Today At LMA: AI Deep Dive, 'Fishbowl' Sessions, Keynote & Kickoff
Today’s topics range from tactical execution to the global legal context.
Ed. note: To help launch our new “LMA on ATL” channel, we’ll be bringing you daily updates from the annual Legal Marketing Association conference this week. The event runs through Friday in San Diego.
It’s the first full day of the Legal Marketing Association Annual Conference, and true to the event theme, we’re ready to go “All In” on two days of education, inspiration, and networking.
The largest global meeting exclusively for the legal marketing profession has drawn 1,200 attendees, including about 400 new members; this is the largest crowd for LMA so far. For the next two days, the conference will provide essential- and advanced-level programming spanning all six areas of the LMA’s Body of Knowledge: business development, business of law, client services, communications, marketing management and leadership, and technology management.
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Here’s a quick guide to making the most of your first day.
Snacks and Swag: Truly news you can use: The Marketplace will be open today from 7:15 a.m. to 4 p.m. in the Pacific Ballroom. Check out booths from nearly 70 exhibitors (and grab your conference souvenirs). The Marketplace also will be the central hub for conference meals and breaks:
- Breakfast: 7:15 to 8:15 a.m.
- Networking: 10 to 10:30 a.m.
- Lunch: 12:15 to 1:45 p.m.
- Networking: 3 to 3:45 p.m.
Keynote and Kickoff: The general session begins at 8:30 a.m. in Grand Ballroom 5 with a keynote session featuring Jamie Lawless, the chief executive of Husch Blackwell.
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With a story that’s exceptionally relevant to LMA attendees, Jamie has risen to the highest ranks of the legal profession without a law degree (with a marketing degree, in fact!). She now oversees the overall performance, profitability, and finances of a nearly 800-lawyer firm, and in a fireside chat with LMA President Kevin Iredell, she will share her experience and advice on how to leverage marketing skills to go “all in” for legal leadership roles.
Essentials Track Picks: If you’re building your legal marketing knowledge – or could use a refresher or two – consider these standout sessions:
- 11:45 a.m.: Drop That Spreadsheet! Using Tech to Upgrade Your BD Pipeline and Enhance ROI
- 3:45 p.m.: Building Better Bios: What Actually Matters to In-House Counsel and Clients
Advanced Track Picks: For legal marketing veterans, today offers several opportunities to further develop your expertise, among them:
- 10:30 a.m.: Exploring Global Trends in Legal Marketing and Tackling Common Challenges
- 1:45 p.m.: Inclusion Insights: Shaping Diverse Workspaces – A Series of DEI TED-Style Talks
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All About AI: LMA addresses the juggernaut of AI with two panels today:
- 10:30 a.m.: Over and Beyond AI Hype: 2024 Digital Maturity Trends that Drive Firm Outcomes
- 3:45 p.m.: AI in Legal Marketing: Leadership, Risk Mitigation, and Innovation
Top Picks for Small and Mid-Size Firms: Legal marketers with leaner teams can learn to make the most of their resources with these sessions:
- 11:45 a.m.: How to Use Google Analytics to Supercharge Marketing and ROI
- 1:45 p.m.: Navigating the Marketing Maze: An Open Exchange Program for Small to Mid-Size Firms
Top Picks for Extroverts: Dive into two “fishbowl” sessions, where participants crowdsource topics and brainstorm solutions. Attendees are advised to “Come prepared to share your own perspective, ask questions, and engage in candid dialogue.”
- 10:30 a.m.: Fishbowl Peer Exchange: Maximizing Marketing Impact – Integrating Law Firm Profitability to Engage Attorneys
- 1:45 p.m.: Fishbowl Peer Exchange: Maximizing Your Business Development, Client Service, and Cross-Selling Pipelines
Top Pick for Introverts: When you need some quiet space, a couch, and no direct eye contact, the Well-Being Room will be open from 7 a.m. to 5 p.m. in the Presidio.
Evening Entertainment: Education today ends at 4:30; we’ll reconvene at 5:30 for the Evening Reception. Channel your inner King Triton at the “Under the Sea” cocktail reception, which runs from 5:30 to 7 p.m. in Grand Ballroom 5
Advice for All:
- Download the app – “LMA Annual Conference 2024” on the Apple App Store or Google Play Store. From there, you can organize your agenda, connect with other attendees, and collect contact information.
- If you feel torn between two sessions, don’t fret: Attendees will receive access to the Recordings Bundle for breakout session recordings.
- Focus your networking time: During lunch, join a table for a Shared Interest Group (SIG) that matters to you. (You do not need to be a member to join.) On Thursday, there will be dedicated real estate for the Business to Consumer SIG, the Competitive Intelligence SIG, the Social and Digital Media SIG, the CMO SIG, and the Diversity, Equity and Inclusion SIG.
Katherine (Katie) Hollar Barnard is the managing partner of Firesign | Enlightened Legal Marketing, a communications agency for law firms and legal service providers. She also serves as co-chair of the LMA’s Strategies & Voices editorial committee.
