Please join us for four fifteen-minute presentations from our conference partners. Each presentation offers a compelling take on emerging legal marketing trends poised to impact the profession.
Partner Talk #1:
All Zoomed Out: Delivering High-Quality Training Content in the New Age of Social Distancing
Zoom has become a necessary evil for staying connected in the new age of social distancing. But now that Zoom meetings and “webinars” have become ubiquitous in our work, school and home lives, everyone has Zoom fatigue and is looking once again for high-quality, professional produced content to teach and entertain us. While some law firms have been using high-quality CLE content delivered online and on demand for years to engage with their lawyers, alumni and clients, more and more firms are leaning into this approach in the new age of social distancing. Law firms also can use high-quality, training programs to help their lawyers supplement their in-person preparation of clients for important events, such as testifying at a deposition. Finally, new platforms are offering law firms the opportunity to create innovative, high-quality CLE programs that directly reach a key audience (such as in-house counsel) and produce rich data for the law firms about the lawyers who viewed their programs.
Zach McGee, Chairman, New Media Legal Publishing, Inc. & Senior Vice President, Business Affairs, Sony Pictures Home Entertainment
Partner Talk #2:
Cross-Selling: A Data-Driven Approach to Client Expansion
As the global legal services market continues to evolve, law firms continue to look inward to differentiate themselves from competitors and maximize new business opportunities within the partnership. This brief presentation highlights what your firm’s financial data is telling you about your business and how to formulate sustainable client expansion strategies. We will discuss how to create personalized digital pitches that highlight your most relevant talent and experience and move beyond staid email or PDF attachments to help separate your firm from the pack.
Kalisha Crawford, Director of Marketing & Business Development, Ropers Majeski PC
Jason Noble, President, Ikaun
Partner Talk #3:
Overcoming the Law Firm Sales Pipeline Breakdown
Law firms historically rely on marcom and RFPs to attract new matters. But in a relationship-driven business, it is the lawyers’ professional networks that secure meaningful client opportunities. How can law firms harness the full potential of their lawyers’ relationships when many partners resist business development, won’t regularly use CRM, and can’t be held accountable to a sales strategy? In this program, David Ackert shares frameworks, strategies, case studies, and tactical solutions to the law firm sales pipeline conundrum.
David Ackert, President, Ackert Inc.
Partner Talk #4:
Back Off Man, I’m a (Marketing) Scientist
Already accelerated by the pandemic, the push for greater return on your marketing efforts is only increasing. Showing a direct impact on new business has always been a challenge for legal marketers, but now there is a way forward. The nascent realm of Marketing Science combines the large pool of marketing engagement data with existing opportunity and financial metrics to provide a clear picture on marketing’s role in bringing dollars through the door. Here you will learn about how a Marketing Scientist fits with your team, the data you’ll need and why you shouldn’t feel overwhelmed by this paradigm shift.
Jason Kennedy, Marketing Systems Consultant, Wilson Allen