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About LegalMarketing

LegalMarketing leverages the influence of the Law Firm Chief Marketing Officers, Directors and Managers of Business Development, Media Relations professionals, Managing Partners, and more – in galvanizing their attorneys to apply business strategies in legal practice. LegalMarketing’s content will focus on the client perspective and how your firm’s reputation, content output, and marketing efforts impact decisions made to give you their business.

Why Attend?

  • Learn how marketing and business development departments are becoming more involved in strategic growth through client acquisition and new business opportunities in the face of continued cost pressures.
  • Best practices for driving decisions through metrics not “gut feelings” and prove the ROI impact of your investments.
  • Gain insight on choosing best in class digital marketing platforms, project management programs, social media content management systems and other new tools to assist in creative marketing strategies.

Agenda

Day One – February 1, 2017

8:00am – 9:00am

Registration

9:00am – 10:00am

How are Partners, Business Development and Marketing Working Together: A Conversation

Marketing identifies key differentiators, develops positioning and messaging, and comes up with a strategic plan for communicating that messaging. Business development relies on research and marketing to understand the firm’s audience and then develops and pursues opportunities for growth.  Which strategies get more “spend”?  Which get more “return”?  How are law firms shifting tactics to create a holistic approach?

Arielle S. Lapiano, Director of Communications and Public Relations Paul Hastings
Rachel SilvermanAssociate Director Business Development, White & Case LLP
Deborah Farone, Chief Marketing, Business Development and Communications Officer, ‎Cravath, Swaine & Moore LLP
Despina C. Kartson, Global Director, Business Development & Communications, Jones Day

10:00am – 10:30am

Exhibit Hall Break

10:30am – 11:30am

Adding Sizzle to a Culture Buried in Traditional Conservatism

How to communicate a law firm’s “facts”— lawyers’ expertise—and “sizzle”—engaging stories—to the media.

  • Unearthing engaging stories and bringing life to dry content
  • Educating internal stakeholders on best practices for media relations and persuading them to follow your advice
  • How to leverage media connections – why do they matter?
  • Getting your pitch heard
  • Adjusting your tactics to confront the reality of shrinking newsrooms

Joshua PeckSenior Media Relations Manager, Duane Morris LLP
Amy Fantini, Director, Communications, Weil, Gotshal & Manges LLP
Ray Hennessey, 
Chief Innovation Officer, J Connelly
John Morris, 
Editor, Bloomberg Briefs (Fmr.)


11:30am – 12:30pm

Results, Reputation & Relationships: An Analytical Look at Why Clients Buy Professional Services

It’s no surprise that companies shopping for professional services – including law firms – have also become more sophisticated and discerning buyers. In order to help professional services organizations stand out from their competition in the vetting process, One North Interactive, in conjunction with Greentarget Global Group, surveyed key decision makers at some of the largest companies across the U.S. We got inside the mind of buyers and determined the criteria they use to evaluate and hire professional services firms.

Glean insights from research conducted with over 80 Fortune 500 executives. Understand the client’s selection process and how final decisions are made. Explore the role that referrals, experience, reputation, digital and more play in their purchase journey.

In addition to sharing results from our qualitative and quantitative research, we’ll discuss how you should be thinking or marketing differently in order to cater to your buyers. We’ll also highlight examples of how some Professional Services Organizations are mastering the art of attracting and winning new clients.

Nancy Kostakos, Chief Marketing Officer, Goodwin Procter LLP
Kalev Peekna, Managing Director, Chief Strategist, One North
Ryan Schulz, Director, Brand, One North

12:30pm – 4:00pm

Exhibit Hall Break & Legaltech Tracks

4:00pm – 5:00pm

Legalweek Cocktail Reception

Day Two – February 2, 2017

8:00am – 9:00am

Registration

9:00am – 10:00am

Enhancing the Client Experience While Supporting Business Development Goals

A single client experience strategy cannot be expected to meet all client demands.  After-action reviews enable the firm or practice group to learn what each client expects and relies upon to feel satisfied by providing a safe forum to discuss the drawbacks and benefits of the team’s approach.  Considered application of reviews and feedback can lead to greater efficiency, better financial results for the firm, greater client satisfaction and improved lawyer morale.

Hugh M. Dorsey, Director of Client Services & Development, Ropes & Gray LLP
Luke Ferrandino, Global Director of Business Development & Marketing, Fried Frank
Lindsey Robinson,
Manager, Business Development & Marketing, Bereskin & Parr LLP

10:00am – 10:30am

Exhibit Hall Break

10:30am – 11:30am

Effective Content Marketing – What Is It? How Do You Produce It? How Do You Measure Value?

The panel discussion will address the critical questions below regarding content marketing as well as providing practical steps that firms can take to create an effective content marketing initiative.
• How to define content marketing?
• How do you create this type of collateral on different budgets?
• How can it be distributed across multiple channels to maximize impact and create opportunities with clients?
• How do you measure return?

Michael HertzChief Marketing Officer, White & Case
Amy L. Juers, MBA, 
Founder & CEOEdge Legal Marketing
Nancy Wu
, Director of Marketing, Tannenbaum Helpern Syracuse & Hirschtritt LLP


11:30am – 12:30pm

Social Media Conversion - Going Beyond Distributing Content

Develop and execute strategies on social media that engage the target audience and generate new business or clients.

Jennifer Simpson CarrBusiness Development Manager, Lowenstein Sandler LLP
Taylor Ovalle,
Senior Communications Specialist, Cooley LLP
Marlet Edwards, Attorney & CEO, Scroll
Moderator:
Bryan Caplin, SVP & Head of Sales, Axiom Law

12:30pm – 3:00pm

LegalMarketing Concludes; Exhibit Hall Break; Legaltech Educational Tracks

Speakers

Bryan Caplin

Bryan Caplin

SVP & Head of Sales Axiom Law

Jennifer Simpson Carr

Jennifer Simpson Carr

Business Development Manager, Lowenstein Sandler LLP

Marlet Edwards

Marlet Edwards

Attorney & CEO, Scroll

Amy Fantini

Amy Fantini

Director, Communications Weil, Gotshal & Manges LLP

Deborah Farone

Deborah Farone

Chief Marketing, Business Development and Communications Officer , Cravath, Swaine & Moore LLP

Luke V. Ferrandino

Luke V. Ferrandino

Global Director of Business Development and Marketing, Fried, Frank, Harris, Shriver & Jacobson LLP

Ray Hennessey

Ray Hennessey

Chief Innovation Officer, J Connelly

Michael Hertz

Michael Hertz

Chief Marketing Officer, White & Case

Amy L. Juers, MBA,

Amy L. Juers, MBA,

Founder & CEO, Edge Legal Marketing

Despina C. Kartson

Despina C. Kartson

Global Director, Business Development & Communications , Jones Day

Nancy Kostakos

Nancy Kostakos

Chief Marketing Officer, Goodwin Procter LLP

Arielle S. Lapiano

Arielle S. Lapiano

Director of Communications and Public Relations, Paul Hastings

John Morris

John Morris

Editor, Bloomberg Briefs (Fmr.)

Taylor Ovalle

Taylor Ovalle

Senior Communications Specialist, Cooley LLP

Joshua Peck

Joshua Peck

Senior Media Relations Manager , Duane Morris LLP

Kalev Peekna

Kalev Peekna

Managing Director, Chief Strategist, One North

Lindsey Robinson

Lindsey Robinson

Manager, Business Development & Marketing Bereskin & Parr LLP

Ryan Schulz

Ryan Schulz

Director, Brand, One North

Rachel Silverman

Rachel Silverman

Associate Director Business Development , White & Case LLP

Nancy Wu

Nancy Wu

Director of Marketing, Tannenbaum Helpern Syracuse & Hirschtritt LLP

Sponsors

Venue

New York Hilton Midtown
1335 Avenue Of The Americas, New York, NY 10019, United States
+1 212 586 7000