Dive Deep Into an Area of Interest With a Focused Cohort

We are offering four pre-conference programs as part of the 2021 LMA Annual Conference — covering topics from data analytics to improving the client experience journey and more. Explore these offerings, which are now open for registration.

Explore the Full Education Lineup


Be a Dot Connector


Improving client experiences using your unique visibility into the interconnections between people, processes and procedures and how to leverage that knowledge

  • Hosted by the Solo/Small Team SIG, in collaboration with the Plaintiff Firm SIG
  • In person at The Diplomat, Hollywood, Florida
  • October 22 | 10 a.m. - 4 p.m. ET
  • $595 members | $695 non-members

BoK Domains: Business Development and Client Services
BoK Competencies: Sales and Networking Techniques, Internal Client Communications and Feedback, & External Client Communications and Feedback

Delisi Friday, Director of Marketing & Business Development, Cowen | Rodriguez | Peacock
Brandi Hobbs, Director of Operations & Process Improvement, Offit Kurman
Heather McCullough, Partner, Society 54, LLC
Tim McKey, Co-Founder, Vista Consulting
Jaron Rubenstein, President, RubyLaw
Erin Ryan, Senior Manager, Business Development, McGuireWoods LLP
Monica Ulzheimer, Senior Litigation Marketing Specialist, Alston & Bird, LLC

Program Description:

Clients are essential to your firm (and why you have a job) but often the key interactions that they have along their journey with your organization are haphazard at best. Having a clear understanding of a client’s experience with your firm along each touchpoint in their journey can be the differentiator that you are seeking. And guess what? You have a superpower that you may not even be aware of yet. You are a dot connector. One of your greatest assets to the firm is that you are central to many of the interactions, both external and internal, and thus have great knowledge about the interconnections between people, processes, and procedures and how each of these can be improved and enhanced.

The interactive Solo/Small Team Pre-Conference will be a time to learn from industry experts, share best practices with peers, work through scenarios that we have all faced at one time or another and crowdsource solutions to those issues.

Thinking about the client journey from the moment that the client first hears about your firm to when their matter/litigation ends, we will set the stage for you to begin to improve each interaction through learning best practices and guidance from experts as well as your peers.

Main themes:

Touchpoint 1: Digital Marketing

Touchpoint 2: Client Onboarding

Touchpoint 3: Operations

Touchpoint 4: Turning Clients Into Raving Fans

Each touchpoint theme will be led by an expert who will offer best practices within and outside of the industry. Attendees will be given ample time between each presentation to discuss their own issues/insights/actions in a smaller group setting. During this time, participants will learn from one another and offer feedback to their peers.

As a dot connector, you are to be celebrated. Your knowledge of the firm, its clients, its people, and the resources that you have are important and understanding how to leverage this knowledge to connect the dots is key to long-term success.

Learning Outcomes:

  • Understand and advocate for your role as the ‘dot connector’ within your firm
  • Identify new ways to engage with new and existing clients via digital marketing
  • Discuss how you can turn these clients into raving fans, from the beginning to the end of their client experience, and continue to bring business for your firm.

CMO Summit: Walking in Their Shoes – What Has Changed?

How experiencing law firms from the client’s perspective impacts business development strategy

  • Hosted by the CMO/Senior Marketer SIG
  • In person at The Diplomat, Hollywood, Florida
  • October 22 | 11 a.m. - 4 p.m. ET, plus an invite-only reception
  • $695 members | $795 non-members

BoK Domains: Client Services, Marketing Management and Leadership
BoK Competencies: Internal Client Communications and Feedback, External Client Communications and Feedback, Management of Individual Personnel, & Firm Organizational Structure and Dynamics

Erin Meszaros, Chief Business Development and Client Service Officer, Eversheds Sutherland (US) LLP
Mark D. Wasserman, Managing Partner, Eversheds Sutherland (US) LLP​ 
Paul Webb, Director of Marketing and Business Development, Richards, Layton & Finger, P.A.
Doneene K. Damon, President, Richards, Layton & Finger, P.A.
Audrey A. Merkel, Director, Advisory Marketing, KPMG
Karyn Polak, Senior VP and General Counsel, Transamercia

Program Description:

Now more than ever, law firms of any size need to build and maintain a portfolio of satisfied clients. Due to business disruption and changes COVID-19 brought to the world economy, clients are pulling more work in-house, being asked to do more with less budget and are using data to compare the spend of their outside law firms.

With this in mind, it is imperative that we as legal marketers help our firms understand the best way to differentiate themselves in the market. This year’s CMO pre-con will ask for collaboration amongst you as colleagues to come to the table to discuss successful ways you have triumphed through COVID-19 and also allow you time to debate unique initiatives you may be considering as we continue to find our “new” path. Revenues remain steady for most law firms, but demand for our team’s services has increased. Can we keep up with the demand as things begin to level in the distant future or will we need to call upon stronger technology solutions, deeper use of consultants, and newer ways of delivering services? What does transformation look like for you as a firm and for your clients?

Join us as we discuss and debate the future of business development through the eyes of the client and the experience they may have with your firm as they continue to navigate the effects of COVID-19 on their business. We hope you will attend to engage in our tabletop discussions as well as learn from our Managing Partner panel and other outside experts.

Registration for the CMO Summit is available exclusively to full-time in-house CMOs and those in a full-time, first chair marketing and business development role at a law firm. To ensure a broad experience base, only one participant per firm may register. Space is limited and is on a first-come, first-served basis.

Learning Outcomes:

  • Discover what Managing Partners and Clients are thinking as we move into 2022
  • Identify the main steps within the client journey and how you can implement these steps within your firm
  • Discuss utilization of your team and how they can reinforce the client journey experience



Harnessing the Power of PR

Defining priorities and telling clients’ stories in an unpredictable and pandemic-recovering landscape

  • Hosted by the PR & Communications SIG
  • In person at The Diplomat, Hollywood, Florida
  • October 22 | 10 a.m. - 4 p.m. ET
  • $595 members | $695 non-members

BoK Domain: Communications
BoK Competencies: Reputation Management, Message and Strategy Planning, and Media Relations/PR

Michelle Calcote King, Principal & President, Reputation Ink
Bethany Chieffallo, Marketing Communications Manager, Best Best & Krieger
Suzanne Donnels, Chief Business Development and Marketing Officer, Ward, Philips and Vineberg
Ioana Good, Founder & PR Strategist, Promova, LLC
Mike Jones, Chief Executive Officer, Resound
Jillian Kanter, Marketing Manager, Verrill Dana LLP
Heather McMichael, Public/Media Relations Manager, Shook, Hardy & Bacon L.L.P.
Megan Paquin, APR, CPRC, Vice President, Poston Communications
Dan Roe, Reporter, American Lawyer
Melanie Trudeau, Director of New Business & Digital Strategies, Jaffe
Matt Yemma, Senior Vice President, Media Relations, Peaks Strategies
Brian Bandell, Senior Reporter, South Florida Business Journal

Program Description:

The PR & Communications SIG invites you to join for a valuable full-day pre-con designed to guide and rejuvenate communications professionals of every level facing a new era of PR priorities and challenges. Attendees will have the opportunity to join colleagues from across the nation for a dynamic line-up of programming encompassing media relations, internal communications, crisis communications and branding. Highlights will include a media panel, crisis communications forum, internal communications Q&A, TED Talk-style branding presentation and content strategy panel. As an added hook, for the duration of the pre-con, attendees will follow the story of new lateral litigator hire, Sofia, discovering new ways to capitalize on and maximize law firm announcements and talent.

Learning Outcomes:

  • Discuss new trends in media relations and how best to connect with the media
  • Identify crisis communication skills to help navigate today’s challenging PR landscape
  • Learn different techniques to help in developing content directly from your lawyers
  • Understand the overlap in communications

Rise of the Legal Marketing Technologist

Data Analytics: Leveraging data to make informed marketing and business decisions

  • Hosted by the Marketing Technology SIG
  • Virtual Pre-Conference Program
  • 2-Part Series | October 5 and October 12
  • $495 members | $595 non-members

BoK Domain: Technology Management
BoK Competencies: Analytics and SEO

Maggie Ackell, Manager, Axiom
Paul Giedraitis, Principal, Axiom
Vik Gupta, Director of Marketing, Technology and Operations, Cozen O'Connor
Helena Lawrence, Owner, Sierra Marketing LLC
Mark Masson, Partner & Professional Services Practice Leader, Axiom

Program Description:

Marketing and business data analytics enable an organization to manage, evaluate and control its marketing, business development and sales efforts by measuring marketing performance. In short, data analytics optimizes a firm or businesses’ marketing and business development strategies and activities. With the use of marketing technology, organizations are able to improve their return on investment (ROI) by identifying effective marketing methods and adjusting campaigns and business development activities to maximize conversions and sales.

However, if you’re like most firms, many struggle to effectively translate data into insight for marketing, sales and client growth. There’s a few roadblocks marketing technologists may face:

  • “There’s not enough quality data — we need to fix our data infrastructure before we get started on data analytics.”
  • “There’s too much data — what should I focus on?”
  • “How can I turn my data into insights that will actually be actionable for the firm?”

In this session, you’ll learn tested and practical frameworks to turn data into actionable insight in our virtual two-day pre-con, where we’ll hear from industry experts on their real-world experience using data analytics, but also from peers within the industry on the tips and tricks they’ve incorporated within their firm. You’ll be able to practice new ways to review data analytics and walk away with new processes to implement directly in your firm.

Learning Outcomes:

  • Discuss ways to improve for firms ROI
  • Identify a framework to turn data into actionable insights
  • Learn new ways to review data analytics and tips on how to implement this information

The pre-conference program descriptions are subject to change.