Agenda

As we celebrate 30 years of legal marketing in our region, we are excited to announce we have over 75 industry leaders presenting 25 educational sessions.

AGENDA AT A GLANCE:

On Thursday, November 3^rd, we kick-off the conference with an opening session at 5:00 pm immediately followed by cocktails from 6 – 8:00 pm in celebration of the anniversary of “30 Years of Legal Marketing” in the region. Registration will open at 4:00 pm.

On Friday, November 4^th, we will kick-off the day with networking and breakfast at 8:00 am with programming commencing at 9:00 am. Closing remarks will conclude at 4:30 pm.

We have organized the conference around six four-program tracks, one for each of the areas in the LMA Body of Knowledge with a bonus program discussing how the Body of Knowledge can help with training and maintaining professionalism.
Follow one of the tracks from start to finish or jump from track to track depending on your interests. A team of five-to-six people can cover the entire conference.
The overall theme of the conference will be maintaining the professionalism we have established in the legal marketing industry over the past 30 years.

Thursday, November 3rd

5:00-6:00PM Opening Session

Reputation, Revenue, Results - The Evolution of the Modern Day Marketing Department

Carolyn Sandano – Moderator

Despina Kartson, Chief Marketing Officer, BakerHostetler

Jay Linder, Director of Marketing and Communications, Cleary Gottlieb Steen & Hamilton LLP

Jason Lisi, Founder & CEO, LISI

Carolyn Manning, Chief Marketing & Business Development Officer, Mintz

Michelle Murray, Business Development Director, Strategic Projects
Shearman & Sterling LLP

Join us for the opening session of the 2022 Northeast Regional Conference Thursday evening as a panel of LMA leaders salute the rise and development of the modern day marketing department and share how legal marketing roles have developed over the past 30 years, from mimeographing lawyer bios to client-facing, crisis-adverting, proactive business advisors.

6:00-8:00PM 30th Anniversary Gala

Sponsored by Introhive & RubyLaw

Join your legal marketing colleagues to raise a toast to the 2022 LMA Northeast Hall of Fame inductees and celebrate 30 years of legal marketing in our region.

Friday, November 4th

8:00-9:00AM Breakfast (Majestic Ballroom)

9:00-9:50AM Breakout I

How to Build Your Personal Brand in Person and Virtually

Moderator: Stefanie Marrone, Fractional Marketing Director/Social Media, Marketing and Business Development Strategist, Stefanie Marrone Consulting/The Social Media Butterfly

Wendy Bernero, Growth Driver and Crisis Navigator, Chief Outsiders

Paula Edgar, CEO, PGE Consulting Group

Melanie Lippman, Founder & CEO, Melanie Lippman Style Consulting

Room: Manhattan (Stepping It Up)

BOK: Marketing Management & Leadership

This session will explore how to effectively use your personal brand to connect with colleagues, peers, referral sources and ideal clients both in-person and virtually to achieve your career goals. The information shared in this session can be used to prepare yourself for photoshoots, speaking engagements and every professional interaction, no matter the situation or audience:

How to be more intentional about developing your personal brand and leadership style
How to market yourself during all stages of your career
The growing importance of social media
How to use speaking, writing, volunteer and board roles, and PR to build your brand
How to position yourself as a leader without seeming boastful
How to be more productive and find balance
Align the messages your clothes are sending with your values and goals
Demonstrate consistency, clarity, and confidence in your professional environment; Define your unique, personal brand to engage and convert your social media following and other leads into paying clients

The Body of Knowledge and Core Competencies: The Key to Legal Marketing Professionalism

Moderator: Holly Amatangelo, Director of Education, LMA

Kevin Iredell, CMO, Lowenstein Sandler LLP and President-Elect, LMA International

Kelly MacKinnon, Global Director of Client Development, Gibson, Dunn & Crutcher LLP

William Sleight, Business Development & Communications Manager, Jones Day

Room: Gershwin 1 (Professional Standards)

BOK: All

How well do you know your job? How about the jobs of your team members? The Body of Knowledge (BoK) is the foundational resource for professional development in the legal marketing and business development profession that defines the core skills necessary to succeed. The BoK defines the accepted domains, competencies and associated skill sets within the legal marketing profession at every level. It helps legal marketers hone their skills, assists legal marketing managers to develop themselves and their teams, provides a universal benchmark against which legal marketers can be assessed, and guides LMA in delivering the right educational programming for marketers of all levels.

Join two of the creators of the Body of Knowledge – LMA’s director of education and our past and future LMA International presidents (both from our region) and the New York LSC Chair for a dynamic discussion of how the “BoK” can help us raise and maintain performance standards in our profession.

Gaze into the Crystal Ball: Marketing Masters Forecast 2023

Moderator: Deborah Farone, Strategic Marketing Management Consultant, Lecturer and Author, Farone Advisors, LLC

Michael Coston, CEO, Coston Consulting

Allan Schonberg, Chief Communications Officer, Vinson & Elkins

Room: Gershwin 2 (Big Issues & Ideas)

BOK: Business of Law

Join us for this important session where LMA Hall of Fame award winner Deborah Farone interviews two incredible marketers, each who are leading the way into the future. All three have applied their expert knowledge of other industries and interest in social media to the legal profession. They will share what they expect to see in 2023, and demonstrate how to apply what they’ve learned from other industries to law firms. The group will discuss how looking at marketing across all forms of media and a break-down-the-silos campaign approach makes a difference.

The group will answer questions including:

What are the lessons we can learn from V-Friends Gary Vee, LinkedIn’s Reid Hoffman and Spanx’s Sara Blakely on how to rethink our approach to marketing law firms?
How can you operate a marketing program by utilizing campaign marketing ideas we see consumer or other B2B products using?
How can you use the rinse-and-repeat methodology that brings marketing impact?
Why do Instagram and Twitch really matter to law firms?; and
How does diversity play a role in how we market law firms in a myriad of ways you may not expect?
How can you sell back results to management in a creative way that excites support for further marketing and creates an esprit de corps to drive change?

Rethinking Pitches and Proposals

Moderator: Steve Bell, Owner, Stevebell LLC and Senior Consultant, LawVision LLC

Jay Abrenica, Director of Business Development and Marketing, Sidley Austin LLP

Anthony Ferry, CEO, iKaun

Brandi Knox, Principal + Creative Director, Knox Design Strategy

Douglas Lancet, Managing Director of Marketing and Business Development, Robins Kaplan LLP

Room: Imperial (Best Practices)

BOK: Business Development

Pitches, proposals and responses to RFPs can comprise as much as 80 to 90 percent of a BD manager’s job. RFPs in particular can also impact other departments across the firm from HR to D&I, IT and Finance. Many of these efforts are unsuccessful or go unanswered. How do you identify real opportunities and how do you effectively seek them out and win the work?

This panel will discuss how to take a more strategic approach as to which clients and prospects to target and instituting a real go/no-go process in order to marshal resources to those efforts most likely to develop business. It will also look at how to maximize the benefit of your CRM platform and creative design formats as well as the very different challenges of pitching for a plaintiffs firm.

Building Your Client Feedback Interview Skills

Moderator: Jill Zwetchkenbaum, Associate Business Development Manager, Mintz

Beth Cuzzone, Global Practice Group Leader, Marketing & BD Solutions, Intapp

Room: Melville (Master Classes)

BOK: Client Services

Given the nature of the industry, lawyers and law firms are always in jeopardy of losing their clients, revenue, and profitability, and if your law firm isn’t asking clients important questions to address their satisfaction, vision, and needs, it becomes more vulnerable every day. A client service interview is a particularly effective way to gain insight into how well your firm is creating a positive client experience and learn what your firm could do to make clients’ experience even better.

The presenters recently published the ABA Client Interview Playbook, about the “how”, the “why”, the complexities, and the opportunities arising from client feedback interviews. LMANE attendees will receive a discount on purchases of the book.

10:00-10:50AM Breakout II

Crafting an Effective Marketing Campaign

Moderator: Dave Southern, Director of Marketing Communications, Mayer Brown

Aaron Schoenherr, Founding Partner, Greentarget

Elonide Semmes, Founder, Ravir

Room: Gershwin I (Professional Standards)

BOK: Communications

Marketing campaigns based on current issues or unique lawyer skills can be powerful promotional tools. A substantive, well-designed report or event can give rise to numerous branded spin-offs that can drive opportunity for months or even years. An indispensable tool for the “Big Four” and in other industries, coordinated marketing campaigns are still underutilized by law firms.

This panel will look at how campaigns are used outside legal and how they can boost your practice with concrete examples and tips for planning and effective execution and follow-up.

Defining Value in a Crowded Market

Moderator: Michelle Murray, Business Development Director, Strategic Projects, Shearman & Sterling LLP

Samara Abrams, Director, Legal Operations, Micron Technology

John Tyree, Managing Director, Morgan Stanley

Room: Gershwin 2 (Big Issues & Ideas)

BOK: Client Services

In this session, in-house relationship management professionals join law firm business development professionals to discuss platinum client relationship management and define “value-add.” We will review the departments within the law firm you will need to partner with, technology resources being engaged by clients for relationship management, what resources the law firms need to commit for the program to be successful, and how to gather feedback to help evolve your service to address client needs and become more profitable.

Attendees will learn to develop a clear understanding of how corporations and financial institutions engage law firms, how clients define value (tip – it isn’t about the discounts) and how to work with senior leadership in the firm to deliver A+ client service.

Using Your Alumni Network to Target and Retain Clients

Moderator: Elizabeth Claps, Global Director of Alumni Relations and Career Services, Cleary Gottlieb Steen & Hamilton LLP

Duane Eddy, Client Advisor / Client Engagement Manager, LexisNexis InterAction

Sarah Marchitto, Senior Manager, Paul Weiss

Sheri Mayerowitz, Senior Alumni & Client Relations Manager, Hogan Lovells LLP

Room: Imperial (Best Practices)

BOK: Business Development

In the latest in a series of popular LMANE programs on this topic, the leaders of alumni programs at several major firms, joined by a CRM professional will conduct an insightful discussion into how to maximize the business development potential of your firm’s alumni network.

Learn how strategically tracking alumni at firm clients and prospects and maintaining cordial relationships can lead to new or strengthened business relationships. Key elements for a productive relationship will be discussed include communication strategies, alumni boards, referrals, data and ROI measurement.

The Law Firm Website of the Future: Creating Unique Experiences to Strengthen Client Relationships and Service Delivery

Moderator: Nancy Stein, Freelance Writer and Editor, Nancy Stein & Associates LLC

Siobhan Burns, Principal, Clarity Group

Lynn Tellefsen-Stehle, Co-Founder & Chief Strategist, Structura Strategy Group LLC

Room: Melville (Master Classes)

BOK: Technology

What do users expect of a law firm website? Having an engaging, high-functioning, distinctive website is more important than ever. As corporate America goes through a profound generational shift, today’s decision makers expect more from their law firms’ digital presence. Your website needs to deliver current, relevant information in the right way and at the right time. It needs to present an accurate and compelling sense of your firm; and convince a range of audiences to engage with your firm in meaningful ways. It needs to appeal across the senses, be easy to navigate, and be focused on the objectives and experience of your users (clients, prospects, members of your firm, alumni, candidates, etc.).

In this panel discussion, three leading industry experts will talk about building the ideal law firm website for the future. Attendees will gain insights into the how-tos of framing and executing a successful website project, no matter the size of the firm. They will learn how to structure their website project to unite brand, design, content, and technology, resulting in the ideal experience that clients, candidates, alumni, and internal users seek.

Innovating Your Marketing Strategy by Making Friends and Influencing People

Moderator: Emily Rogers, Chief Marketing & BD Officer, Norton Rose Fulbright

Erin Douglass, Enterprise Account Director, Litera

Room: Manhattan (Stepping it Up)

BOK: Marketing Management & Leadership

Join us for a candid discussion between an experienced management expert and chief marketing officer. We will dive into how they took the firm from the dark ages of excel spreadsheets to implementing a state-of-the-art experience management system by leveraging relationships and a lawyer’s love of grades. We’ll discuss the approach the team took to get buy-in from leadership to how the team leverages marketing analytics to increase their share of voice in the industry.

Takeaways will include:

How to gain trust through relationships
Working on cross-department firm strategies
Leveraging analytics to increase ROI

10:50-11:15AM Coffee Break (Exhibit Hall)

11:20AM-12:10PM Breakout III

The Best Influencer is a Good Story

Moderator: Paula Zirinsky, Co-Founder & Chief Strategist, Structura Strategy Group LLP

Steve Cohen, Partner at Pollock Cohen LLP

Lindsay Griffiths, Executive Director of the International Lawyer’s Network

Adrian Lürssen, Co-founder, VP Strategic Development, JD Supra

Room: Gershwin 1 (Professional Standards)

BOK: Communications

The best influencer is not a person, it’s a good story. Original content comes in many forms – alerts, client & friends’ letters, bylined articles, blogs, podcasts, op-eds, to name a few. Your content also has many purposes – such as to inform, to educate, to create expertise and/or authority, to respond to a crisis in the marketplace, or to sway public opinion and influence. And the more compelling the content, the better the views, reads, and reactions.

This panel will discuss case studies and storytelling – and how case studies must speak to a broad business issue while at the same time vary, based on use purpose. It will also review the critical differences between content types, the importance of and the different types of storytelling within each, and how the best content you can assist with is the content that pushes the needle not just for your firm and lawyers, but for the client.

What You Wish You Knew About Organic and Paid Search and Social Media Marketing

Moderator: Robyn Addis, Chief Marketing & Business Development Officer, Legal Internet Solutions, Inc.

Daniel Martin, Director of Marketing Operations + Technology, Legal Internet Solutions, Inc.

Room: Gershwin 2 (Big Issues and Ideas)

BOK: Technology

Search engine optimization is not a set it and forget it tactic. It’s a long-game strategy. Not only should you make sure that your website is keyword optimized, but you should also be crafting content that drives visitors and interest. And once you’ve got the content piece under control, what you do with it matters. Are you relying on organic traffic and earned media to drive users to your site? Do you strategically invest budget in paid search and paid social campaigns? Perhaps a little of both?

This deep dive session will arm you with the talking points you need to educate firm leadership about organic and paid search and social marketing and how to implement any or all of it for your firm effectively. Topics include:

How users interact with your firm’s website and how it impacts your real-world Chrome UX report score
How social media and SEO intertwine and tips for maximizing those efforts
Difference between search engine optimization and marketing and how to use one, or both, for maximum impact
When and how to implement a paid social media strategy that delivers results

Hope Isn’t a BD Strategy: Launching a BD Training Program

Moderator: Kara Kane, Sr. Business Development Manager, Venable

Kelly Ryan, Sr. Manager of Professional Development, Venable

Arlana Walford, Sr. Marketing Events Manager, Venable

Room: Imperial (Best Practices)

BOK: Marketing Management & Leadership

As a BD professional, training our attorneys is part of the job description. However, implementing a BD training program is easier than you think and can add real value to the work that you and your team are doing with your attorneys and that they in turn do for their clients.

In this session, we will map out best practices that we used to create Venable’s Building Your Business Program, which in the last year has included 15 monthly sessions with an average of 100 attendees, 10 quick hit videos, a newsletter, and a coaching program. This wasn’t done overnight but with a focus on building a BD foundation for our attorneys inspired by the idiom “Hope isn’t a BD strategy, Relationship Building is.” Attending this session will help you create a similar foundation for your firm, whether it be a formal program or training for your PGs and attorneys.

Overcoming Objections and Securing Executive Buy-in

Moderator: David Weinberger, Founder, One Story Branding

Michelle Bonterre, Head of Global Marketing, Harvard Business Publishing

Room: Melville (Master Classes)

BOK: Business of Law

“Not in the budget,” “We’ve tried it before,” and “I don’t like it.” We’ve all heard these objections when asking for approvals. Those approvals can be requesting people, time and money, or even the color of an invitation. These objections are common and all avoidable if you have the right preparation and approach.

The presenters will take the audience through the “executive approval journey” and discuss the most common objections and how to overcome them. They will also address the changes brought about by the new world of hybrid workforces. No longer is it possible to do a “drive-by” office visit so access to executives and senior partners may seem even more difficult.

Strategic Client Events That Generate Business

Moderator: Nicki Furek Mullin, Director of Global Accounts, Conference Direct

Alyssa Todtman, Senior Manager of Events, Fried Frank

Steve Tyndall, CEO and Founder, Client Sense

Ryan Hayes, Sr. Marketing Events Manager, Covington & Burling

Room: Manhattan (Stepping it Up)

BOK: Client Services

Everyone loves a good party, including clients, but effective law firm events should result in increased business. How do you make sure the right clients attend and meet the right lawyers from your firm? How do you make sure there is effective follow-up after the event and how can CRM help? When is it wisest to leave the nuts and bolts of planning to event consultants and focus on the client-facing aspects of an event?

This panel, led by a member of The Legal Summit, an educational and networking forum focused on the unique needs of legal meeting professionals, will look at these questions as well as the unique issues law firm events planners are facing as we emerge from the COVID-19 pandemic and resume large-scale in-person events

12:15-1:30PM Lunch/Award Presentations (Majestic Ballroom)

1:30-2:00PM Sponsor Demonstrations

PipelinePLUS: Gershwin 1

Intapp: Gershwin 2

InterAction: Melville

Pitchly: Manhattan

2:10-3:00PM Breakout IV

Raising the Platform: Intelligently Leveraging Existing Marketing Resources

Moderator: Jaron Rubenstein, Founder & President, RubensteinTech and Founder & Creator, RubyLaw

Tanaz Talebpour, Marketing Technology Specialist, Wilmer Hale

Room: Gershwin I (Professional Standards)

BOK: Marketing Management & Leadership

Law firm marketing departments, historically, have been under-resourced—both in terms of human capital and technology. The solution, though, is neither to throw people nor software at the problem. Rather, it’s about leveraging existing resources intelligently, designing functional, scalable systems, and using the available tools to deliver successful outcomes. In this interactive, technology-focused workshop, participants will learn how to assess their respective firms’ technology ecosystems, identify potential gaps, and consider ways to optimize, i.e., by exploring available, as well as new and other, resources.

During the first half of the session, we will introduce the concept of systems design and share the legal marketing technology ecosystem, an annual study conducted by RubyLaw, in partnership with the LMA in 2022. In the second half, we’ll define the key components of a modern digital marketing campaign, and participants will map their respective firms’ tech stacks and design a system to support their campaign.

A Conversation on the Legal Industry with Gina Passarella, Editor of The American Lawyer

Moderator: Tom Mariam, Director of Public Relations, Seyfarth Shaw LLP

Gina Passarella, Editor in Chief, ALM Media

Room: Gershwin 2 (Big Issues and Ideas)

BOK: Business of Law

No one has as broad a view of the legal sector than Gina Passarella, who leads the editorial team at The American Lawyer and Law.com. Join Gina for a special look from up high regarding the state of the legal business, both present and future.

Veteran law firm communications executive Tom Mariam will have the rare opportunity to interview Gina on topics such as the latest trends for law firms, workplace culture, diversity & inclusion, mental health, the evolving role of marketers and the emerging dichotomy of “red” and “blue” law firms. Plus, we’ll have plenty of time for Q&A so you can ask Gina about what’s on your mind as we move into 2023.

Public Speaking and Executive Presence

Moderator: Angus McQuilken, Industry Relationship Executive, McDermott, Will & Emery

Aaron Kotok, Executive Director, MitraTech

Teri Robshaw, Head of Commercial Excellence, McDermott Will & Emery

Room: Imperial (Best Practices)

BOK: Communications

This workshop, modeled on a successful curriculum delivered to professional staff and attorneys at McDermott Will & Emery, will train attendees in effective techniques for public speaking, including: understanding and getting over glossophobia (the fear of public speaking), developing your message, preparing for delivery, and day-of techniques for effectively delivering your message to an audience, either live or online.

The workshop will be interactive, with a number of exercises built in to enhance understanding of concepts and practice skills.

Beyond the Billboard: Integrated Marketing Strategies for Direct to Consumer Legal Practices

Moderator: David Hitt, Founder & President at Splat, Inc.

Elizabeth Prehn, Attorney, Moskowitz LLP

Room: Melville (Master Classes)

BOK: Business Development

Law firms with significant business in direct-to-consumer marketing often rely on a limited playbook . There are more options for these firms than outdoor advertising and TV and, in this presentation, we’ll prove it. Using case studies from tax law, personal injury and family law, we’ll outline strategies for reaching consumers wherever they are consuming media, either online or offline.

CRMs, ERMs, CI, APIs - Oh My!

Rosa Colón, Senior Manager of Marketing Technology, Lowenstein Sandler LLP

Courtney Eddings Beauzile, Director, Marketing Strategy & Operations, Shearman & Sterling

Tracey Tozer, Data Lead, Introhive

Room: Manhattan (Stepping it Up)

Being “in the know” is a key part of a legal marketer’s job. Over the past 30 years, several resources have emerged that help us gather, analyze, and use information collected on our competitors, clients, and external market factors to contribute to our law firm’s competitive advantage. In this session, the panel will discuss how they leverage internal and external business intelligence tools to help their firms grow business. You will learn:

How your firm’s CRM and ERM can assist with your BD strategy;
How to use CI to stay abreast of the geo-political and macroeconomic issues that create opportunity for law firms;
How APIs are being used to streamline the information from various BI resources into dashboards that save time.

BOK: Technology

3:10-4:00PM Breakout V

Keeping a Seat at the Table: The Marketing Professional and Firm Leadership

Moderator: Joe Calve, Chief Marketing & Business Development Officer, McGuireWoods LLP

Rebecca Edwards, Senior Marketing & Business Development Manager, Williams Mullen

Geoffrey Goldberg, Director of Client Development, Ropes & Gray

Despina Kartson, Chief Marketing Officer, BakerHostetler

Room: Gershwin 1 (Professional Standards)

BOK: Business of Law

When Legal Marketing came into its own thirty years ago, lawyers looked to us to provide business generation, marketing and communications support services that they could no longer handle themselves. As our profession has grown and evolved, many firms now count legal marketing professionals as key partners in strategy and client relations. Optimum performance and professional standards are necessary to maintain our “seat at the table” and our voice in the firm.

This program will address the importance of firm management buy-in and “trusted advisor” status to the success of a legal marketing department through an exchange of views among three of our most experienced marketing leaders and a BD manager who works in the trenches day to day and has also managed to get and keep a seat at the table.

Your Law Firm’s ESG Journey - Organizing and Operating an ESG Program

Moderator: Gina Furia Rubel, President/CEO, Furia Rubel Communications, Inc.

Arsha Cazazian-Clement, Director of Global Real Estate, Shearman & Sterling LLP

Peter Mason, Independent Arbitrator & Mediator, Arbitra International and former General Counsel, UNICEF

Room: Gershwin 2 (Big Issues and Ideas)

BOK: Business Development

As corporate boards and C-Suite executives evaluate their business risks associated with ESG, law firms are increasingly developing and expanding their own ESG programs. External and internal stakeholders now expect law firms to address and report on a variety of issues including, climate, diversity, ethics, human rights, supply chain, workplace environment and retention, transparency and governance, and client and industry representation. At the same time, external stakeholders are impacting the scope and future of law firm ESG programs. What information and issues are of interest to which external stakeholders ranging from clients to standard setters like GRI, SASB, UNGC and EcoVadis? What is the impact and response to law school student ratings (i.e. Yale), internal objections and concerns, and third-party rankings? Has your firm joined, or is it considering joining, the Net Zero Lawyers Alliance?

A panel of experts will look at these questions focusing on the role marketing, business development and communications professionals have in shaping their firm’s ESG journey.

Client Success Teams: Tech Companies Have Them…Why Not Law Firms?

Moderator: Allison Nussbaum, Vice President, Client Value, Pitchly

Amber Bollman, Director of Key Client Services, Barnes & Thornberg

Dan Herbener, Client Experience & Marketing Analyst, Benesch Law

Ashley Morris, Associate Director, Client Engagement, K&L Gates

Erin Murphy, Director of Client Experience, Troutman Pepper

Room: Imperial (Best Practices)

BOK: Client Services

The core function of a client value (or client success) team in a tech company is to ensure that clients receive ongoing and lasting value from the product and services they have purchased. It is a fundamental part of the business to understand the client’s success criteria and objectives, desired outcomes, tolerance for risk, communications preferences, and more. In the corporate world there are well-defined processes for onboarding new clients and users and for evaluating client value along the lifecycle of the client relationship. Law firms, however, have been slow to embrace these concepts, however, more and more, commercial law firms are beginning to understand the value of formalizing these processes and are building programs to satisfy the needs of their clients.

As clients’ expectations continue to shift, such programs are quickly becoming necessities across firms of all sizes. In this session, we will assemble a group of law firm professionals who are actively involved in client-facing initiatives, such as client success, client value, and client experience to discuss the impact of such programs.

Fluff is for Pillows, Not Marketing Copy

Presenter: Stuart Teicher, Adj. Professor, Georgetown University Law Center; Teicher Professional Growth, LLC

Room: Melville (Master Classes)

Whether it’s in marketing copy or program descriptions, ideas need to be conveyed in a way that will both captivate the reader and persuade them to adopt the message. In this program, Legal Writing Professor and CLE Educator, Stuart Teicher, Esq., explains how to deliver a “Surgical Strike” in our marketing copy. He teaches how to write with power and efficiency by using “Intense Plain English.”

Come to this session to learn how to make your marketing copy clear, concise, and direct by using Plain English, a process for “short writing” — creating succinct, but biting sentences and picking up key details about important punctuation elements

BOK: Communications

Building a World-Class Digital Platform for Lawyers to Become Recognized Thought Leaders

Moderator: James Barclay, CEO Passle, Inc.

Julia Bennett, CMO, Brown Rudnick

Room: Manhattan (Stepping it Up)

BOK: Technology

Expertise is what sets a firm apart as the best choice for clients and talent. It’s the role of legal marketers and law firm leadership to provide the platform for Lawyers to demonstrate that leadership and build an online reputation worthy of the firm.

In this session, we take a deep look at case studies on how preeminent firms are making it easy and enjoyable for their lawyers to engage clients and prospects online, to demonstrate their expertise by publishing insights and to become recognized thought leaders.

The Best Influencer is a Good Story

Moderator: Paula Zirinsky, Co-Founder & Chief Strategist, Structure Strategy Group LLP

Steve Cohen, Partner at Pollock Cohen LLP

Lindsay Griffiths, Executive Director of the International Lawyer’s Network

Adrian Lürssen, Co-founder, VP Strategic Development, JD Supra

BOK: Communications

Beyond the Billboard: Integrated Marketing Strategies for Direct to Consumer Legal Practices

Moderator: David Hitt, Founder & President at Splat, Inc.

Elizabeth Prehn, Attorney, Moskowitz LLP

BOK: Business Development

The Body of Knowledge and Core Competencies: The Key to Legal Marketing Professionalism

Moderator: Holly Amatangelo, Director, Smith Bucklin and Director of Education, LMA

Kevin Iredell, CMO, Lowenstein Sandler LLP and President-Elect, LMA International

Kelly MacKinnon, Global Director of Client Development, Gibson, Dunn & Crutcher LLP

BOK: All

Building a World-Class Digital Platform for Lawyers to Become Recognized Thought Leaders

Moderator: James Barclay, CEO Passle, Inc.

Julia Bennett, CMO, Brown Rudnick

BOK: Technology

Building Your Client Feedback Interview Skills

Moderator: Jill Zwetchkenbaum, Associate Business Development Manager, Mintz

Beth Cuzzone, Global Practice Group Leader, Marketing & BD Solutions, Intapp

BOK: Client Services

Client Success Teams: Tech Companies Have Them…Why Not Law Firms?

Moderator: Allison Nussbaum, Vice President, Client Value, Pitchly

Amber Bollman, Director of Key Client Services, Barnes & Thornberg

Dan Herbener, Client Experience & Marketing Analyst, Benesch Law

Ashley Morris, Associate Director, Client Engagement, K&L Gates

BOK: Client Services

Crafting an Effective Marketing Campaign

Moderator: Dave Southern, Director of Marketing Communications, Mayer Brown

Panelists TBA

BOK: Communications

CRMs, ERMs, CI, APIs - Oh My!

Moderator and Panelists: TBA

BOK: Technology

Defining Value in a Crowded Market

Moderator: TBA

Samara Abrams, Director, Legal Operations, Micron Technology

BOK: Client Services

ESG: Meeting Client Expectations and Serving Client Needs

Moderator and Panelists: TBA

BOK: Business Development

Fluff is for Pillows, Not Marketing Copy

Presenter: Stuart Teicher, Adj. Professor, Georgetown University Law Center; Teicher Professional Growth, LLC

BOK: Communications

Gaze into the Crystal Ball: Marketing Masters Forecast 2023

Moderator: Deborah Farone, Strategic Marketing Management Consultant, Lecturer and Author, Farone Advisors, LLC

Michael Coston, CEO, Coston Consulting

Allan Schonberg, Chief Communications Officer, Vinson & Elkins

BOK: Business of Law

Hope Isn’t a BD Strategy: Launching a BD Training Program

Moderator: Kara Kane, Sr. Business Development Manager, Venable

Kelly Ryan, Sr. Manager of Business Development, Venable

Arlana Walford, Sr. Marketing Events Manager, Venable

BOK: Marketing Management & Leadership

How to Build Your Personal Brand in Person and Virtually

Moderator: Stefanie Marrone, Fractional Marketing Director/Social Media, Marketing and Business Development Strategist, Stefanie Marrone Consulting/The Social Media Butterfly

Wendy Bernero, Member, Chief

Paula Edgar, CEO, PGE Consulting Group

Melanie Lippmann, personal stylist to lawyers and other women professionals