legal marketing association annual conference - American ...

Thursday, March 15, 2012Conference Day One3:30-4:45 p.m. Concurrent Breakout SessionsSuperTrack OneSession Track ThreeRise of the Machines: Putting Technology to Work for UsLegal marketers have a wealth of technology tools available to help us; what we need isa pragmatic approach to use them to build relationships and generate revenue. Join usfor an interactive discussion on how to effectively use technology to support your businessdevelopment efforts. Participants will break out into teams and create a conversation usingworksheets and a mobile app to respond to survey questions. You will leave with a roadmap ofwhat tools you need, based on your own responses, to strengthen your business developmentinitiatives and convert leads to new business.PanelistsMonica PhillipsDirector of Marketing and Business DevelopmentArent Fox LLPJohn M. ByrneLynn FoleyDirector of Marketing and Client DevelopmentBull, Housser & Tupper LLPTrack FourChad ErgunDirector, Business IntelligenceGibson, Dunn & CrutcherGeoffrey R. GoldbergChief Marketing OfficerLowenstein Sandler PCModeratorMark PowerFounder and CEOConcep GlobalSuperTrack TwoSessionLegal Project Management and Requests for Proposal:Demonstrating Value to a Prospective ClientMost clients examine your firm’s LPM plan to find out if the firm knows how to manage aproject on time and within budget. Schedules and budgets, however, make up just the tip ofthe iceberg. Articulating your firm’s LPM process in the RFP is the perfect vehicle to showcasethe firm’s knowledge of the client’s industry, experience in solving business problems similarto that prompting the RFP, comfort with exploring alternative fee arrangements and economicuse of client, legal and monetary resources. It can create a platform to set client expectationsand provide the method by which the prospective client describes the company’s return on itsinvestment (your fees) to others participating in the retention decision. This session will takethe audience through a case study from the firm and client perspective, showing the points ofintersection between the LPM and business development in the initial retention meeting.Michelle LeethamChief Ethics & Compliance Officer and Manager of LitigationFirst Solar, Inc.Track FiveMary E. WrightGeneral Counsel and ShareholderOgletree, Deakins, Nash, Smoak & Stewart, P.C.6:15 p.m. LMA Night Out at the Glass Cactus Nightclub7:45 p.m. Akina Night Cap14 2012 Legal Marketing Association Annual ConferenceDe-mystifying Alternative Fee Arrangements and UsingThem to Win Business in the RFP ProcessIn this interactive, hands-on session, participants will hear from in-house law firm marketers,about the latest trends in alternative fee arrangements and their increasing use as adifferentiator for lawyers and firms seeking ways to bring value to client engagements.The session will provide a review of the most-used arrangements, with several real-worldexamples and case studies discussed. Innovative approaches to moving beyond the billablehour will also be presented, including an overview of how several large companies are usingalternative fees to great success. Finally, there will be time devoted to interactive, small-groupexercises in applying various alternative fee arrangements in response to clients’ needs asstated in RFPs. Attendees will leave the session with a greater familiarity with all forms of AFAsand be better prepared to propose them in their next RFP response.Chief Marketing OfficerDrinker Biddle & Reath LLPKristin SudholzChief Value OfficerDrinker Biddle & Reath LLPThe Evolution of the Law Firm Brand. How to PromoteIndividual Attorneys within the Parameters of the Firm’s BrandTraditionally, law firm marketing departments have been focused on promoting their firms’institutional brand – rather than practice areas and individual attorneys. For some firms, thisappears to be changing. Many law firms increasingly recognize the merits of assisting thebusiness development efforts of individual attorneys. This panel will present real-world casestudies that examine law firm branding from three perspectives: the firm, the practice area, andthe attorney. Participants will discuss how to balance the firm’s brand goals with the individualattorney’s brand goals; how to ensure your firm’s DNA aligns with your brand; how to get buy-infrom firm leadership; and how best to facilitate the use of social media to support the brand.PanelistsJasmine Trillos-DecarieDirector of Marketing and Business DevelopmentFoley Hoag LLPRobert AlgeriPartnerGreat Jakes MarketingPeter WinzigDirector of Marketing and Corporate DevelopmentWeltman, Weinberg & Reis Co., LPAModeratorAdrian Dayton, Esq.CEOAdrian Dayton & AssociatesCMO Roundtable DiscussionsSee page 13 for details.Outcome: Driving Growth and Profitability Outcome: Maximizing Client Retention and Value Outcome: Improving VisibilityMasterClassMasterClassWine Reception Hosted by Shift Central immediatelyfollowing the CMO Summit (open to attendees of theCMO Summit only).The LMA Night Out is the main networking reception of the 2012 LMA Annual Conference. After a full day of conference sessions, education andstrategic thinking, this is your opportunity to kick back and relax and get to know your fellow attendees better. The 2012 LMA Night Out will be heldat the Glass Cactus Nightclub, which is on the Gaylord Texan grounds but apart from the main hotel building. The Glass Cactus Nightclub includesfour bars, a 2,000 square foot dance floor and a 13,000 square foot outdoor deck space on two floors overlooking beautiful Lake Grapevine.Please join Akina Corp at the Glass Cactus for the fifth Annual Akina Night Cap,a great way to cap off your evening with music, margaritas and mixing with friends.