Educational Lineup

These seven sessions are just a sneak peek at the full educational lineup releasing in July. Stay tuned on the 25+ sessions coming your way this October!

The Future of Digital Marketing: Live Q&A Session With Neil Patel

Building off Neil Patel’s engaging keynote presentation, this open forum discussion will allow attendees to ask their pressing questions related to the future of digital marketing and the impact it can bring to their firms. We’ll address how to manage all of these changes in digital marketing and how to augment your strategy to incorporate these new trends at your firm. Annual Conference Advisory Committee (ACAC) members, Sheenika Gandhi and Moses Ehlers, will moderate the questions to result in a productive conversation!

Learning Objectives:

  • Describe the latest trends in digital marketing
  • Apply trends to your firm’s strategy and business development goals
  • Brainstorm new digital marketing ideas with fellow legal marketers

Speaker:

Neil PatelLeading Digital Marketing Authority & 2021 LMA Annual Conference Opening Keynote

ACAC Facilitators:

Sheenika S. Gandhi, Director of Marketing, Greenberg Glusker Fields Claman & Machtinger LLP

Moses Ehlers, Marketing Manager, Fish & Richardson


Fireside Chat: Change Management Insights From LMA Leaders

Our LMA "Next Big Thing" topic for 2021 is change management, focusing on helping legal marketers and business development professionals navigate change as a constant with practical insights, open dialogue and a proven methodology.

During this fireside chat, our 2021 NBT Co-Chairs, Ashraf Lakhani and Jill Weber, will talk with an esteemed group of past LMA presidents about both successes and lessons learned as they fostered change within their organizations. Through an honest discussion of the highs and the lows of change management, you will walk away with useful ideas you can implement in your own organizations.

Learning Objectives:

  • Discuss the Change Management ADKAR Model® as a framework to guide change and improve outcomes
  • Understand common change management missteps and how to overcome resistance and barriers to change
  • Identify best practices to minimize challenges, including how to speak to both minds and hearts when undertaking change

Panelists:

Adam Severson, Chief Marketing & Business Development Officer, Baker Donelson

Lisa M. Simon, Chief Marketing and Business Development Officer, Lewis Roca Rothgerber Christie LLP

Alycia Sutor, Managing Director, GrowthPlay

Cynthia P. Voth, Chief Client Officer, Miller Nash LLP

NBT 2021 Co-Chair Moderators:

Ashraf Lakhani, Chief Business Development and Marketing Officer, Porter Hedges LLP

Jill S. Weber, Chief Business Development Officer, Quarles & Brady LLP


Strengthening Your Sage Leadership Style: The Connection of Mindfulness, Innovation and the Law

You are not in control of your brain. If you were, you would not wake up at 3 in the morning worried about your to-do list. You would not come home from work feeling defeated by the challenges of the day. Instead of indulging in vices, you would celebrate the awesome human being that you are. If you were in control of your brain, you would not let fear hold you back from reaching your true potential.

Join us and learn how to identify the saboteur that is getting in your way. Learn how to use your sage to strengthen your positive intelligence and your ability to innovate. Build self-awareness for your thoughts, emotions, and beliefs and connect them to action and results. Strengthen your leadership style to resonate across the organization. Learn how “little action” is as important as “big action” in the process to innovate.

Learning Objectives:

  • Discover key neuroscience techniques that foster belonging and innovation at work
  • Identify the skills needed to set yourself apart and stand firmly in your values
  • Discuss how to prioritize belonging, equity and inclusion techniques to manage hybrid teams with grace
  • Differentiate your leadership style by navigating your law firm culture with ease and flow
  • Apply an integrated mindset to foster greater innovation on your teams

Panelists:

Connie Brenton, Chief of Staff and Senior Director of Legal Operations, NetApp, Inc.

Olga Mack, Chief Executive Officer, Parley Pro

Monica Phillips, President, Spark Plug Labs

Moderator:

Maggie T. Watkins, Senior Client Services Director, Womble Bond Dickinson (US) LLP


Firms That Have Strong Corporate Citizenship Build a Loyal Client Following

During 2020, several disasters took place in addition to the COVID-19 pandemic, and law firms stepped up to help their communities by providing pro-bono services and aiding recovery efforts. This presentation will provide an overview of case studies from three firms about unique community services in 2020 and how legal marketers designed programs around corporate citizenship…  receiving national attention in the media for their efforts. Additionally, we will discuss how doing the right thing increases the client following.

Glimpse of the three case studies:

  • Ball Janik helped Oregon residents and businesses in the Cascade Mountain range who were devastated by wildfires. They also helped restore internet connectivity and communication to get businesses, schools and residents up and running during the pandemic.  
  • Waller helped Tennessee residents with the recovery efforts from the deadly tornadoes that touched down before the COVID lockdowns. Several months later, the firm revamped its holiday gifting process and worked with clients to select a charity of choice. Waller also made contributions to food banks in all six of their markets.
  • Porzio, Bromberg & Newman assisted underprivileged communities and struggling businesses during the pandemic by offering pro bono services to the city of Newark. The firm also provided business and legal support to struggling local businesses in the area. In lieu of traditional holiday gifts, the firm distributed a book written by New Jersey’s first African-American Supreme Court Justice, James H. Coleman Jr., and donated to the Law Firm Anti-Racism Alliance on behalf of its clients.

The moderator will call on each presenter to share real-life scenarios of how these efforts deepened their relationships with their communities and enhanced their firm’s external messaging and connection to clients — all while being good corporate citizens.

Learning Objectives:

  • Identify opportunities for corporate citizenship and how to build internal support and buy-in
  • Discuss how to leverage corporate citizenship initiatives for client development opportunities
  • Evaluate the effectiveness of the program including the program's impact on client loyalty
  • Review how to implement corporate citizenship programs into the firm's strategic plans and objectives

Panelists:

Amanda N. Loesch, Chief Marketing Officer, Porzio, Bromberg & Newman, P.C.

Morgan Ribeiro, Chief Business Development Officer, Waller Lansden Dortch & Davis, LLP

Elle Walch, Business Development and Marketing Manager, Ball Janik LLP

Moderator:

Ioana Good, Founder & PR Strategist, Promova, LLC


Agility in Crisis Communications: Proactivity to Protect Your Brand

After weathering a blistering array of crises over the past two years, legal marketers are expected to be agile crisis counselors. They must protect both their law firm’s and client's brands, internally and externally, in the face of challenging scenarios. This session will give LMA colleagues a chance to learn from one of the world's most prominent cruise lines, fellow law firm leaders, and agency professionals. Collectively, panelists from each of these unique perspectives will share multiple case studies as examples of lessons learned and distill them into a useable checklist of best practices for attendees to takeaway. This "how-to" checklist includes the initial questions to ask, the first steps to take, who should speak on behalf of the firm and client, and the answers to questions every crisis counselor will face.

This session is packed with detailed information and exciting takeaways to empower corporate communications teams, senior leaders, and those new to the industry. This program will strengthen attendees’ agility and provide a core checklist for handling crisis situations.

Learning Objectives:

  • Discuss what it is like handling crisis pressures from various positions and perspectives as a legal marketer or corporate communicator, and evaluate what rises to the level of "crisis" from among different scenarios and situations
  • Identify the first five things you should ASK yourself (and others) in any crisis scenario and describe the first five things you should DO in any crisis situation, in order to speak on behalf of the firm and client
  • Recommend a preparedness communications “checklist” to proactively and swiftly navigate any situation, communicating internally and externally

Panelists:

Chris Chiames, Chief Communications Officer, Carnival Cruise Line

Shanon Lazarus, Director of Marketing and Business Development, Bressler, Amery & Ross, P.C.

Dave Eric Poston, CEO and General Counsel, Poston Communications

Alejandra Ramirez, Director of Communications, Fried, Frank, Harris, Shriver & Jacobson

Moderator:

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


No Longer Taboo: Helping Lawyers Embrace the Power of Selling to Win More Clients

While sales has been a taboo topic in law firms for some time now, the pandemic has escalated the need for lawyers to understand that clients are not afraid to be sold to. In fact, they are now requesting it. Not necessarily by saying the word “sales,” but in the way they have defined “understand my business.” Connecting the right skill set to your clients’ needs to help them attain their business goals and objectives is in essence sales. Rainmakers in law firms are akin to effective sales executives as evidenced by the very process both take to understand the client and create opportunities for success. We will explore ways that you can engage with your attorneys to help them understand the power of selling, why clients are now seeking to understand their law firms’ capabilities, and how successful sales techniques are no longer taboo, but an effective element of your strategy. As we plan to reconnect with our clients face-to-face, let’s rise to the occasion and show our attorneys a way to deliver the sales approach with a refocused agenda!

Learning Objectives:

  • Identify the elements of an effective sales cycle and how you can introduce, develop and move that cycle along
  • Explore the ideas behind why top rainmakers in law firms are not considered “sales agents” but ultimately follow the same methodology
  • Understand the importance the power of communication and the importance of nailing the delivery of the message when talking to clients, especially when virtual

Speakers:

Rory Channer, Chief Commercial Officer, BehaVR, LLC
Erin Corbin Meszaros, Chief Business Development and Client Service Officer, Eversheds Sutherland (US) LLP


Understanding Diversity, Inclusion, and Bias at Work – VIRTUAL EXTENSION

In this session, we will unpack the terms diversity and inclusion. We will discuss their importance and how bias – conscious and unconscious – shows up in law firms and how it undermines our diversity and inclusion efforts.  We will discuss strategies for interrupting bias, inclusive leadership, and fostering engagement.

Learning Objectives:

  • Compare and contrast the terms diversity and inclusion and their importance in fostering engagement
  • Explain bias – conscious and unconscious – and how everyone has unconscious bias
  • Identify strategies to interrupt bias to foster a more engaged workforce

Speaker:

Samia Kirmani, Principal, Co-Leader Workplace Training Group, Jackson Lewis PC