2016 Law Firm Marketing and Business Development Leadership Forum
AGENDA - May 4-5, 2016
May 4, 2016
8:00 am - 9:00 am Registration and Continental Breakfast
9:00 am - 9:15 amOpening Remarks by Co-Chairs
Despina Kartson, Global Director of Business Development & Communications, Jones Day
Deborah B. Farone, Director of Business Development & Communications, ‎Cravath, Swaine & Moore LLP
Kim Kleman, Editor-in-Chief, The American Lawyer
9:15 am - 10:15 amLegal Industry Disruptors 2016
Moderator: Ryan McClead, Business Transformation and Innovation Architect, HighQ
Bryan Caplin, Northeast GM and Head of Sales, Axiom Law
Michael Hertz, Chief Marketing Officer, White & Case
Kenneth A. Grady, Lean Law Evangelist, Seyfarth Shaw LLP

The pressures on the legal industry have never been more intense but firms are rising to the challenge of distinguishing themselves as value driven, creative service providers. Or are they? We'll start the event with an expansive look at trends in the legal industry including:

  • Experimenting with new work practices in the attempt to become more competitive
  • Is project management the new black?
  • Low-cost business centers
  • Competing with non-traditional providers of legal and legal-related services
10:15 am - 11:00 amSpotlight Discussion - Powerful Persuasive Communication
Barbara Tannenbaum, Senior Lecturer, Brown University

Barbara Tannenbaum, Ph.D. is a Brown University faculty member and global communications consultant. She has worked extensively in the legal field. Across her clients in every specialty, in large firms and in boutiques, clients say that they improve their results when they improve their communication skills. Even the judiciary embraces the opportunity to develop effective public speaking skills. One of the biggest challenges firms face is that it is not only the quality of their legal advice that secures and retains clients - it is also how every member of the firm communicates that advice to their clients that drives client acquisition, satisfaction and retention.

In this entertaining and interactive keynote, she will share her insights on powerful persuasive communication.

11:00 am - 11:15 amMorning Refreshment and Networking Break
11:15 am - 12:15 pmGetting Best Value for Legal Services: How In-House Counsel Are Defining Value
Moderator: Arielle Lapiano, Senior Public Relations Manager, Paul Hastings LLP
Ilana Shulman, Chief Compliance Officer, Hill-Rom
Lisa Smith, Deputy Executive Director and Director of Client Relations, Patterson Belknap Webb & Tyler LLP
Pierre M. Gentin, Partner, Cahill Gordon & Reindel LLP, Former Global Head of Litigation and Regulatory Investigations at Credit Suisse AG

“I only use fixed fee arrangements for my (insert legal specialty) work.”

How does this statement make you feel?  You aren’t alone.  Join this discussion to understand if your firm's definition of value matches how leading legal departments approach the topic.

Topics of discussion will include:

  • New and evergreen questions are RFPs asking, and why?
  • How firms are dealing with client requests for discounts and alternate fee arrangements, and what impact has this had on legal industry business practices?
  • Negotiation tactics have you used to help convince your clients of the ROI of their legal spend?
  • Other value-added services clients are expecting


12:15 pm - 1:15 pmNetworking Luncheon
1:15 pm - 2:15 pmBuilding and Nurturing a Business Development Network
Eric R. Fletcher, Chief Marketing & Business Development Officer, Liskow & Lewis
Ted Thomas, Director, Business Development, Rimon Law
Ellen R. Musante, Chief Marketing Officer, Dentons US

A LinkedIn connection

A gym buddy

A blog reader

A follower on Twitter

A connection from a former employer

Are all these connections equally likely to bring your firm business?  What’s in your firm’s pipeline and how do you sustain your sources for fresh, viable business development leads?  In this session, we'll explore the role of your network and the network of your attorneys in the development and growth of a practice.  Topics of discussion will include:

  • Do your business development efforts suffer from an anemic strategic network?
  • What are the most effective tools?
  • What are the best ways to use and leverage social media and content marketing?  
  • What are the keys to creating and nurturing a network that will sustain a practice -- in today's changing market, as well as the marketplace of the future?

2:15 pm - 3:00 pmThe Future of Crisis Preparedness: Are You Protected?
Moderator: Despina Kartson, Global Director of Business Development & Communications, Jones Day
Jenn Connelly, CEO and Founder, J Connelly

In today’s hyper-connected world, unexpected situations can have profound implications on a firm's business, reputation and bottom line. Understanding how to manage and control unforeseen circumstances is critical to protecting your brand and ensuring successful outcomes. These are skills all firms need to know to compete in the modern business environment. This fireside chat between Despina Kartson, Global Director of Business Development & Communications, Jones Day and Jenn Connelly, CEO, JConnelly will delve into the following core capabilities:

  • How do you get out in front of a story and control the message both inside and outside your organization?
  • What are the steps you can take to prepare ahead of time so you are best protected when the unexpected hits?

The session will conclude with open Q&A. If you have a question you would like to ask anonymously, you may drop it in the fishbowl at the registration desk.

3:00 pm - 3:15 pmAfternoon Refreshment and Networking Break
3:15 pm - 4:15 pmUntapped Marketing Opportunities Within and Outside Your Firm: Millennials, the Elder Statesmen and the In Betweens
Susan Caldwell, Marketing Director, Woods Rogers PLC
Adrian Dayton, Founder, ClearView Social, Inc.

The combination of young associates and the esteemed "elder statesmen" in law firms creates a marketing divide both internally and externally. Thirty percent of CEOs at NASDAQ companies are GenXers, yet only 3% of AMLaw 100 partners are GenXers. Added to this challenge are associates on the cusp of partnership and young partners too busy with client work to market. How do you bring it all together and manage business development, match the account team to the client, and plan for eventual succession staffing?

  • Does your firm suffer from generational marketing blind spots?
  • Are your lawyers using the social media and online marketing tools that resonate with their clients?
  • Are traditional networking skills being passed down to the younger lawyers?
  • What can mid-career (the in-betweens) and associate attorneys learn from the elder statesmen?


4:15 pm - 5:15 pmChoose from Five Interactive Roundtables
4:15 pm - 5:15 pmTable 1 - How Legal Purchasing is Impacted by Your Approach to Surveys, Rankings, & Directories
Lauren Hughes, Public Relations Lead: Rankings, Surveys & Directories, Ropes & Gray LLP
Catherine McGregor, Editor-in-Chief, GC Magazine, Publishing Director, The Legal 500 (In-House)

Time consuming.  An ego boost for the partners.  A win for the marketing department.  How do you view rankings, surveys, directories, and other Best of Lists?  Whether your response falls into "love them!," "necessary evil" or "ew" (or a little of each) join this roundtable to discuss: 
  • How, if at all, awards impact legal purchasing decisions
  • Where your peers have found them helpful to business development goals
  • What questions to ask yourself when faced with a pile of surveys on one hand and a growing list of Other Projects on the other
Table 2 - Demonstrating Differentiation and Reaping the Rewards of Competitive Advantage
Michael Coston, Director of Business Development & Marketing, McKool Smith
Geetha Cherukuri, Director of Strategic Growth & Business Development, Mayer Brown LLP

What would you say is your firm's most significant competitive advantage? What steps are you taking to communicate this quality to the market? This round table will start out with these queries before launching into:
  • Positioning the firm on a high level
  • How do you decide to offer a new service?
  • How do you roll it out?
4:15 pm - 5:15 pmTable 3 - Dare to Change: Boosting Your Legal Marketing Career
Kimberly Rice, Editor-in-Chief, ALM’s Marketing the Law Firm , President/Chief Strategist, KLA Marketing Associates
Geoff Goldberg, Chief Advancement Officer, McCarter & English

Do you have great ideas that escape your lawyers’ acknowledgement? Do you yearn to be viewed as the ‘go-to’ source though you are a “non-lawyer”?

Standing confident in the breadth and depth of your marketing expertise, effectively presenting your ideas to attorneys and elevating your firm stature can be a delicate dance to master. Join this roundtable to learn critical tips and necessary mindset shifts to boost your perceived value and create the career of your dreams.

Learn how to:

  • • Powerfully increase confidence in front of lawyer clients
  • • Position into the coveted ‘trusted advisor’ role
  • • Increase your political capital within the law firm environment
  • • Create the career of your dreams by charting your own course

Table 4 - Every Firm Is Different: Align Strategy & Budget to Activities with the Greatest Return
Rob Alston, Director, Business Development and Expert Services, Thomson Reuters
Robert K. Burger, Chief Operating Officer, Sterne, Kessler, Goldstein & Fox P.L.L.C.
Today’s market landscape continues to be increasingly competitive, and everyone looks to get the maximum return out of their spend and align with their strategy. This roundtable we’ll begin by discussing some surprising developments that we have learned in researching how firms are shifting spend priorities…and what’s working and who is winning.

From that, we’ll discuss some key things that firms might consider when developing their plans and budget for success:
  • How do you best measure the effectiveness of your spend?
  • What’s unique about your strategy and target market related to your tactics/spend?
  • Are you really integrating your marketing and BD activities for a holistic approach?
  • How can technology play a role?
4:15 pm - 5:15 pmTable 5 - Creating a Cohesive Digital Strategy Across Your Firm
Jennifer Simpson Carr, Business Development Manager, Tech and Life Sciences, Lowenstein Sandler LLP
Stefanie Knapp, Online Marketing Manager, Allen Matkins Leck Gamble Mallory & Natsis LLP
Ryan Schulz, Director, Brand, One North Interactive

The use of digital marketing platforms by the legal industry is maturing, and so should your firm’s approach to using these tools to support its branding efforts and grow the business.  Join this round table to explore the fundamental queries underlying a digital strategy program and to exchange best practices.  Points of discussion will include:
  • How is your firm integrating digital marketing into the day to day business of its lawyers and employees?
  • How does digital sit within the organizational structure of the marketing team?
5:15 pm - 6:15 pmCocktail Reception

May 5, 2016
8:30 am - 9:00 amRegistration and Continental Breakfast
9:00 am - 9:15 amWelcoming Remarks by Co-Chairs
Despina Kartson, Global Director of Business Development & Communications, Jones Day
Deborah B. Farone, Director of Business Development & Communications, ‎Cravath, Swaine & Moore LLP
9:15 am - 10:15 amMedia Landscape 2016
Tim Larimer, Chief of Marketing Communications, Ropes & Gray LLP
Joshua M. Peck, Advisory Board Member / Senior Media Relations Manager, Duane Morris LLP
Ashby Jones, Deputy Bureau Chief, Law, Wall Street Journal
Julie Triedman, Senior Writer, The American Lawyer

“The more things change, the more things change.”

Nobody famous actually uttered that clunky sentence, but it certainly applies to the landscape for legal media. While traditional newsrooms have emptied out of reporters and business news desks have become shadows of their former selves, some digital media are staffing up and covering the law and business in more detail than ever before. Meanwhile, law firm marketing departments have discovered they often don’t even need traditional media to send their messages to the law-buying public. They can blog, Tweet, and self-publish in print or in the ether, and reach as big an audience—or bigger—as they could through the old-fashioned news pages.

What’s next?

Two prominent legal journalists and two senior practitioners of legal media relations will speak on the changing world of traditional media and what has sprung up to compete with it. Do you spend your time thinking about…

  • Where do you bring your story now?
  • Should you pay to play?
  • What’s no longer worth pitching?
  • What challenges do legal journalists face today and how can law firm media professionals help them?
  • Which media channels and content providers have the most credibility? And which have lost it?
  • Which reach your target audience the most effectively?
  • Where are clients and prospects getting their information?

… then don’t miss what promises to be a lively discussion.

10:15 am - 11:15 amHow Does Content Marketing Impact a Prospective Client's Decision to Give You Business
Moderator: Nancy Wu, Marketing Director, Tannenbaum Helpern Syracuse & Hirschtritt LLP
Jody E. Maier, Chief Marketing Officer, Berger Singerman
Melissa Croteau, Principal, M Croteau Consulting

Everyone has a blog - but does that mean they are getting business?  From white papers to Twitter, this session will explore how content marketing has impacted business development efforts by law firms.  Topics of discussion will include: 
  • Is content marketing perceived favorably by clients
  • Case studies of content marketing wins and missteps
  • Major challenges facing content marketing strategy for the legal industry and how approaches from other industries can be applied to face them in an innovative fashion

11:15 am - 11:30 amRefreshment Break
11:30 am - 12:30 pmRecruiters' Secrets: The Real Story on the Evolving Role of the CMO and BDO
Moderator: Deborah B. Farone, Director of Business Development & Communications, ‎Cravath, Swaine & Moore LLP
Jean Allen, Partner, Heidrick & Struggles
Linda Orton, Founder, The Unicorn Continuum
Stephen Nelson, Managing Principal Law & Government Affairs, The McCormick Group

This final session will give you the opportunity to hear the inside story on the profession, from those who are in a position to know the real story.  Listen and benchmark your goals and growth and chart your progress within the industry.  Join this panel of leading recruiters to get the inside scoop.  Discussion points will include: 
  • What results do today’s law firm leaders look for from their CMO? What is the new CMOs mandate?
  • How will the marketing department of the future be structured and what does this mean for the role of the BDO or CSO?
  • Today, when hiring a CMO, what are the skills that firm leaders want to see in terms of marketing, analytics and financial acumen?
  • What are the options for CMOs in terms of their future career paths? Is it up and out to another firm or industry, or are their alternative positions within a law firm?
  • What are the compensation trends for the senior-most marketing staff?
  • For future leaders, in what areas is it imperative to gain experience in order to achieve the role tomorrow?
  • What role does a firm’s culture and structure play in the success of a CMO?
  • Taking control of your own job search 
  • Working with recruiters when you're not a "perfect 10"

12:30 pm - 12:45 pmClosing Remarks and Takeaways by Co-Chairs
Despina Kartson, Global Director of Business Development & Communications, Jones Day
Deborah B. Farone, Director of Business Development & Communications, ‎Cravath, Swaine & Moore LLP
1:30 pm - 2:00 pmRegistration and Networking Coffee Break
2:00 pm - 5:00 pmWorkshop: How Small Marketing Budgets Can Be Converted into a Significant Footprint
Merrill Loechner, Director of Marketing, Saxe Doernberger & Vita, P.C.
Christopher T. Anderson, VP / General Counsel, How to Manage a Small Law Firm
You aren't alone in thinking small and solo law firms face different challenges than larger firms - and this extended session will connect you with your fellow small law peers to share frustrations and strategies for overcoming them.  This workshop will examine the trifecta of pressures presented by time, money, and skillset when it comes to marketing for small and solo law firms.  Topics of discussion and illustrative case studies will include how to make the most of limited marketing resources when:
  • Smaller firms can rarely hire someone just for marketing, so they end up with a “Jack of all Trades” who can do a little bit of everything, but lacks depth of expertise
  • You are fighting entrenched cultural mindset: strategies for establishing why marketing is important and helpful to the legal practice - not a "necessary evil" or even unnecessary
  • What to keep in mind when creating a marketing strategy tailored to your needs, rather than relying on scattershot efforts
  • Meeting the ethical considerations for New York, New Jersey, and Connecticut attorney advertising
  • Balancing your advertising strategy with brand protection restrictions