support cross-selling use cases, including AI methods that leverage machine learning to recommend new services (and people) to introduce within client relationships. We will also share a recent case study that demonstrates how applications of AI-powered cross-selling can generate massive ROI and millions of dollars of benefit to firms, even over a relatively small population of partners.

“From ChatGPT to Storytelling: Tips and Tricks to Create Content That Stands Out” with Amanda Sexton

Legal marketers have a lot on their plates, but there’s a surefire way to increase campaign (and ultimately bottom-line) success: focus on better copy and messaging. 

In a busy firm, in particular when there are multiple practice areas, this can be a challenge. But we’re here to show you a way to create a foundation to build from, the shortcuts to making it happen consistently and actionable ways to take your content from generic to stand out. 

In this session, you’ll learn:

• When (and when not to) use AI tools like ChatGPT, along with the prompts you need to get quality results
• Ways to implement storytelling to showcase your firm’s unique differentiators—and how to create a common thread to tie it across multiple channels
• Quick edits to drive conversions from copy

You’ll walk away with a workbook to guide you through creating storytelling messaging for your firm, along with a cheat sheet of ways to edit your copy for maximum impact.

“Top 10 AI Tools For Legal Marketers” with Jason Noble

Some industry experts predict the transformation of law firms is on a 1-3 year horizon as a result of the introduction of AI into our workflows.  One thing to remember about ChatGPT, however, is that it’s a component and not the product – but the products are coming, and some are already here changing the way we work. 

Join ikaun Chief of Product Strategy, Jason Noble for a thought-provoking session discussing the transformation horizon for law firms, how firms can start adopting products today in a secure and compliant manner, and provide a top 10 list of AI products that are helping make the work of law firm professionals not just faster, but better and more enjoyable. 

“Evolving Legal Risks for Marketers: Artificial Intelligence, Social Media, and Web Accessibility” with Alex Karasik

Consumer and workplace privacy litigation has skyrocketed in recent years under a multitude of laws across all 50 states. 2023 has seen an explosion of corporate and personal utilization of artificial intelligence programs – revolutionizing how employees, students, artists, and consumers develop content. This session will be a guide for those looking to enhance their understanding of legal risks associated with the use of artificial intelligence, social media, and website accessibility issues in the marketing world. Hear from a privacy class action defense litigator the latest analysis on cutting-edge trends and expanding state legislation.

Marketing Remix with Tara Seewald and Sarah Happy

We’ve all been playing with the same ‘instruments’ for years  as it relates to Marketing & Business Development technology. However, the industry is changing. The products are expanding, the output for requests are increasing, and showing value to clients is imperative. It’s time to remix what we know, with a new beat and serve our firms, colleagues and peers’ solutions that reach the top of the charts.

Join us to discuss how Marketing Technologies can bring data, process, and content together to ensure your firms are all signing the same tune

How Legal Rankings Impact Generative AI and Digital Marketing with Phillip Greer and Stephanie Wilkins

For legal marketers, it is imperative to optimize a firm’s digital footprint in a world now dominated by tech tools, AI and search engines. Per a recent survey, 68% of people with a legal problem start their research online – and 21% of them mistakenly believe Google ranks lawyers based on their qualifications. To position a law firm as a leader in its field and attract the right clients at the right time, marketers need to consider the unique and important role legal rankings play in their strategy. Engaging in a reliable rankings process is key. Moreover, the right rankings process relies on three critical components. First, the process must be based on hard data and repeatable, verifiable science. Second, any process must be optimized for digital, keeping top of mind that rankings content will become part of generative AI output and must be optimized for search. Third is the presence of human intervention by experts who can oversee the process, manage the technology, immediately spot any anomalies, and authenticate and validate every insight from the data. This session will provide legal marketers with the latest updates on how legal rankings can boost their stakeholder engagement in a world where digital and AI are becoming more important every day.

• Track 1/Track 2: “Islands in the Stream: Creating Cross-Functional Harmony” with Robyn Addis, Kim Wismer, Andrew Hutchinson, Dawn Sheiker, and Yasmin Zand

  Law firm marketing departments are under increasing pressure to support strategic firm objectives and drive revenue growth. But outdated systems, siloed technologies, and lacking interdepartmental communication create barriers to progress and innovation. As technology tools have improved, the opportunity to gain efficiency in client outreach and with targeted marketing campaigns has never been more ripe. However, selecting, implementing, and deploying these tools can feel like an insurmountable hurdle for many marketing teams. So how do marketers bridge the divide between their department and IT, and once they do, work together to uncover the information they need to succeed? This session will discuss the importance of interdepartmental relationships, communication strategies, and how technology can be leveraged to improve collaboration across functions. Our facilitators will share their unique insights on using cross-functional relationships to drive innovation. And then they’ll put you in the hot seat challenging you and a small team to work through a specific challenge and identify tactics and tools to foster collaboration and drive innovation at your firm. Attendees will leave with a deeper understanding of the critical function that effective partnering plays in successful organizations today.

 

• Track 2: “Innovation in the time of Austerity” with Scott Winter and Michelle Woodyear

  In today’s challenging financial environment, firms are faced with the need to adapt and innovate while operating within tight budgets. This program aims to empower businesses to navigate these constraints and develop effective Marketing Technology (MarTech) strategies that position them for success. By leveraging existing tools and resources, participants will learn how to analyze digital engagement, prioritize initiatives, assess their MarTech stack, and understand the importance of data quality. Ultimately, the program equips firms with the knowledge and skills necessary to make informed decisions and lay a strong foundation for growth when the time is right to invest.

  • Navigating Limited Marketing Budgets
  • Assessing Digital Maturity: MarTech Stack Evaluation
  • Creating an Effective MarTech Strategy with Limited Resources
  • Selling the Vision: Art of the Possible
  • The Importance of Data Quality
  • Positioning Your Firm for Future Investment

  By participating in this program, attendees will acquire the tools and insights necessary to drive innovation, optimize marketing strategies, and position their firms for success even in times of austerity.

   

• Track 3:“Not the Same Old Chorus: Preparing Your Firm for a Recession” with Ryan Suydam

  The song is always the same. Boom times lead to talent wars and record backlogs. Then lean times follow. Growth reverses, margins plummet, and firms start laying off the hard-won talent (remember 2009 when the industry saw record layoffs?). Marketers have the opportunity to re-write this ending and position their firm to survive, even thrive, the impending contraction. But you can’t wait for hard times. Savvy firms will start now. In this peer workshop, soloists will
  complete a “downturn readiness” assessment for their firm early in the session, then in self-selected “bands”, work through one of three sample scenarios (curated from over 500 case studies) where marketers write a new ending to that sad old song and create a plan to delight clients, guiding their firms forward by focusing on perfect Interactive Workshop harmony with and value creation with an engaged workforce aligned toward client success.