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Wednesday, March 14, 2012 • Pre-Conference SessionCMO SummitNEW for 2012Are you the lead marketer in an NLJ250 law firm? Do you appreciate the opportunity to discuss with your peers the challenges of your profession and new thinking about how to expand yourfirm’s marketing and business development efforts? Working for a larger firm, you know volume and economies of scale are important. Sheer size alone brings some very real opportunitiesand challenges. The CMO Summit is the forum for high level discussion among the international leaders in law firm marketing. With a panel of distinguished speakers, an agenda ofstimulating topics and the chance to exchange ideas with peers, this day-long program is sure to generate thought-provoking discussions and implementable ideas.7:30 Registration and Breakfast8:15 Co-Chairs’ Opening RemarksCatherine AustinChief Marketing OfficerBaker Botts LLPKathleen FlynnChief Marketing OfficerSedgwick Detert Moran & Arnold LLP9:00 Economic Issues Impacting The World EconomyAnd How They Will Apply To Legal MarketplaceSpeaker to be announced9:30 Power of the Purse: How Corporate Procurementis Influencing Law Firm SelectionUnless you sit across from them in a pitch, procurement managers remain the facelesspeople accused of everything from interfering with the lawyer-client relationship; of havingno knowledge and ability to judge the quality of legal services; of unreasonably squeezingfirm’s margins; to playing firms against each other and cherry-picking in order to get thelowest price. This session for CMOs is based on a research that was conducted amongprocurement managers and was first held at Harvard Law School. It gives insight into thegrowing role procurement managers play in the firm-client relationship and discusses thefindings: How does the involvement of procurement managers influence the way law firms(should) market themselves and organize their business? How should firms deal with thisgroup whose corporate mandate it is to control cost, get external suppliers to reduce theirprices and prevent departments from unnecessary spending through managing what ispurchased? Attendees will get a summary of the findings.Silvia HodgesProfessorFordham University School of Law10:30 Networking and Refreshment Break11:00 The Elephant in the Room: Marketing TechnologyTrends You Can’t Afford to IgnoreDeveloped in association with:Technology permeates all aspects of today’s legal marketing and business developmentlandscape. However, technology only gets you so far. Striking the right balance of technology,market savvy, business acumen and creative strategic thinking can propel a firm well aheadof its peers. Our panel of leading industry-recognized experts will offer their views on currenttrends in the legal marketing technology space. We will look at specific strategic challengesand the marketing technologies that are purported to address them. The panelists will sharetheir experiences with these challenges and technologies and offer insights into how theyhave been able to achieve the balance that sets their firms apart as leaders in this space.Please come prepared with questions and observations to share as this will be an interactivediscussion with ample opportunity for the audience to participate.PanelistsDeborah McMurrayBob RobertsonCEO and Strategy Architect Chief Marketing OfficerContent Pilot LLCGreenberg Traurig, LLPJoe CalveAlvidas A. JasinChief Marketing OfficerClient Relationship ExecutiveMorrison & FoersterRopes & Gray LLPMark T. GreeneChief Business Development OfficerWaller Lansden Dortch and Davis LLPModeratorKathrine CainManager of Business IntelligenceWinston & Strawn LLP12:30 Networking Lunch1:30 Change Management Techniques for Influencing “Up”and Adapting to the Changes Occurring in the LegalServices IndustryMarketing and business development leads face significant challenges in their efforts toeffect necessary change in their organizations. The legal industry is undergoing fundamentaltransformation; department members often struggle with the evolution of their jobs; andimportant stakeholders outside your department don’t report to you. This interactive sessionwill focus on fundamental change management principles to assist you in becoming a changeagent to better manage your team and stakeholders.Michelle NoeOrganizational Development ManagerW.W. Grainger2:30 Inside Baseball: Look into a Law Firm CombinationThis session will provide insight into real world examples of the various aspects of a lawfirm combination including strategic planning, public relations, communications (internal/external), branding, business development & client relations. Adam Severson and MelanieGreen will share their experiences as they ran point from their respective firms on one ofthe largest domestic law firm combinations of 2011. Their discussion will include how theyhandled decision making, worked with lawyer leaders from both firms, and collaborated tolaunch a new identity. Melanie and Adam will share how they used technology to facilitateinformation sharing and how they partnered with other administrative groups. Come learnhow two friends and fellow LMA members collaborated on a once-in-a-lifetime project.Adam SeversonDirector of Business Development & MarketingFaegre & BensonMelanie GreenDirector of Business Development & MarketingBaker & Daniels3:30 Networking and Refreshment Break4:00 Successful Cross-Border Marketing and BusinessDevelopmentManaging marketing and business development activities internationally is a distinctivechallenge. On this panel, four leaders from major global firms will explain how they handlesuch issues as developing strategy from abroad; adapting your marketing strategy to localcultural differences; developing a brand that works across borders; building teamwork andcollaboration with people you rarely see; pricing across borders; and managing conflicts andterms and conditions compliance with clients that have regional panels.PanelistsStephanie DoyleBusiness Development and Marketing DirectorBaker & McKenzieJolene OverbeckChief Marketing OfficerHogan LovellsCherie OllandGlobal Director of Business Development & CommunicationsJones DayJeffrey J. BerardiChief Marketing OfficerK&L Gates LLPModeratorRobin SparkmanEditor in ChiefALM5:30 Conclusion of CMO Summit10 2012 Legal Marketing Association Annual Conference
Friday, March 16, 2012 • Post-Conference WorkshopAchieving Measurable Lead Generation, Increased Brand Awarenessand Business Development through Social Media1:15-4:15 p.m.Lunch will be served from 12:15-1:15 p.m. for workshop attendees only.During the course of the conference you would have heard numerous real-world examplesof law firms embracing social media tools. This practical workshop gives you the opportunityto apply the case studies and ideas you’ve heard to the reality of your law firm, your currentmarketing plan and overall business development goals. Leading this workshop will beJennifer Manton, Chief Marketing Officer of Loeb & Loeb, a firm with significant experiencewith social media, and Shawn Amos, founder and managing partner of Amos ContentGroup, who works with Loeb & Loeb on their content development strategy and producedtheir first-ever video thought leadership series, Media Mindshare. Together they will walkyou through the necessary step by step processes to plan and implement a successful socialmedia strategy.Key discussion points will include:• Rethinking your internal and external communications strategy• Gaining buy-in from your attorneys on the value of social media• Practical steps to take to develop a sustainable social media strategy• Evaluating the tools available to help streamline your use of social media• Understanding the risks and ethical considerations associated with the useof social media• Ways in which to measure the ROI of social mediaWorkshop LeadersJennifer MantonChief Marketing OfficerLoeb & Loeb LLPShawn AmosFounder, Managing PartnerAmos Content GroupWelcome to Texas!In this, the inaugural year of the Texas Chapter of LMA, it is an honor to welcome you to the Lone Star State for the 2012LMA Annual Conference.Texas is home to the second largest economy in the U.S. and the 15th largest in the world, making it a prime locationfor businesses and the law firms that serve them. Nearly all of the Am Law 200 have offices in, or serve clients in, Texas,and many more small and midsize firms serve local, national and international clients from a Texas base.Given Texas’ position in the legal arena, we are pleased to support the educational, professional development andnetworking needs for the legal marketers who call it home. With more than 100 members, and City Groups in Austin,Dallas, Houston and San Antonio, LMA Texas will serve as a vital resource for the men and women involved in legalmarketing in the state.We are excited to welcome you and convene once again with our fellow legal marketers from across the nation andinternational borders for the largest educational and networking event of the year!The 2012 conference theme is “Leadership and Effecting Change,” and it is your opportunity to gain insight frompeers and veterans as well as build personal and professional connections to help you excel in your career. Whether anewcomer or seasoned veteran, coordinator or CMO, use this conference to enhance your skills, and strengthen yournetwork to become a better professional and a more impactful member of the LMA.Michael A. Webb2012 LMA Texas Chapter PresidentDid you know that LMA introduced a discounted group rate for individual membershipin 2012? If your organization has six or more LMA members, you can save hundredsor even thousands of dollars each year.2012 Legal Marketing Association Annual Conference11
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