Marketing Partner Forum ReportBy Burkey Belser
January 29, 2018
It was springtime in LA this weekend with temperatures rising to 75º and the sun covering the landscape and the ocean at Terranea. A more delightful setting does not exist, but attendees soaked in the conference agenda more than the weather or the view. It was a hard-working crowd. The conference was sold out, and for the first time in many, many years, I saw familiar faces—long-time stalwarts of the legal marketing profession were there as so many proclaimed they’d “switched” from LMA’s Annual Meeting to the Marketing Partner Forum. This meant the audience was older, at the top end of the Millennial segment rather than the younger end. More senior professionals showed up and more lawyers than I recall seeing for over ten years.
Captain Richard Phillips, who was kidnapped by Somali pirates and the hero of the eponymous movie played by Tom Hanks, gave an inspiring account of the kidnapping and rescue. Fun, but more to the point of our day-to-day jobs, the sessions felt on point, dealing with contemporary challenges. I wish I could have gone to everyone. Two stood out for me:
Signs Taken for Wonders: Evolving Law Firm Data-Driven Strategies for Profitability, Performance, and Practice.
Bennet Borden’s practice at Drinker Biddle based on crunching massive data not only gives clients information about their industry they did not have before, the small section outperforms Drinker’s much larger litigation practice in revenues and profitability. That’s a wake-up call the legal profession is blissfully ignoring. Enter PwC and its launch into the market just weeks ago with more efficient, cost-effective legal services.
In Brand We Trust: Analytics-Driven Strategies with “New” Social Media
Our very own Nadia Rahman led an exciting panel with Greg Fleischmann (CMO, Lowenstein Sandler), Michael Melior, (Direct Marketing and BD, Pryor Cashman) and Jennifer Mir (PD Director at Munger Toles). The conversation focused—as did many of the sessions—on activating lawyer engagement but what excited me was the step-by-step process Nadia outlined to discover what your targets were reading, where they hung out and how to measure the effectiveness of your efforts. Insights by the panelists made all that real for the legal marketers in the audience. The high level of audience participation also made this a particularly engaging session.
Conclusion: I’ll be there next year.